the next generation of giving - azadi version
DESCRIPTION
My take on Blackbaud's "Next Generation of Giving" presentation, with a whole load of engagement and other fundraising examples thrown in.TRANSCRIPT
@AzadiSheridan
@BlackbaudEurope #BBEUserGroups
• Conducted from November 2 – 5, 2012
• Data is based on 1,498 qualified interviews
• To qualify, respondents had to have donated money to a not-for-profit or charity in the past 12 months
ABOUT THE STUDY
• Matures (b. 1945 or earlier) out-perform all other donor segments- Donate 27% more than Gen X- Donate 38% more than Baby Boomers
• Matures are most loyal of all the generations to their
chosen charities- Almost 30% having donated to their causes for between
10 and 15 years - 16% for more than 20 years
CONFIRMING WHAT WE KNOW
WHICH OF THESE MEAN “GREAT” OR “EXCELLENT” TO YOU?
SICK
WICKED WACKWICK
COOL
BOOK
NANG
SPIFFING
BAD
TOO MUCH
EPIC
GROOVYFAROUT
FABGEAR
SMASHING
WE WON'T DO THIS ONE….
Aged 22-32, represents
13.45% of UK population
Aged 33-48, represents
22.5% of UK population
Aged 68+, represents
14.2% of UK population
Aged 49-67, represents
22.4% of UK population
63+
Asked Desire to increase ££ and time commitment
ARE YOUNGER GENERATIONS WORTHLESS? NO!
Asked Thinking about what they will leave
behind to the charities they care about
ARE YOUNGER GENERATIONS ON A DONOR JOURNEY?
WHAT CAUSES ARE DONORS GIVING TO…
Personal Connections
THE GENERATION GAME
Health
Children
Human Rights
Environmental
HOW DO PEOPLE GIVE?
IS THIS AN OPPORTUNITY?
Scan my QR code with your smartphone to learn more about
us!26% of UK donate goods as a first interaction with a charity.
HOW DO PEOPLE GIVE?
HURRAH FOR REGULAR GIVING!
Matures twice as likely as Gen Y to give via Direct Debit
HOW DO PEOPLE GIVE?
ARE WE MAKING THE MOST OF ONLINE?
40% of UK consumers said online giving is their main way
of donating to a cause
HOW DO PEOPLE GIVE?
THE RISE OF MOBILE…
WHY BOTHER?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y36.4%Gen X25.3%Boomer 6.1%Mature 2.9%
HOW DONORS FIRST LEARN ABOUT YOUR CAUSE
COMPARE FOLLOWERS PER TWEET
HOW DONORS FIRST ENGAGE WITH YOUR CAUSE
“IT’S ALSO AN INSTRUMENT OF CHANGE.”
AMNESTYINTERNATIONAL
25
HOW DONORS LIKE TO STAY ENGAGED
15,000 ENGAGED FOLLOWS
INSTAGRAM.COM/CALGARYZOO2012AR#
77,000 VIEWS FOR AN ANNUAL REPORT!
SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS
30
KEY TAKE AWAY – MUST BE MULTICHANNEL
• Review your website for content and ease-of-use, inc mobile browsing
• Respond engage via the right channels: Ask donors what they want
• Concentrate on your digital presence- Make content interesting and sharable- Use calls to action appropriately
• Find your digital advocates- Figure out how to engage them
• Find your donors through their Doctor Who!!
WHAT TO DO TODAY
To download a copy of the report, visit:
http://www.blackbaud.co.uk/nextgenukreport
https://www.blackbaud.co.uk/psychologyofonlinegiving
Other research:
Data-Driven Fundraising,
State of the Non Profit Industry Survey
Chat with me! @AzadiSheridan or
THANK YOU!