Next gen uk seminar presentation glasgow mike section
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Next Gen Study, Glasgow August 2013. UK donor study with key donor behaviour data.
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Next gen uk seminar presentation glasgow mike section
- 1. PLANNING YOUR FUNDRAISING FUTURE The Next Generation of Scottish Giving
- 2. We are handing out prizes today!
- 3. At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour Xtraordinary integrated fundraising consulting session http://www.surveymonkey.com/s/JWWDFMS Take our survey at the end of the session!
- 4. AGENDA 9:00-9:45 The Dramatic Oversimplification of Scottish Fundraising. What donors told us. 9:45 – 10:15 6 Laser Focused Tactics for Integrated Fundraising Success: A UK case study 10:15 – 10:30 COFFEE BREAK 10:30 – 11:00 Going Mobile 11:00 – 11:30 Winning the Talent War in an Integrated marketing World 11:30 – 12:00 UK Legacy Survey Case Study
- 5. YOUR FACILITATORS Mike Johnston Partner, Xtraordinary Fundraising Stephen Butler Partner, Xtraordinary Fundraising Lindsay Sievewright Partner, Xtraordinary Fundraising Special Guests: Bruce Tait, Bruce Tait Associates and Sandra Luther, Blackbaud
- 6. A QUESTION TO ASK YOURSELF • How much has technology and communication changed in the last 10 years?
- 7. HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE LAST 10 YEARS?
- 8. CHANNEL ECOSYSTEM THIS ISN’T WHAT WE HAD 20 YEARS AGO?! Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer/ Meetups Monthly giving Directed giving 8
- 9. 8/27/2013 Relay For Life Hope Blooms Donor File
- 10. 8/27/2013 proprietary and confidential Relay For Life Hope Blooms Donor File ISN’T THIS MORE NATURAL?
- 11. 8/27/2013 proprietary and confidential AND WHEN THAT HAPPENS…
- 15. CONNECT THE PAIRS...WHICH GENERATION GIVES MORE TO THIS KIND OF CHARITY THAN ANY OTHER GENERATION Gen X Health Mature Human Rights Gen Y Children Boomer Environmental
- 17. HOW DID THEY FIRST LEARN ABOUT THE CAUSE?
- 19. UK DONOR FIRST ENGAGEMENT
- 20. CORE LESSONS FROM THE DATA • UK Donors of all ages give in multiple ways • Gen X and Gen Y are becoming important • Different groups have different communication preferences • All donors enjoy being communicated with in a variety of ways • Donors learn about your organisation in a variety of ways but traditional media and new forms of media are very important channels
- 21. UK DONORS ARE – FUNDAMENTALLY…
- 22. CORE LESSONS FROM THE DATA… • Offering a variety of ways to give – to all ages • Ensuring various communications are consistent with one another • Giving opportunities for engagement that are not financial • Personalizing the giving experience as much as possible
- 23. INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’
- 24. INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION Horizontally StyleMessagingTheme Renewal Donor Development Acquisition Vertically In a chronological customer contact flow
- 25. INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID… Prospects One-off Monthly Major Wills One-off Prospect Monthly Major Wills
- 26. • The digital, integrated lead generation survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised £12,000 – a bonus! – Reactivated 30 donors – Found 85 legacies and 292 legacy leads – 143 middle and major donor leads! – Key: shared budgeting! INTEGRATION FOR THE WHOLE PYRAMID
- 27. CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…
- 28. 1. Donors from 35 to 45 were thinking of legacy gifts 2. Shown to be 300% over represented on LinkedIn 3. Open to Gifts of Stock 4. Now…. A LinkedIn Strategy for a Legacy Gift for younger donors…. HAPPY SURPRISES!
- 29. THE UK NEXT GEN SUPPORTER TYPES
- 30. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving 4 TYPES OF UK NEXT GEN DONORS Proprietary & Confidential8/27/2013 Slide 30
- 31. HSBC Chief Economist: “They are behaving like the Nobility in the Peasant’s Revolt” They own 80% of the country’s £6.7trn in wealth – and they are the longest lived of any generation in the UK.
- 32. • How boomers act – compared to civics and how this makes sense for online social network fundraising…
- 37. proprietary and confidential 37
- 38. CONNECT THE PAIRS...WHICH GENERATION OF GIVERS IS THE MOST PROLIFIC USER OF THE FOLLOWING GIVING CHANNELS? Gen X Regular Giving Mature Web Giving Gen Y Social Media Boomer Charity Gift Shop
- 39. HYPER-ADVENTURE GIVING FEELING YOUNG AND HAVING FUN WHILE GIVING
- 40. THE CULTURAL ACCEPTANCE OF CRAZY, TOUGH, PHYSICAL FUNDRAISING • David Walliams • Successfully swam the English Channel for Sport Relief • Online Fundraising Page to raise over 1 million pounds
- 43. HYPER-CHOICE THE DEATH OF UNRESTRICTED GIVING
- 46. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving RANK (1 TO 5) ON HOW PREPARED YOU ARE FOR EACH NEXT GEN DONOR TYPE Proprietary & Confidential8/27/2013 Slide 46
- 47. THANK YOU!
Editor's Notes
- Dennis
- Dennis
- Win a multi-channel consulting session
- Dennis
- Dennis, Mike
- Dennis
- Dennis
- Re order by priority
- MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
- MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
- Mike
- Mike
- MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
- MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
- Mike Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
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