2. • 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
3. • 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
4.
5. WHICH OF THESE MEAN “GREAT” OR “EXCELLENT”
TO YOU?
SICK
WICKED WACKWICK
COOL
BOOK
NANG
SPIFFING
BAD
TOO MUCH
EPIC
GROOVY
FAROUT
FABGEAR
SMASHING
7. 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+
8. Asked Desire to increase ££ and time commitment
ARE YOUNGER GENERATIONS WORTHLESS? NO!
9. Asked Thinking about what they will leave
behind to the charities they care about
ARE YOUNGER GENERATIONS ON
A DONOR JOURNEY?
32. • 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
33. 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!
Hinweis der Redaktion
Although Gen Y (unsurprisingly) continue to lead the way for social networking– the Boomers and Matures have a significant presence that should not be ignored.
While giving hasn’t taken off via social networking site (at least not yet!) – do not underestimate the power of social networks for awareness and engagement with all generations.
Gen X and Boomers are adapting to technology more rapidly than anticipated. Research supports targeting Gen X and Boomer donors with interactive elements like video, petitions and podcasts. All tools that they report they’d be willing to try and offer a great opportunity for your organisation to build up engagement.
And speaking of engagement – the Gen Y, who aren’t yet giving in a large capacity – are social advocates in the making. 27% follow a cause and 25% share content online with their friends. Engaging these young digital stars can help your organisation raise your profile – and encourage a culture of philanthropy among younger donors.
But Gen Y isn’t where your immediate focus should be…