Afp diversity in giving presentation presentation 03 30 15 with notes final
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A overview of philanthropy in the African-American, Hispanic- American, and Asian American. We examine trends and what drives giving.
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Afp diversity in giving presentation presentation 03 30 15 with notes final
- 2. Diversity in Giving The Changing Landscape of American Philanthropy 2
- 4. • Ask questions, challenge the presenters, and let’s talk! • Please use social media about this session and topic • Copies of the deck will be on the AFP site, as well as the Blackbaud and Edge websites House Rules
- 5. Tweet This Now 5 @emmettcarson: Nonprofit organizations will need to have a diverse donor base to sustain and grow operations. blackbaud.com/GivingDiversity #AFPFC
- 6. Do our current fundraising efforts reach the full spectrum of Americans who might support them? Are we speaking the language—literally and figuratively—of tomorrow’s donors? Do the fundraising channels we depend upon exclude some ethnic and racial groups? Do we have the cultural competency? Research Questions
- 7. Online Survey of 1,096 U.S. Donors, conducted October 2014 Utilized the web-enabled KnowledgePanel®, the nation’s only probability-based panel, recruited to be representative of the U.S. population Survey offered in English and Spanish Oversamples of African-American, Asian, and Hispanic respondents Total data are weighted to reflect the nationwide population of donors Methodology
- 8. The Donor Gap 9% 11% 5% 73%
- 9. Tweet This Now 9 Your fundraising strategies may not be as inclusive as you think! blackbaud.com/GivingDiversity #AFPFC
- 10. Donors Share Core Values Religion and faith are both drivers and indicators of giving. The impulse to help those in need is universal. Wealthier individuals donate more in absolute terms than those with mid-level or lower incomes.
- 11. The African American Donor Community 11
- 12. • Religion and faith are a more important part of philanthropy than among any other group • Not as likely to give through direct response channels, but also not being asked African American Donors – At A Glance 12 • More than any other group, interested in supporting their unique heritage and community Giving is more personal and spontaneous
- 13. African American Donors - Demographics 13
- 14. African American Donors – Giving Priorities 14 50% 40% 37% 37% 23% 21% 12% Place of worship Local social service Children’s charities Health charities Military/veterans Youth development Anti-hate/equality Top Charities Supported 75% say is important to support their place of worship, far surpassing any other group On average, say give 13% of income to place of worship, more than any other group (among those who give to place of worship) ↑ ↑ Significantly higher than donors overall ↑
- 15. African American Donors – Giving Habits/Attitudes 15 66% 57% 46% 45% 58% 43% 28% 32% Tend to give in small ways (toy/food drives, checkout donations, etc.) Responsibility to support orgs positively impacting AA community Like when orgs offer promotional giveaways Like supporting by participating in social events Giving Habits/Attitudes: More Likely To Agree African - American Donors All Donors ↑ ↑ Significantly higher than donors overall ↑ ↑ ↑
- 16. African American Donors – Giving Habits/Attitudes 16 65% 60% 47% 79% 80% 56% Have an idea of which orgs to give to Concerned about overhead vs the cause Have idea of how much I will budget for donating Giving Habits/Attitudes: Less Likely to Agree African -American Donors All Donors ↓ ↓ Significantly lower than donors overall ↓ ↓
- 17. African American Donors – Reaching Donors 17 49% 28% 19% 11% 18% 43% 18% 31% 19% 24% Have made donations at checkout Have given to canvassers on street/at home Have given online via org's website Have become monthly donors to a cause Have made a tribute/ memorial donation Donation Channels: More and Less Likely to Use African -American Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ↓
- 18. The Asian Donor Community 18
- 19. • Generous U.S. donors, even though this group is more likely to have been born outside the U.S. • Younger, well educated, more likely liberal and female • Most technologically connected and willing to use alternate giving channels Asian Donors – At A Glance 19 • Giving priorities are different—more likely to support emergency relief efforts and education; religion not as important as driver of philanthropy More likely to plan and research their philanthropy
- 20. Asian Donors - Demographics 20 Highly educated
- 21. Asian Donors – Giving Priorities 21 Place of worship noticeably absent from top three giving categories ↑ ↑ Significantly higher than donors overall ↑ 36% 35% 35% 34% 29% 24% 18% Health charities Children’s charities Local social service Place of worship Emergency relief Formal education Youth development Top Charities Supported ↑
- 22. Asian Donors – Giving Habits/Attitudes 22 40% 36% 29% 27% 28% 24% Always visit a nonprofit's website before becoming a supporter Like when orgs offer promotional giveaways Prefer to give to orgs that change policies/laws Giving Habits/Attitudes: More Likely To Agree Asian Donors All Donors ↑ Significantly higher than donors overall ↑ ↑ ↑ ↑
- 23. Asian Donors – Reaching Donors 23 39% 19% 19% 38% 31% 10% 24% 43% Have given online via org's website Have donated through a crowdfunding site Have made a tribute/ memorial donation Added a donation at checkout Donation Channels: More and Less Likely to Use Asian Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓
- 24. Tweet This Now 24 40% of Asians say they ALWAYS visit a website before deciding to donate. blackbaud.com/GivingDiversity #AFPFC
- 25. The Hispanic Donor Community 25
- 26. • Youngest of all groups and most likely to have children in their households • Strong commitment to children's causes • Much more likely to say they give spontaneously, when something pulls at their heartstrings Hispanic Donors – At A Glance 26 • Give larger percentage of income to church than donors overall Not asked for donations as frequently as others, and not as likely to give through traditional direct response channels; most interested in hearing more from nonprofits
- 27. Hispanic Donors - Demographics 27
- 28. 45% 40% 31% 30% Place of worship Children’s charities Health organizations Local social service Top Charities Supported Hispanic Donors – Giving Priorities 28 Health and local social service organizations are popular, but Hispanic donors are still less likely to give to either than donors as a whole ↑ Significantly higher than donors overall
- 29. Hispanic Donors – Giving Habits/Attitudes 29 52% 18% 21% 36% 9% 10% Most giving is spontaneous/pulls at hearstrings Would support more nonprofits if asked more often Would like to support more nonprofits but don't know how Giving Habits/Attitudes: More Likely To agree Hispanic Donors All Donors ↑ Significantly higher than donors overall ↑ ↑ ↑
- 30. Tweet This Now 30 African Americans and Hispanics say they would support more nonprofits if they were asked more often. blackbaud.com/GivingDiversity #AFPFC
- 31. Hispanic Donors – Giving Habits/Attitudes 31 63% 57% 39% 80% 79% 56% Concerned about overhead vs. cause Have an idea of which nonprofits will give to each year Have an idea of how much will budget for nonprofits each year Giving Habits/Attitudes: Less Likely to Identify With Hispanic Donors All Donors ↓ ↓ Significantly lower than donors overall ↓ ↓
- 32. Hispanic Donors – Reaching Donors 32 22% 23% 13% 23% 27% 18% 18% 24% 31% 32% Have given to canvassers on street/at home Donated through a 3rd party vendor Have donated in honor/memory of someone Have donated through an organization's website Have given in response to postal mail appeal Donation Channels: More and Less Likely to Use Hispanic Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ↓
- 33. • The impulse to give is universal • Religion and Faith are indicators of giving (current and future) • Wealthier individuals donate more in absolute terms than other income cohorts • Don’t ask and people don’t give! • Generational and ethnic/racial cohorts do not drive giving, but do drive channel and messaging • Overfishing results in a lower catch for all … engage everyone! Today’s Terrific Takeaways
- 34. Tweet This Now 34 @dmccarthy104:The future of philanthropy may hinge on our ability to see the America of 2015, not 1990. blackbaud.com/GivingDiversity #AFPFC
- 35. Thank you to those who helped with this project • Dennis McCarthy, Ashley Thompson and Erin Duff at Blackbaud • Pam Loeb, Mariel Molina, Erin Wagner and Lisa Dropkin at Edge Research • Mark Rovner at SeaChange Strategies • And for inspiring us all: Dr Emmett Carson of the Silicon Valley Foundation
- 36. Thank you! Read the whitepaper here: www.blackbaud.com/GivingDiversity For additional information, please contact: Dennis McCarthy | Dennis.McCarthy@blackbaud.com Pam Loeb | loeb@edgeresearch.com Mariel Molina | molina@edgeresearch.com
Hinweis der Redaktion
- Let me give u a min on methodology: We conducted an online survey of over 1000 US donors in October of last year We used the industry’s gold standard KnowledgePanel – which is the nation’s only probability-based panel, meaning panel members are recruited to be rep of the US pop, and in households where there is no computer or Internet access at time of recruitment, they are given these. Eng/Sp We oversampled xx so that we would have large enough sample sizes to make comparisons Then we weighted the data so that it was reflective of the nationwide pop of donors Bottom line – best practices in sampling and qc But a note that w/ all pub opinion surveys, data is based on what resp self report, not transactional
- - The first data point that really jumped out at us was what we call the “Donor Gap” – Philanthropy today looks a lot like the US population of 1990, 25 years ago. Not like the pop of today, and certainly not of tomorrow - The green bar indicated the percentage of donors in each of the 4 main ethnic/racial groups today. The light grey bar reps US pop in 90 … 73% of donors today are non-Hispanic whites, despite the fact that they only make up 64% of the population You can see that AA and Hispanics are under-represented in the donor universe Asian donors are on par with the US population But this does not suggest that whites are “more generous.” In fact, regression analysis shows that neither race nor ethnicity are sig predictors of donation amount
- - As we go through this data set, one conclusion we can draw is that organized philanthropy may not be doing an adequate job of engaging non-white communities - Or as our second suggested tweet says, …
- As we analyzed the findings from this research, it was clear that donors agree on a lot of the big things – regardless of their race or ethnicity First … and what I mean by that majorities across all of the main racial/ethnic groups Feel Responsibility to Support Non-Profits /Charities through Monetary Donation. And roughly a third across all groups take time to volunteer Second … You’ll see as we get into the data, that religious orgs capture a significant proportion of dollars donated (even though giving to religious institutions has slowed since the mid 1980’s), religion/faith continue to be a major driver of philanthropy across racial and ethnic groups . Beyond that, donors who are actively engaged in their religious community are not only more likely to give, but give more Last Income is, not surprisingly, the key driver of donation amount. Meaning … That doesn’t mean that wealthier individuals contribute a larger percentage of their income to charities (in fact other studies would show that they do not), but they do contribute more in total dollars – regardless of their race or ethnicity
- So lets take a look at where there are some notable differences by group. And I’m going to start off with a few slides that look at the African American Donor community
- There are 4 trends that are worth noting, and you’ll see when we get into the data
- Let’s take a quick look at demographics Gender pretty even split, skew slightly female but not stat sig Disproportionately Boomers – more so than any other group Sig more likely to be lower or middle income All told, the most religious of the groups we examined
- Some more data underscoring how foundational religion is in their philanthropy Half say they give to their place of worship – significantly more than any other charitable category. Even more think its important to support their place of worship. And among those AA who give to their church, report giving on average 13% of their income – a larger percentage than any other group 4-in-10 also give to ss, kids, health Interesting to note 2 places where they over-index: youth dev, and AA are near twice as likely to support orgs that fight hate, prejudice, and inequality
- Compared with the overall donor universe, AA’s are more likely to … - And AA are more 49% (126) are very comfortable telling others about the charities they support, higher than any other racial/ethnic group
- They are less likely to be prescriptive in their giving
- Their channels vary slightly from donors overall. More likely to give in small ways at checkout. Interestingly, more open to canvassing efforts, which is an interesting opportunity for some orgs Less likely to have made a donation online, and index lower on other traditional dr channels like mail and email appeals But this group is not asked as often as Caucasian and Asian donors, and 20% say they would support more orgs if asked more often, suggesting that AA’s may be left out of mainstream fundraising efforts
- Turning to the Asian Donor Community. Before I get into the data, one question I have been asked is what languages the survey was offered in. So many Asian dialects, would become cost prohibitive. We had respondents who speak Chinese, Korean, Japanese, Vietnamese, Tagalog, etc.
- Asian donors are quite generous, report giving more on average than several other groups, and give to more charities. But interestingly, less than half were born in the US – mostly first and second generation Americans As you will see in a minute … (point 2) This is a particularly technologically savvy donor group and they are open to non-traditional channels Their giving priorities are a little different … And we will see that they definitely plan and research who gets their dollars
- Skew more female Younger – more than half are under 50 8-in-10 have a college degree plus – the most educated of the donor cohorts Religion does not play as strong a role in their giving
- In fact, religion is noticeably absent from the top 3 charitable categories Asian Donors are as likely to give to health, kids, and ss charities And they are more likely to give to emergency relief and formal education (i.e. their alma mater) than donors overall – not surprising given the education level
- Like Caucasian donors, Asian donors are more deliberate in where they give their dollars – they budget and plan They are the group that is most likely to visit an organization’s website before becoming a supporter They are also more likely to respond to word-of-mouth. Asian donors, more than any group, say that they support a cause when the request comes from friends or family
- Thus its not surprising that Crowdfunding is more popular with this group. 19% of Asian donors say they have donated through a crowdfunding site, compared to just 10% of donors overall They are also the most likely to make a donation directly through an org’s website
- So how important is your website, well …. (TWEET)
- Last, but not least, I want to talk about the Hispanic Donor Community
- This is the youngest of all groups – 2/3’s are under 50, and they are the most likely to have kids in their HH. Those with kids actually donate more than those without So their strong commitment to kids’ causes makes a lot of sense Spontaneity is the hallmark of Hispanic giving. Hispanic donors tell us they give “in the moment” based on what pull at their heartstrings Again, we see a group that is probably underserved by traditional direct marketing channels. They are not asked to give as frequently, and are interested in hearing more from NGO’s
- Here’s a little on demographics I think the biggest takeaway is around age. This is by far the youngest donor cohort, with 30% Millennials, and 33% Gen X’ers, and the Hispanic population in the US will continue to grow into the foreseeable future. If you are thinking about lifetime value, this is a group on which to focus
- Hispanic donors prioritize their church, followed by children’s charities Health and ss are also priorities, but actually a little less so than donors at large
- As I mentioned earlier, Hispanic donors are the group most likely to say that most of their giving is spontaneous, when something or someone grabs them emotionally And a big question I hear debated a lot – should our fundraising appeals be in English, bilingual, in Spanish. 55% of our respondents said they actually prefer English, and another 17% are fine w/ both Two-in-10 tell us that they would support more ngo’s if asked, but they don’t always know how (go to Tweet)
- - Giving in the moment means Hispanic donors do less planning in advance and are less concerned about administrative issues than donors on average
- In terms of channels – Hispanic donors are less likely to give through some of the more traditional channels like mail and website But more have given to canvassers on the street or at home And done some type of retail philanthropy by making a donation where a portion of the merchandise they buy goes back to the cause So that’s a quick overview of the data. I’m going to hand it over to Dennis to wrap-up with some parting thoughts