Michael Johnston, Founder and President, hjc, gives a profile of four generations of Canadian donors: how do they give, where do they give and how can you build the most effective relationship with them.

1. CANADIAN FUNDRAISING TODAY
AND TOMORROW

2. AGENDA
9:30-11:00
Canadian Fundraising Today and Tomorrow
Michael Johnston
11:00-11:30 COFFEE AND NETWORKING
11:30-12:15
The Constituent Engagement Journey: Growing Engagement, Loyalty,
and Lifetime Value
Ken Kuhler
12:15 – 1:30 LUNCH AND NETWORKING
1:30-2:00
Monthly Giving and the Next Generation of Giving
Harvey McKinnon
2:00-3:00
Fundraising Trends in 2013
Michael Johnston and Ken Kuhler

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 hjc/hma/Blackbaud digital and
integrated fundraising consulting session
http://www.surveymonkey.com/s/HBBRTHG
Take our survey at the end of
the session!

6. “THE MORE ONE
KNOWS, THE MORE ONE
CAN CONTROL EVENTS.”
SIR FRANCIS BACON

7. • DONOR FILES AND ACQUISITION LIST
SOURCES ARE SHRINKING – A MORE
COMPETITIVE ENVIRONMENT
Current Fundraising Reality
Aging Donor Base

8. • REVENUES ARE FLAT AND – IN MANY
CASES – ARE FALLING
DIRECT MAIL AND OTHER TRADITIONAL
CHANNEL COSTS/ROI ARE INCREASING/
FUNDRAISING MARGINS ARE SHRINKING
Current Fundraising Reality

9. WWBA?

10. What are the preferred giving channels of
each generation?
What are the preferred communications and
engagement channels?
Does age influence who you give to?
What are the basic dos and don’ts for
fundraisers in 2013 and beyond?
Hail Angry Peasant! what skullduggery do
you intend with that pitchfork?
How could thoust deny the vital nutritional
content of this fine homebrewed ale?

11. ONLINE BENCHMARKING
(2011 AND 2012)
Other Sources of Giving Data in Canada

12. WHERE CAN WE IMPROVE?
• Underdeveloped Advocacy
• 8.2% of total email files in Canada are
advocates vs. 12% in the United States
• Only 6.8% of online advocates are donors in
Canada vs. double that in the United States

13. ACTION TAKERS ARE STRONGER
PROSPECTS
Non-donors who’d taken action online were 2.3x more likely to donate
than non-donors in the email file who hadn’t

14. ACTION TAKERS ARE STRONGER
DONORS
Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May
2009, National Bureau of Economic Research, A. Lange, A. Stocking.

15. AMNESTY INTERNATIONAL: E-PETITION AND
TELEPHONE FOLLOW UP
Phone number: Ask!
Counter: social
proof
Comments: priority for
calls
Subscribe:
for cultivation
More info:
legitimacy

16. CALLING ADVOCACY LISTS
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
18.50%
8%
9%
11%
Recent Lapsed Monthly
Donor
Online Petition Only
E-newsletter Subscriber
Long Lapsed Montlhly
Donor

17. COST PER MONTHLY DONOR $75.00
• 1000 phone calls – 74 monthly donors giving
$9.66 every month

18. WHAT ARE WE DOING WELL?
• A Less Cluttered Market
• 14.34% open rates in the United States vs. 22.98% open rates in Canada
• That maintains a similar advantage the year before
• Monthly Giving
• Next Generation of Giving comparison – still higher in Canada
• Online monthly giving is also bigger in Canada: 14% of Canadian online
revenue is from monthly sustainer vs. 8% of US online revenue
• HOWEVER… US online sustainer revenue increased from 6% the year
before while the Canadian % remained the same at 14%.
• We shouldn’t be standing still!
• This is paralleled in the offline, Next Gen Study

19. WHAT ELSE?
• Are we doing enough?
• Even though the US market is more mature in online fundraising, they still
have a higher online gross revenue increase of 10% vs. 5% in Canada
• Is this a parallel of our more conservative, steady economic approach to
growth?
• Are we spamming?
• In the US, there was a 1.2% increase in overall charitable email volume but
there was an 18% increase in Canada
• If we are sending more, is it segmented and personalized?

20. THE INTEGRATED, NEXT
GENERATION OF GIVING IN CANADA
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills

21. • The cultivation survey:
– Sent to 57,400 donors
– 3 key segments: Monthly, Active &
Lapsed
– 5,530 responses (response rate of 11%)
– Raised $17,574 – a bonus!
– Reactivated 30 donors
– Found 85 expectances and 292 legacy
leads
– 143 middle and major donor leads!
– Shared budgeting!
– Surveymonkey and RE
CANADA LEADING THE PACK

22. 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!

23. CANADA LEADING THE PACK
A recent online survey
found

24. ANIMAL WELFARE
A recent online survey
found

25. THE NEXT GENERATION OF
CANADIAN GIVING
The Canadian Fundraising Summit

26. % Of Generation Giving
Totalannualgiving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
55% 65% 75% 85% 95%
79% Give
5.8 M donors
$831 yr/avg
4.5 charities
$4.8 B/yr
62% Give
4.5M donors
$639 yr/avg
4.0 charities
$2.9 B/yr
78% Give
6.9 M donors
$942 yr/avg
4.9 charities
$6.5 B/yr
87% Give
3.1 M donors
$1507 yr/avg
7.0 charities
$4.7 B/yr
Gen Y
Gen X
Boomers
Matures
GENERATIONAL GIVING
Bubble size is ‘Estimated Annual Contributions’
An overview of annual giving by generation confirms the importance of Boomers
in the charitable giving space.
26
Born: 81-91
Born: before 1946
Born: 46-64
Born: 65-80

27. DRAW YOUR BUBBLES

28. A GRADE TWO QUIZ

29. Gen Y
Animal Protection
Mature
Human Rights
Gen X
Door To Door
Boomer
Arts

30. CAUSES – TOP TIER
GEN Y GEN X BOOMERS MATURES
PRIORITY CAUSE
45% 50% 50% 55%
21% 31% 31% 36%
32% 40% 38% 28%
18% 25% 23% 40%
15% 17% 17% 14%
12% 14% 11% 14%
50%
30%
35%
26%
16%
13%
71%
48%
46%
33%
23%
22%
Health charities
Local social service
Children’s charities
Place of worship
Animal
rescue/protection
Emergency relief
Priority Cause Overall Giving
% donating overall to causes
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
• Health charities have the
largest % of donors
across generations
• For all top tier causes
capture, at least half of
donors see it as a
priority. Places of
worship and children’s
charities have the largest
%
• Emergency giving
dropped as a priority
cause across
generations
↓
↓
↓
↓ ↓ ↓ ↓
↓
↓ ↓
↓
↓ ↓

31. CAUSES – BOTTOM TIER
GEN Y GEN X BOOMERS MATURES
PRIORITY CAUSE
10% 8% 6% 10%
13% 8% 6% 9%
6% 8% 8% 10%
3% 3% 7% 10%
6% 5% 6% 4%
2% 3% 2% 6%
4% 4% 3% 4%
2% 3% 2% 7%
3% 4% 2% 3%
0% - 0% -
8%
9%
8%
6%
5%
3%
4%
4%
3%
0%
18%
16%
16%
11%
10%
9%
8%
7%
6%
1%
Education
Human
rights, internation…
Environmental, cons
ervation
Arts/art-related
Victims of crime or
abuse
Election campaigns
First responders
Troops/veterans
Advocacy
Trade union
Priority Cause Overall Giving
% donating overall to causes
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
↓
↑
↓
↓ ↓

33. WHAT CHANNELS ARE DONORS USING
IN NORTH AMERICA?

34. ANOTHER GRADE TWO QUIZ

35. Gen Y
Online Giving
Mature
Mobile Text
Gen X
Door To Door
Boomer
Telemarketing

36. GEN Y GEN X BOOMERS MATURES
55% 54% 58% 55%
45% 55% 35% 31%
21% 35% 47% 56%
36% 39% 38% 30%
29% 33% 40% 37%
11% 23% 36% 58%
22% 29% 37% 34%
22% 24% 29% 29%
24% 20% 25% 20%
25% 19% 11% 9%
15% 14% 12% 14%
5% 9% 15% 18%
7% 5% 4% 9%
4% 9% 4% 4%
5% 8% 4% 3%
12% 4% 2% -
6% 4% 3% 2%
1% 2% 3% 2%
Donated this way in last 2 years
56%
41%
41%
36%
35%
32%
32%
26%
22%
15%
13%
12%
6%
5%
5%
4%
4%
2%
Checkout Donation
Online Donation
Honor/Tribute
Purchase for Proceeds
Pledge at Event
Mailed Check/Credit…
Door to Door*
Monthly Debit
Street Canvassing*
Third Party Vendor
Email*
Phone
Radio/TV*
Online Ad*
Will/Planned Gift
Mobile/Text
Social Networking Site
Stocks, Bonds, Property
GIVING CHANNELS
Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
36
*New or changed attribute, no tracking data
↑
↑
↑
↓
↑
↓
↑
↑
↓
↑
↑
↓

37. 1%
1%
5%
6%
12%
18%
25%
33%
34%
34%
35%
43%
3%
6%
9%
9%
12%
14%
25%
16%
21%
23%
25%
24%
34%
36%
36%
30%
34%
29%
22%
15%
17%
16%
12%
9%
47%
41%
23%
18%
15%
11%
4%
8%
3%
6%
2%
1%
Acceptable Solicitation Channel
(from organizations with an established relationship)
Very AcceptableVery Unacceptable
NET GEN Y GEN X BOOMERS MATURES
+77 +78 +87 +77 +63
+69 +70 +76 +68 +62
+46 +53 +40 +46 +47
+34 +51 +43 +30 +13
+25 +50 +41 +11 +5
+8 +45 +26 -2 -33
-24 -4 -21 -37 -24
-26 +24 -5 -46 -65
-35 -6 -29 -49 -46
-35 -26 -38 -41 -30
-46 -17 -38 -54 -67
-57 -29 -48 -76 -63
Friend
Friend's
child/grandchild
Letter/message
Radio or TV program
Email
Opt-in for extra charge
on ticket/recording
Phone call
Message via social
media
Voice message
Door-to-door
canvassing
Street canvassing
Text message
ACCEPTABLE SOLICITATION CHANNEL
Net (Acceptable – Unacceptable)
Smwt Smwt
Channels with a personal connection are most acceptable, followed by letters or TV/radio.
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

39. MAKING A DIFFERENCE
30%
36%
7%
14%
9%
2%
Gen Y
43%
21%
7%
14%
8%
1%
56%18%
7%
9%
5%
1%
Boomers
55%
19%
10%
7%
4%
2%
Matures
As we saw in the 2010 research, the feeling that monetary donations are the way to
make the biggest difference increases with age. Gen Y – with more time than money --
is the one generational cohort that places more emphasis on volunteering.
Gen X
Money Volunteer Donate goods Spread word Fundraise Advocate

40. HYPER-CHOICE
IS IT THE DEATH OF
UNRESTRICTED GIVING?

41. 24%
22%
49%
26%
18%
53%
23% 25%
46%
10%
40%
43%
Directed donation Unrestricted
donation
Either is fine
Directed Giving Preferences
Gen Y Gen X Boomers Matures
27%
55%
7% 5%
22%
44%
6%
1%
22%
34%
5%
0
14%
28%
7%
2%
Decide where funds goSee the impact of my donationThank you giftPublic recognition
Would Motivate Me a Great Deal
to Make a Larger Donation to
Charity
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
Engagement: Directed Giving

44. HOW DO YOUR DONORS
LOOK AT
TRANSACTIONS, ENGAGEM
ENT, AND OUTREACH?

45. TRANSACTIONAL: DIRECT MAIL
63%
56%
13%
11%
56%
50%
22%
23%
58%
55%
28%
36%
63%
64%
28%
58%
Mail from a charity
is very or smwt
acceptable
Mail is important
way for charity to
stay in touch
Receive information
in the mail
Gave a donation in
response to a mail
appeal in the last 2
yrs
Gen Y Gen X Boomers Matures
• While donors say that direct mail
is an acceptable and important
way for charities to keep in touch
with supporters …
• … There is a substantial drop
across generations in the
number who remember
receiving info in the mail; and a
big difference, except among
Matures, in the number who say
they have responded to direct
mail

46. • Donors say that a charity’s website is
an important way to stay in
touch, yet far fewer report actually
visiting these sites
• However, the website is an
important transaction channel –
especially with Gen X. More say
they contributed in this way across
generations in 2013 than in 2010
TRANSACTIONAL: ONLINE
85%
41%
45%
76%
29%
55%
60%
25%
35%
45%
16%
31%
Visiting website is
important way to
stay in touch with
charity
Visit website of
charities you
support
Made a donation
through org's
website in last 2
years
Gen Y Gen X Boomers Matures
Website
Credit card 90%
Paypal 38%
Amazon payment 2%
Ways Would Pay
2010
41%
37%
29%
24%
↑

47. ENGAGEMENT: WORKPLACE
60%
36%
58%
40%
49% 50%
25%
75%
Have given in the
workplace
Have not given in
workplace
Workplace giving is more prevalent among younger workers. Gen Y is likely to give this way
just once, while Boomers are more likely to give through payroll.
Workplace Giving GEN Y GEN X BOOMERS MATURES
Participated in a
workplace fundraiser
30% 33% 30% 13%
Made a one-time
donation through
your workplace
24% 16% 20% 4%
Made a donation
through payroll
deduction
11% 18% 24% 4%
Volunteered through
your workplace
19% 12% 16% 4%
Made a donation
where your employer
matched the gift
15% 15% 11% 4%
Participated in a
workplace
walk/run/challenge
15% 11% 13% 8%
Gen Y Gen X Boomers Matures
(filtered among those employed or student)
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

51. • Corporate Donors phoned/mailed/emailed proposal
• Lead to Starbucks doing a coin collection at 90 of their retail stores.
• Also led to online Employee Giving campaign (138 employees (almost
all new donors) gave over $4,000 in lieu of Christmas gifts

52. ENGAGEMENT: RETAIL GIVING
Retail
giving, last
12 mos
34%
No retail
giving
43%
Not sure
23%
Gen Y: 54%
Gen X: 38%
Boomers: 29%
Matures: 19%
Motivations
(Single most important reason)
Total Y X B M
Cause 64% 58% 69% 64% 61%
Product 19% 28% 18% 25% 18%
Total Y X B M
Given to cause before 24% 21% 18% 31% 29%
Would have given anyway 35% 30% 39% 34% 42%
Have given since purchase 11% 17% 9% 8% 11%
Plan to give directly in future 28% 27% 30% 20% 42%
Will retail give to this charity in future 48% 40% 45% 56% 55%
None of these (1x gift) 10% 16% 12% 2% 13%
Relationship to Cause
• Gen Y & X are more likely to give by retail
purchase
• All are primarily motivated by cause over
product
• Responses suggest that retail is a good way to
increase donations and raise awareness, but
many of these will not convert into regular
donations beyond retail
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

53. ENGAGEMENT: WORD OF MOUTH
18% 17% 13% 13%
40% 43%
34% 33%
25% 16%
17% 21%
12%
16%
23% 23%
1% 7% 10% 11%
Gen Y Gen X Boomers Matures
53
Comfort-level Sharing Info about Charities Support
Not comfortable at all, it is inappropriate
Not too comfortable, tend to be private
Somewhat comfortable, but cautious
Very comfortable, but only bring it up if
asked
Very comfortable, often tell others
Younger generations are slightly more comfortable sharing information about
the charities they support than older generations.

55. CHANNEL ECOSYSTEM
NO SILVER BULLET: FUTURE IS INTEGRATED
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
55

56. KEY NEXT GEN FUNDRAISING QUESTIONS
TO ASK YOURSELF

57. HAVE I UNDERINVESTED IN FUNDRAISING
TO BABY BOOMERS, WHERE THE BULK OF
MONEY WILL COME FOR THE
FORESEEABLE FUTURE?

58. HAVE I IGNORED THE UP AND COMING
YOUNGER GENERATIONS; OR RELEGATED
THEM TO AN UN-STRATEGIC SOCIAL MEDIA
EFFORT?

59. DOES MY FUNDRAISING CHANNEL MIX
INCLUDE DIRECT MAIL FOR YOUNGER
DONORS AND DIGITAL COMMUNICATIONS
FOR OLDER ONES (HINT: IT SHOULD)?

60. AM I PREPARING FOR THE FUTURE BY
ADDRESSING THE CULTURAL DEMANDS
GENERATIONS X AND Y ARE PLACING ON
INSTITUTIONS (SUCH AS TRANSPARENCY)?

61. AM I EMPOWERING MY MOST
ENTHUSIASTIC SUPPORTERS TO
FUNDRAISE AND EVANGELIZE ON MY
BEHALF?

62. OUR KEY
RECOMMENDATIONS
KNOW YOUR DONORS’ BIRTHDAYS.

63. OUR KEY
RECOMMENDATIONS
MAKE DONORS HAPPY.
NOW IS THE TIME TO CREATE AND TRACK DONOR
SATISFACTION METRICS AND TO CLOSELY TRACK
RETENTION BY CHANNEL AND BY GENERATION.
IT’S ALSO TIME TO PAY MORE ATTENTION TO INBOUND
COMMUNICATIONS BY DONORS.

64. OUR KEY
RECOMMENDATIONS
PREPARE FOR THE FUTURE TODAY. THERE ARE
THINGS ORGANIZATIONS CAN AND SHOULD DO TODAY
TO ATTRACT YOUNGER SUPPORTERS (GEN X, Y, Z)
AND A SHARE OF THE ROUGHLY $6 BILLION THEY GIVE
EACH YEAR.
IT’S NOT JUST ABOUT TWEAKING THE TACTICS. MANY
OF THE BIGGEST IMPEDIMENTS TO EFFECTIVE
MULTICHANNEL FUNDRAISING ARE ORGANIZATIONAL
AND POLITICAL.
HOW ABOUT YOURS?

65. CONCULSION
THE FUTURE HAS ARRIVED
IT IS A MULTI-CHANNEL FUNDRAISING WORLD
IT IS ALSO A FUNDRAISING ENVIRONMENT IN WHICH
THE DONOR DEMANDS, AND RESPONDS TO AN
INTEGRATED RELATIONSHIP
ARE YOU READY?

66. REMEMBER THE CHILDREN…
• 3 of the top 10
fundraisers for an
organization that
raises over $90
million a year are
under 15
• Do you have an
integrated plan for
supporters under 15?

67. 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 hjc/hma/Blackbaud digital and
integrated fundraising consulting session
http://www.surveymonkey.com/s/HBBRTHG
Take our survey at the end of
the session!