The Next Generation of Canadian Giving Webinar by Mike Johnston and Dennis McCarthy on September 25, 3013

1. CANADIAN FUNDRAISING TODAY
AND TOMORROW

2. WHO ARE WE?
Mike Johnston
Founder, HJC,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Dennis McCarthy
Vice President -- Strategy
Target Analytics -- Blackbaud
Strategic, Data-Driven Multi-Channel
Marketing

3. HOUSE CLEANING TIPS..

4. 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 digital and integrated fundraising
consulting session
http://www.surveymonkey.com/s/BJNBZNY
Take our survey at the end of
the session!

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

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

9. • 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

10. WWBA?

11. 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?

13. • 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

14. 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!

15. CANADA LEADING THE PACK
A recent online survey
found

16. ANIMAL WELFARE
A recent online survey
found

17. ALL THIS SHOWS… THINGS ARE
CHANGING…

18. THE NEXT GENERATION OF
CANADIAN GIVING

19. % 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.
Born: 81-91
Born: before 1946
Born: 46-64
Born: 65-80

20. DRAW YOUR BUBBLES

21. A GRADE TWO QUIZ

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

23. 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
↓
↓
↓
↓ ↓ ↓ ↓
↓
↓ ↓
↓
↓ ↓

24. 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,
international dev.
Environmental,
conservation
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.
24
↓
↑
↓
↓ ↓

26. WHAT CHANNELS ARE DONORS USING
IN NORTH AMERICA?

27. ANOTHER GRADE TWO QUIZ

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

29. 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 Card
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.
*New or changed attribute, no tracking data
↑
↑
↑
↓
↑
↓
↑
↑
↓
↑
↑
↓

30. 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%
30
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.

32. 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

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

34. 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 go
See the impact
of my donation
Thank you gift Public
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

37. HOW DO YOUR DONORS
LOOK AT TRANSACTIONS,
ENGAGEMENT, AND
OUTREACH?

38. TRANSACTIONAL: DIRECT MAIL
38
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

39. • 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
39
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%
↑

40. 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.

44. • 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

45. 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.

47. 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
47

48. KEY NEXT GEN FUNDRAISING QUESTIONS
TO ASK YOURSELF

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

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

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

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

53. OUR KEY
RECOMMENDATIONS
KNOW YOUR DONORS’ BIRTHDAYS.

54. 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.

55. 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?

56. CONCLUSION
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?

57. THE INTEGRATED MARKETING
ADVISORY BOARD
• Promoting active discussion
of integrated marketing
in the nonprofit sector
• Sign up to find
inspiration through:
• Case studies
• Fresh ideas
• Practical tips
www.imabgroup.net
Twitter: @TheIMAB

58. 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 digital and integrated fundraising
consulting session
http://www.surveymonkey.com/s/BJNBZNY
Take our survey at the end of
the session!

59. Join us October 10th:
https://attendee.gotowebinar.com/register/4439445676074228225