THE NEXT GENERATION OF 
CANADIAN GIVING 
AFP Presentation 2014
About hjc 
• hjc is a leader in non-profit technology 
and online fundraising strategy with over 
20 years of experience. ...
About hjc 
Proprietary & Confidential 3
Current Fundraising Reality 
Aging Donor Base 
Donor files and acquisition 
list sources are shrinking – 
the environment ...
The Next Generation of Canadian Giving 
• Joint study published in September 2013 
based on an online survey of Canadian 
...
What key questions did we ask? 
• Does age influence who you give to? 
• What are the basic dos and don’ts for 
fundraiser...
Generational Giving 
An overview of annual giving by generation confirms the importance of 
Boomers in the charitable givi...
Draw your bubbles.
Causes – Top Tier 
GEN Y GEN X BOOMERS MATURES 
PRIORITY CAUSE 
45% 50% 50% 55% 
↓ 
21% 31% 31% 36% 
↓ ↓ 
↓ ↓ 
32% 40% 38%...
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% ...
Acceptable Solicitation Channel 
Channels with a personal connection are most acceptable, followed by letters or TV/radio....
Acceptable Solicitation Channel 
• Engagement channels may or may not be 
transaction channels. 
• The cost of direct mail...
24% 
Engagement: Directed Giving 
Directed Giving Preferences 
22% 
49% 
26% 
18% 
53% 
23% 25% 
46% 
10% 
40% 
43% 
Direc...
Quick audit of your organization: 
1. Have I underinvested in fundraising to Gen. X donors, who are a 
quickly rising forc...
Appealing to Generation Y 
15
APPEALING TO GEN Y 
CASE STUDY: THE REDWOOD
Background 
• The Redwood is a Toronto based shelter 
for women and children who have fled 
abusive situations 
• Provides...
Challenge 
• Every holiday season, donors would buy 
and deliver physical gifts to The Redwood 
• The shelter was running ...
Opportunity 
• Shift traditional holiday gift program to 
online 
• Meet immediate needs of women and 
children at the she...
Opportunity 
• Reach new donors in the online space 
• Increase giving levels of current donors 
• Create a symbolic gift ...
Solution 
• Create a new online symbolic giving 
catalogue 
• Use existing online tools to host e-commerce 
part of site 
...
Safe Haven Store 
• hjc worked with The Redwood on creative 
development, copy, design and building 
out the site 
• Desig...
Holiday Campaign 
• Online marketing campaign to promote the 
launch of the Safe Haven Store 
– Four email appeals 
– Bann...
Results 
• Email campaign - $139 average gift, 1.14% 
conversion rate, $10,725 revenue with a list 
size of 1,700 
• Direc...
Appealing to Gen. X
Giving with Gen. X is growing. 
Test solicitation approaches to Generation X they have lots of years to give!
Case Study: Sick Kids Foundation
Case Study: 
Sick Kids Foundation 
Supporter survey sent out to: 
• Collect demographic 
information 
• Collect informatio...
Case Study: Sick Kids Foundation 
• Survey: 
– Sent to 57,400 donors 
– 3 key segments: 
Monthly, Active & 
Lapsed 
– Shar...
Case Study: Sick Kids Foundation 
The Results: 
1. Generation X is thinking of legacy gifts! 
2. They are open to Gifts of...
Step 1: Analyze & Identify 
a. Start with your database 
b. Look at your analytics 
c. Solicit feedback through surveys 
d...
Why a database audit? 
• Benchmark 
• Identify Trends 
• Identify Pain Points 
• Identify Opportunities
Analytics Review 
• Google Analytics 
– Top Referrals 
– Audience Demographics 
– Keyword Performance 
• Facebook Insights...
Other Valuable Reports:
Supporter Surveys 
Here’s where I go on my rant against 
anonymous surveys!
A Good Supporter Survey Should: 
 Collect demographic information 
 Collect information on giving potential and 
interes...
Online Sample 
• Sent to 57,400 donors 
• 3 key segments: 
• Monthly, Active & 
Lapsed 
– 5,530 responses 
(response rate ...
And the mail will pay for itself…
Build Profiles / Personas 
Buyer personas are fictional, generalized 
representations of your ideal donors. They 
help you...
Step 2: Map & Improve 
a. Map Current Journeys 
b. Improve & Innovate 
c. Build Infrastructure & Processes to 
Succeed
Team Facilitation 
• Good to have outside party / consultant 
facilitate 
• Invite anyone who ‘touches’ the donor – 
event...
Sample Journey Plan
Thank you! 
Hilary Grunewald 
Hilary.Grunewald@hjcnewmedia.com 
Heather Mclean 
Heather.mclean@hjcnewmedia.com
The Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP Manitoba
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The Next Gen. of Canadian Giving with emphasis on Gen. X and Gen Y

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The Next Generation of Canadian Giving AFP Manitoba

  1. 1. THE NEXT GENERATION OF CANADIAN GIVING AFP Presentation 2014
  2. 2. About hjc • hjc is a leader in non-profit technology and online fundraising strategy with over 20 years of experience. • Some of our services: – Copywriting, design execution, strategic planning, integrated fundraising, software implementation, email strategy and communications calendars, google analytics & adwords, social media strategy and management.
  3. 3. About hjc Proprietary & Confidential 3
  4. 4. Current Fundraising Reality Aging Donor Base Donor files and acquisition list sources are shrinking – the environment is competitive.
  5. 5. The Next Generation of Canadian Giving • Joint study published in September 2013 based on an online survey of Canadian donors, excluding Quebec, conducted May 16-26, 2013. • Conducted in conjunction with a similar study in the US. • The fundraising landscape is becoming more and more complicated. What do we do? Listen to our donors.
  6. 6. What key questions did we ask? • Does age influence who you give to? • What are the basic dos and don’ts for fundraisers? • What are the preferred giving channels of each generation? • What are the preferred communications and engagement channels?
  7. 7. Generational Giving An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space. Matures 79% Give 5.8 M donors $831 yr/avg 4.5 charities $4.8 B/yr 78% Give 6.9 M donors $942 yr/avg 4.9 charities $6.5 B/yr Boomers Gen X Bubble size is ‘Estimated Annual Contributions’ % Of Generation Giving Total annual giving $1,800 $1,600 $1,400 $1,200 $1,000 $800 $600 $400 $200 $0 62% Give 4.5M donors $639 yr/avg 4.0 charities $2.9 B/yr 87% Give 3.1 M donors $1507 yr/avg 7.0 charities $4.7 B/yr Gen Y 55% 65% 75% 85% 95% 7 Born: 81-91 Born: before 1946 Born: 46-64 Born: 65-80
  8. 8. Draw your bubbles.
  9. 9. 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% % donating overall to causes 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 • Health charities have the largest % of donors across generations • Emergency giving dropped as a priority cause across generations ↓ ↓ ↓ ↓ ↓ *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
  10. 10. 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% Giving Channels Donated this way in last 2 years 56% *New or changed attribute, no tracking data 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 ↑ ↑ ↓ ↑ ↑ ↓ ↑ ↑ ↓ ↑ ↑ ↓
  11. 11. Acceptable Solicitation Channel Channels with a personal connection are most acceptable, followed by letters or TV/radio. Acceptable Solicitation Channel (from organizations with an established relationship) Very Unacceptable Very Acceptable 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% 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 Net (Acceptable – Unacceptable) Smwt Smwt *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
  12. 12. Acceptable Solicitation Channel • Engagement channels may or may not be transaction channels. • The cost of direct mail means that you need to be more strategic in how it is used and it must be integrated. • Looking at your income channel-by-channel does not reflect the importance of each channel to fundraising.
  13. 13. 24% Engagement: Directed Giving Directed Giving Preferences 22% 49% 26% 18% 53% 23% 25% 46% 10% 40% 43% Directed donation Unrestricted donation Either is fine 27% Would Motivate Me a Great Deal to Make a Larger Donation to 55% Gen Y Gen X Boomers Matures 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 Charity *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
  14. 14. Quick audit of your organization: 1. Have I underinvested in fundraising to Gen. X donors, who are a quickly rising force in philanthropic giving in Canada? 2. Have I completely ignored the up and coming younger generation, or relegated them to an un-strategic social media effort? 3. Does my fundraising channel mix include direct mail for younger donors and digital communications for older ones? (Hint: it should) 4. Am I preparing for the future by addressing the cultural demands Gens X and Y are placing on institutions (such as transparency). 5. Am I empowering my most enthusiastic supporters to fundraise and evangelize on my behalf?
  15. 15. Appealing to Generation Y 15
  16. 16. APPEALING TO GEN Y CASE STUDY: THE REDWOOD
  17. 17. Background • The Redwood is a Toronto based shelter for women and children who have fled abusive situations • Provides a safe haven for families to live free from domestic violence, fear, and threat • Strong support from local community
  18. 18. Challenge • Every holiday season, donors would buy and deliver physical gifts to The Redwood • The shelter was running out of space and gifts were taking up important program areas, like the children’s library • Often, gifts didn’t meet the needs of women and children staying in the shelter • Limited budget and technology constraints
  19. 19. Opportunity • Shift traditional holiday gift program to online • Meet immediate needs of women and children at the shelter • Gain back physical space in the shelter to run programs over the holiday period • Lessen the labour intensive work for staff who had to sort and wrap gifts
  20. 20. Opportunity • Reach new donors in the online space • Increase giving levels of current donors • Create a symbolic gift program that runs year round • Create a feeling of designated giving without restricting the gifts.
  21. 21. Solution • Create a new online symbolic giving catalogue • Use existing online tools to host e-commerce part of site • Develop unique microsite design and create custom CMS to make it easy for staff to update in the future
  22. 22. Safe Haven Store • hjc worked with The Redwood on creative development, copy, design and building out the site • Design and copy evoked a shopping and “Santa” feeling – store sign, corkboard background, coin like buttons • Gift categories and items were created based on the most needed items at the shelter and reflected holiday theme
  23. 23. Holiday Campaign • Online marketing campaign to promote the launch of the Safe Haven Store – Four email appeals – Banners for website and social media – Google advertising – Integrated into direct mail campaign • Marketing assets kept the same look and feel of store • Consistent CTA throughout e-appeals – focused on mom’s story
  24. 24. Results • Email campaign - $139 average gift, 1.14% conversion rate, $10,725 revenue with a list size of 1,700 • Direct mail – total revenue of $39,159, total list size of 9,463 • General donations made on main website – total revenue of $16,663, 70 online transactions • Total revenue (online & offline) - $66,622, growth rate of 64% over previous year
  25. 25. Appealing to Gen. X
  26. 26. Giving with Gen. X is growing. Test solicitation approaches to Generation X they have lots of years to give!
  27. 27. Case Study: Sick Kids Foundation
  28. 28. Case Study: Sick Kids Foundation Supporter survey sent out to: • Collect demographic information • Collect information on giving interests • Find legacy bequests • Identify comms preferences. • Much More!
  29. 29. Case Study: Sick Kids Foundation • Survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – Shared budgeting! – Surveymonkey and RE
  30. 30. Case Study: Sick Kids Foundation The Results: 1. Generation X is thinking of legacy gifts! 2. They are open to Gifts of Stock and 300% over represented on LinkedIn 3. Raised $7,574 4. Reactivated 30 donors 5. Found 85 expectances and 292 legacy leads. 6. We learned how to solicit to Gen. X.
  31. 31. Step 1: Analyze & Identify a. Start with your database b. Look at your analytics c. Solicit feedback through surveys d. Build profiles / personas
  32. 32. Why a database audit? • Benchmark • Identify Trends • Identify Pain Points • Identify Opportunities
  33. 33. Analytics Review • Google Analytics – Top Referrals – Audience Demographics – Keyword Performance • Facebook Insights – Audience Demographics – Popular Posts • Email Analytics – Popular Content & Clicks • Alexa.com – Competitor Web Analysis
  34. 34. Other Valuable Reports:
  35. 35. Supporter Surveys Here’s where I go on my rant against anonymous surveys!
  36. 36. A Good Supporter Survey Should:  Collect demographic information  Collect information on giving potential and interests  Collect information on first interest and interaction with your charity  Find legacy bequests  Collect information on communication preferences  Integrate back into your CRM for future marketing opportunities & segmentation  Help you build profiles / personas
  37. 37. Online Sample • Sent to 57,400 donors • 3 key segments: • Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised $7,574 • Reactivated 30 donors • Found 85 expectances and 292 legacy leads
  38. 38. And the mail will pay for itself…
  39. 39. Build Profiles / Personas Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
  40. 40. Step 2: Map & Improve a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to Succeed
  41. 41. Team Facilitation • Good to have outside party / consultant facilitate • Invite anyone who ‘touches’ the donor – events, service, direct marketing, donor services, advocacy • Set-up your journey mapping canvas…
  42. 42. Sample Journey Plan
  43. 43. Thank you! Hilary Grunewald Hilary.Grunewald@hjcnewmedia.com Heather Mclean Heather.mclean@hjcnewmedia.com

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