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Presented by Michael Johnston President and Founder of HJC All generations are not created equal. Are you optimizing your outreach and fundraising to connect with each group? In this 45 min session Michael will lead us through key giving treads for the baby boomers and matures, offering tips and tricks on how to optimize your fundraising efforts and much more. Boomers contribute 43% of all giving, are you neglecting this important generation in your everyday efforts?
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GENERATIONAL GIVING, THE CHARITABLE HABITS OF GENERATION BABY BOOMERS
AND MATURES
WHO AM I?
Mike JohnstonFounder, HJC,
Integrated Fundraising ConsultantsAerobics Instructor, Hockey Dad
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/KKKBJTP
Take our survey at the end of the session!
“THE MORE ONE KNOWS, THE MORE ONE CAN CONTROL EVENTS.”
SIR FRANCIS BACON
• DONOR FILES AND ACQUISITION LIST SOURCES ARE SHRINKING – A MORE COMPETITIVE ENVIRONMENT
Current Fundraising Reality
Aging Donor Base
AND THIS REALITYFALLS HEAVIEST ON BOOMERS AND
MATURES
Current Fundraising Reality
WWBA?
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?
Integration matters most with Boomers and Matures because they inhabit more of the
pyramid than anyone else…
• 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
DEEP INTEGRATION
% Giving
Tota
l ann
ual g
ivin
g
40% 50% 60% 70% 80% 90% 100%$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
59% Give39.5M donors$732 yr/avg3.9 charities$28.9 B/yr
60% Give32.8M donors$481 yr/avg3.3 charities$15.8 B/yr
72% Give51.0M donors$1212 yr/avg4.5 charities$61.9 B/yr
88% Give27.1M donors$1367 yr/avg6.2 charities$37.0 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.
12
Born: 81-91
Born: 65-80
Born: 46-64
Born: before 1946
DRAW YOUR BUBBLES – HOW BIG IS YOUR BOOMER AND MATURE
BUBBLES?
CAUSES – TOP TIER
GEN Y GEN X BOOMERS MATURES
PRIORITY CAUSE
19% 29% 36% 37%
22% 36% 38% 46%
20% 24% 19% 23%
29% 28% 22% 20%
17% 16% 14% 20%
11% 18% 11% 19%
16% 21% 18% 11%
6% 10% 15% 22%
Local social service
Place of worship
Health charities
Children’s charities
Education
Emergency relief
Animal rescue/protection
Troops/veterans
31%
36%
21%
25%
16%
14%
17%
13%
44%
41%
39%
34%
29%
27%
25%
23%
Overall Giving Column1
↑
% donating overall to causes
↓
↓
↑
↑
↑
• While local social service giving has the most donors, places of worship are the top priority cause
• There is a notable drop in health charity giving with boomers
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
↑
DO DIFFERENT GENERATIONS PREFER DIFFERENT WAYS TO SUPPORT YOUR NONPROFIT?
A GRADE TWO QUIZ
Gen XOnline Giving
MatureRetail Giving
Gen YStreet Fundraising
Boomer Email Solicitation
Channel Preferences
GEN Y GEN X BOOMERS MATURES
52% 51% 53% 44%
39% 42% 41% 36%
47% 40% 42% 27%
22% 39% 39% 38%
17% 24% 42% 42%
10% 22% 40% 52%
25% 29% 26% 19%
29% 27% 16% 14%
12% 12% 16% 17%
6% 7% 12% 19%
6% 9% 7% 9%
15% 9% 5% 2%
8% 10% 5% 1%
8% 6% 4% 4%
4% 7% 4% 5%
4% 4% 5% 7%
4% 0% 2% 2%
Donated this way in last 2 years
Checkout DonationPurchase for Proceeds
Online DonationPledge
Honor/Tribute GiftMailed Check/Credit Card*
Street Canvassing*Third Party Vendor
Email*Phone
Door to Door*Mobile/Text
Social Networking SiteOnline Ad*
Will/Planned GiftRadio/TV*
Stocks, Bonds, Property
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
GIVING CHANNELS
↓
↑
↑
↑
↑
↑ ↑
↑
↑
↑
↑
↑
17
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
ALL OF THIS MEANS IS THAT BOOMERS AND MATURES ARE…
“Honey, spend the money wherever you need to. I trust
you.”
HYPER-CHOICE
IS THIS THE DEATH OF UNRESTRICTED GIVING –
FROM BOOMERS AND MATURES?
22
Directed dona-tion
Unrestricted donation
Either is fine
24%22%
49%
26%
18%
53%
23% 25%
46%
10%
40% 43%
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%
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
TRANSACTIONAL: DIRECT MAIL
26
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
66%
53%
17%
10%
64%
58%
24%
22%
61%
61%
26%
40%
56%
64%
35%
52%
Mature Boomer Gen X Gen Y
• Direct mail solicitations are acceptable and important ways for charities to keep in touch with supporters
• How do you combine direct mail with the growing value of online for Boomers and Matures?
TRANSACTIONAL: MONTHLY GIVING
Currently in a monthly giving
program
Not giving monthly
13%
87%
16%
84%
21%
79%
15%
85%
Monthly Giving Program: Current Participation
Gen Y Gen X Boomers Mature
• Two-in-ten Boomers are involved in a monthly giving program with a charity – more than any other generation.
27
• Boomers has significantly increased their online donations
• Matures are small but mighty online
TRANSACTIONAL: ONLINE
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
80%
25%
47%
77%
33%
40%
60%
23%
42%
52%
19%
27%
Mature Boomer Gen X Gen Y
Website
Credit card 89%Paypal 39%Amazon payment 10%
Ways would pay
28
2010
29%
35%
31%
25%
↑
↑
NEXT GENERATION BOOMER AND MATURE DONOR TYPES
Ego-philanthropy AND Hyper-
Adventure Giving
Feeling the need to be their own
fundraising brand. Feeling
young and having fun
Tribute Mania
The need to tell the world
about your parents and friends and
family
Proprietary & Confidential04/11/2023 Slide 30
The Next Gen Donor Types
EGO PHILANTHROPY
• Boomers have decided that giving must be fun
• And it must be done on their terms
• Gone is the idea of the unconditional gift of their parents
• Their giving shows their own brand
BOOMERS
Proprietary & Confidential 32hjc
• How boomers act – compared to civics and how this makes sense for online social network fundraising…
Don’t forget the mail for Ego Philanthropists…
230 mail packages ($10)
18 people came on board from receiving a letter
$18,239 revenue
HYPER-ADVENTURE GIVING
FEELING YOUNG AND HAVING FUN WHILE GIVING
78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive
social impact*…why not give them something to do…
* NYTimes, Nicolas Kristof
As one boomer says on helping charities: “It wasn’t a matter of being a Mother Teresa. It was a matter of, ‘Boy, that sounds like
fun!”…
* NYTimes, Nicolas Kristof
Proprietary & Confidential04/11/2023 Slide 38
There is still a lot of space for charities…
Proprietary & Confidential04/11/2023 Slide 40
Gen Y65% very comfortable
(23% doing so now)
Gen X56% very comfortable
(24% doing so now)
Boomer45% very comfortable
(14% doing so now)
Mature47% very comfortable
(16% doing so now)Once or twice 3+ times Never
37%
6%
51%
37%
9%
51%
30%
5%
63%
24%
6%
68%
Gen Y Gen X Boomers Matures
ENGAGEMENT: PEER-TO-PEER FUNDRAISING
Supported Someone Else Raising Money on Behalf of a Charity
Never19%
1-2 times58%
3+ times16%
DK6%
Have Fundraised on Behalf of an Organization or Participated in a
Run or Event to Raise Money
Reason for Support
To support the individual 24%
To support the Charity 8%
Both 61%
Comfort-level Talking to Others about Charities Support
• 3-in-10 Boomers and Matures have• 8-in-10 have supported someone
else raising money for a charityno differences by generation
↓↑
↑ 41*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
TRIBUTE MANIA
THE PAST, THE PRESENT, THE FUTURE
GEN Y GEN X BOOMERS MATURES
52% 51% 53% 44%
39% 42% 41% 36%
47% 40% 42% 27%
22% 39% 39% 38%
17% 24% 42% 42%
10% 22% 40% 52%
25% 29% 26% 19%
29% 27% 16% 14%
12% 12% 16% 17%
6% 7% 12% 19%
6% 9% 7% 9%
15% 9% 5% 2%
8% 10% 5% 1%
8% 6% 4% 4%
4% 7% 4% 5%
4% 4% 5% 7%
4% 0% 2% 2%
Donated this way in last 2 years
Checkout DonationPurchase for Proceeds
Online DonationPledge
Honor/Tribute GiftMailed Check/Credit Card*
Street Canvassing*Third Party Vendor
Email*Phone
Door to Door*Mobile/Text
Social Networking SiteOnline Ad*
Will/Planned GiftRadio/TV*
Stocks, Bonds, Property
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
GIVING CHANNELS
↓
↑
↑
↑
↑
↑ ↑
↑
↑
↑
↑
↑
43
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
UPDATED
KEY NEXT GEN BOOMER AND MATURE FUNDRAISING QUESTIONS TO ASK
YOURSELF
DOES MY FUNDRAISING CHANNEL MIX INCLUDE DIGITAL COMMUNICATIONS FOR
OLDER ONES?
AM I EMPOWERING MY MOST ENTHUSIASTIC SUPPORTERS TO
FUNDRAISE AND EVANGELIZE ON MY BEHALF?
AND AM I LETTING THEM FEEL YOUNG AGAIN?
A KEY BOOMER AND MATURE RECOMMENDATION
KNOW YOUR DONORS’ BIRTHDAYS.
ANOTHER KEY RECOMMENDATION
IT’S NOT JUST ABOUT TWEAKING THE TACTICS. MANY OF THE BIGGEST IMPEDIMENTS TO EFFECTIVE MULTICHANNEL
FUNDRAISING ARE ORGANIZATIONAL AND POLITICAL.
HOW ABOUT YOURS?
i
CONCLUSION
THE FUTURE HAS ARRIVED
BOOMERS AND MATURES ARE MULTI-CHANNEL, MORE DEMANDING THAN EVER BEFORE, WANTING TO FEEL YOUNG AND HAVE FUN, AND WAITING FOR IMPROVED RELATIONSHIPS WITH THE CHARITIES THEY SUPPORT.
ARE YOU READY?
NEXT GEN OF AMERICAN GIVING:HTTPS://WWW.BLACKBAUD.COM/NONPROFIT-RESOURCES/GEN
ERATIONAL-GIVING-REPORT
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
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!
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