Generational Giving, The Charitable Habits of Generation Baby Boomers and Matures PResentation by Michael Jonston

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

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“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




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


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


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


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

http://boomers.typepad.com/.shared/image.html?/photos/uncategorized/2008/09/23/moses_znaimer_zoomers.jpg

• 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


There is still a lot of space for charities…


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


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


UPDATED

proprietary and confidential 46

http://memorial.supporting.ubc.ca/carol-smith/

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

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Take our survey at the end of the session!

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Generational Giving, The Charitable Habits of Generation Baby Boomers and Matures PResentation by Michael Jonston