The Next Generation of Canadian Giving AFP Manitoba

THE NEXT GENERATION OF CANADIAN GIVINGAFP Presentation 2014

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.

Proprietary & Confidential 3

About hjc

Current Fundraising Reality

Aging Donor Base

Donor files and acquisition list sources are shrinking –

the environment is competitive.

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.

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?

% Of Generation Giving

Tota

l ann

ual g

ivin

g

55% 65% 75% 85% 95%$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

79% Give5.8 M donors$831 yr/avg4.5 charities$4.8 B/yr

62% Give4.5M donors$639 yr/avg4.0 charities$2.9 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.

7

Born: 81-91

Born: before 1946Born: 46-64

Born: 65-80

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% 28%

18% 25% 23% 40%

15% 17% 17% 14%

12% 14% 11% 14%

Health charities

Local social service

Children’s charities

Place of worship

Animal rescue/protection

Emergency relief

50%

30%

35%

26%

16%

13%

71%

48%

46%

33%

23%

22%

Overall Giving Column1

% 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

• Emergency giving dropped as a priority cause across generations

↓

↓

↓↓ ↓ ↓ ↓

↓

↓ ↓

↓

↓ ↓

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

Checkout DonationOnline Donation

Honor/TributePurchase for Proceeds

Pledge at EventMailed Check/Credit Card

Door to Door*Monthly Debit

Street Canvassing*Third Party Vendor

Email*Phone

Radio/TV*Online Ad*

Will/Planned GiftMobile/Text

Social Networking SiteStocks, Bonds, Property

56%

41%

41%

36%

35%

32%

32%

26%

22%

15%

13%

12%

6%

5%

5%

4%

4%

2%

Giving Channels*New or changed attribute, no tracking data

↑↑

↑

↓

↑

↓

↑

↑

↓↑

↑

↓

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 UnacceptableNET 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.


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.

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

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

Appealing to Generation YOK – I’ll donate online.

What’s in it for me?

Where is this

money going? Look! I just finished

the ice bucket

challenge.

APPEALING TO GEN YCASE STUDY: THE REDWOOD

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

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

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

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.

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

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

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

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

Appealing to Gen. XSure! I’ll get jiggy and

donate to your fundraising page!

That event

sounds fun. I

think I’ll join.

I’m thinking about my

future.I have kids. K

ids

charities are

important.

Giving with Gen. X is growing.Test solicitation approaches to Generation X they have lots of years to give!

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!


• Survey: – Sent to 57,400 donors– 3 key segments:

Monthly, Active & Lapsed

– Shared budgeting!– Surveymonkey and RE


The Results: 1. Generation X is thinking of legacy gifts!2. They are open to Gifts of Stock and 300%

over represented on LinkedIn3. Raised $7,5744. Reactivated 30 donors5. Found 85 expectances and 292 legacy leads.6. We learned how to solicit to Gen. X.

Step 1: Analyze & Identify

a. Start with your databaseb. Look at your analyticsc. Solicit feedback through surveysd. Build profiles / personas

Why a database audit?

• Benchmark• Identify Trends• Identify Pain Points • Identify Opportunities

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

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

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

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

And the mail will pay for itself…

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.

Step 2: Map & Improve

a. Map Current Journeysb. Improve & Innovatec. Build Infrastructure & Processes to

Succeed

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…

Sample Journey Plan

Thank you!

Hilary [email protected]

Heather [email protected]

Government & Nonprofit

The Next Generation of Canadian Giving AFP Manitoba