next gen uk seminar presentation glasgow mike section
DESCRIPTION
Next Gen Study, Glasgow August 2013. UK donor study with key donor behaviour data.TRANSCRIPT
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PLANNING YOUR FUNDRAISING FUTURE
The Next Generation of Scottish Giving
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We are handing out prizes today!
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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 Xtraordinary integrated fundraising consulting session
http://www.surveymonkey.com/s/JWWDFMS
Take our survey at the end of the session!
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AGENDA9:00-9:45The Dramatic Oversimplification of Scottish Fundraising. What donors told us.
9:45 – 10:156 Laser Focused Tactics for Integrated Fundraising Success: A UK case study
10:15 – 10:30 COFFEE BREAK
10:30 – 11:00Going Mobile
11:00 – 11:30Winning the Talent War in an Integrated marketing World
11:30 – 12:00UK Legacy Survey Case Study
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YOUR FACILITATORS
Mike JohnstonPartner, Xtraordinary Fundraising
Stephen Butler
Partner, Xtraordinary Fundraising
Lindsay Sievewright
Partner, Xtraordinary Fundraising
Special Guests: Bruce Tait, Bruce Tait Associates and Sandra Luther, Blackbaud
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A QUESTION TO ASK YOURSELF
• How much has technology and communication changed in the last 10 years?
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HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE
LAST 10 YEARS?
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CHANNEL ECOSYSTEMTHIS ISN’T WHAT WE HAD 20 YEARS AGO?!
Work place
Retail giving
Check in the mail
Mobile
Social media
Online
Crowd funding
Text/SMS
Peer-to-Peer
Transactional OutreachEngagement
Direct mail
Website
Volunteer/Meetups
Monthly giving
Directed giving
8
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THIS CAN’T BE RIGHT!
04/12/2023
Relay For Life
Hope Blooms
Donor File
AdvocacyPersonal PageDonor FileHope BloomsRelay For Life
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proprietary and confidential04/12/2023
Relay For Life
Hope Blooms
Donor File
AdvocacyPersonal PageDonor FileHope BloomsRelay For Life
ISN’T THIS MORE NATURAL?
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proprietary and confidential04/12/2023
AND WHEN THAT HAPPENS…
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DRAMATIC OVERSIMPLIFICATION
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CONNECT THE PAIRS...WHICH GENERATION GIVES MORE TO THIS KIND OF CHARITY THAN ANY OTHER
GENERATION
Gen X Health
Mature Human Rights
Gen Y Children
Boomer Environmental
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HOW DID THEY FIRST LEARN ABOUT THE CAUSE?
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UK DONOR FIRST ENGAGEMENT
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CORE LESSONS FROM THE DATA
• UK Donors of all ages give in multiple ways• Gen X and Gen Y are becoming important• Different groups have different communication
preferences• All donors enjoy being communicated with in a
variety of ways• Donors learn about your organisation in a variety
of ways but traditional media and new forms of media are very important channels
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UK DONORS ARE – FUNDAMENTALLY…
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CORE LESSONS FROM THE DATA…
• Offering a variety of ways to give – to all ages• Ensuring various communications are consistent
with one another • Giving opportunities for engagement that are not
financial• Personalizing the giving experience as much as
possible
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INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’
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INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION
Horizontally
StyleMessagingTheme
Renewal
Donor Development
Acquisition
Verti
cally
In a chronological
customer contact flow
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INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID…
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills
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• The digital, integrated lead generation survey:– Sent to 57,400 donors– 3 key segments: Monthly, Active &
Lapsed– 5,530 responses (response rate of 11%)– Raised £12,000 – a bonus!– Reactivated 30 donors– Found 85 legacies and 292 legacy leads – 143 middle and major donor leads!– Key: shared budgeting!
INTEGRATION FOR THE WHOLE PYRAMID
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CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…
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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!
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THE UK NEXT GEN SUPPORTER TYPES
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Ego-philanthropy
Feeling the need to be their own
fundraising brand
Tribute Mania
The need to tell the world
about your parents and friends and
family
Hyper-adventure
giving
Feeling young and having fun while
giving
Hyper-choice
The death of unrestricted
giving
4 TYPES OF UK NEXT GEN DONORS
Proprietary & Confidential04/12/2023 Slide 30
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HSBC Chief Economist: “They are behaving like the Nobility in the Peasant’s Revolt”
They own 80% of the country’s £6.7trn in wealth – and they are the longest lived of any generation in the UK.
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• How boomers act – compared to civics and how this makes sense for online social network fundraising…
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CONNECT THE PAIRS...WHICH GENERATION OF GIVERS IS THE MOST PROLIFIC USER OF THE FOLLOWING GIVING CHANNELS?
Gen X Regular Giving
Mature Web Giving
Gen Y Social Media
Boomer Charity Gift Shop
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HYPER-ADVENTURE GIVING
FEELING YOUNG AND HAVING FUN WHILE GIVING
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THE CULTURAL ACCEPTANCE OF CRAZY, TOUGH, PHYSICAL FUNDRAISING
• David Walliams• Successfully swam
the English Channel for Sport Relief
• Online Fundraising Page to raise over 1 million pounds
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EXPERIENTIAL FUNDRAISING
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HYPER-CHOICE
THE DEATH OF UNRESTRICTED GIVING
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Ego-philanthropy
Feeling the need to be their own
fundraising brand
Tribute Mania
The need to tell the world
about your parents and friends and
family
Hyper-adventure
giving
Feeling young and having fun while
giving
Hyper-choice
The death of unrestricted
giving
RANK (1 TO 5) ON HOW PREPARED YOU ARE FOR EACH NEXT GEN DONOR TYPE
Proprietary & Confidential04/12/2023 Slide 46
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THANK YOU!