Next gen uk seminar presentation glasgow mike section
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PLANNING YOUR FUNDRAISING FUTURE The Next Generation of Scottish Giving
description
Next Gen Study, Glasgow August 2013. UK donor study with key donor behaviour data.
Transcript of Next gen uk seminar presentation glasgow mike section
PLANNING YOUR FUNDRAISING FUTURE
The Next Generation of Scottish Giving
We are handing out prizes today!
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!
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
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
A QUESTION TO ASK YOURSELF
• How much has technology and communication changed in the last 10 years?
HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE
LAST 10 YEARS?
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
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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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Relay For Life
Hope Blooms
Donor File
AdvocacyPersonal PageDonor FileHope BloomsRelay For Life
ISN’T THIS MORE NATURAL?
proprietary and confidential04/12/2023
AND WHEN THAT HAPPENS…
DRAMATIC OVERSIMPLIFICATION
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
HOW DID THEY FIRST LEARN ABOUT THE CAUSE?
UK DONOR FIRST ENGAGEMENT
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
UK DONORS ARE – FUNDAMENTALLY…
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
INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’
INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION
Horizontally
StyleMessagingTheme
Renewal
Donor Development
Acquisition
Verti
cally
In a chronological
customer contact flow
INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID…
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills
• 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
CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…
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!
THE UK NEXT GEN SUPPORTER TYPES
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
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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.
• How boomers act – compared to civics and how this makes sense for online social network fundraising…
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
HYPER-ADVENTURE GIVING
FEELING YOUNG AND HAVING FUN WHILE GIVING
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
EXPERIENTIAL FUNDRAISING
HYPER-CHOICE
THE DEATH OF UNRESTRICTED GIVING
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
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THANK YOU!
