Next Generation of UK Giving
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Transcript of Next Generation of UK Giving
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Watch the full presentation here: http://hub.am/1adUWvr
PLANNING YOUR FUNDRAISING FUTURE
The Next Generation of UK Giving
Watch the full presentation here: http://hub.am/1adUWvr
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ABOUT
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
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Your facilitators today
Lindsay SievewrightPartner, Xtraordinary Fundraising Stephen ButlerPartner, Xtraordinary Fundraising
Eric Rardin
Senior Director of Nonprofit Services, Care2
Rhiannan Sullivan
Director of Nonprofit Services, Care2
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Human Rights & International Development
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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
different ways• Donors learn about your organisation in a variety
of ways; both traditional media and new forms of media are very important channels
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Today being an integrated fundraiser in the UK means…
• 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• Personalising the giving experience as much as
possible
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What does integration mean?
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Attribution can be a problem…
Proprietary & Confidential
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Why it shouldn’t matter
Offline w/ No Email
Offline w/ Email Online Only Online/Offline
Value/Donor $43 $54 $57 $156
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
Value/Donor
Multi-channel donors are nearly 3x more valuable than single channel donors.
£180£160
£140
£120
£100
£80
£60
£40
£20
£0
£54£43 £57 £156
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Case Study – How multi-channel integration helped one charity to double income.
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E-mail DM Piece
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Online Just Giving Direct Donations Total
Just Giving Page Donations Total
Combined JustGiving Total
1st e-remindere-appeal 2nd e-reminder
Mail drop
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Advent 2012 Integrated Appeal
email and mail
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Advent 2012 Integrated Appeal –
phone
Online Just Giving Direct Donations Total
Just Giving Page Donations Total
Combined JustGiving Total
1st e-remindere-appeal 2nd e-reminder
Mail drop
Reminder mailing
phoning donors
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Integrate multiple giving options into all your communications
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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
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Be open to multi-step acquisition
Lead Acquisition & Conversion
Direct mail
Telemarketing
DONORS
LEADS
Games
Advocacy
Social Media
Enews
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E-PETITION
Phone number: or you can’t start!
Counter: social proof
Comments: priority for calls
Subscribe:for cultivation
More info:legitimacy
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Be social
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Even Legacy prospecting is changing!
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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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Why does a mobile optimised experience
matter?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y 36.4%Gen X 25.3%Boomer 6.1%Mature 2.9%
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Watch the full presentation here: http://hub.am/1adUWvr
Thank you