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8/8/2019 Charity - The Next Generation of American Giving - AMA - May 2010
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The audio portion of todays presentation is availablevia broadcast audio.
AMA Marketing Effectiveness
Online Seminar Series
Anna Carbonara
American Marketing Association
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The Next Generation of American Giving
American Marketing Association and The NonProfitTimes Live Webinar| May 2010
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This pres entation contains forward-looking stateme nts intend ed to convey expectations a s to the future bas ed o n plans, es timates and
projections . All sta teme nts o ther than s tateme nts o f historica l fac t could be de eme d forward-looking, including, but not limited to, an y
projections of finan cial information; a ny s tatements abo ut historical results that may s ugge st trends for our bu sines s; a ny stateme nts of
the plans, s trategies , and objectives of manage ment for future ope rations ; any s tatements of expectation or be lief regarding future
eve nts, poten tial markets or marke t size, techno logy de velopmen ts, or enforcea bility of our intellec tual property rights ; an d an y
stateme nts of ass umptions unde rlying an y of the items me ntione d. Although Convio be lieves that the e xpectations reflected in such
forward-looking s tatements are reas onab le, future circumstance s might differ from the as sumptions on which such stateme nts a re
bas ed. In addition, thes e s tatements ca n be affected b y inaccu rate as sumptions and a variety of risks a nd unce rtainties that could
caus e actual resu lts to differ ma terially from those des cribed in this pres s relea se including, among others: unfavorable econo mic a ndbus ine ss cond itions , in pa rticular with respe ct to nonprofit market in which we ope rate; our ability to a ttract ne w cus tomers; the los s o f
significa nt custome rs or a s ubs tantial redu ction in orders from the e xisting cus tomers ; the ina bility of custome rs to pa y for our so lutions
and s ervices ; our continued succ es s in sa les growth; our ability to develop new or enh ance d s olutions to meet the ne eds of our clients;
technological change s that make our products a nd s ervices les s competitive; risks as sociated with s ucces sful impleme ntation of
multiple integrated software products; the ability to attract and retain key personnel; risks associated with management of growth;
lengthy sa les and impleme ntation cycles ; intellec tual property infringe ment claims a nd o ther litiga tion; relian ce on c ertain third-parties ,
including hosting fac ilities , so ftware a nd a pplica tion providers; the ab ility to acce ss su fficient funding to fina nce de s ired growth and
opera tions ; legislative actions which could reduc e the effectivene ss of our solutions and increa se the cos ts of our busines s. These
factors and other risks and uncertainties are described in more detail, in the prospectus for our proposed initial public offering. Should
one or more of these risks materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those
expres se d or implied in a ny forward-looking s tatements. The forward-looking s tatements a re made as of the date hereo f and Convio
does not undertake to upda te or revise any of thes e s tatements a s a resu lt of new information, future e vents or otherwise .
Forward-looking statements
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Overview
The art andscience offundraisingis changing
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Phase 1 Focus Groups among Gen Y and Xdonors, December 2009
Phase 2 Online Survey of 1500+ US Donors,
January 2010
Methodology
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Fundraising Emphasis: Matures
Matures
Boomers
Gen XGen Y
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Generational Giving
% Giving
Totalannualgiving
58% Give35.9M donors$796 yr/avg4.2 charities$35.9 B/yr
56% Give28.5M donors$341 yr/avg3.6 charities$9.7B/yr
67% Give52.2M donors$901 yr/avg5.2 charities$47.1 B/yr
79% Give30.8M donors$1066 yr/avg6.3 charities$32.7 B/yr
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Donations plans to top charity next year
Future Giving
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Defining ValuesTime to give backWhats in it for me?Online connection
Social Media Habits(% doing regularly)
70%
49%
25%
16%Value Size
Lifetime value
Lower cost appeals
Active supporters/promotersBUT
Require multichannel appeals
Tracking difficult
Mobile Habits
49% Mobile ONLY phone
32% Mobile primary
42% Facebook Mobile app
53% Texters
More on Gen Y
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Defining Values
Peer-motivatedSupport random, emotionalTime vs. moneyOnline connection
Value Size of gifts to top charities
Lifetime value
Lower-cost appeals
More than dollars Viral promoters
Most Educated, Higher Income
BUT
Harder to secure
Social Media Habits(% doing regularly)
56%
30%
13%
11%11%
Mobile Habits
28% Mobile ONLY phone37% Mobile is primary
27% Facebook mobile app
40% Texters
More on Gen X
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Defining Values
Giving more planned
Efficiency/overhead concerns2-in-10 retired
Value
Largest cohort
Size and dollars Income
Tech/Media Profile29% Facebook (reg)
(60% Total)
17% Texters47% E-newsletters
55% Bank online
33% Shop online
More on Boomers
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Defining ValuesPre-meditated givingLoyalBut guardedScrutiny
Value
Largest annual contributions
Greater # of groups
Tracking/Direct mail responsive
BUT
Smallest cohort and shrinking
Less open to new appeals
Tech/Media Profile17% Facebook (reg)
(50% Total)
5% Texters
48% E-newsletters
57% Bank online
34% Shop online
More on Matures
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GEN Y GEN X BOOMERS MATURES
48% 57% 52% 48%
26% 43% 54% 77%
28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%
25% 27% 17% 12%
8% 10% 16% 25%
11% 17% 14% 11%
14% 13% 4% 2%
9% 6% 4% 2%
% donated this way in last 2 years (total)
EmergingChannel
Giving Channels
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Solicitation Channel Appropriateness(From charities/nonprofits with established relationship)
% say appropriate solicitation channel(rank ordered by very important blue)
TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
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Awareness of Haiti Text-to-Donate
77% total
Heard a lotGen Y: 60%Gen X: 64%Boomers: 52%
Matures: 50%
Seen/heard anything recently about making a donation via
text for earthquake relief in Haiti?
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Gen YMainstream media 27%Word of mouth 22%School 18%Peer to peer event 14%
Gen XMainstream media 24%
Word of mouth 18%Mail 16%Peer to peer event 11%Work/job 11%Product purchase 11%
BoomersMainstream media 28%Mail 19%Word of mouth 16%Work/job 11%
Matures
Mail 35%Mainstream media 24%Word of mouth 18%
52% first learned childhoodAverage time support: 4 yrs
68% first learned 30s+Average time support: 15 yrs
32% first learned childhood
Average time support: 7 yrs
55% first learned 30s+24% childhood, 21% y adultAverage time support: 13 yrs
Awareness (top charity)
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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%
Donated goods 23% Volunteered 15%
Direct donation 51% Attended event 18%
Donated good 28% Volunteered 16%Visited website 19%
Direct donation 61%
Donated goods 25%
Attended an event 13%
Direct donation 71%
Donated goods 26%
Attended an event 13%
Gen Y
Gen X
Boomers
Matures
First Engagement
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GEN Y GEN X BOOMERS MATURES
50% 66% 76% 81%
26% 30% 30% 23%
34% 23% 20% 13%
14% 17% 11% 7%
16% 13% 11% 6%
19% 14% 9% 5%
13% 8% 7% 4%
13% 9% 5% 3%
8% 9% 5% 2%
Engagement Today
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Where do you think you can make the most difference with (top charity)?
Money
Volunteer
Donate goods
Spread word
Fundraise
Making a Difference
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What Does this all mean?
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Fundraising is profoundly
multichannel
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Causation might beimpossible to track
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Traditional donordatabases are dinosaurs
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Remove the silos withinyour organization
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Direct mail and
telemarketing needto evolve
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Word of
mouth iscritical
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Social networks are
important and stillevolving
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Boomers and Gen X holdsignificant value
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Mobiles time
is coming
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Content is king
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Vinay Bhagat | vbhagat@convio.com
Pam Loeb | Loeb@edgeresearch.com
Mark Rovner | mark.rovner@seachangestrategies.com
Questions?
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mailto:vbhagat@convio.commailto:Loeb@edgeresearch.commailto:mark.rovner@seachangestrategies.commailto:mark.rovner@seachangestrategies.commailto:Loeb@edgeresearch.commailto:vbhagat@convio.com8/8/2019 Charity - The Next Generation of American Giving - AMA - May 2010
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www.convio.com/nextgen
Questions for the AMAEmail: acarbonara@ama.org
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