Larkin Street Results from Donor Survey

September 2011

Goals of Survey

• Understand how these donors first learned about

Larkin Street

• Understand how these donors first became donors

• Determine what vehicle donors prefer for

communication

• Determine what type of content donors prefer

• Develop more insight into how donors view Larkin

Street brand

Structure of the Survey

• Link to survey sent out via email

• Survey was run through Zoomerang

• Survey initiated 2/9/11 via e-mail to Larkin Street constituents from our database

• One reminder sent after two weeks

• Results pulled three weeks later

• 199 Total respondents

Process

Demographics of the Respondents

Well balanced across sex and age groups (25 to 65+).

Most respondents married/partnered.

Good mix of giving levels, with 50% giving less than $5,000 per year.

50% made over $150K annually.

Demographics of the Respondents(con’t)

Most have lived in the Bay Area for 7+ years.

50% have donated consistently for 2+ years.

For 50% of the respondents, Larkin Street represents 10% or less of their giving.

Executive summary

• Generally good mix of demographics in the

survey.

• Male/female, ages, family status

• Some bias towards upper per capita income

brackets and SF res.

• Strong donor loyalty; no trends among those

with lower scores.

• Room to increase share – most donors gave 10%

or less of total giving

• Most donors are referred by friend or Other

source.

Executive summary

• About 50% of large donors attended an event

before donating.

• Donors like to hear about youth stories &

program changes.

• Monthly or quarterly emails are preferred.

• These are also the call to action.

• 60% of large donors attend events, 40% of small

donors.

Most respondents hear about Larkin Street from friend

“How did you first hear about Larkin Street?”

Defined as having given more than $1,000/year to Larkin Street; this is approximate, as it is measured from total donations, and % given to LSYS

% of Respondents

Size of donor

For 50% of the respondents, Larkin Street represents 10% or less of their giving.

% of Respondents

“Of your total philanthropic giving last year, what percentage went to Larkin Street?”

NPS: Very strong NPS score across large and small donors

“How likely are you to recommend Larkin Street as an organization a friend might donate to? (1 = Very Unlikely; 10 = Very Likely) ”

Prom

otersD

et.

% of Respondents

Boiled down – it’s about the Youth, Organization and Mission with strong

reviews of staff/results“How would you describe what made you want to become a Larkin Street donor/supporter?”

Note: Question was free response. Size of words above indicate the frequency of response for similar ideas (i.e., the more it was mentioned, the larger the word)

Donors prefer monthly and quarterly updates

“How often would you like to be updated about youth stories, the latest news and upcoming events at Larkin Street?”

% of Respondents

Age

Majority of donors prefer email

“What is your preferred format for communication with Larkin street?(Check all that apply) ”

Note that the survey was distributed via email and is likely bias

% of Respondents

Size of donor

Donors most interested in hearing youth stories and changes/successes of

program How interested would you be in receiving the following types of information about

Larkin Street?

Ch

ang

es &

Su

ccess

Yo

uth

Sto

ries

Use o

f Fu

nd

s

Fin

ancia

l p

erform

ance

Latest P

ress/New

s

Do

no

r stories

Ways to

volu

nteer

Messag

es from

lead

ership

New

ways to

get

invo

lved

Up

com

ing

volu

nte

er o

pp

ortu

nities

Up

com

ing

events

Oth

er

Most respondents feel relatively well connected; Top 5% feel more

connected“How connected do you currently feel to Larkin Street

overall (organization, mission, supporters)? ”“How familiar do you feel with Larkin Street’s programs

for youth?”

More

Less

Size of donor

% of Respondents

Size of donor

% of Respondents

Call to action is the same as what donors are interested in hearing more

aboutWhat type of outbound communications from Larkin Street most influences your

decision to donate? (Check all that apply)

Most donors prefer to give remotely with check in mail or online

“What’s the most convenient way for you to donate to Larkin Street? (Check all that apply)”

83% of donors anticipated giving again in 2011

How do you anticipate supporting Larkin Street in 2010-11? (Check all that apply)

“How long have you been a donor?

1-3 Years

4-6 Years

7+ Years

<1Years

Periodically

Not Sure

Don’t’ donate

% of Respondents

Years as donor

“How long have you been a donor?

…while only about 1/3 of likely donors saying they will “spread the word”

How do you anticipate supporting Larkin Street in 2010-11? (Check all that apply)

% of Respondents

Those who will donate