@AzadiSheridan

@BlackbaudEurope #BBEUserGroups

• Conducted from November 2 – 5, 2012

• Data is based on 1,498 qualified interviews

• To qualify, respondents had to have donated money to a not-for-profit or charity in the past 12 months

ABOUT THE STUDY

• Matures (b. 1945 or earlier) out-perform all other donor segments- Donate 27% more than Gen X- Donate 38% more than Baby Boomers

• Matures are most loyal of all the generations to their

chosen charities- Almost 30% having donated to their causes for between

10 and 15 years - 16% for more than 20 years

CONFIRMING WHAT WE KNOW

WHICH OF THESE MEAN “GREAT” OR “EXCELLENT” TO YOU?

SICK

WICKED WACKWICK

COOL

BOOK

NANG

SPIFFING

BAD

TOO MUCH

EPIC

GROOVYFAROUT

FABGEAR

SMASHING

WE WON'T DO THIS ONE….

Aged 22-32, represents

13.45% of UK population

Aged 33-48, represents

22.5% of UK population

Aged 68+, represents

14.2% of UK population

Aged 49-67, represents

22.4% of UK population

63+

Asked Desire to increase ££ and time commitment

ARE YOUNGER GENERATIONS WORTHLESS? NO!

Asked Thinking about what they will leave

behind to the charities they care about

ARE YOUNGER GENERATIONS ON A DONOR JOURNEY?

WHAT CAUSES ARE DONORS GIVING TO…

Personal Connections

THE GENERATION GAME

Health

Children

Human Rights

Environmental

HOW DO PEOPLE GIVE?

IS THIS AN OPPORTUNITY?

Scan my QR code with your smartphone to learn more about

us!26% of UK donate goods as a first interaction with a charity.

HOW DO PEOPLE GIVE?

HURRAH FOR REGULAR GIVING!

Matures twice as likely as Gen Y to give via Direct Debit

HOW DO PEOPLE GIVE?

ARE WE MAKING THE MOST OF ONLINE?

40% of UK consumers said online giving is their main way

of donating to a cause

HOW DO PEOPLE GIVE?

THE RISE OF MOBILE…

WHY BOTHER?

Would you be willing to use a smartphone to make a donation through a browser?

Gen Y36.4%Gen X25.3%Boomer 6.1%Mature 2.9%

HOW DONORS FIRST LEARN ABOUT YOUR CAUSE

COMPARE FOLLOWERS PER TWEET

HOW DONORS FIRST ENGAGE WITH YOUR CAUSE

“IT’S ALSO AN INSTRUMENT OF CHANGE.”

AMNESTYINTERNATIONAL

25

HOW DONORS LIKE TO STAY ENGAGED

15,000 ENGAGED FOLLOWS

INSTAGRAM.COM/CALGARYZOO2012AR#

77,000 VIEWS FOR AN ANNUAL REPORT!

SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS

30

KEY TAKE AWAY – MUST BE MULTICHANNEL

• Review your website for content and ease-of-use, inc mobile browsing

• Respond engage via the right channels: Ask donors what they want

• Concentrate on your digital presence- Make content interesting and sharable- Use calls to action appropriately

• Find your digital advocates- Figure out how to engage them

• Find your donors through their Doctor Who!!

WHAT TO DO TODAY

To download a copy of the report, visit:

http://www.blackbaud.co.uk/nextgenukreport

https://www.blackbaud.co.uk/psychologyofonlinegiving

Other research:

Data-Driven Fundraising,

State of the Non Profit Industry Survey

Chat with me! @AzadiSheridan or

THANK YOU!