Larkin Street Results from Donor Survey September 2011.
-
Upload
marshall-hart -
Category
Documents
-
view
216 -
download
0
Transcript of Larkin Street Results from Donor Survey September 2011.
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