PLANNING YOUR FUNDRAISING FUTURE

The Next Generation of Scottish Giving

We are handing out prizes today!

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour Xtraordinary integrated fundraising consulting session

http://www.surveymonkey.com/s/JWWDFMS

Take our survey at the end of the session!

AGENDA9:00-9:45The Dramatic Oversimplification of Scottish Fundraising. What donors told us.

9:45 – 10:156 Laser Focused Tactics for Integrated Fundraising Success: A UK case study

10:15 – 10:30 COFFEE BREAK

10:30 – 11:00Going Mobile

11:00 – 11:30Winning the Talent War in an Integrated marketing World

11:30 – 12:00UK Legacy Survey Case Study

YOUR FACILITATORS

Mike JohnstonPartner, Xtraordinary Fundraising

Stephen Butler

Partner, Xtraordinary Fundraising

Lindsay Sievewright

Partner, Xtraordinary Fundraising

Special Guests: Bruce Tait, Bruce Tait Associates and Sandra Luther, Blackbaud

A QUESTION TO ASK YOURSELF

• How much has technology and communication changed in the last 10 years?

HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE

LAST 10 YEARS?

CHANNEL ECOSYSTEMTHIS ISN’T WHAT WE HAD 20 YEARS AGO?!

Work place

Retail giving

Check in the mail

Mobile

Social media

Online

Email

Crowd funding

Text/SMS

Peer-to-Peer

Transactional OutreachEngagement

Direct mail

Website

Volunteer/Meetups

Monthly giving

Directed giving

8

THIS CAN’T BE RIGHT!

04/12/2023

Relay For Life

Hope Blooms

Donor File

AdvocacyPersonal PageDonor FileHope BloomsRelay For Life

proprietary and confidential04/12/2023

Relay For Life

Hope Blooms

Donor File

AdvocacyPersonal PageDonor FileHope BloomsRelay For Life

ISN’T THIS MORE NATURAL?

proprietary and confidential04/12/2023

AND WHEN THAT HAPPENS…

DRAMATIC OVERSIMPLIFICATION

CONNECT THE PAIRS...WHICH GENERATION GIVES MORE TO THIS KIND OF CHARITY THAN ANY OTHER

GENERATION

Gen X Health

Mature Human Rights

Gen Y Children

Boomer Environmental

HOW DID THEY FIRST LEARN ABOUT THE CAUSE?

UK DONOR FIRST ENGAGEMENT

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 a

variety of ways• Donors learn about your organisation in a variety

of ways but traditional media and new forms of media are very important channels

UK DONORS ARE – FUNDAMENTALLY…

CORE LESSONS FROM THE DATA…

• 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• Personalizing the giving experience as much as

possible

INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’

INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION

Horizontally

StyleMessagingTheme

Renewal

Donor Development

Acquisition

Verti

cally

In a chronological

customer contact flow

INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID…

Prospects

One-off

Monthly

Major

Wills

One-off

Prospect

Monthly

Major

Wills

• The digital, integrated lead generation survey:– Sent to 57,400 donors– 3 key segments: Monthly, Active &

Lapsed– 5,530 responses (response rate of 11%)– Raised £12,000 – a bonus!– Reactivated 30 donors– Found 85 legacies and 292 legacy leads – 143 middle and major donor leads!– Key: shared budgeting!

INTEGRATION FOR THE WHOLE PYRAMID

CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…

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!

THE UK NEXT GEN SUPPORTER TYPES

Ego-philanthropy

Feeling the need to be their own

fundraising brand

Tribute Mania

The need to tell the world

about your parents and friends and

family

Hyper-adventure

giving

Feeling young and having fun while

giving

Hyper-choice

The death of unrestricted

giving

4 TYPES OF UK NEXT GEN DONORS

Proprietary & Confidential04/12/2023 Slide 30

HSBC Chief Economist: “They are behaving like the Nobility in the Peasant’s Revolt”

They own 80% of the country’s £6.7trn in wealth – and they are the longest lived of any generation in the UK.

• How boomers act – compared to civics and how this makes sense for online social network fundraising…

proprietary and confidential 37

CONNECT THE PAIRS...WHICH GENERATION OF GIVERS IS THE MOST PROLIFIC USER OF THE FOLLOWING GIVING CHANNELS?

Gen X Regular Giving

Mature Web Giving

Gen Y Social Media

Boomer Charity Gift Shop

HYPER-ADVENTURE GIVING

FEELING YOUNG AND HAVING FUN WHILE GIVING

THE CULTURAL ACCEPTANCE OF CRAZY, TOUGH, PHYSICAL FUNDRAISING

• David Walliams• Successfully swam

the English Channel for Sport Relief

• Online Fundraising Page to raise over 1 million pounds

EXPERIENTIAL FUNDRAISING

HYPER-CHOICE

THE DEATH OF UNRESTRICTED GIVING

Ego-philanthropy

Feeling the need to be their own

fundraising brand

Tribute Mania

The need to tell the world

about your parents and friends and

family

Hyper-adventure

giving

Feeling young and having fun while

giving

Hyper-choice

The death of unrestricted

giving

RANK (1 TO 5) ON HOW PREPARED YOU ARE FOR EACH NEXT GEN DONOR TYPE

Proprietary & Confidential04/12/2023 Slide 46

THANK YOU!