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Stratcom

Xtraordinary Fundraising

&

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• 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

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• 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- 30% donated to their causes between

10 -15 years - 16% for 20+ years

CONFIRMING WHAT WE KNOW

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Asked Desire to increase ££ and time commitment

ARE YOUNGER GENERATIONS WORTHLESS? NO!

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Asked Thinking about what they will leave

behind to the charities they care about

ARE YOUNGER GENERATIONS WORTHLESS? NO!

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WHAT CAUSES ARE DONORS GIVING TO…

Personal Connections

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GENERATIONAL PREFERENCES…

Health

Children

Human Rights

Environmental

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GENERATIONAL PREFERENCES…

Social Media

Regular Giving

Web Giving

Charity / Shop Counter

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HOW DO PEOPLE GIVE?

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IS THIS AN OPPORTUNITY?

Scan my QR code with your smartphone to learn more about

us!

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HOW DO PEOPLE GIVE?

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HURRAH FOR REGULAR GIVING!

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HOW DO PEOPLE GIVE?

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ARE WE MAKING THE MOST OF ONLINE?

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HOW DO PEOPLE GIVE?

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THE RISE OF MOBILE…

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Would you be willing to use a smartphone to make a donation

through a browser?

SHOULD YOU BOTHER?

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

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HOW DONORS FIRST LEARN ABOUT YOUR CAUSE

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HOW DONORS FIRST ENGAGE WITH YOUR CAUSE

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HOW DONORS LIKE TO STAY ENGAGED

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SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS

Aged 22-32, represents

13.5% of UK population

Aged 33-48, represents

22.7% of UK population

Aged 68+, represents 14% of UK population

Aged 49-67, represents

22.4% of UK population

63+ Million Total UK Population

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HOW TO MAKE IT HAPPEN – BE DONOR CENTRIC

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• Review your website for content and ease-of-use- Check your website for mobile

browsing

• New contact data – ask for it!- Email addresses- Post codes- Mobile phone numbers

• Concentrate on your digital presence- Make content interesting and

sharable

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

• Coordinate message & channel

WHAT TO DO TODAY

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To download your copy of the report, visit:

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

If you have any questions, please email:

solutions@blackbaud.co.uk

THANK YOU FOR ATTENDING!