next generation of uk giving
Post on 07-May-2015
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Watch the full presentation here: http://hub.am/1adUWvr
PLANNING YOUR FUNDRAISING FUTURE
The Next Generation of UK Giving
Watch the full presentation here: http://hub.am/1adUWvr
ABOUT
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Your facilitators today
Lindsay SievewrightPartner, Xtraordinary Fundraising Stephen ButlerPartner, Xtraordinary Fundraising
Eric Rardin
Senior Director of Nonprofit Services, Care2
Rhiannan Sullivan
Director of Nonprofit Services, Care2
Human Rights & International Development
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
different ways• Donors learn about your organisation in a variety
of ways; both traditional media and new forms of media are very important channels
Today being an integrated fundraiser in the UK means…
• 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• Personalising the giving experience as much as
possible
What does integration mean?
Attribution can be a problem…
Proprietary & Confidential
Why it shouldn’t matter
Offline w/ No Email
Offline w/ Email Online Only Online/Offline
Value/Donor $43 $54 $57 $156
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
Value/Donor
Multi-channel donors are nearly 3x more valuable than single channel donors.
£180£160
£140
£120
£100
£80
£60
£40
£20
£0
£54£43 £57 £156
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Case Study – How multi-channel integration helped one charity to double income.
E-mail DM Piece
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Online Just Giving Direct Donations Total
Just Giving Page Donations Total
Combined JustGiving Total
1st e-remindere-appeal 2nd e-reminder
Mail drop
Reminder mailing
Advent 2012 Integrated Appeal
email and mail
08/11/2
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Advent 2012 Integrated Appeal –
phone
Online Just Giving Direct Donations Total
Just Giving Page Donations Total
Combined JustGiving Total
1st e-remindere-appeal 2nd e-reminder
Mail drop
Reminder mailing
phoning donors
Integrate multiple giving options into all your communications
CHANNEL ECOSYSTEMTHIS ISN’T WHAT WE HAD 20 YEARS AGO?!
Work place
Retail giving
Check in the mail
Mobile
Social media
Online
Crowd funding
Text/SMS
Peer-to-Peer
Transactional OutreachEngagement
Direct mail
Website
Volunteer/Meetups
Monthly giving
Directed giving
23
Be open to multi-step acquisition
Lead Acquisition & Conversion
Direct mail
Telemarketing
DONORS
LEADS
Games
Advocacy
Social Media
Enews
E-PETITION
Phone number: or you can’t start!
Counter: social proof
Comments: priority for calls
Subscribe:for cultivation
More info:legitimacy
Be social
Even Legacy prospecting is changing!
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!
Why does a mobile optimised experience
matter?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y 36.4%Gen X 25.3%Boomer 6.1%Mature 2.9%
Watch the full presentation here: http://hub.am/1adUWvr
Thank you
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