christian fundraising & communication in a 21st … · christian fundraising &...

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CHRISTIANFUNDRAISING&COMMUNICATIONINA21STCENTURY

WORLDANDCHURCHJohnRoberto

LifelongFaithAssociateswww.LifelongFaith.com

[email protected]

1.  SocialTransformations2.  ReligiousTransformations3.  GenerationalTransformations4.  CreatingaCultureofGenerosity

ChristianFundraising&Communicationina21stCenturyWorldandChurch

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ACCELERATINGCHANGE

Theworldisnowchangingatarateatwhichthebasicsystems,structures,andculturesbuiltoverthepastcenturycannotkeepupwiththedemandsbeingplacedonthem.Incrementaladjustmentstohowyoumanageandstrategize,nomatterhowclever,arenotuptothejob.Youneed

somethingverynewtostayaheadinaageoftumultuouschangeandgrowing

uncertainties.

(JohnKo(er,Accelerate:BuildingStrategicAgilityforaFaster-MovingWorld

SOCIALTRANSFORMATIONS

RiseofNetworkedIndividualism

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Embedded SocialNetworks

TRANSFORMATIONINSOCIALLIFE


Community-CenteredLife Network-CenteredLife

Church

Home

School

Neighborhood

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NewSocialNetworkOpera0ngSystem

TheTripleRevoluCon

1.  SocialNetworkRevoluCon2.  InternetRevoluCon3.  MobileRevoluCon


TheSocialNetwork,Internet,andMobileRevoluConsarecomingtogethertoshiNpeople’ssociallivesawayfromdenselyknitfamily,neighborhood,andgrouprelaConshipstowardmorefar-flung,lessCght,morediversepersonalnetworks.


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NetworkedIndividualismThethreerevoluConshavemadepossiblethenewsocialoperaCngsystem–NetworkedIndividualism.ThehallmarkofnetworkedindividualismisthatpeoplefuncConmoreasconnectedindividualsandlessasembedded

groupmembers.


NetworkedIndividualismØ  Thisstandsincontrasttothelongstandingsocialarrangementsformedaroundlargehierarchicalbureaucraciesandsmall,denselyknitgroupssuchashouseholds,communiCes,andworkgroups.

Ø  ItisanoperaCngsystembecauseitdescribesthewaysinwhichpeopleconnect,communicate,andexchangeinformaCon.

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TRANSFORMATIONINSOCIALLIFE�  MobiledeviceshavefundamentallychangedtherelaConshipbetweeninformaCon,Cme,&space.

�  InformaConisnowPORTABLE,PARTICIPATORY,PERSONAL

�  InformaConwillfindyouthroughsocialnetworking.PeopleturntotheirsocialnetworkstohelpthemevaluatenewinformaContheyencounter.

�  Peoplehavebecomecontentcreators–whentheydiscovercontenttheywillshareitwiththeirnetwork.ReciprocalsharingisthewaypeoplebuildtheirsocialcapitalandreputaCons.

GENERATIONALTRANSFORMATIONS

5DistinctGenerationsinAmericaMillennialsarethetrendsetters!

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FIVEGENERATIONS

iGeneraCon(2000-

Millennials(1980-99)

GeneraConX(1961-1979)

BabyBoomers(1946-60)

Builders(before1946)

�  RelaConshiptoInsCtuCons�  RelaConshiptoAuthority�  FamilyRelaConships�  Work-LifeBalance�  CommunicaConStyle�  TechnologyUsage�  LearningStyle�  SpiritualExpression�  WorshipStyle

GENERATIONALDIFFERENCESFromBuilderstoMillenials

InsCtuCons/OrganizaCons---------------------People/Causes/IssuesLoyaltoInsCtuCons--------------Suspicious/CriCcalofInsCtuConsLeaderInfluenced------------------------------------------PeerInfluenceGroup-Centered---------------------------------------Network-CentricLocal/Parochial-----------------------------------------Global/InclusiveWordCulture-----------------------------------------------ImageCultureAnalogCulture-------------------------------------------DigitalCultureOneSizeFitsAll---------------------------------------OneSizeFitsOne

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TARGETINGBABYBOOMERS�  10,000turn65everyday�  GreatestamountofCme,savings,lifeexperiences,andskillstocontribute.

�  Over80%givemoneyorgoodstonon-profits

�  65%believethat"reCrementisthebestCmeinlifetogiveback.”

�  GeneraCvitystageoflife�  TheyareGRANDPARENTS! Giving in Retirement Research

TARGETINGBOOMERS:MOTIVATIONS

Giving in Retirement Research

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TARGETINGBOOMERS:REASONS

Giving in Retirement Research

TARGETINGGENX&MILLENNIALS

�  GeneraConX:Themajorityareparentswithchildrenandteens;focusedonthelivesoftheirchildrenandtheirworld.

� Millenials:Theyareamixofsingles,couples,andparentswithyoungchildren;amorediversesetofconcernsandissuesandlifestylesthananyothergeneraCon.

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�  Theycanfeelandexperiencethecausewithouthavingtobeonsite(photography,video,digitalstorytelling,experienCallearning).


�  Byamarginofmorethantwo-to-one,MillennialswhovolunteerfornonprofitsaremorelikelytomakedonaCons.

�  TheyliketoperformsmalleracConsbeforefullycomminngtoacause.

�  GenX&MillennialsdonatetoorganizaConsfromwhichtheyhavereceivedservicesorwithwhichtheyhaveparCcipatedinprograms.

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TARGETINGGENX&MILLENNIALS�  Impact:TheabilitytodirectlyseetheimpactoftheirdonaConwouldhaveasignificantbearingontheirdecisiontogive.

�  Personal:Givetoaspecificprojectmightma(ertothem.

�  Peer-Peer:Morelikelytofundraisewhenapproachedbyfriends(orfriends’kids)tosupportacharity.PeerinfluenceplaysanimportantroleinmoCvaCngthemtovolunteer,a(endevents,parCcipateinprograms,andgive.

TARGETINGGENX&MILLENNIALS�  OnlineGiving:amajorityhavemadegiNsonlinethroughanonprofit’swebpage(70%ofMillennials)

�  MobileGiving:nearly2/3ofMillennialsand1/2ofGenXsaytheywouldgiveviaamobiledevice.

�  AcCvity-Based:walksfor…,runsfor...�  WorkplaceGiving:sponsoredfundraisersintheworkplace:runs,cyclingraces,walkathons.

Next Generation of American Giving Research

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TARGETINGGENX&MILLENNIALS�  PromoCon:spreadingthewordtoothersaboutthecharityanditswork.Millennialsneedtoequippedwithresources(video,informaCon,staCsCcs)tohelpthemspreadtheword.(socialmedia)

�  Crowdfunding:supportforcrowdfundedprojects

Next Generation of American Giving Research

TARGETINGGENERATIONSMillennialpreferencesarebecomingmore

thanpreferences.They’rebecomingthenormforallagesandgenerations.(TheMillennialImpactStudy,2010-2015)

Multichannelisthenewnormal.Whileallgenerationsaremulti-channelintheir

communicationhabits,theidealmixvariesfromgenerationtogeneration.

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APPLICATION&EXAMPLES

THESOCIALNETWORKEFFECT(SAXTON&WANG)

AnalysisofFacebookfundraisingac0vi0esofmorethan50organiza0ons.

�  WebsitesMakeaDifference�  ContentMakesaDifference�  NewApproachesMakeaDifference(crowdsourcing,mobiledonaCons)

�  FriendsMakeaDifference

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THEIMPORTANCEOFVIDEO�  GoogleandMillwardBrownDigitaldidastudywheretheywatched425,000visitstononprofitwebsites.Whattheyfoundwasthat90%ofdonorstononprofitswatchYouTubevideos,whileonly65%ofthegeneralpublicdo.

IMPORTANCEOFVIDEO

�  80%ofnonprofitvideosbeingwatchedwerefoundfromsearchengines,notorganizaConalwebsites.

�  Watchingvideoappearstobeclearlyrelatedtogenngsomeonetodonate.

�  Whenthewordvideoisusedinanemailsubjectline,openratesdouble.

�  Click-throughratesincrease2-3Cmeswhenavideoisincludedinanemail.

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CROWDFUNDING:DONORSCHOOSE

CROWDFUNDING:DONORSCHOOSE

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CROWD-FUNDINGDONORSCHOOSE

CROWD-FUNDING:DONORSCHOOSE

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CROWDSOURCING:FAITHIFY

CROWDSOURCIN

G:FAITHIFY

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CROWDFUNDING:#GIVINGTUESDAY

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CROWDFUNDING:#GIVINGTUESDAY

#GIVINGTUESDAY

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RELIGIOUS–SPIRITUALTRANSFORMATIONS

RiseoftheNonesandtheDones

TRANSFORMATIONINRELIGIOUSLIFE

TheUnaffiliated

TheSpiritual

TheOccasional

TheAcCve

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ReasonsforLeavingorDissaCsfacConwithChurch�  Churchtoojudgmental�  Churchbureaucracy�  Lecturestyleofpreaching�  ChurchisnotwhereIencounterGod�  Social&poliCcalstancesofthechurch�  ChurchisnotwhereIfindcommunity�  Couldn’tfindachurchthatwaswelcoming�  IwantedtobemoreinvolvedinlivingoutGod’s

callinginmylife


Americanshavebecomelessreligiousinrecentyearsbystandardmeasuressuchashowimportanttheysayreligionistothemandtheirfrequencyofreligiousservicea(endanceandprayer.But,atthesameCme,theshareofpeopleacrossawidevarietyofreligiousidenCCeswhosaytheyoNenfeeladeepsenseofspiritualpeaceandwell-beingaswellasadeepsenseofwonderabouttheuniversehasrisen.

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TARGETINGRELIGIOUSPROFILES

TheUnaffiliated

TheSpiritual

TheOccasional

TheAcCve

CREATINGACULTUREOFGENEROSITY

FamiliesFaithCommunities&NonproMit

Organizations

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CULTUREOFGENEROSITY:PARENTS

�  Parentalteaching:influencingtheirchildrenthroughdirectteachingtogive-39%ofAmericanswereexplicitlytaughtbytheirparentstogive

�  Parentalmodeling:influencingtheirchildrenthroughindirectmodelingofgiving-76%hadsomeparentalmodelingofgiving

�  ParentsremainakeydifferenCatorofwhetherornotsomeonegives

CULTUREOFGENEROSITY:PARENTS&FAMILIES

1.  EquipparentstoberolemodelsofGenerosityandtoteachgenerositytotheirchildren:webinars,onlinelearningandresources,socialnetworks

2.  Developfamily-basedprogramsonGenerosity–integraCnglearning,experiencesofservice,donaCng,andspiritualformaCon

3.  DevelopfamilyskillsandpracCcesforGenerosity:familygivingdecision-making,familygoalsforgiving,familyfundforgiving

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CULTUREOFGENEROSITY:FAITHCOMMUNITY/ORGANIZATION

1.  EmbedteachingandlivingGenerosityintothelifeofthecommunity:Sundayworship,educaConalprograms,agegroupprograms,Biblestudies,etc.

2.  Organizeregularcommunity-wideGenerosityprojects3.  CreateadigitalplatormforGenerosity:onlinecommunityandresources,acCviCes,connecCons,andlearning

4.  DevelopGenerosityMentors5.  OrganizeApprenCceshipsinGenerosity6.  CelebrateGenerosity:tellingstoriesofchangedlivesthatoccurbecauseoftheirchurchororganizaCon

CULTUREOFGENEROSITY:COMMUNITY

IntegrateVolunteering,Dona0ng,Learning,PrayingForIndividuals,Families,andAllGenera0ons

GatheredPrograms&OnlineCommunity&Resources

�  ADayofGenerosity�  AWeekofGenerosity�  AMonthofGenerosity�  AYearofLivingGenerously

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THEGENEROSITYPARADOXTHESCIENCEOFGENEROSITYINITIATIVE(U.OFNOTREDAME)

�  Americanswhodescribethemselvesas“veryhappy”volunteeranaverageof5.8hourspermonth.Thosewhoare“unhappy”–just.6hourspermonth.

�  ThescienCficevidencetellusthatpracCcinggenerosityisgoodforpeople,bothforthegiversandthereceivers.

�  Generosityhasthecausalpowertochangepeople–enhancedpersonalwell-being,andatleastpartsoftheworld.

SPIRITUALENGAGEMENT&GIVING(PARADOXOFGENEROSITY)

�  Key:seeingtheuseofmoneyandpossessionsasapartofone’sspirituallife,asapartofChrisCanformaConandfaithfulness

�  Peopletendtocompartmentalize,toseparatemoneyfromma(ersoffaith,tothinkthatmoneyandmaterialpossessiondonothavemuchtodowithspiritualorreligiousissues.

�  Peoplewhodoengagewithmoneyasaspiritualma(erandwhoseetheirmoneyasulCmatelyGod’saremuchmorefinanciallygenerous.

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