fundraising trends and the next generation of canadian giving

Fundraising Trends 2013: Social Media, Mobile, Crowdfunding and More

WHO ARE WE?

Mike Johnston Founder, hjc,

Integrated Fundraising Consultants

Integrated Fundraising Specialists

Danielle Johnson Vermenton

Senior Interac6ve Consultant -‐-‐ Blackbaud

Strategic, Data-‐Driven Mul7-‐Channel Marke7ng

YOUR SUPPORTERS ARE…

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation Want more visibility

Want more more more...

YOUR SUPPORTERS ARE… YOUR ORGANISATION…

Must be accessible from new channels Must catch people in the moment Needs impactful messages and

collateral Needs to go where they are Needs to adapt to new demands and

utilise new tools

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation Want more visibility

Want more more more...

IT’S A MULTI-SCREEN UNIVERSENOW A THREE PART QUIZ TO KICK IT OFF…

Gen Y 3% Gen X 19% Boomers 24% Civics 6%

SMART PHONE WEBSITE VIEWS

Gen Y 19% Gen X 25% Boomers 14% Civics 18%

TABLET WEBSITE VIEWS

Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80%

YouTube 65% Flickr 4% Pinterest 1%

BOOMER NETWORK PREFERENCES

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Gen Y Gen X Boomers Civics

Charity Websites Views

Tablet Smartphone Desktop Computer Laptop

DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?

Those touch screen mobile phones – bah!

WHAT HAPPENS IF YOU DON’T GO MOBILE?

•  In a recent survey of mobile web users: –  71% expected websites to load as quickly on their mobile phones

as their desktops

–  57% are unlikely to recommend the site to friends and family

–  46% would be unlikely to return to a website that they had trouble accessing via their phone

–  34% said they’d likely visit a competitor’s mobile site instead

Source: Compuware Corporation Survey: What Users Want from Mobile, 2011

HOWEVER, DOING IT RIGHT...

•  A site optimised for mobiles is able to generate almost twice the average traffic per user than sites which haven’t

•  On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site

Source: KISS Metrics

SOME MOBILE SITE BEST PRACTICES •  Keep it quick

•  Simplify navigation

•  Be thumb-friendly

•  Design for visibility

•  Make it accessible

•  Make it easy to convert

•  Make it seamless

•  Use mobile site redirects

And most importantly: Listen, Learn and Iterate

MOBILE WEBSITE CONSIDERATIONS

16

•  Landscape •  Instant access to the most important

information •  App vs. website •  Microsite vs. full site

•  Javascript vs. Flash •  Vertical vs. horizontal •  Flicking vs. scrolling •  Tap vs. :hover •  Finger vs. cursor •  Responsive Design •  Portrait

THE HITCHHIKER’S GUIDE TO MOBILE DESIGN

CONTENT PRIMARY

SEARCH LINK1 LINK2 LINK3 LINK4 LINK5 LINK6

FEATURED CONTENT

FOOTER

CONTENT SECONDARY

PROMO PROMO PROMO PROMO

LOGO LINK1 LINK2 LINK3 LINK4 LINK4 LINK5 LINK6

LINK5

FEATURED CONTENT Easy to Reach

Stretch

• Know your sweet spots • Recognise the space • 85% of people are right handed

Easily within a thumb’s reach Stretch to get thumb here Within reach, but can be awkward

Tribute Donation Form General Donation Form

18% form completion

10% form completion

4% form completion

45% form completion

37% form completion

28% form completion

BC CANCER – IMPACT OF GOING RESPONSIVE

Drop-‐down menus hard to use on a phone

Need to pinch zoom to see the whole form

Small radio buYons hard to click on a touch screen

Distrac6ng naviga6on bars

Dedicated responsive forms

•  More that 1000% increase in conversion rate from mobile devices

•  If you landed on the dedicated mobile form you

were 1000% more inclined to complete the form than if you landed on the desktop form, from your mobile device

RESULTS FROM A RECENT SURVEY TO THE HSI FILE: WHAT IS THE BEST WAY WE CAN IMPROVE

EMAIL COMMUNICATION WITH YOU?

Make sure I can read emails and take ac6on from emails on my mobile device

WHAT ABOUT CROWDFUNDING?!

WHAT IS IT? LET’S MAKE A LIST

HAVE WE DONE THIS BEFORE?

12.0% 7.0% 4.0% 4.0%

82.0%

90.0% 94.0% 96.0%

43.0%

24.0%

13.0% 6.0%


Donated Through Crowdfunding

Yes

No

Likely in the Future

17.0%

7.0%

2.0% 2.0%

43.0%

24.0%

13.0%

6.0%


Future Text to Donate vs. Crowdfunding GiCs

Text to Donate Gi\ through Crowdfunding

42.0%

27.0%

10.0%

4.0%

4.0%

20.0%

1.0%

11.0%

Kickstarter

Indiegogo

GoFundMe

Razoo

Crowdrise

Other

None

Not Sure

Crowdfunding Sites You Have Used

GEN Y GEN X BOOMERS MATURES

Not Sure 4% 21% 13% -‐-‐

None 4% -‐-‐ -‐-‐ -‐-‐

Other -‐-‐ 7% 50% 57%

Crowdrise 13% -‐-‐ -‐-‐ -‐-‐

Razoo 4% 7% -‐-‐ -‐-‐

GoFundMe 8% 14% 13% -‐-‐

Indiegogo 42% 21% 13% 29%

Kickstarter 63% 43% 25% 14%

* The majority of “other” responses donated through Kiva

SOCIAL MEDIA CAN BE OVERWHELMING

WHY IS SOCIAL MEDIA IMPORTANT?

TradiHonal: physical communiHes

workplace

neighborhood

church

Now: electronic communiHes of interest

professional networks

‘virtual’ friends

Interest-‐sharing networks

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Use it but Not Regularly Use it Regularly

DONORS ARE USING SOCIAL MEDIA…



GEN Y NETWORK PREFERENCES



GEN X NETWORK PREFERENCES



BOOMER NETWORK PREFERENCES



CIVICS NETWORK PREFERENCES

•  What is the role of social media for non-profits? •  What are the preferred social networks of each

generation? •  What role does social media play in Canadian

giving? •  How can I use social media strategically?

THE UNKNOWNS

TAKE-AWAY’S FROM TODAY

•  Which of my donors are using social media? •  How do they use social media? •  Do they value our social media efforts? •  How can I engage my donors more effectively

using social media? •  What should I concentrate my social media

efforts on?

WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?

GEN Y •  Most Active on social networks •  Early adopters

•  Willingness to try new networks but have preferences

•  Most willing to connect, promote, and donate to your charity via social media

•  Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2

GEN X •  Also heavy internet users •  Not as quick to adopt new

social networks •  Comfortable supporting

charities through social media

•  Most active group on LinkedIn, Flickr

•  Highly active on YouTube, Facebook, Twitter

BOOMERS •  Frequent internet users •  Selective on networks they

join and participate •  Active on YouTube, Facebook

and LinkedIn •  Significantly smaller portion of

users on Twitter, Foursquare, Flickr, Pinterest, Flickr, Instagram

CIVICS •  Civics spending as much time

online as any other age group •  Active on some social networks

but are more passive when it comes to usage

•  Engagement increased on Facebook, YouTube, and LinkedIn since 2010

•  A quarter of Civics are on LinkedIn

•  Least active on Care2, Change.org, Instagram, Pinterest, Twitter

ROE IS THE NEW ROI •  Return on Engagement is a better way to track

your social media efforts •  Are your donors engaging with you through

social networks? •  But as Fundraisers:

•  Ensure donation pages and social media links are trackable!

58%

52%

37%

34%

24%

14%

38%

30%

21%

22%

9%

5%

16%

11%

5%

4%

2%

1%

8%

8%

3%

2%

1%

1%

Follow on social media

Share about charity on FB

Follow a charity’s TwiYer feed

Fundraise using social media

Pin something about charity on Pinterest

Par6cipate/watch a Google Hangout

Gen Y Gen X Boomers Matures

WHAT ARE THEY DOING ONLINE?

•  Donors value your social media presence – especially younger donors

•  Social media is important as a place where donors learn about you and interact with your cause

•  Connect with these donors to convert them into evangelizers for your cause

WHAT DOES THAT MEAN FOR YOU?

EVANGELIZERS

WHO ARE YOUR EVANGELIZERS? •  Social media is a modern day soapbox for

causes and non-profits. •  More than half of Canadian donors are

comfortable telling others about the causes they support.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%


Promote Charity Through Facebook

Raise Money for Charity Through Social Media

THEY PROMOTE AND RAISE MONEY FOR YOU

SOCIAL GIVING?

DONATED THROUGH SOCIAL MEDIA IN THE PAST 12 MONTHS

56% 41% 41%

36% 35%

32% 32%

26% 22%

15% 13% 12%

6% 5% 5% 4% 4% 2%

Checkout Dona6on Online Dona6on Honor/Tribute

Purchase for Proceeds Pledge at Event

Mailed Check/Credit Card Door to Door* Monthly Debit

Street Canvassing* Third Party Vendor

Email* Phone

Radio/TV* Online Ad*

Will/Planned Gi\ Mobile/Text

Social Networking Site Stocks, Bonds, Property

6.0%

4.0%

3.0%

2.0%

GenY

GenX

Boomers

Civics

4% more American Civics promoted chariHes through social media

AMERICAN DONORS

American Gen X and Boomers find social media appeals 11% and 6% more acceptable than their Canadian counterparts

Canadian Gen Xers are 8% more interested in viewing video posted by chariHes and supporters

FUTURE OPPORTUNITIES •  Seeing your impact through imagery resonates well

with all generations •  Gen Y would view charity’s photo stream

and contribute video directly to charity •  Gen X would follow a charity’s photo stream •  Boomers and Civics would watch charity

video

27.0%

15.0%

25.0%

14.0%

15.0%

16.0%

22.0%

18.0%

14.0%

View Video Posted or Sent by Charity of its Supporters

Contribute Video Directly to Charity or YouTube Group

View Charity's Photo Stream

Par6cipate or Watch a Google Hangout

Follow Charitable group on Social Network

Pin Charitable Pinterest posts

Raise Money through Social Media

Share Photos, Links

TwiYer GEN Y GEN X BOOMERS MATURES

Follow on TwiYer 25% 19% 10% 5%

Share photos or links 20% 24% 17% 9%

Raise money through social media 35% 26% 20% 9%

Pin charitable Pinterest pins 27% 19% 13% 7%

Follow charitable group on social network

17% 19% 15% 6%

Par6cipated in a Google hangout 27% 18% 10% 4%

View Charity’s Photo Stream 35% 31% 21% 13%

Contribute video directly to charity 33% 16% 11% 5%

View video posted or sent by charity or its supporters

24% 30% 29% 21%

•  All generations are using social media •  Gen Y remains most active in social media •  Facebook & YouTube remain most popular by

far •  Most donors are willing to share/promote

causes with their networks •  Donors really like images and videos of your

cause •  Donations through social networks remains a

small percentage of total revenue

NEXTGEN: KEY FINDINGS

ENGAGEMENT THROUGH PINTEREST

VIDEOS – NO MATTER THE BUDGET

More resources to get you started 5 CreaHve Ways to Say TY to your Facebook fans hYp://social.razoo.com/2012/09/five-‐crea6ve-‐ways-‐to-‐thank-‐your-‐facebook-‐fans/ Get creaHve with Timeline Cover photos hYp://www.hongkiat.com/blog/crea6ve-‐facebook-‐6meline-‐covers/ Make photos come to life with video & music (for free!) hYp://animoto.com/ 42 CreaHve Pinterest Ideas for Nonprofits hYp://www.frogloop.com/care2blog/2012/1/13/steal-‐these-‐42-‐ crea6ve-‐pinterest-‐ideas-‐for-‐nonprofits.html Follow John Haydon / Inbound Zombie on Facebook -‐ the guru of nonprofit social media hYps://www.facebook.com/InboundZombie

CONCLUSION

•  Be Mobile •  Find the right way for Crowdfunding to Fit

In •  Be Social •  Integrate – think cross-channel to build

committed supporters

A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study

http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/

12.0% 7.0% 4.0% 4.0%

82.0%

90.0% 94.0% 96.0%

43.0%

24.0%

13.0% 6.0%


Donated Through Crowdfunding

Yes

No

Likely in the Future

17.0%

7.0%

2.0% 2.0%

43.0%

24.0%

13.0%

6.0%


Future Text to Donate vs. Crowdfunding GiCs

Text to Donate Gi\ through Crowdfunding

42.0%

27.0%

10.0%

4.0%

4.0%

20.0%

1.0%

11.0%

Kickstarter

Indiegogo

GoFundMe

Razoo

Crowdrise

Other

None

Not Sure

Crowdfunding Sites You Have Used

GEN Y GEN X BOOMERS MATURES

Not Sure 4% 21% 13% -‐-‐

None 4% -‐-‐ -‐-‐ -‐-‐

Other -‐-‐ 7% 50% 57%

Crowdrise 13% -‐-‐ -‐-‐ -‐-‐

Razoo 4% 7% -‐-‐ -‐-‐

GoFundMe 8% 14% 13% -‐-‐

Indiegogo 42% 21% 13% 29%

Kickstarter 63% 43% 25% 14%

* The majority of “other” responses donated through Kiva

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