fundraising trends and the next generation of canadian giving
DESCRIPTION
Fundraising Trends in 2013 Michael and Danielle focussed on fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.TRANSCRIPT
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%
Gen Y Gen X Boomers Civics
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%
Gen Y Gen X Boomers Civics
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…
Change.org 99% Twitter 41% Instagram 22% Facebook 17% LinkedIn 48%
YouTube 59% Flickr 91% Pinterest 37%
GEN Y NETWORK PREFERENCES
Change.org 95% Twitter 23% Instagram 25% Facebook 47% LinkedIn 77%
YouTube 15% Flickr 7% Pinterest 60%
GEN X NETWORK PREFERENCES
Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80%
YouTube 65% Flickr 4% Pinterest 1%
BOOMER NETWORK PREFERENCES
Change.org 8% Twitter 61% Instagram 1% Facebook 2% LinkedIn 25%
YouTube 7% Flickr 64% Pinterest 12%
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
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%
Gen Y Gen X Boomers Civics
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%
Gen Y Gen X Boomers Civics
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%
Gen Y Gen X Boomers Civics
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