Charity - The Next Generation of American Giving - AMA - May 2010

8/8/2019 Charity - The Next Generation of American Giving - AMA - May 2010

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The audio portion of todays presentation is availablevia broadcast audio.

AMA Marketing Effectiveness

Online Seminar Series

Anna Carbonara

American Marketing Association

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Check out the AMA website


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1. Will I be able to get copies of the slides after the event?

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The Next Generation of American Giving

American Marketing Association and The NonProfitTimes Live Webinar| May 2010


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This pres entation contains forward-looking stateme nts intend ed to convey expectations a s to the future bas ed o n plans, es timates and

projections . All sta teme nts o ther than s tateme nts o f historica l fac t could be de eme d forward-looking, including, but not limited to, an y

projections of finan cial information; a ny s tatements abo ut historical results that may s ugge st trends for our bu sines s; a ny stateme nts of

the plans, s trategies , and objectives of manage ment for future ope rations ; any s tatements of expectation or be lief regarding future

eve nts, poten tial markets or marke t size, techno logy de velopmen ts, or enforcea bility of our intellec tual property rights ; an d an y

stateme nts of ass umptions unde rlying an y of the items me ntione d. Although Convio be lieves that the e xpectations reflected in such

forward-looking s tatements are reas onab le, future circumstance s might differ from the as sumptions on which such stateme nts a re

bas ed. In addition, thes e s tatements ca n be affected b y inaccu rate as sumptions and a variety of risks a nd unce rtainties that could

caus e actual resu lts to differ ma terially from those des cribed in this pres s relea se including, among others: unfavorable econo mic a ndbus ine ss cond itions , in pa rticular with respe ct to nonprofit market in which we ope rate; our ability to a ttract ne w cus tomers; the los s o f

significa nt custome rs or a s ubs tantial redu ction in orders from the e xisting cus tomers ; the ina bility of custome rs to pa y for our so lutions

and s ervices ; our continued succ es s in sa les growth; our ability to develop new or enh ance d s olutions to meet the ne eds of our clients;

technological change s that make our products a nd s ervices les s competitive; risks as sociated with s ucces sful impleme ntation of

multiple integrated software products; the ability to attract and retain key personnel; risks associated with management of growth;

lengthy sa les and impleme ntation cycles ; intellec tual property infringe ment claims a nd o ther litiga tion; relian ce on c ertain third-parties ,

including hosting fac ilities , so ftware a nd a pplica tion providers; the ab ility to acce ss su fficient funding to fina nce de s ired growth and

opera tions ; legislative actions which could reduc e the effectivene ss of our solutions and increa se the cos ts of our busines s. These

factors and other risks and uncertainties are described in more detail, in the prospectus for our proposed initial public offering. Should

one or more of these risks materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those

expres se d or implied in a ny forward-looking s tatements. The forward-looking s tatements a re made as of the date hereo f and Convio

does not undertake to upda te or revise any of thes e s tatements a s a resu lt of new information, future e vents or otherwise .

Forward-looking statements


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Overview

The art andscience offundraisingis changing

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Phase 1 Focus Groups among Gen Y and Xdonors, December 2009

Phase 2 Online Survey of 1500+ US Donors,

January 2010

Methodology

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Fundraising Emphasis: Matures

Matures

Boomers

Gen XGen Y

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Generational Giving

% Giving

Totalannualgiving

58% Give35.9M donors$796 yr/avg4.2 charities$35.9 B/yr

56% Give28.5M donors$341 yr/avg3.6 charities$9.7B/yr



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Donations plans to top charity next year

Future Giving

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Defining ValuesTime to give backWhats in it for me?Online connection

Social Media Habits(% doing regularly)

70%

49%

25%

16%Value Size

Lifetime value

Lower cost appeals

Active supporters/promotersBUT

Require multichannel appeals

Tracking difficult

Mobile Habits

49% Mobile ONLY phone

32% Mobile primary

42% Facebook Mobile app

53% Texters

More on Gen Y

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Defining Values

Peer-motivatedSupport random, emotionalTime vs. moneyOnline connection

Value Size of gifts to top charities

Lifetime value

Lower-cost appeals

More than dollars Viral promoters

Most Educated, Higher Income

BUT

Harder to secure

Social Media Habits(% doing regularly)

56%

30%

13%

11%11%

Mobile Habits

28% Mobile ONLY phone37% Mobile is primary

27% Facebook mobile app

40% Texters

More on Gen X

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Defining Values

Giving more planned

Efficiency/overhead concerns2-in-10 retired

Value

Largest cohort

Size and dollars Income

Tech/Media Profile29% Facebook (reg)

(60% Total)

17% Texters47% E-newsletters

55% Bank online

33% Shop online

More on Boomers

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Defining ValuesPre-meditated givingLoyalBut guardedScrutiny

Value

Largest annual contributions

Greater # of groups

Tracking/Direct mail responsive

BUT

Smallest cohort and shrinking

Less open to new appeals

Tech/Media Profile17% Facebook (reg)

(50% Total)

5% Texters

48% E-newsletters

57% Bank online

34% Shop online

More on Matures

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GEN Y GEN X BOOMERS MATURES

48% 57% 52% 48%

26% 43% 54% 77%

28% 35% 32% 30%

29% 35% 31% 25%

22% 28% 28% 31%

22% 22% 27% 35%

25% 27% 17% 12%

8% 10% 16% 25%

11% 17% 14% 11%

14% 13% 4% 2%

9% 6% 4% 2%

% donated this way in last 2 years (total)

EmergingChannel

Giving Channels

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Solicitation Channel Appropriateness(From charities/nonprofits with established relationship)

% say appropriate solicitation channel(rank ordered by very important blue)

TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%

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Awareness of Haiti Text-to-Donate

77% total

Heard a lotGen Y: 60%Gen X: 64%Boomers: 52%

Matures: 50%

Seen/heard anything recently about making a donation via

text for earthquake relief in Haiti?

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Gen YMainstream media 27%Word of mouth 22%School 18%Peer to peer event 14%

Gen XMainstream media 24%

Word of mouth 18%Mail 16%Peer to peer event 11%Work/job 11%Product purchase 11%

BoomersMainstream media 28%Mail 19%Word of mouth 16%Work/job 11%

Matures

Mail 35%Mainstream media 24%Word of mouth 18%

52% first learned childhoodAverage time support: 4 yrs

68% first learned 30s+Average time support: 15 yrs

32% first learned childhood

Average time support: 7 yrs

55% first learned 30s+24% childhood, 21% y adultAverage time support: 13 yrs

Awareness (top charity)

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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%

Donated goods 23% Volunteered 15%

Direct donation 51% Attended event 18%

Donated good 28% Volunteered 16%Visited website 19%

Direct donation 61%

Donated goods 25%

Attended an event 13%

Direct donation 71%

Donated goods 26%

Attended an event 13%

Gen Y

Gen X

Boomers

Matures

First Engagement

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GEN Y GEN X BOOMERS MATURES

50% 66% 76% 81%

26% 30% 30% 23%

34% 23% 20% 13%

14% 17% 11% 7%

16% 13% 11% 6%

19% 14% 9% 5%

13% 8% 7% 4%

13% 9% 5% 3%

8% 9% 5% 2%

Engagement Today

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Where do you think you can make the most difference with (top charity)?

Money

Volunteer

Donate goods

Spread word

Fundraise

Making a Difference

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What Does this all mean?

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Fundraising is profoundly

multichannel

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Causation might beimpossible to track

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Traditional donordatabases are dinosaurs

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Remove the silos withinyour organization

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Direct mail and

telemarketing needto evolve

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Word of

mouth iscritical

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Social networks are

important and stillevolving

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Boomers and Gen X holdsignificant value

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Mobiles time

is coming

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Content is king

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Vinay Bhagat | [email protected]

Pam Loeb | [email protected]

Mark Rovner | [email protected]

Questions?

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mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Charity - The Next Generation of American Giving - AMA - May 2010

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