Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015
-
Upload
dennis-mccarthy -
Category
Government & Nonprofit
-
view
380 -
download
2
Transcript of Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015
![Page 1: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/1.jpg)
The Changing Landscape of American PhilanthropyPRESENTED BY DENNIS MCCARTHY, BLACKBAUD
PAM LOEB, EDGE RESEARCH
![Page 2: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/2.jpg)
2
Why These Studies…Why These Questions
![Page 3: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/3.jpg)
As people of color become majorities in communities across America, successful nonprofit organizations will need to have a diverse donor base to sustain and grow their operations.
-Dr. Emmett Carson
![Page 4: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/4.jpg)
4
Next Generation of American Giving, May 2013
Online survey of 1,014 US Donors
Adults 18+ who report donating to a charitable cause in the last 12 months (beyond school, place of worship, union)
Looking at the giving habits of Gen Y, Gen X, Boomers and Matures
Data is self-reported, not transactional
Diversity in Giving, October 2014
Online Survey of 1,096 U.S. Donors
Utilized the web-enabled KnowledgePanel®, the nation’s only probability-based panel, recruited to be representative of the U.S. population
Oversamples of African-American, Asian, and Hispanic respondents. Used Census definitions
Survey offered in English and Spanish
Two Studies
![Page 5: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/5.jpg)
Generosity Across the Ages
% Giving
Tota
l ann
ual g
ivin
g
40% 50% 60% 70% 80% 90% 100%$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
60% Give32.8M donors$481 yr/avg3.3 charities$15.8 B/yr
88% Give27.1M donors$1367 yr/avg6.2 charities$37.0 B/yr
72% Give51.0M donors$1212 yr/avg4.5 charities$61.9 B/yr
59% Give39.5M donors$732 yr/avg3.9 charities$28.9 B/yr
MaturesBoomers
Gen Y
Gen X
4
![Page 6: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/6.jpg)
Gen Y11%
Gen X20%
Boomers43%
Matures26%
6
Generations Contribution to
Total Giving(% of total dollars)
The Significance of Boomers
![Page 7: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/7.jpg)
7
Checkout Donation 51%
Purchase for Proceeds 42%
Online Donation 40%
Pledge 39%
Street Canvassing 29%
Retail giving 27%
Responded to mailing 22%
Checkout Donation 52%
Online Donation 47%Purchase for Proceeds 39%
Retail giving 29%
Street Canvassing 25%
Pledge 22%Responded to mailing 10%
Checkout Donation 53%
Online Donation 42%
Honor/Tribute Gift 42%
Purchase for Proceeds 41%Responded to mailing 40%
Pledge 39%
Street canvassing 26%
Responded to mailing 52%
Checkout Donation 44%
Honor/Tribute Gift 42%
Pledge 38%
Purchase for Proceeds 36%
Online Donation 27%
Gen Y
*Arrows indicate statistical significance between 2010 and 2013.
Gen X
Boomers
Matures
Which of the following charitable giving methods have you used in the past two years?
Multi-channel As the New Normal
![Page 8: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/8.jpg)
8
Mail from a charity is very or somewhat
acceptable
Mail is important way for charity to
stay in touch
Gave a donation in response to a mail appeal in the last 2
years
66%
53%
10%
64%
58%
22%
61%
61%
40%
56%
64%
52%
Matures Boomers Gen X Gen Y
What’s the Deal with Direct Mail?
![Page 9: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/9.jpg)
Does Money Matter Most?
9
How do you feel you can make the biggest difference?
Donate money25%
Donate money36%
Donate money45%
Donate money48%
Other=fundraising, advocacy, donating goods
Word-of-mouth 18%
Volunteer30%
WOM 11%
Volunteer31%
WOM 13%
Volunteer20%
Other 14%
Volunteer24%
Other 23%
Other 19%
Other 16%
WOM 8%M
B
X
Y
![Page 10: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/10.jpg)
10
Comfort-level Sharing Info about Charities Support
Spreading the Word
Gen Y65% very comfortable telling
others
Gen X56% very comfortable telling
others
Boomers45% very comfortable
Matures47% very comfortable
![Page 11: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/11.jpg)
How Social Are Donors?
11
43% Y and XThink OK to post on social networking site and ask for donation
20% Boomers
6% Matures
Social Media Activities Doing with Charities Today
Follow on social media
Share about charity on FB
Follow charity’s Twitter feed
Made a donation through FB, Twitter, etc
55%
50%
30%
8%
47%
38%
22%
10%
27%
19%
5%
5%
12%
9%
2%
1%
Gen Y Gen X Boomers Matures
![Page 12: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/12.jpg)
12
71%78% 78%
70%
Gen Y Gen X Boomers Matures
Supported Someone Else Raising Money on Behalf of a Charity
Fundraised on Behalf of an Organization or Participated in a Run or Event to Raise Money
Gen Y MaturesBoomersGen X
Peer-to-Peer Fundraising
46% 34% 29%
43%
![Page 13: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/13.jpg)
13
Retail giving, last 12 months
53%49%
36%
20%
Gen Y Gen X Boomers Matures
Retail Giving
72% are first-time donors
33% plan to donate directly in future
Retail Philanthropy
![Page 14: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/14.jpg)
14
Have given in the workplace
59%53%
46%
22%
Workplace Giving
Gen Y Gen X Boomers Matures
(filtered among those employed or student)
1x Workplace donation!
13%
Volunteer!
12%
Employer-
matches!
9%
Payroll deductio
n!18%
Walk/Run
Challenge!9%
Workplace
fundraiser!
15%
Workplace Giving
![Page 15: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/15.jpg)
15
% Agree Gen Y Gen X Boomers MaturesI am concerned about what portion of the dollars I give to a non-profit/charity goes to overhead versus the cause.
69% 79% 82% 90%I have an idea of which non-profits/charities I will give to each year. 73% 72% 82% 91%I have an idea of how much I will budget for non-profits/charities each year. 44% 53% 62% 64%I am more likely to support a non-profit/charity when my friends and family ask me to, than if the request comes directly from the organization itself. 52% 49% 39% 42%
Most of the charitable giving I do is spontaneous, and based on who asks me and/or what pulls at my heartstrings. 41% 40% 32% 30%
I like supporting non-profits/charities by participating in social events (i.e. parties, dinners, walks, runs, etc.). 49% 37% 26% 19%
I like when non-profits/charities offer their supporters promotional giveaways (i.e. T-shirts, coffee mugs, etc.).
40% 31% 25% 17%
I feel it is my responsibility to support non-profits/charities by signing petitions or engaging in other forms of advocacy on their behalf. 34% 31% 23% 22%
Differences in Mindset
![Page 16: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/16.jpg)
16
<35 (Millenials)35-49 (Gen X)
50-69 (Boomers)69+ (Matures)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Caucasians
African Americans
Asians
Hispanics
Age Distribution by Race/Ethnicity
15
Generations and Race/Ethnicity
![Page 17: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/17.jpg)
The Donor Gap
16
![Page 18: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/18.jpg)
Donors Share Core Values
Religion and faith are both drivers and indicators of giving.
The impulse to help those in need is universal.
Wealthier individuals donate more in absolute terms than those with mid-level or
lower incomes.
![Page 19: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/19.jpg)
The African American Donor Community
![Page 20: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/20.jpg)
African American Donors: At A Glance
20
Religion and faith are a more important part of philanthropy than among any other group
More than any other group, interested in supporting their unique heritage and community
Giving is more personal and spontaneous
Not as likely to give through direct response channels, but also not being asked
17
?
![Page 21: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/21.jpg)
African American Donors: Demographics
Gender Generation Income Religion
Significantly more likely to be lower or middle
income
More likely to be engaged with religion; significantly more likely to self-describe as evangelical Christian
Female: 54%Male 46%
Matures: 13%Boomers: 45%Generation X: 22%Millennials: 20%
48%report household incomes below $50,000/year
64%
49%
48%
Religion very important
Attend services at least once a week
Born-again/ evangelical
![Page 22: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/22.jpg)
22
Place of worship
Local social service
Children’s charities
Health charities
Military/veterans
Youth development
Anti-hate/equality
50%
40%
37%
37%
23%
21%
12%
Top Charities Supported 75% say is important to support their place of
worship, far surpassing any other group
On average, say give 13% of income
to place of worship, more than any other
group(among those who give to place of
worship)
↑
↑ Significantly higher than donors overall
↑
18
African American Donors: Giving Priorities
![Page 23: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/23.jpg)
23
Tend to give in small ways (toy/food drives, checkout donations, etc.)
Responsibility to support orgs positively impacting AA community
Like when orgs offer promotional giveaways
Like supporting by participating in social events
66%
57%
46%
45%
58%
43%
28%
32%
Giving Habits/Attitudes: More Likely To Agree
All Donors
African -American Donors
↑
↑ Significantly higher than donors overall
↑
↑
↑
23
African American Donors: Giving Habits/Attitudes
![Page 24: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/24.jpg)
African American Donors: Giving Habits/Attitudes
Have an idea of which orgs to give to
Concerned about overhead vs the cause
Have idea of how much I will budget for donating
65%
60%
47%
79%
80%
56%
Giving Habits/Attitudes: Less Likely to Agree
All Donors African American Donors
↓
↓ Significantly lower than donors overall
↓
↓
![Page 25: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/25.jpg)
25
Have made donations at checkout
Have given to canvassers on street/at home
Have given online via org's website
Have become monthly donors to a cause
Have made a tribute/ memorial donation
49%
28%
19%
11%
18%
43%
18%
31%
19%
24%
Donation Channels: More and Less Likely to Use
All Donors
African -Amer-ican Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
↓
20%One out of five
African Americans says he or she would
support more organizations if
asked more often
20
African American Donors: Outreach
![Page 26: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/26.jpg)
The Asian Donor Community
![Page 27: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/27.jpg)
27
Giving priorities are different—more likely to support emergency relief efforts and education; religion not as important as driver of philanthropy
More likely to plan and research their philanthropy
Generous U.S. donors, even though this group is more likely to have been born outside the U.S.
Younger, well educated (82% college degree+), more likely liberal and femaleMost technologically connected and willing to use alternate giving channels
21
Asian Donors: At A Glance
![Page 28: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/28.jpg)
Asian Donors: Demographics
Gender Generation Income & Education Religion
Less likely to feel it is their responsibility to support nonprofits
because of their faith
Female: 60%Male 40%
Matures: 13%Boomers: 33%Generation X: 29%Millennials: 25%
42%40%
42%
College degree
Post-graduate degree
Highly Educated
![Page 29: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/29.jpg)
Asian Donors: Giving Priorities
Place of worship not top giving category
↑
↑ Significantly higher than donors overall
↑
Health charities
Children’s charities
Local social service
Place of worship
Emergency relief
Formal education
Youth development
36%
35%
35%
34%
29%
24%
18%
Top Charities Supported
↑
![Page 30: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/30.jpg)
30
Always visit a nonprofit's website before becoming a supporter
Like when orgs offer promotional giveaways
Prefer to give to orgs that change policies/laws
40%
36%
29%
27%
28%
24%
Giving Habits/Attitudes: More Likely To Agree
All Donors
Asian Donors
↑ Significantly higher than donors overall
↑
↑
↑
49%
Asians are more likely to support a
cause if the request comes from a friend or
family.And this group is nearly twice as likely to give via crowdfunding.
30
Asian Donors: Giving Habits/Attitudes
![Page 31: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/31.jpg)
31
Have given online via org's website
Have donated through a crowdfunding site
Have made a tribute/ memorial donation
Added a donation at checkout
39%
19%
19%
38%
31%
10%
24%
43%
Donation Channels: More and Less Likely to Use
All Donors
Asian Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
23
Asian Donors: Outreach
![Page 32: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/32.jpg)
The Hispanic Donor Community
![Page 33: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/33.jpg)
33
Give larger percentage of income to church than donors overall
Not asked for donations as frequently as others, and not as likely to give through traditional direct response channels; most interested in hearing more from nonprofits
Youngest of all groups and most likely to have children in their households
Much more likely to say they give spontaneously, when something pulls at their heartstrings
Strong commitment to children's causes
33
Hispanic Donors: At A Glance
?
![Page 34: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/34.jpg)
Hispanic Donors: Demographics
Gender Generation Income Religion
Cite their place of worship first among nonprofit categories
they support
Female: 43%Male 57%
Matures: 7%Boomers: 30%Generation X: 33%Millennials: 30%
45%More likely to be lower
or middle income
45%report household incomes below $50,000/year
![Page 35: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/35.jpg)
Hispanic Donors: Giving Priorities
Place of worship
Children’s charities
Health organizations
Local social service
45%
40%
31%
30%
Top Charities Supported
Health and local social service organizations are popular, but
Hispanic donors are still less likely to give to either than donors as a
whole
↑ Significantly higher than donors overall
![Page 36: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/36.jpg)
36
Most giving is spontaneous/pulls at hearstrings
Would support more nonprofits if asked more often
Would like to support more nonprofits but don't know how
52%
18%
21%
36%
9%
10%
Giving Habits/Attitudes: More Likely To Agree
All Donors
Hispanic Donors
↑ Significantly higher than donors overall
↑
↑
↑ 55%More than
half of Hispanics say they
prefer appeals in
English
36
Hispanic Donors: Giving Habits/Attitudes
![Page 37: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/37.jpg)
Hispanic Donors: Giving Habits/Attitudes
Concerned about overhead vs. cause
Have an idea of which nonprofits will give to each
year
Have an idea of how much will budget for nonprofits
each year
63%
57%
39%
80%
79%
56%
Giving Habits/Attitudes: Less Likely to Identify With
All Donors
Hispanic Donors
↓
↓ Significantly lower than donors overall
↓
↓
![Page 38: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/38.jpg)
38
Have given to canvassers on street/at home
Donated through a 3rd party vendor
Have donated in honor/memory of someone
Have donated through an organization's website
Have given in response to postal mail appeal
22%
23%
13%
23%
27%
18%
18%
24%
31%
32%
Donation Channels: More and Less Likely to Use
All Donors
Hispanic Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
↓
26
Hispanic Donors: Outreach
![Page 39: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/39.jpg)
39
1. Get serious.
2. Embrace the change from the inside out.
3. Stop obsessing about Millennials.
4. Don’t forget to listen.
5. The fundamentals are the fundamentals.
6. Think about the baton pass.
7. Moving from a linear/transactional relationship to “giving in the
flow of everyday life.”
Embracing the Changing Landscape
![Page 40: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/40.jpg)
Dennis McCarthy, Ashley Thompson and Erin Duff at Blackbaud
Pam Loeb, Mariel Molina, Erin Wagner and Lisa Dropkin at Edge Research
Mark Rovner at SeaChange Strategies
And for inspiring us all: Dr Emmett Carson of the Silicon Valley Foundation
28
Thank you to those who helped with this project
![Page 41: Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015](https://reader035.fdocuments.net/reader035/viewer/2022070511/58a36d461a28aba4138b67ab/html5/thumbnails/41.jpg)
Thank you!Read the whitepaper here:
www.blackbaud.com/GivingDiversity
For additional information, please contact:Dennis McCarthy | [email protected]
Pam Loeb | [email protected]
29