Figuring It Out: Who is Supporting TSA Now & Who Will Support It In The Future

Shawn Reed & Jason Wood APRIL 2016

FIGURING IT OUT: WHO IS SUPPORTING NOW &

WHO WILL SUPPORT IT IN THE FUTURE?

Let’s start here, in 1865

True Sense

TrueSense® Marketing I PAGE 4

Epidemic: flat revenue; fewer donors

Source: Target Analytics, 2015

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Acquisition is the drag on the system

Source: Target Analytics, 2015

And are Salvation Army donors a much different subset?

Who are donors in America?

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How old are these people?

3% 4% 9%

19%

64%

7% 8%

13%

20%

50%

0%

10%

20%

30%

40%

50%

60%

70%

Under 35 35-44 45-54 55-64 65+

Percent of Donors by Age Group

The Salvation Army Target Analytics Co-op

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Percentage of the US over 65

The Last WWII vet passes

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Angel Tree Participants are Younger

1% 3% 4%

9%

19%

25%

39%

6%

20% 23%

21%

18%

9%

2% 0%

5%

10%

15%

20%

25%

30%

35%

40%

18-24 Years 25-34 Years 35-44 years 45-54 Years 55-64 Years 65-74 Years 75+ Years

Percent by Age Group

%Salvation Army Donors %Angel Tree Participants

9

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How much money do they make?

74%

26%

74%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

< $100,000 $100,000+

Percent of Donors by Income Group


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How do they worship?

31%

57%

3% 5% 4%

27%

60%

3% 5% 5% 0%

10%

20%

30%

40%

50%

60%

70%

Catholic Protestant Jewish Other Unknown

Percent of Donors by Religious Affiliation


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How do we acquire them?

142,018

17,755 16,647 2,587

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Direct Mail Internet White Mail Other

New Donors by Origin FY2015

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Why do they like The Salvation Army, and others?

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Who else do they like?

31%

34%

10%

14%

6% 6%

34%

15% 17%

12% 14%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

The Salvation Army

American Red Cross Other United Way Food Bank Rescue Mission

Favorite Organization that Serves People in Need in my Community

Age 35 - 59 Age 60+

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What needs do they see?

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And what would they support?

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Where else are they giving?

63% 61%

40%

54%

65%

43%

0%

10%

20%

30%

40%

50%

60%

70%

American Red Cross The Salvation Army United Way

I Have Donated Money to this Organization

Age 35 - 59 Age 60+

You’re not from here, are you?

Territorial Differences

True Sense


Average Gift by Territory

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

2011 2012 2013 2014 2015

Average Gift by Territory

Central Eastern Southern Western

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Gift Frequency by Territory

1.65

1.70

1.75

1.80

1.85

1.90

1.95

2.00

2.05

2.10

2.15

2011 2012 2013 2014 2015

Gift Frequency by Territory

Central Eastern Southern Western

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Average Gift by Urban vs. Rural

$58

$60

$62

$64

$66

$68

$70

$72

$74

$76

2011 2012 2013 2014 2015

Average Gift by Urban vs. Rural

Urban Rural

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Gift Frequency by Urban vs. Rural

1.80

1.85

1.90

1.95

2.00

2.05

2011 2012 2013 2014 2015

Gift Frequency by Urban vs. Rural

Urban Rural

How are they different?

Digital Donors

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The Salvation Army Digital Donor Their online behavior does not differ much from other non profit digital donors Their attention span is just as shortened as the rest of us………

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The Facebook Profile of a TSA Donor

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The Facebook Profile of a TSA Fan

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Facebook Gender – Fans vs. Donors

Donor Facebook Profile Fan Facebook Profile

And who will they be in the future?

So who are our donors now?

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What are personas? Legal & logical profiling An organized grouping of your donor file Designed to represent 95% of everyone Intended to create understanding Can help inform strategy

The Maximizer • In her 60s or older. • Conscious about program costs,

overhead, and efficiency. • Wants her money to stay local.

“The Salvation Army is locally operated, effective, and engages the communities in its work.”

True Sense


The Reciprocator • Once needed help from a charity

himself or knows someone who did. • Remembers the help his parents

or grandparents received from The Salvation Army.

• Gives to “pay forward” and pass blessings onto others.

“My father was in World War I and always told me how good The Salvation Army was to the military.”

True Sense


The Problem Solver • In her 50s and younger. • Prefers the immediacy of communicating

via email and social media. • Recognizes the implications of poverty

and wants her gift put to work right away.

“The children are our future, and they need safe places to go and a chance to make it in this world.”

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The Traditionalist • Places faith in the history and

efficacy of The Salvation Army. • Trusts that donations will be used

to meet basic needs. • Believes that The Salvation Army

has a tradition of Doing the Most Good.

“They have a history of helping the needy and offer care, love, and hope for the future.”

True Sense


The Justice Seeker • Driven to create a fairer world based on

seeing struggling people. • Believes it is unjust for people to be needy

in a wealthy society. • Gives to end moral wrongs and, literally,

make the world a better place.

“I see it every day: hungry children who only have one meal a day at school, no meals on weekends, and struggle to eat all summer.”

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The Faithful • Strongly motivated by her religious faith

and the message of Matthew 25:40. • Believes that faith obliges her to help

the poor. • Gives to fulfill a religious obligation,

as well as to make a difference.

“The Salvation Army gives a Christian message, along with meeting the physical needs of people.”

True Sense


The Facebook Donor • Slightly more females than males. • Include active grandparents,

retirees, and homeowners with school-aged children.

• Food, drink, and clothing are among top self-reported purchases.

Do’s and Don’t’s

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Don’t do these things: Talk TO donors • But talk WITH donors

Forget to dance with the one who brought you • You’ve known them for a long time …

Hide your impact • Rather, celebrate it

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Do these things: Communicate consistently, specifically • MARCOM plan that involves key offers

Engage appropriately, kindly • Know your audience; say please and thank you

Think ahead, proactively

Ask away: [email protected] [email protected]

Questions?

Figuring It Out: Who is Supporting TSA Now & Who Will Support It In The Future

Government & Nonprofit

Transcript of Figuring It Out: Who is Supporting TSA Now & Who Will Support It In The Future