Digging Deeper Into Donor Preferences | AFPFC 2016
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The 2016 donor loyalty study reveals a misalignment between nonprofit organizations and donor preferences, highlighting the importance of communication frequency and content quality. Key findings include that donors feel more engaged through giving, and they prefer personalized, concise content delivered consistently. Notably, younger generations are more inclined to participate in various forms of engagement with nonprofits, while trust in organizations remains high regarding financial management.
Digging Deeper Into Donor Preferences | AFPFC 2016
- 1. Digging Deeper Into Donor Behavior & Preferences: 2016 Donor Loyalty Study 1
- 2. Last Year 2015 Donor Engagement Study We set out to find the disconnect between nonprofit practices and donor preferences. We conducted two online surveys: • Donor Survey • Nonprofit Professional Survey Study released April 2015. Sneak Peak @ AFPFC 2015
- 3. • Fundamentals are key for nonprofit organizations. • Donors and organizations are misaligned on communication frequency. • Critical content is more important than frequency or channel. • Giving (or the act of giving) makes donors feel the most engaged. • Age/generational engagement is a missed opportunity. • Organizations are missing opportunities not using data to drive strategy. Here’s What We Learned
- 4. What Matters Most to Donors
- 5. How Donors Feel Most Engaged
- 6. of donors feel that their top charity takes their preferences into consideration. Only 52%
- 9. Segmenting
- 11. • Surveyed 1,136 donors in the US who made at least one donation in the last 12 months. • The survey took place between Feb. 3 - Feb. 16 2016. Donor Loyalty Study Coming Soon! Study Releasing April 12.
- 12. How Donors Engage 10% 11% 13% 13% 16% 16% 17% 18% 21% 25% 27% 29% 36% 40% 44% 56% Participatead in advocacy on behalf of the organization Served in a volunteer leadership role, liike a committee or board Gave money for an occasion such as a birthday or tribute to an… Shared/retweeted/pinned info Fundraised for the charity/group Followed on social media Sponsored a friend or family member raising money Gave to a charity through their monthly giving program Attended or pariticapted in a fundraising event Stayed informed through emails and/or newsletters Bought products that support them Spread the word or told others about the charity/group Volunteered your time Donated money directly through the website Donated money directly through a check Donated goods and services like clothing In which of the following ways have you been involved with a nonprofit organization in the past 12 months? select all that apply.
- 13. Ways Donors Engage • Donating goods and services • Giving money • Buying products Giving • Volunteering • Attending events • Serving in leadership role Doing • Staying informed • Engaging on social media • Advocacy Communicating
- 14. Giving
- 15. Engagement: Giving 56% 44% 40% 27% 18% 17% 16% 13% Donated goods and services, like clothing Donated money directly through a check in the mail Donated money directly through the website Bought products that support them Gave to a charity through their monthly giving program Sponsored a friend or family member raising money for a nonprofit organization Fundraised for the charity/group Gave money for an occasion such as a birthday or in tribute to an individual In which of the following ways have you been involved with a nonprofit organization in the past 12 months? Select all that apply.
- 16. How Donors Give 31% 38% 52% 65% 39% 41% 41% 31% Millennials Gen X Boomers Matures Check through mail Through website
- 17. Main Reasons for Donating 59% 45% 33% 18% 16% 16% 13% 8% 8% 3% I am passionate about the cause I know that the organization I care about depends… I know someone affected by their cause Moved to donate in response to an event in the… To memorialize someone Someone I know directly asked me to donate Awareness through ads/communication As a gift to a friend or loved one (birthday,… Saw a post on social media Other Top Reasons for Donating It’s all about me!
- 18. Generational Breakdown 63% 62% 56% 55% 36% 39% 51% 65% 33% 32% 34% 33% 15% 14% 19% 27% Millennials Gen X Boomers Mature Passionate about cause Organization I care about depends on them Know someone affected by cause Moved to donate in response to event in news
- 19. Doing
- 20. Engagement: Doing 36% 21% 11% Volunteered your time Attended or participated in fundraising events such as a party, run, walk, bike, music event, etc. Served in a volunteer leadership role, like a committee or board In which of the following ways have you been involved with a nonprofit organization in the past 12 months? Select all that apply.
- 21. Volunteering Drives Donations 45% 24% 73% 1% Much more/somewhat more likely to donate Did not affect my likelihood Much less/somewhat less likely to donate What effect did volunteering have on your decision on whether to financially support the nonprofit? Among those who said they had volunteered.
- 22. Event Attendance Drives Engagement 58% 1% 1% 95% 4% Very/Somewhat engaged Not too/Not engaged at all Not sure 56% 23% 74% 0% Much more/somewhat more likely to donate Did not affect my likelihood Much less/somewhat less likely to donate What effect did attending the event have on your decision on whether to financially support the nonprofit? How engaged with the organization did attending that event make you feel? **Among those who said they had attended an event**
- 23. Communicating
- 24. Engagement: Communicating 29% 25% 16% 13% 10% Spread the word or told others about the charity/group Stayed informed through emails and/or newsletters Followed on social media Shared/retweeted/pinned info Participated in advocacy actions on behalf of the organization
- 25. Content
- 26. Content is King.
- 28. 72% may stop donating to an organization based on unsatisfactory content. Content Matters At least one would affect whether I donate, 72% None would affect whether I donate, 28% 35% 25% 24% 24% 19% 14% 12% 10% Too vague About programs I'm… Dull and boring Has incorrect info about me In an inconvenient format Not suited to my region Not suited to my age Isn't personalized
- 29. • Nearly three-quarters say quality matters at least somewhat, with one-third who feel that way strongly. • Fewer than one-in-ten say it doesn’t matter at all. Quality Matters
- 30. Personalization Makes Donors Feel More Engaged 30% 3% 14% 71% 15% It makes me more engaged It make me less engaged (It's a little creepy!) Don't know Which of the following statements comes closer to expressing your opinion When I receive something from a nonprofit organization or charitable cause that I support that is personalized to me and my activities specifically . . .
- 32. Most Likely To Inspire Action Short YouTube video (Under 2 minutes) Short letter or online article (2-3 paragraphs) Posts on Facebook
- 33. Easiest to Consume Short YouTube video Short letter or online article Short, self-contained emailShort YouTube video (Under 2 minutes) Short letter or online article (2-3 paragraphs)
- 34. Most Effective in Communicating Info Short letter or online article Short YouTube video (Under 2 minutes) Short letter or online article (2-3 paragraphs)
- 35. Most Powerful for Storytelling Short YouTube video Medium-length YouTube video (2-10 minutes) Long-form article (More than a page) Short YouTube video (Under 2 minutes)
- 36. Most Likely to Keep Donors Engaged Short, self-contained emailPosts on FacebookShort letter or online article (2-3 paragraphs)
- 37. • Donors are most favorable to content that was short and self-contained, such as emails, short articles, and YouTube videos under two minutes. • Millennials and Gen Xers are more tolerant of longer content than boomers and matures. Length Matters
- 38. Length Matters: Video 67% 56% 45% 40% 25% 13% 10% 21% 32% 37% 52% 64% 1 minute or less 2 minutes 3 minutes 4 minutes 5 minutes 10 minutes Still watching at X minutes . . . . . . Starting to lose patience at X minutes Don’t know (23%)
- 39. Length Matters: Written Content 67% 58% 44% 34% 20% 7% 7% 16% 30% 40% 54% 67% 1 paragraph or less 2 paragraphs 3 paragraphs 4 paragraphs 5 paragraphs 10 paragraphs Still reading at X paragraphs . . . . . . Starting to lose patience at X paragraphs Don’t know (26%)
- 40. Frequency Matters of donors would like communication at least monthly. 57%
- 41. Generational Breakdown 12% 4% 4% 4% 21% 22% 7% 12% 12% 10% 9% 4% 27% 26% 28% 14% 15% 24% 32% 33% 7% 9% 11% 24% 3% 3% 6% 6% Millennials Gen X Boomers Matures Weekly+ Weekly Twice a month Monthly Quarterly Annually Never
- 42. Millennials are X times more likely to consume this than Matures 1x 2x 3x 4x 5x 6x 10x Self contained email Short letter / online article Annual report via mail Email with links Long form article Short YouTube video Medium YouTube video Longer YouTube video Posts on Facebook 7x 8x 9x PodcastsPosts on Twitter
- 43. Money
- 44. Donors Trust Nonprofits to Spend Money Wisely • 93% of donors are confident that the organizations they support are spending money wisely. • 52% of donors trust the organization to use money where it is most needed.
- 45. Restricted Funds When you donate, are you more likely to donate to restricted funds that can only be used for one purpose (such as a specific program the nonprofit runs), or to unrestricted funds that can be used however the nonprofit decides? 15% 37% 12% 32% 23% Restricted funds, much/somewhat more often Donate to both equally Unrestricted funds somewhat/much more often
- 46. Debunking the Overhead Myth 85% 54% 50% 47% 46% 40% 35% 25% 26% 7% 25% 28% 28% 28% 27% 32% 34% 25% 5% 13% 14% 16% 17% 22% 20% 23% 23% Directly helping those in need Setting up events that help deliver on the nonprofit’s… Setting up events that raise funds for the nonprofit Publicizing and communicating the mission of the… Reaching out to volunteers Reaching out to other donors Staffing the nonprofit Going to administrative costs – such as computers,… Lobbying efforts Happy Fine with it Disappointed Angry 21% 12%
- 47. www.abila.com/donorloyaltystudy Abila provides software and services to associations and nonprofit organizations and governmental entities that help them: improve decision making execute withgreater precision increase engagement generate more revenue Q&A Contact Rich Dietz Rich.Dietz@abila.com Contact Tad Druart Tad.Druart@abila.com
Editor's Notes
- #13: In which of the following ways have you been involved with a nonprofit organization in the past 12 months? Please select all that apply.
- #23: Bold thing
- #30: Content that is thoughtful and with some level of professionalism
- #33: Short YouTube videos, articles, and emails all scored high among a variety of dimensions. Medium-length YouTube videos and long-form articles were powerful for telling a story, while Facebook was ideal for inspiring action and keeping donors engaged.
- #34: Short YouTube videos, articles, and emails all scored high among a variety of dimensions. Medium-length YouTube videos and long-form articles were powerful for telling a story, while Facebook was ideal for inspiring action and keeping donors engaged.
- #35: Short YouTube videos, articles, and emails all scored high among a variety of dimensions. Medium-length YouTube videos and long-form articles were powerful for telling a story, while Facebook was ideal for inspiring action and keeping donors engaged.
- #36: Short YouTube videos, articles, and emails all scored high among a variety of dimensions. Medium-length YouTube videos and long-form articles were powerful for telling a story, while Facebook was ideal for inspiring action and keeping donors engaged.
- #37: Short YouTube videos, articles, and emails all scored high among a variety of dimensions. Medium-length YouTube videos and long-form articles were powerful for telling a story, while Facebook was ideal for inspiring action and keeping donors engaged.
- #39: How long, in minutes, starts to be too long, and negatively affects your feelings towards the organization, when you are watching a video from a nonprofit?
- #40: And how long, in paragraphs, starts to be too long, and negatively affects your feelings towards the organization, when reading content from a nonprofit? (If one paragraph, or less, please put “1”.)
- #43: Every single type of content tested followed the same pattern*: It was most likely to be consumed (rated 6-10) by millennials, then gen Xers, then boomers, then matures. The line below shows the ratio of millennials’ consumption likelihood to matures’ consumption likelihood. A “5” means millennials are 5 times more likely to rank this a 6-10.