Diversity in Giving: Examining the Changing Landscape of Philanthropy 2016
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Do current fundraising practices have the cultural competency to reach the diverse scope of Americans who might support nonprofits? This NTEN Nonprofit Technology Conference session focused on the findings from Blackbaud’s first-ever Diversity in Giving study, an in-depth analysis of the giving habits and priorities of African-American, Asian, and Hispanic donors. The study’s creators will discuss how the findings can guide your organization toward a more inclusive — and effective — fundraising approach. Download the report: https://www.blackbaud.com/nonprofit-resources/diversity-in-giving
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Diversity in Giving: Examining the Changing Landscape of Philanthropy 2016
- 1. Danielle Johnson Vermenton, CFRE, Blackbaud Mariel Molina, Edge Research Diversity in Giving
- 2. 2 Blackbaud Confidential2 This is a safe place Let’s bring the love, respect & be open to different opinions and feelings. Everyone’s experience is real.
- 3. 3 Blackbaud Confidential “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, Silicon Valley Foundation @djvermenton @marielinha #16NTCgivediversity
- 4. 4 Blackbaud Confidential RESEARCH QUESTIONS QUESTIONS Do our current fundraising efforts reach the full spectrum of Americans who might support them? Are we speaking the language—literally and figuratively—of tomorrow’s donors? Do the fundraising channels we depend upon exclude some ethnic and racial groups? Do we have the cultural competency?
- 5. 5 Blackbaud Confidential 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 SURVEY METHODOLOGY
- 6. 6 Blackbaud Confidential THE DONOR GAP
- 7. 7 Blackbaud Confidential 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. DONORS SHARE CORE GIVING VALUES
- 8. 8 Blackbaud Confidential8 THE AFRICAN AMERICAN DONOR COMMUNITY
- 9. 9 Blackbaud Confidential9 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 AFRICAN AMERICAN DONORS: AT A GLANCE @djvermenton @marielinha #16NTCgivediversity
- 10. 10 Blackbaud Confidential 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 AFRICAN AMERICAN DONORS: DEMOGRAPHICS
- 11. 11 Blackbaud Confidential 50% 40% 37% 37% 23% 21% [VALUE] Place of worship Local social service Children’s charities Health charities Military/veterans Youth development Anti-hate/equality 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 ↑ AFRICAN AMERICAN DONORS: GIVING PRIORITIES
- 12. 12 Blackbaud Confidential 66% 57% 46% 45% 58% 43% 28% 32% 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 Giving Habits/Attitudes: More Likely To Agree African -American Donors All Donors ↑ Significantly higher than donors overall AFRICAN AMERICAN DONORS: GIVING HABITS/ATTITUDES
- 13. 13 Blackbaud Confidential 65% 60% 47% 79% 80% 56% 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 Giving Habits/Attitudes: Less Likely to Agree African American Donors All Donors ↓ Significantly lower than donors overall AFRICAN AMERICAN DONORS: GIVING HABITS/ATTITUDES
- 14. 14 Blackbaud Confidential 49% 28% 19% 11% 18% 43% 18% 31% 19% 24% 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 Donation Channels: More and Less Likely to Use African - American Donors All 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
- 15. 15 Blackbaud Confidential15 THE ASIAN DONOR COMMUNITY
- 16. 16 Blackbaud Confidential 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 Younger, well educated (82% college degree+), more likely liberal and female Most technologically connected and willing to use alternate giving channels ASIAN DONORS: AT A GLANCE @djvermenton @marielinha #16NTCgivediversity
- 17. 17 Blackbaud Confidential 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 ASIAN DONORS: DEMOGRAPHICS
- 18. 18 Blackbaud Confidential ASIAN DONORS: GIVING PRIORITIES Place of worship not top giving category ↑ ↑ Significantly higher than donors overall ↑ 36% 35% 35% 34% 29% 24% 18% Health charities Children’s charities Local social service Place of worship Emergency relief Formal education Youth development Top Charities Supported ↑
- 19. 19 Blackbaud Confidential 40% 36% 29% 27% 28% 24% 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 Giving Habits/Attitudes: More Likely To Agree Asian Donors All 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. ASIAN DONORS: GIVING HABITS AND ATTITUDES
- 20. 20 Blackbaud Confidential 39% 19% 19% 38% 31% 10% 24% 43% Have given online via org's website Have donated through a crowdfunding site Have made a tribute/ memorial donation Added a donation at checkout Donation Channels: More and Less Likely to Use Asian Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ASIAN DONORS: OUTREACH
- 21. 21 Blackbaud Confidential21 THE HISPANIC DONOR COMMUNITY
- 22. 22 Blackbaud Confidential 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 HISPANIC DONORS: AT A GLANCE
- 23. 23 Blackbaud Confidential 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 @djvermenton @marielinha #16NTCgivediversity
- 24. 24 Blackbaud Confidential HISPANIC DONORS: GIVING PRIORITIES 45% 40% 31% 30% Place of worship Children’s charities Health organizations Local social service 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
- 25. 25 Blackbaud Confidential HISPANIC DONORS: GIVING HABITS/ATTITUDES 52% 18% 21% 36% 9% 10% 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 Giving Habits/Attitudes: More Likely To Agree Hispanic Donors All Donors ↑ Significantly higher than donors overall ↑ ↑ ↑ 55% More than half of Hispanics say they prefer appeals in English 25
- 26. 26 Blackbaud Confidential26 22% 23% 13% 23% 27% 18% 18% 24% 31% 32% 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 Donation Channels: More and Less Likely to Use Hispanic Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ↓ HISPANIC DONORS: OUTREACH
- 27. 27 Blackbaud Confidential Q & A
- 28. 28 Blackbaud Confidential28 IT’S ABOUT TO GET UNFILTERED AND REAL
- 29. 29 Blackbaud Confidential Get serious. Have a hard truths discussion. Embrace the change from the inside out. The team has to be open & willing to change. The fundamentals are the fundamentals, that doesn’t change. The approach/content should.
- 30. 30 Blackbaud Confidential Does the team understand the need for change?
- 31. 31 Blackbaud Confidential START: Understand WHO you serve NEXT: Analyze & reflect on WHO gives @djvermenton
- 32. 32 Blackbaud Confidential Gender | Age | Race @djvermenton
- 33. 33 Blackbaud Confidential Is your strategy, approach and content inclusive? Does your team reflect the diversity it wants in it’s donors? @djvermenton
- 34. 34 Blackbaud Confidential FOCUS: Identify what should be changed CHANGE: pictures, stories, tone, language and more @djvermenton
- 35. 35 Blackbaud Confidential PLAN: Get help*, be realistic, revisit & be open This won’t be easy, but it is worth it and it’s the right thing to do @djvermenton
- 36. 36 Blackbaud Confidential Now let’s discuss!
- 37. 37 Blackbaud Confidential 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 THANK YOU TO THOSE WHO HELPED WITH THIS PROJECT
- 39. 39 Blackbaud Confidential Tell us what you think – look in the app http://po.st/givediversity-16NTC Keep the conversation going! @djvermenton | @marielinha | @blackbaud Read the whitepaper here: www.blackbaud.com/GivingDiversity For additional information on the study, please contact: Dennis McCarthy | Dennis.McCarthy@blackbaud.com Pam Loeb | loeb@edgeresearch.com THANK YOU!