Blackbaud survey reveals charities should use multiple channels to communicate with younger generation of donors
Charity software and services firm Blackbaud has teamed up with consultancies Xtraordinary Fundraising and Stratcom to deliver The Next Generation of UK Giving report.
For the report, 1,498 donors of all ages were asked how they engage and donate to charities. Results showed that mature donors pledge 27% more a year than Generation X and 38% more than Baby Boomers, highlighting how important it is for charities to harness the next generation of donors. To reach younger donors, charities must communicate with their supporters through multiple channels. It was also found that two thirds of mature donors use Facebook and 60% of generation Y look at the charity’s website before donating.
Additionally, 27% of donors learnt about causes through social media, email or in person. Generation Y are the group most engaged online; 27% will use social networking sites to find out information about the cause they are following, and 25% will share content from a cause with their own friends. It was also found that two thirds of mature donors use Facebook and 60% of generation Y browse the charity’s website before donating.
Martin Campbell, Blackbaud Europe’s director of strategy and innovation, says:“There is no ‘one size fits all approach’ to fundraising for not-for-profits, and the key to successful fundraising and engagement with supporters of all generations is to be multi-channel. Every generation uses every channel, they just do so in different ways. Adopting an integrated and multi-channel approach will play a major role in bridging this generation gap, targeting the right people, at the right time via the most appropriate channel.”
Senior consultant at Stratcom, Deanna Bickford, added: “Although Gen Y donors continue to lead the way for online engagement and the use of social media to promote causes, the generational differences with regard to other online activities were not as great as one might expect. Middle-aged donors appear to respond well to online advocacy, video and podcasts.”
View the full report here.