THE FUTURE OF FUNDRAISING Where are we going?
One perspective
Another perspective
Perspective on world populations 1. China!! 2. India!! 3. United States!! 4. Indonesia!! 5. Brazil!! 6. Pakistan!! 7. Nigeria!! 8. Bangladesh 1. Facebook!! 2. China!! 3. India!! 4. Tencent!! 5. WhatsApp!! 6. Google+!! 7. LinkedIn!! 8. United States
You can t stop the trends. So what are you going to do?
Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity. Old thinking! Good luck! New thinking! It just works!
Thinking?! Not Thinking?
A Global perspective on fundraising
Fundraising is increasing marginally overall $14.0$ Total Canadian giving (2004-2013, in billions) $12.0$ $10.0$ $8.0$ $10.3 $10.9 $11.2 $12.7 $6.0$ $4.0$ $2.0$ $0.0$ 2004 2007 2010 2013 1$ 2$ 3$ 4$ Sources: Statistics Canada, General Social Survey on Giving, Volunteering and Participating, 2013, and the Canada Survey of Giving, Volunteering and Participating, 2004, 2007 and 2010.
Top$5$$ Hospitals,$Na.onal$Health,$Interna.onal$Chari.es$ (total$engagement$revenue)$ $700# $600# $500# $400# $300# $200# $100# $0# 1# 2# 3# HOSPITALS# NATIONAL#HEALTH# INTERNATIONAL# Top$5$ Hospitals,$Na.onal$Health,$Interna.onal$Chari.es$ (total$net$to$the$cause)$ $600# Why the trend? Solve the problem $500# $400# $300# $200# $100# $0# 1# 2# 3# HOSPITALS# NATIONAL#HEALTH# INTERNATIONAL#
Top$5$Canadian$Na,onal$Health$Chari,es$ Top$5$US$Na*onal$Health$Chari*es$ $700% $600% $500% $400% $300% $200% $100% $562% $537% $343% $317% 527.3% $312% $2,500' $2,000' $1,500' $1,000' $500' $1,954' $1,981' $1,941' $1,578' $1,620' $1,602' $0% 1% 2% 3% $0' 1' 2' 3' Total%engagement%revenue% Total%net%to%the%cause% Total'engagement'revenue' Total'net'to'the'cause' Top$5$UK$Na*onal$Health$Chari*es$ Top$5$Australian$Na0onal$Health$Chari0es$ 1,000% 800% 600% 400% 679% 494% 808% 721% 526% 585% $80$ $60$ $40$ $68$ $55$ $75$ $76$ $61$ $61$ 200% $20$ 0% 1% 2% 3% $0$ 1$ 2$ 3$ Total%engagement%revenue% Total%net%to%the%cause% Total$engagement$revenue$ Total$net$to$the$cause$ note: numbers are quoted in millions
Princess Margaret Cancer Foundation Simplify the promise to focus, and stand out Ride to Conquer Cancer Road Hockey to Conquer Cancer One Walk to Conquer Cancer Believe it. We will Conquer Cancer SIGNATURE EVENT COMMUNITY EVENT RE-BRANDED EVENT CAPITAL CAMPAIGN
Boring brands can stand out when they make their cause emotional and visual
What s happening?
YOUR PRESSURES UNREALISTIC EXPECTATIONS PUBLIC CYNICISM AGING DONORS THE NEXT BIG IDEA DIGITAL MARKETING BIG DATA TELLING YOUR STORY SOCIAL MEDIA
Unstoppable forces impacting charities MATURING SUPPORTERS DIGITAL EXPANSION SOCIAL MARKETING SLACKTIVISM THREAT? OPPORTUNITY?
The aging population GEN Z GEN Y GEN X BOOMERS CIVICS Screenagers & gamification It s our job to fix the world What s in it for me? I give but not the same It s my responsibility BUYING GIVING
Most charities try to recruit older donors 34% 47%
But the masses are here GEN Z GEN Y 9.7million GEN X 481K BOOMERS 9.6 million CIVICS
And they are engaging with causes BUYING GIVING
POPULATION SHIFT Ideals Public engagement Power
Digital Content
Social sharing PERSONAL! AUTHENTIC! ENGAGEMENT
Slacktivism Small action on the internet for a cause! In itself may have little effect! Instant feel-good - I ve contributed
What to do about the population bulge?
There s a high ROI in recruiting askers Philanthropy Cause marketing Traditional direct response 1.5% - 2.5% response $30 - $80 average gift Peer-to-peer community 30% - 50% response $100 - $300 average raised IMPACT ENGAGEMENT INSTANT ENGAGEMENT
R&D Next Generation Cause Marketing peer to peer campaigns 50 10 4
Threads to success Next Generation Cause Marketing 1 2 3 4 5 6 7 8 9 ENGAGING EMOTION INCLUSIVE PARTICIPATING COMMUNITY SOCIAL MEGAPHONE SIMPLE IDEA TAG DESCRIBES IMPACT VALUE FOR PARTNERS UNIQUE BOLD 10 CENTRAL FIGURES 11 12 FUN CHALLENGE BASED
Focus on the most effective THREADS TO SUCCESS CAMPAIGN ENGAGING EMOTION INCLUSIVE/ EASY PARTICIPATING COMMUNIY SOCIAL MEGAPHONE SIMPLE IDEA DESCRIBES IMPACT VALUE FOR MANY COMPANIES UNIQUE BOLD CENTRAL FIGURE FUN CHALLENGE BASED TOTAL RED NOSE DAY 12/12 MOVEMBER 11/12 ALS ICE BUCKET CHALLENGE 10/12 CHARITY: WATER 10/12 BELL LET S TALK 9/12 GO RED FOR WOMEN 7/12 DOVE REAL BEAUTY 7/12 BECAUSE I AM A GIRL 6/12 CIBC RUN FOR THE CURE 6/12 ROAD TO CONQUER CANCER 5/12 TOTAL 10/10 9/10 9/10 8/10 8/10 7/10 6/10 6/10 6/10 6/10 5/10 4/10
Top 4 qualities in trending cause properties SIMPLE ENGAGING EMOTION! EASY TO PARTICIPATE ENGAGEMENT PLATFORM PARTICIPATING COMMUNITY! SOCIAL MEGAPHONE
CASE STUDY Crowd facing campaign with committed capacity building champions NUGGET Do something funny for money Strong use of central figures School participation Committed corporate champion of the cause $32 GLOBAL REVENUE GROWTH (in millions of dollars CDN) $40 $49 $64 $112 $118 $124 $100 $150 $197 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
RED NOSE DAY Do something funny for money https://www.youtube.com/watch?v=f7hkxpoiyfi
CASE STUDY Crowd facing campaign engaging new and younger supporters, globally scalable NUGGET Changing the Face of Men s Health It is all about having fun Focus on new and younger supporters Engaging to employee groups Lifestyle GLOBAL REVENUE GROWTH (in millions of dollars) $0.1 $1 $9 $22 $30 $44 $72 $124 $142 $147 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
TOM s SHOES - MOVEMBER Standing up for something is easy. Standing out is rough https://www.youtube.com/watch?v=lbunhnnb23i
CASE STUDY Crowd-facing social campaign constantly breaking new ground enabled by capacity building investors REVENUE GROWTH (in millions of dollars) $ Raised $43.4 $27.0 $33.0 $35.9 $15.8 $1.7 $6.2 $8.5 2007 2008 2009 2010 2011 2012 2013 2014
CHARITY:WATER Engaging Youth: Gamer PewtiePie 10 million bros unite (Goal: $250,000. Result: $460,000) https://www.youtube.com/watch?v=6mxa4vsq18o
CASE STUDY A start-up peer-to-peer campaign with focus of high-end donors GOING GLOBAL
CASE STUDY Collaborative peer-to-peer campaign across Canada REVENUE GROWTH (in millions of dollars) 56 charities 100+ communities 15,700 participants for the hungry, homeless and hurting 2,000 volunteers $2.5 $3.0 $1.5 $0.1 $0.7 2011 2012 2013 2014 2015
CASE STUDY A start-up peer-to-peer campaign with focus of recruiting participants, and an easy action The all-night challenge to defeat mental illness" REVENUE GROWTH (in millions of dollars) 1,200 participants 5,000 new donors $700,000 raised
Lean Start Up
Simple engaging emotion UNIQUE EMOTIONAL SPACE (none others like it) CLUTTERED COMPETITION (could be any organization)
November, 2015! #LoveOverFear https://www.youtube.com/watch?v=1lypbwzdj8u
EXERCISE Extract the message Individually, write down key information Groups of 4 - collect insights Apply to message tree
SPEED-ROUND: Create message tree MESSAGE TREE TEMPLATE Ultimate promise Key Message Our claim is Functional proof points The fact is Emotional fuel The impact is Call to action You can
CHARITY:WATER https://www.youtube.com/watch?v=bchhwxvqqxg
SPEED-ROUND: Create message tree MESSAGE TREE TEMPLATE Ultimate promise Key Message Our claim is Functional proof points The fact is Emotional fuel The impact is Call to action You can
ACTIVITY #1: Create message tree Call to action YOU CAN Give up your birthday for clean water Shave your head for clean water Throw a party for clean water Emotional fuel (impact) Many families caught in the water crisis. It s likely they live on less than a dollar a day Women and children walk up to three hours a day to collect water in swamps exposed to all kinds of germs Some know water they bring home isn t clean and sometimes causes diarrhoea, dehydration, even death. But what choice do they have? Access to clean water means freedom - to go to school, or start a business Functional proof (facts) Nearly1 billion people live without clean drinking water More time spent on collecting water than any other activity they do during the day - working, education, etc About every 19 seconds, a mother loses a child to a water related illness Funding water filtration systems or drilling wells brings water close to people who need it Key messages (claims) Water is life s most basic need Water affects health, education, poverty Kids, especially babies are affected by dirty water The water crisis is solvable Root promise Water changes everything
Message tree
Are you keeping up? https://www.youtube.com/watch?v=jottdmulesu