2017 Australian Communities Forum Recap

Tuesday, September 19, 2017

Last Friday, McCrindle and AlphaSys were proud to present the Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 14 brilliant speakers and 4 jam-packed sessions. We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from Councillor Jess Miller on behalf of our event sponsor, the City of Sydney.

SESSION 1 – RESEARCH AND CENSUS RESULTS

Eliane Miles opened Session 1 with a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Eliane provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, the top 8 causes Australians are supporting and the 5 charity essentials.

Mark McCrindle continued the theme of presenting results by exploring some of the key insights from the 2016 Census results. Australia’s population is growing, ageing and changing. Mark also explored how not-for-profit organisations can respond to our changing nation.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

SESSION 2 – KEYNOTES

After a networking break over morning tea Lalita Stables, head of strategic business at Google shared an engaging keynote presentation on strategy essentials that can be applied in local communities. Lalita spoke to leadership in an organisation, how Google have both a culture of innovation and information, and encouraged organisations to have a mission, transparency and a voice.

Our next keynote, Justin Yoon – founder and director at AlphaSys who was our event partner this year, delivered an engaging keynote address on how when building authentic communities, technology isn’t always the answer. Justin encouraged us to get ‘SLOSH-ed’ – or in other words, to ensure organisations Strategise, Listen, Orchestrate, Start simple and value Human experience.

Our final keynote was delivered by Jonnie Farrell, founder of start-up Adventure Squad and previously a product designer at Airtasker. Jonnie inspired and challenged us to think like a start-up and to trust our instincts, work hard and have a pure intent. From his experience in start-ups and entrepreneurism, Jonnie encouraged delegates to build, measure and learn.

STREAMS


STREAM 1: TECHNOLOGY INTEGRATION

In this stream, Richenda Vermeulen, CEO at ntegirty, began the session by challenging our audience with research-based insights on the four keys to achieving digital success. Ben Littlejohn from Act for Peace then spoke about promoting a start-up campaign using social and mainstream media, from Act for Peace’s Ration Challenge. Our final speaker for tis stream, Andrew Hill who is the community and fundraising director at The Salvation Army, shared how The Red Shield Appeal recently incorporated electronic giving into its appeal.

STREAM 2: COMMUNITY TRENDS

Graham Catt, CEO of the Australian Veterinary Association (AVA) began our second stream on community trends by sharing how the AVA uses environmental scanning to identify the trends taking place in the external environment and how to respond to them. Tony Holland, the CEO of OzHelp, then shared the inspiring story of how OzHelp’s tune-up program is reaching people where they live and work. Josh Crowther then concluded our second stream by sharing valuable insights from research conducted by Dunham+Company into donor trends and Australians giving behaviours.

SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Andy Meier from Strategic Minds Communication and Sam RefShauge from batyr.

Andy Meier, director of Strategic Minds Communications kicked off our afternoon session by giving us some key insights into the power of video storytelling. Andy shared how a good story has a narrative, and that stories inspire us towards action.

Our last speaker of the day was Sam Refshauge, the CEO and executive director at batyr. Sam shared the inspiring story of how batyr came to be, and how to engage and communicate with Generation Z, we need to be innovative, create communities, encourage and empower, and utulise peer-to-peer interaction for this emerging generation.

THANK YOU

We would like to thank all of our speakers and delegates for making the 2017 Australian Communities Forum a fantastic event. A big thank you to our primary sponsors Database Consultants Australia and the City of Sydney for your support in making this happen.

Australian Communities Report

Friday, September 08, 2017

The sector that most directly and deliberately improves and supports Australian communities is the not-for profit sector. Charities are in many ways the heart of Australia and their value to this nation is demonstrated by the almost $135 billion given in the last year, most of it by the community rather than government. The esteem of this sector is demonstrated by the size of the charity workforce, which employs 1 in every 10 Australian workers, and is second in size only to retail. In addition to the 1.2 million Australians employed by not-for-profits are the 3.6 million volunteers, all of which makes charities by far Australia’s largest labour force.

While 1 in 5 Australian adults has volunteered for a community organisation in the last year, 4 in 5 adults have given financially to such organisations, with 1 in 4 giving at least monthly.

With generation change, demographic shifts and technological transformation, the landscape for charities is rapidly changing. For the average charity, half of their supporters have joined them since this decade began- and over the same period of time, the nation has grown by almost 3 million people.

The purpose of this annual Australian Communities Report is to equip leaders in the sector to respond with relevance to the changing external environment and the emerging trends. This 2017 study builds on the results from the 2016 and 2015 research and offers insights to help Australia’s not-for-profit leaders continue to create ripples of change that over time will build the capacity of communities locally, nationally and indeed globally.

View the full infographic here. 

The Australian Communities Forum


The Australian Communities Forum is a one-day event that guides not-for-profit and community-focused for-profit organisations on the key demographic and social trends transforming Australian communities.

This year’s event has a particular focus on digital engagement and technological disruption. We will also be launching new research for the sector at the event. View the program and register your attendance here. 

Why 30-somethings are leaving mainstream work

Monday, September 04, 2017

Generation Y, those born between 1980 and 1994, are changing careers more than previous generations. They are post-linear in their job outlook, and will work across multiple jobs and sectors throughout their career.

They are an entrepreneurial generation, largely because they have the technology enablement to start businesses or to find new roles. They are able to plug back into education more regularly to upskill or retrain.

The flexibility of this life stage enables Generation Y to try new endeavours. They have a little more financial backing during this particular life stage, and they don’t have the same commitments as they move into their thirties as their parents did at the same age, like children and mortgages. This has enabled them to be more career mobile than their parents were at the same age.

The downside of heading out from a stable job to try something new is that it might not work out financially. The challenge of not having a mortgage to pay is that it can leave the thirty-somethings, perhaps when they are in their forties, further behind financially than where their parents were at the same age.

And so while it’s not as exciting to join the career ladder and climb the rungs, it does provide the benefit of long term earnings. Locking into the mortgage does have the asset-appreciation benefit, and therefore a retirement vehicle that we know is important as Australians move into the later years of their life. 

You can find out more about Mark McCrindle here, or to have him present at your next event, please get in touch

The Australian Community Trends Report

Tuesday, August 22, 2017

There is no more important industry in Australia than the not-for profit sector. The charities, social enterprises and community organisations across this nation provide much of the social infrastructure that builds the capacity and function of communities Australia wide.

The importance of the sector is recognised by Australians and practically lived out by the 4 in 5 adults who give financially to such organisations and the 1 in 4 who give at least once a month. However, this data shows the long-term engagement challenge with Australians twice as likely to make a one off donation than a regular one, and to volunteer at a stand-alone event compared to an ongoing contribution. 

Amidst the message saturation, digital disruption, generational change and increasingly complex lives, communicating and connecting with donors will no doubt require a more sophisticated strategy than what worked in the past.

Along with the global trends, demographic shifts and technological transformation, leaders may face change fatigue and resilience fatigue. However, the future is best influenced by focussed commitment to a clear vision, while responding with relevance to the external environment and the emerging trends. 

Mother Teresa’s quote from half a century ago offers relevant encouragement today:

“I alone cannot change the world, but I can cast a stone across the waters to create many ripples”.

It is our hope that the 2016 Australian Communities Report builds on the results from the 2015 study and offers insights to help Australia’s not-for-profit leaders continue to create ripples of change that over time change local, national and indeed global communities.

Millennials are Generation Generous

While Australia’s 18 to 29 year old's are often derided as screen-obsessed and self-focused, the latest data on giving and volunteering shows the reverse is true. 

Although the net wealth of the average Generation Y household is just one fifth that of the average Baby Boomer household, members of the younger generation are more likely to give regularly to charities (35% of them give at least monthly compared to 29% of the Over 30’s). Almost half of the 18 to 29’s have volunteered in the last year (46%) compared to less than 1 in 3 of those aged over 30 (31%).

Generation Y are more likely to prefer charities that raise awareness (46%) to those that take direct action (23%) while for the older generations, the reverse is the case (34% prefer charities that take direct action over awareness raising, 29%).

The Report

For more insights and to download your free copy of the 88-page 2016 Australian Communities Trends Report, please visit australiancommunities.com.au

These insights alongside fresh 2017 research will be presented at The Australian Communities Forum in September 2017. Tickets are available here








Live the Dream: Research into Australians living a successful life

Monday, August 21, 2017

McCrindle has been delighted to partner with the Financial Planning Association of Australia (FPA) again this year to conduct new research into the regrets, dreams, and attitudes to matters of money and life across generations, genders and geographies.

The new research shows almost one in four Australians (23%) believe they are ‘definitely’ or ‘mostly’ living the dream. These enviably content people are nearly three times more likely to seek the advice of a financial planner (24%) than those who describe themselves as not yet living the dream (9%).

Not everyone is 'living the dream'

Not everyone is content, however. The research also shows 80 per cent of working-age Australians are stressed about money and finances, with 1 in 4 indicating acute stress levels. 

Gen X and Gen Y are the most stressed about money and finance, and are the generation most likely to struggle with planning. Half of Gen Y (53%) finds planning their life very/somewhat hard. Two in five Gen X Australians feel the same way (44%), while Baby Boomers are the most likely to find planning easy to do (25%).

Owning a home is no longer a dominant Australian dream – slipping to a distant fourth place in the dream stakes. Most of the measures Australians attribute to “living the dream” in 2017 are linked to personal finance. While 57% believe living the dream means having the lifestyle of their choice, a similar proportion (54%) believe it means having financial freedom and independence. 

“The great Australian dream once meant home ownership, and the security which came from this, but these once-dominant goals have been replaced with lifestyle and financial freedom aspirations” stated Social Researcher, Mark McCrindle.

“Money is not the sole enabler to ‘living the dream” as Generation Y are much more likely than the wealthier Generation X to state that they are living the dream. However a lack of money and high debt are the biggest blockers for the 3 in 4 Australians who are not currently living their dreams.”

Australia’s four financial action personalities

Four distinct personality types are identified in the national data based on people’s ability to dream and act on their plans. The results are summarised in the infographic below:

About McCrindle 

At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends.

Our expertise is analysing findings and effectively communicating insights and strategies. Our skills are in designing and deploying world class social and market research. Our purpose is advising organisations to respond strategically to the trends and so remain ever-relevant in changing times. As social researchers we help organisations, brands and communities know the times.

Feel free to Contact us to find out more about our research services.

A shift to volunteering in the NFP sector

Friday, August 18, 2017

Australia is a nation of volunteers. According to the latest Census results, almost one in five (19%) Australians volunteer through an organisation or group, which equates to 3.6 million Australians and is an increase of 2% since the 2011 Census. Our Australian Community Trends Report showed that this increases to 1 in 3 (34%) among Australians who give financially to charitable organisations.

There is an increasing desire of Australians to be involved in charitable organisations in an experiential way. This is particularly true among young people, who desire to go on a journey, have a tangible experience and develop a partnership, not just a transactional relationship of donating money and the charity does the work. The ability of an organisation to engage a donor on multiple levels and take them on a journey can increase loyalty and generosity towards the organisation. When Australians give of their time not just their money, there is an increasing sense of partnership and advocacy with the organisation they are engaging with.

Key motivators for volunteering

When it comes to volunteering, responsibility and satisfaction are the key motivators for volunteers with more than half (51%) indicating that they do so because of the feeling they get when they volunteer, or because they feel it is their responsibility to give back to the community (51%). Almost half (49%) are also motivated by their desire to make the world a better place.

Regular Vs. one-off

Australian charitable givers are volunteering more regularely than just a one-off. 61% of respondents indicated that they regularly give of their time, helping out once a month (24%) or at least a few times a year (37%). Two in five (39%) volunteer on a more sporadic basis with one-off activities such as Clean up Australia Day.

Time-poor students and young workers are more commonly participating in once-off activities while the older generations in retirement are more likely to volunteer very regularly for one or more charities. 35% of the Baby Boomers and 40% of Australians from the Builder generation who are charitable givers volunteer regularly for one or more charities. This compares to just 13% of Gen Y and 21% of Gen X. These young generations are more likely to participate in on-off activities instead of regularly volunteering (47% Gen Y and 41% Gen X).

How charities can engage consistent volunteers

The below mind-map shows some of the key strategies not-for-profits can use to engage consistent volunteers.

Challenges

The challenge recognised by charitable organisations is the time and administration costs incurred with the management of volunteers. Some charities find it challenging to accommodate volunteers within their operations while others rely heavily on volunteers for the execution of their services or programs. Overall, the sector recognises that if it can navigate the challenges, there the countless opportunities for everyday Australians to both give back and have their own lives enriched through voluntary engagement with the not-for-profit sector.

Methodology

Results are from a nationally representative survey of 1,510 Australians who give financially to charitable organisations at least once per year (80% of the total Australian population), as well as six focus groups and 14 expert interviews. Research conducted in September 2016.

Happy working in the Gig Economy? Depends whether it's a choice or forced

Thursday, August 10, 2017

The gig economy is growing at exceptional speed, with the casual workforce now representing a fifth of Australia’s workforce. We're delighted to partner with Care Support Network to produce The Australia Casual Workforce Report, which shows satisfaction with work is the highest for workers who can choose their employment status, the hours they work and their clients.

MORE THAN HALF OF CASUAL EMPLOYEES ARE CHOICE WORKERS

More than half (57%) of casual or contract workers choose to work this way, and it isn’t just for the emerging generations either. Baby Boomers (63%) are the most likely to choose to be a casual or contract worker, more-so than Gen Y (50%) or Gen X (52%).

We often think that it is the technology-savvy younger generation driving the gig economy. But this research shows that the older Generation X and Baby Boomers are the most likely to choose the flexibility offered by the gig-economy. It not only allows them to choose their hours, but they can choose the work times that will best suit, but also increase or decrease their workload depending on their financial needs. – Mark McCrindle.

WORK-LIFE BALANCE THE BIGGEST DRIVER

Of the 1,007 Australian casual and contract workers surveyed, work-life balance was the biggest driver of those who work casually, with 87% considering it to be extremely or very important to them.

The report also shows that most workers employed in a casual or contract role are choosing this option for their own lifestyle, rather than being forced into it by their employer. Almost three in five casual workers choose such a work arrangement because of the flexibility it affords them.

Those who have control over their work-life balance have a 90% satisfaction rate, while those without control over this only have a 26% satisfaction rate.

CHOOSING WHO TO WORK WITH IS IMPORTANT TO JOB SATISFACTION

Choosing who people work with also has a correlation with job satisfaction. Those who have control over it have an 85% satisfaction rate compared to 39% for those who don’t have control over this.

43% of respondents said they do not have control over who they provide services to and 56% have no control over their pay or the fees charged for their services.

MOST PREVALENT AMONG HEALTHCARE, COMMUNITY AND SOCIAL ASSISTANCE WORKERS

Care Support Network Co-Founder and CEO Rob Evers said it isn’t surprising that healthcare, community and social assistance workers are most likely to choose to work casually because of the flexibility it affords.

“Healthcare workers choose to work casually as they generally have multiple jobs across several providers in order to increase their weekly earnings. But the rise of the sharing economy, particularly in the home care sector, now allows casual and contract workers control over who they work for, when they work and even their own hourly rate,” said Rob.

Care workers have an even greater desire for control and satisfaction, with 24% of respondents saying they experienced anxiety around unfamiliar clients and different environments in the last month, as opposed to 14% of casual workers in other industries.

HAVING CONTROL OVER WHAT HOURS ARE WORKED IS IMPORTANT

Australians who choose to work casually have their ideal hours per week at 22.9 hours, which equates to three days per week. Further, the amount people work is also linked with satisfaction, where those who control how much they work are three times more likely to be satisfied.

Research findings from The Australia’s Casual Workforce Report by Care Support Network and McCrindle.



Click here to download the full infographic

Media Contact

For any media enquiries please contact Kimberley Linco at kim@mccrindle.com.au, or call our offices on +61 2 8824 3422.

Four key takeaways from the Australian Community Trends Report

Wednesday, August 02, 2017

The industry that does the most to support and develop our communities is the not-for-profit sector. This is recognised by Australians and practically lived out by the four in five adults who give financially to such organisations and the one in four who give at least once a month. However, McCrindle’s data on the sector shows that there is a long-term engagement challenge, with Australians twice as likely to make a one-off donation than a regular one, and volunteers most likely to participate in a stand-alone event rather than make an ongoing contribution.

Amidst the message saturation, digital disruption, generational change and increasingly complex lives, communicating and connecting with donors requires a more sophisticated strategy than what worked in the past.

Research Methodology

This report was compiled through findings received from a national survey, focus groups conducted in Sydney and Melbourne and interviews with expert leaders in the not-for-profit sector.

The key takeaways for charitable organisations are outlined below

1. Multi-tiered levels of engagement 

There is a desire from Australians to be involved in charities, however increasingly this is to be on their own terms. Charitable givers do not want to be locked into long-term contracts, but desire flexibility in donation amounts and involvement. Older generations suggest they are  time-poor, however younger generations state they don’t have as much money to give yet still want to be involved.

2. Community building 

Particularly in the younger generations there is a desire to be part of a community that brings about social change. They want to be involved in something bigger than themselves with the knowledge that together they can make a difference. This gathering of community is not just in the online space but in the physical space as well and often achieved through events that bring people together.

3. Effective communication of results 

Donors state that they want to see the results of where their investment is going. They want to know how has it practically helped people in need. When participants they know their donation is being effective and making a material difference, there is a desire to continue engaging with the charity.

4. Create engaging and fun experiences 

Supporters, particularly in the younger generation, desire to be involved in experiences with charitable organisations. Rather than simply givingtheir money and movingon they want to feel some level of partnership with the cause. Their desire is for the donation experience to be convenient, meaningful and fun.


The Report

For more insights and to download your free copy of the 88-page 2016 Australian Communities Trends Report, please visit australiancommunities.com.au

These insights alongside fresh 2017 research will be presented at The Australian Communities Forum in September 2017. Tickets are available here







Why storytelling is so powerful in this digital era

Monday, July 24, 2017

Ashley Fell is a social researcher, keynote speaker and head of Communications at McCrindle. In her recent TED talk on The Visual Mind; Why storytelling is so powerful in this digital era, Ashley elaborates on the power of stories on our mind, and how to use them to communicate data-rich stories.


Communication has never been as important as it is today, because so much of our world is changing. We live in a world where our learning has changed. Where our interaction and how we ‘share’ has changed. Where even the concept of a story, has changed.

We are living in an age of digital disruption, in what we call 'the great screenage'. Where we now spend more time on our devices, than we ever have before. 

We live in technologically integrated times, where our attention spans are short. In times of message saturation and information overload, if you have important data to communicate, it is harder than ever to cut through the noise. 

The key to unlocking effective cut-through, is in an understanding of how the brain works.

For we know the brain is wired to processes visual imagery. When we look at how the brain retains information, words are processed by our short term memory, whereas visuals go directly into our long-term memory where they are indelibly etched.

And so the key is to present information in a way that appeals to the visual mind.

When we communicate data, our job is to move from the complex to the simple. Because the brain is more naturally wired to engage with the human, with the relatable, with a story than with just data, information and complexity alone. 

And when we think about engaging stories, whether they be novels, infographics or songs, they always have the four I’s.

Great stories create interest and capture our attention. Great stories instruct and communicate meaning. Great stories involve us. And importantly, a great story inspires. It connects not just with the eyes of the head but with the eyes of the heart.

We know the mind looks for direction and coherency. It doesn’t respond to ambiguity. And so as researchers, we navigate spreadsheets and find the intrigue and interest in the data. We fill in the blanks and communicate through the use of infographics and visualised presentations. We believe research is at its best, when it tells a story. 

When we think about visuals that create interest and engage our minds, there are three key elements.

The first is colour. Our eyes and our minds are drawn to colour. The second is picture. The content of the visual. And the third is movement. Motion and movement attract and retain our attention. That is why YouTube is so popular. For why would we read it, when we can watch it?

And so when you next have a story to tell, remember that the mind responds to visuals. That we are wired to engage and retain information visually. And that creating interest ad intrigue, especially when you are communicating data, has never been more important than in the great screenage we are living in today. 

ABOUT ASHLEY FELL

Ashley Fell is a social researcher, TEDx speaker and Head of Communications at the internationally recognised McCrindle. As a trends analyst and media commentator she understands how to effectively communicate across diverse audiences.

From her experience in managing media relations, social media platforms and content creation, Ashley advises on how to achieve cut through in message-saturated times. She is an expert in how to communicate across generational barriers.

Download Ashley's Professional Speakers Pack here and see the McCrindle Speakers professional presenter showreel here

Contact us today to book Ashley for your next event. 

McCrindle Speakers professional presenter showreel

Thursday, July 20, 2017

Our McCrindle Speakers are experienced researchers and engaging presenters, delivering over 150 keynotes, strategy workshops and executive briefings to a range of audiences each year. 

 

Find out more about their most requested topics, past clients and testimonials in the below speakers pack.




The McCrindle Speakers team

Mark McCrindle is an award-winning social researcher, best-selling author, TedX speaker and influential thought leader, and is regularly commissioned to deliver strategy and advice to the boards and executive committees of some of Australia’s leading organisations. Download Mark's full speakers pack here. 

Eliane Miles is a social researcher, business strategist and Director of Research at the internationally recognised McCrindle. She is a global trends analyst who not only studies the megatrends, but has herself been shaped as a global citizen. Download Eliane's full speakers pack here. 

Ashley Fell is a social researcher, TEDx speaker and Head of Communications at the internationally recognised McCrindle. As a trends analyst and media commentator she understands how to effectively communicate across diverse audiences. Download Ashley's full speakers pack here. 

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