Top 5 tips for engaging the next generation of charitable givers

Thursday, April 21, 2016


Today’s emerging generations are global, social, visual and technological. They are the most connected, educated and sophisticated generations ever with influence beyond their years. They are the early adopters, the brand influencers, the social media drivers, the pop-culture leaders, and they don’t just represent the future, they’re creating it.

To understand the trends, to respond to the changes, and to be positioned to thrive in these changing times, it is essential that not-for-profit organisations understand these next generations and how to involve them. So here are 5 of our top tips for engaging the next generation of charitable givers, derived from our 2015 ACT study of the not-for-profit sector.

1. Developing trust is key

The Australian Community Trends report in 2015 found that trust is key to engaging with the next generation of donors. Potential supporters need to trust the organisation and believe in the work they are doing before they will open up their wallets to donate.

2. Utilise peer to peer fundraising

Generations Y and Z respond well to peer to peer fundraising campaigns. This could include sponsoring a friend in a fun run or giving through a specific landing webpage tailored to the fundraising efforts of a friend or family member. Equipping existing supporters to engage with their own networks is key to connecting with potential supporters.

3. Focus on the relationship, not the transaction

To engage charitable givers with an organisation, those in Gen Y and Z appreciate a giving relationship rather than giving that focuses on transactions. This could include engaging with supporters through social media, in a non-invasive way that still builds the relationship. Thanking supporters for their donation is also key to having an ongoing relationship with them.

4. Be upfront about financial costs

Due to the media exposing charities that have not been transparent with their finances, charitable givers are becoming savvier and concerned about where their money is going. Charities that provide regular communication and measurable results of where donations are going and what is being achieved through them will be preferred by the next generation of charitable givers.

5. Offer flexible giving options

The ACT report in 2015 found that Australians are moving more from regular to sporadic giving and are moving away from giving with a longer term commitment in favour of giving when it suits them or when they have a bit of extra money in their budget. Providing a number of options of how to give is key to engage current supporters.


About the Australian Community Trends Report 2016 Study

This study is a longitudinal study, conducted annually starting in 2015, and provides a detailed analysis of the effectiveness, engagement and awareness of the not-for profit sector. It continues to help organisations understand the Australian community – the emerging trends, the giving landscape, and the current and emerging supporter segments. The Australian Community Trends Report delivers a clear analysis of the social context in which the not-for-profit sector is operating.

Not-for-profit organisations are invited to participate in the Australian Community Trends Report, a national, comprehensive research study of the sector, conducted by McCrindle and R2L.


For more information, please contact Kirsten Brewer on:

E: kirsten@mcrindle.com.au

P: 02 8824 3422


W: australiancommunities.com.au

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare


Last 150 Articles


Tags

engagement Word Up System's Architect holiday schools eliane lalor park easter marketing Australian Population families property market plans professional development unaffordable results environmental scanning professional speaker learner events millennials 10 years Education Future Forum challenge office opening media release shopper's pick sydney metro The Daily Edition financial dreams internships Channel 7 shifts ethnography aged care puzzle tv baby names report sports Wellington mateship states omnibus hopes James Ward news business residents CBD tertiary education wage impact newspaper financial fears happiness public holiday Scouts data analyst young people Hills Shire Council community event Queensland: QLD sydney hills census 2016 housing townhouses research visualisation increasing densification emerging trends Gen X case study mother's day paying to work megatrends market research social issues family mccrindle tea logan religion ABS parents social shifts meetings 2012 water online shopping sunburnt country population milestone waverton micro apartments product names father's day in depth interviews the hills Christmas presents New Zeland South Australia cancel plans supply and demand annual income outsourcing property price internet the average aussie narcissism brisbane baby boom moreton bay keynote speaker 1994 global "know the times" pyrmont Research Executive house prices belief grandparents cold rise of local consumer anzac middle class university degree economy futurist poker master mccrindle Australian Home gold coast DIY 2014 tattoos cars FPA environment sunny days earning trend seasons school eliane miles Northern Beaches Christian School global generations social commentary NT nfp generation #censusfail social media REIV National Conference Australian communities sydneysider woolworths Geoff Brailey neutral bay The ABC of XYZ year 7 entrepreneurs of today friendship tableau rich shbc hornsby DESTEL socialites sector wide thrive Work place geomapping NSW micro world youth day 24,000,000 employers mythbusters public speaker English work dreaming friends generations group session entrepreneur ageing rent WA twentyseventeen curiosity meals cloudy days teach entertainment professional services baby boomers google balance Christmas season media litter baby names australia report future of shopping jobs fresh organisations huffington post salary affordability mortgage sector wide study internship census panel school students VET tea Population Clock Christmas lunch apartments careers food Caregiver typical australian income infographic education princess charlotte wealth and income distribution ageing population children communicate Wodonga world politics staying in Sydney Hills Business Chamber Vocational education young australians suburbs Melbourne population growth life average sydneysider SMART visual overcast IT Specialists Kiwi Australian Bureau of Statistics youth unemployment society trends Duchess of Cambridge research marriage TDE changing face of sydney faith wolloomooloo Royals group global financial crisis story Australian Dream Generation Y winter blues Western Australia teacher the australian dream Generation X cash trades future proof Love award winner millionth office Sydney keynote speaker research pack criminal experience generation Z economic breakfast car media activity home owner educated pharmacies brand slideshare Skilling national private wealth 2017 2016 census results publication bondi living Kirsten Brewer researcher NBRS Architecture christian media commentary manly shopping centre unemployment hills shire NBRS social trends faux-cilising sun mentor communities social change long weekend contiki ultimo home ownership relevant emerging technologies Australian schools insights commuters sydneysiders train house price school satisfaction investing divorce Australian Trends bus dream medicine future survey average Australian award travelling intern culture goals summer local communities perth growth research report financial forecast sydney event safe home conferences millenials 1980 Valentine’s Day social analysis trends analyst future proofing innovation housing affordability stats norwest demography schools students clothing ACF change equip demographic transformations future of education Gen Y dessert alpha royal baby organisational culture graphs Christchurch cartodb future of work GPO collaboration celebration goal February 16 CPI kate middleton Australian Families builders consumerism digital Australia Day 24 million growing population spend government SRE optimistic quote Births ipswich earnings relational holidays stay home property sydney speaker urban living index leadership workshop child care social lives australian communities trends report video NEETs the hills shire land of the middle class urban living healthy future gender coffee 1975 australian social research workshop follow travel Northern beaches Event storytelling sydneycity moderators guide men royal weather transport VET sector debt students keynote high density education future finance domestic divorce rate public speaking apartment brands technology facts New Zealand click emerging generations easy rider toys Real Estate Crime Rates demographic trends volunteers educhat fears capital cities social impact village charity wedding Aussie australian communities forum Northern Territory skills 2015 renting crows nest visualisation Assistant Store Manager new york times area going out SMSF resilience retirement data housing market SA qualitative research Financial Planning Association of Australia personalities innovative business performance professional social researchers focus group ferry Deaths wealth distribution mining boom Channel Seven sector EFF couple World Water Day Hornsby Shire Council teleworking not-for-profit university rental stress Tuesday Trends crime Financial Planning Week resource local community engage baby name forecasting New South Wales Australian demographics baby name trends speakers shopping financial future language social researcher winter mccrindle in the media education future report christianity social enquiry australia Andrew Duffin greatness focus groups analysis monarchy purpose year 12 teaching faux-ciliser poor demographics national wealth trend tuesday aussie culture daily telegraph define Merry Christmas city know the times urban etiquette learning styles acf15 hello fresh communication debate house price rise population research data earn social research demographic training Mark McCrindle Real Estate Institute of Victoria Territory personal growth youth education sector culturally diverse Tasmania potts point suburb recap tips responsive motivate low density social life online Sydney local financial independence community McCrindle Speakers rule keeper tuesday deloitte thought leadership list TAS bureau event ease of travel statistics priorities capital city high density apartments in the media authenticity 2016 census post rationalism generational trends high school baby names ashley mckenzie generation alpha student cost renter of the future mccrindle research Tuesday Trend mover and shaker cancelling event sentiments cost of living trends Macquarie University social proactive 2016 Australia Day 2017 budget snapshot REIV Conference buildings households Australian Communities Trends trends of 2016 future-proof new office hobart non profit victoria faux-cilise gen z optus my business awards cancelling plans society grave decision 1968 offenders forum work mates socialising social commentator staff rain Australians census fail women entrepreneurial repayments brand experience career Aussies wealth Wagga Wagga owning a home trends of 2017 national crime rates insight the changing face of networking lifestyle spirituality workplace culture JOMO VIC energy Netflix jobs of the future infographic wall vegemite Charlotte urban taskforce business index house work-life 23 million program baby mobile church ACF 2016 household Engineering Manager leader office space marrickville data visualisation presentations report learn Adelaide pharmacy state ashley fell 2020 Financial Planning Association christmas aged care HSC Social Trend cica cooking workforce collaborative PSI workplace wealth and income conference Northern Beaches housing growth optus Do It Yourself demographer conference presentation menai small business blaxland sustainable Res Vis parenting study marriages housing trends real 2013 darwin mythbusting wellbeing conference speaker royal influence baby name predictions royal family January 26th cultural diversity not for profit rising house prices education research identity employment investor high density living census results leadership suburban living population map australians staying home more learning ideas customer average aussie google for education wages daily commute survey design interactive ACT investment weekly earnings Canberra dare to dream Australian Census Myth 40 million research services gen alpha teachers vegetarian community engagement commute Bathburst communications affordable Queensland selfie prince george participants FOMO presentation

Archive