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