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

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

Archive