CHARLESTON, S.C.--(BUSINESS WIRE)--Blackbaud (BLKB) today released findings from its Next Generation of American Giving study that explores charitable giving trends and engagement behaviors and attitudes across four different generations – Matures (68+), Boomers (49-67), Gen X (33-48) and Gen Y (18-32). Baby Boomers are emerging as the dominant force in charitable giving, responsible for 43 percent of all dollars donated. The study also revealed that multichannel engagement is the new normal, but the ideal mix varies from generation to generation.
“The way supporters give and interact with nonprofits continues to evolve and change,” said Dennis McCarthy, vice president of strategy for Target Analytics, a division of Blackbaud. “For the first time, we are seeing a different generation emerge as the torchbearer of giving. This really signals a strong shift is needed in the way nonprofits think about supporter engagement.”
- Download the study at www.blackbaud.com/nextgen
- View the interactive infographic at www.blackbaud.com/nextgengraphic
Key Findings Include:
- Majority of Americans give, but overall giving remains relatively flat – 60 percent of Gen X and Y, 72 percent of Boomers and 88 percent of Matures donate to charity. However, most donors say the amount they give and the number of charities they will give to in the near future will remain the same (59% and 70% respectively).
- Boomers dominate charitable giving and will do so for the foreseeable future – Baby Boomers represent the largest donor group numerically, and as a result donate the most dollars to charity (43 percent of all dollars donated).
- Gen Y demands the most accountability from nonprofits – Nearly 60 percent of Gen Y identified the ability to directly see the impact of their donation as a critical part of the decision process – this tails off with the older generations.
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Social service charities, houses of worship and health
organizations are supported by the largest percentage of donors across
all generations, however, interesting trends emerged across the
generations –
- Gen Y is the least likely to support local social services
- Gen X and Gen Y are more likely to support children’s charities
- Boomers and Matures are more likely to support veterans’ causes
- Gen Y are less likely to support environmental causes
- Gen X and Gen Y are more likely to support human rights and international causes
- Money matters most to charities, according to Boomers and Matures – Almost half of Boomers and Matures feel that monetary donations make the biggest difference, while only 36 percent of Gen X and 25 percent of Gen Y feel the same.
- Direct mail is still very viable, but it’s on the decline – Online giving continues to rise in importance and prominence, with the largest group of donors (Boomers) reporting to give slightly more via online (42 percent) than direct mail (40 percent).
“The majority of nonprofit marketing spend and tactics are focused on Mature donors,” said Pam Loeb, principal, Edge Research. “However, we are starting to see a shift as Boomers become the dominant force in charitable giving and will remain so for quite some time. Now it’s more important than ever for nonprofits to understand their donor base.”
“With changes in technology, the economy and demographic make-up of donors, nonprofit organizations are really trying to get a handle on the right investment for their future success as engagement becomes even more and more complex,” said Mark Rovner, founder and CEO, Sea Change Strategies. “The study shows multichannel is the new normal and different generations prioritize their support of a nonprofit in different ways.”
To download the full study, visit www.blackbaud.com/nextgen.
About the Study
Commissioned by Blackbaud, Edge Research
conducted an online survey of 1,014 U.S. donors. A sample of adults aged
18+ was drawn from a national survey panel of more than two million
households. The deployed and incoming sample was controlled to be U.S.
Census representative; and qualifying participants reported that they
had made a monetary donation to at least one nonprofit
organization/charitable cause within the last 12 months (excluding trade
union, children’s school, alma mater, and place of worship). The survey
was in the field May 13 to 24, 2013.
About Blackbaud
Serving the nonprofit and education sectors
for 30 years, Blackbaud (NASDAQ: BLKB) combines technology and expertise
to help organizations achieve their missions. Blackbaud works with more
than 28,000 customers in over 60 countries that support higher
education, healthcare, human services, arts and culture, faith, the
environment, independent K-12 education, animal welfare and other
charitable causes. The company offers a full spectrum of cloud-based and
on-premise software solutions and related services for organizations of
all sizes including: fundraising,
eMarketing,
advocacy,
constituent
relationship management (CRM), financial
management, payment
services, analytics
and vertical-specific solutions. Using Blackbaud technology, these
organizations raise more than $100 billion each year. Recognized as a
top company by Forbes, InformationWeek, and Software Magazine and
honored by Best Places to Work, Blackbaud is headquartered in
Charleston, South Carolina and has operations in the United States,
Australia, Canada, the Netherlands and the United Kingdom. For more
information, visit www.blackbaud.com.
About Edge Research
Edge Research is a premier marketing
research firm servicing nonprofits, associations, and corporations. Over
the past 20 years Edge has helped dozens of nonprofits move to a
donor-centric mindset. Research insights guide clients on how to
communicate with their audiences more effectively, retain and grow their
donor base, and make the changes needed to cultivate the next generation
of supporters.
About Sea Change Strategies
Sea Change Strategies is a
boutique consulting practice recognized for helping remarkable causes
raise more money by building better donor relationships. Sea Change
Strategies has been honored to serve causes including the National
Audubon Society, Defenders of Wildlife, International Rescue Committee,
Monterey Bay Aquarium, Southern Poverty Law Center and Amnesty
International USA.
Forward-looking Statements
Except for historical
information, all of the statements, expectations, and assumptions
contained in this news release are forward-looking statements that
involve a number of risks and uncertainties. Although Blackbaud attempts
to be accurate in making these forward-looking statements, it is
possible that future circumstances might differ from the assumptions on
which such statements are based. In addition, other important factors
that could cause results to differ materially include the following:
general economic risks; uncertainty regarding increased business and
renewals from existing customers; continued success in sales growth;
management of integration of acquired companies and other risks
associated with acquisitions; risks associated with successful
implementation of multiple integrated software products; the ability to
attract and retain key personnel; risks related to our dividend policy
and share repurchase program, including potential limitations on our
ability to grow and the possibility that we might discontinue payment of
dividends; risks relating to restrictions imposed by the credit
facility; risks associated with management of growth; lengthy sales and
implementation cycles, particularly in larger organization;
technological changes that make our products and services less
competitive; and the other risk factors set forth from time to time in
the SEC filings for Blackbaud, copies of which are available free of
charge at the SEC's website at www.sec.gov
or upon request from Blackbaud's investor relations department. All
Blackbaud product names appearing herein are trademarks or registered
trademarks of Blackbaud, Inc.
