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ACCENTURE PUBLIC
SERVICE CITIZEN SURVEY
NONPROFITS
JULY 2017
WHATPEOPLEWANT
WHAT DO PEOPLE WANT FROM DIGITAL NONPROFITS?
We asked citizens across six countries: Australia, France, Germany, Singapore, UK and USA
Copyright 2017 Accenture. All rights reserved.
• ARE OPEN TO NONPROFIT INNOVATION
• THINK NONPROFITS CAN DO BETTER
• WILLING TO INCREASE GIVING FOR MORE PERSONALIZATION
RESULTS: NONPROFIT CONSTITUENTS
3Copyright 2017 Accenture. All rights reserved.
22
1520 21
9
21
3532 33 32
35
2731
28
4752
4844
64
48
37
Global US Australia UK Singapore France Germany
Disagree/Strongly Disagree Neutral Agree/Strongly Agree
DIGITAL GIVING IS DESIREDAbout half would like to be able to make charitable contributions to nonprofits via digital channels; in Singapore the percentage is higher (64%) and in Germany it is lower (37%)
I would like to be able to
make charitable contributions
to nonprofit organizations via
digital channels (e.g., through
a website, mobile application,
or social media).
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
4Copyright 2017 Accenture. All rights reserved.
5
CONSTITUENTS ARE TECH SAVVYSix in 10 (70% in Singapore) think nonprofits should use more digital technology, and only about half or less (31% in Germany) think nonprofits use digital technology effectively today
Nonprofit organizations should
use more digital technology
(such as social media, online
portals, mobile apps, handheld
devices, etc.) to communicate
with donors, business partners,
and people they serve.
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
9 710 10 8 9 9
30 30 30 32
22
30 31
6164
59 59
70
61 60
Global US Australia UK Singapore France Germany
Disagree/Strongly Disagree Neutral Agree/Strongly Agree
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PERSONALIZATION IS KEY…A strong majority (60%) value a personalized experience when interacting with nonprofits
9 8 10 85
138
2419
24 2225
28 26
60
69
60 6267
47
59
Global US Australia UK Singapore Germany France
Disagree/Strongly Disagree Neutral Agree/Strongly Agree
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
It is important to have a
personalized experience when
interacting with an organization
that I’m volunteering with or
donating to.
6Copyright 2017 Accenture. All rights reserved.
…BUT CURRENT PERSONALIZATION IS LACKINGGlobally, less than half are satisfied with the personalization they receive from nonprofits. The highest level of satisfaction is in the US where only about half are satisfied, and the lowest is Germany
7 6 7 5 58 10
36
2933 35
38 36
4544
53
4540
49
43
31
13 1215
20
812 14
Global US Australia UK Singapore France Germany
Unsatisfied/Not at all Satisfied Neutral Satisfied/Very Satisfied N/A
How satisfied are you with the
personalized experience
provided by the non-profit
organizations to which you
contribute?
Percentages are based on a 5-point scale where 1=Not at all Satisfied, 2=Unsatisfied, 3=Neutral, 4=Satisfied, and 5=Very Satisfied.
7Copyright 2017 Accenture. All rights reserved.
OUTCOMES ARE CRITICAL…Fully 8 in 10 citizens consider it important to know the real outcomes of their charitable donations or volunteer work with nonprofit organizations
3 3 2 3 2 3 3
12 11 12 12 1310
13
81 83 82 80 82 81 80
Global US Australia UK Singapore Germany France
Unimportant/Not at all Important Neutral Important/Very Important
How important is it for you to
know the real outcomes of your
charitable donations or volunteer
work with nonprofit organizations
to which you contribute?
Percentages are based on a 5-point scale where 1=Not at all Important, 2=Unimportant, 3=Neutral, 4=Important, and 5=Very Important.
8Copyright 2017 Accenture. All rights reserved.
…FOR A SUCCESSFUL PERSONAL EXPERIENCEIn the US, 2/3 (66%) value real outcomes in creating a personalized experience.
64 5 7
49 9
2621
2926 24
2924
59
66
5653
67
5356
10 9 1014
510 11
Global US Australia UK Singapore France Germany
Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A
Informing me about the real
outcomes of my charitable
donations or volunteer work
would create a more
personalized experience for me
with non-profit organizations to
which I contribute.
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
9Copyright 2017 Accenture. All rights reserved.
SOCIAL MEDIA NEEDS IMPROVEMENTGlobally, less than half think nonprofits use social media effectively. Again US and SG at the top and Germany lags
118
11 10 8
14 14
3530
36 35 35 3537
41
50
39 38
50
40
32
13 12 1417
7
1217
Global US Australia UK Singapore France Germany
Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A
The non-profit organizations to
which I contribute are effective
at using social media in a way
that engages and motivates me
to share, promote, and spread
the word about issues important
to me.
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
10Copyright 2017 Accenture. All rights reserved.
EMAIL STILL #1, BUT NOT FOR MILLENNIALSGlobally, Email is still the most preferred method for digital communication, except for millennials where website (22%), Email (21%), and Social Media (20%) are basically the same
21
25
20 2017
23
18
9 97
10
15
8 6
13 1411
13 13 13 11
2926
30 29
33
25
34
13 14 1512
16 16
6
1512
17 16
6
16
25
Global US Australia UK Singapore France Germany
Website Mobile app Social media Email It doesn’t matter N/A
What is your preferred
method for digitally
communicating with
non-profit organizations
to which you contribute?
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PERSONALIZATION WILL BE REWARDED…More than 4 in 10 would be willing to donate or volunteer more to a nonprofit offering a personalized experience
1915 17 19
9
26
19
3128
32 31 33 31 31
45
55
44 43
56
34
45
Global US Australia UK Singapore Germany France
Disagree/Strongly Disagree Neutral Agree/Strongly Agree
I would be willing to donate more
money or volunteer more time to
a nonprofit that offered me a
personalized experience.
Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.
12Copyright 2017 Accenture. All rights reserved.
…FROM 10% TO OVER 50% INCREASED DONATIONSGlobally, almost half would be willing to donate at least 10% more for a personalized experience, but in the U.S., that becomes a clear majority, 25% would give 25%+, and 8% would give >50%
36
26
41 41
26
49
34
3034
2426
43
24
29
11
17
1012 11
9 10
3
8
2 24 3 2
1916
2219
17 15
25
Global US Australia UK Singapore France Germany
No more 10-25% more
Between 25% and 50% more More than 50% more
N/A
How much more money or
time would you be willing to
donate to a nonprofit that
offered you a personalized
experience, compared to a
nonprofit that did not
personalize the experience?
13Copyright 2017 Accenture. All rights reserved.
AGE IS A KEY FACTOR61% of millennials are willing to donate MORE for personalization, and as we have seen much more social-media friendly, than older citizens
23
14
2927
16
31
24
3840
34 35
47
34
40
1822
1519 18 18
16
5
10
4 3 47
4
15 14
1916
1410
16
Global US Australia UK Singapore France Germany
No more 10-25% more
Between 25% and 50% more More than 50% more
N/A
How much more money or
time would you be willing to
donate to a nonprofit that
offered you a personalized
experience, compared to a
nonprofit that did not
personalize the experience?
14
AGE 18-34 ONLY
Copyright 2017 Accenture. All rights reserved.
15
ELAINE TURVILLE
Managing Director – Human Service &
Nonprofit, Accenture North America
elaine.k.turville@accenturefederal.com
@ElaineKTurville
https://www.linkedin.com/in/elainekturville
AMIT PATEL
Associate Director,
Nonprofit Group Leader
Copyright 2017 Accenture. All rights reserved.
CLICK HERE
TO LEARN
MORE ABOUT HOW TO
ENGAGE DIGITAL
CONSITUENTS
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ABOUT THE STUDY
The purpose of this study is to assess citizen opinions about a variety of digital nonprofit and government service issues and topics.
Study results are based on a sample of citizens aged 18 or older who completed online surveys over the past 6 months
Results for the full global sample in this report are statistically significant with a confidence level of 95% and a margin of error of +/-1.4%.
Results for each country are statistically significant with a confidence level of 95% and a margin of error of +/-3.1% except for Singapore where the margin of error is +/-5.6%.
Copyright 2017 Accenture. All rights reserved.
17
ABOUT ACCENTURE
Accenture is a leading global professional services
company, providing a broad range of services and
solutions in strategy, consulting, digital, technology and
operations. Combining unmatched experience and
specialized skills across more than 40 industries and all
business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection
of business and technology to help clients improve their
performance and create sustainable value for their
stakeholders. With more than 394,000 people serving
clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and
lives. To learn more about our work with governments
around the world, visit us at www.accenture.com.
ABOUT ACCENTURE’S NONPROFIT GROUPBeyond our commitment to our clients is our
dedication to improving the way the world works and
lives. The social sector is extremely diverse,
encompassing mission service nonprofits, cultural
institutions, foundations, associations, multilaterals,
and others. Accenture helps clients throughout the
sector, combining our industry leading services and
expertise derived from our work with leading
commercial companies and governments—and
applying this unique skillset to address the particular
challenges confronting the social sector. We help our
nonprofit clients to transform their mission, unlock
their digital potential, and enable improved service
delivery. The result is unparalleled: enterprise-grade
strategy and operations applied to accomplish the
mission better, faster, and more effectively.
Copyright 2017 Accenture. All rights reserved.
Copyright © 2017 Accenture All rights reserved.
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