Greg Buell, Senior Planner FEBRUARY 7, 2017 AND THE SURVEY SAYS…
Apr 14, 2017
Greg Buell, Senior PlannerFEBRUARY 7, 2017
AND THE SURVEY SAYS…
Executive Summary
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Key Survey Finding #1America’s favorite charity
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Key Survey Finding #2Donors believe you spend money wisely
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Key Survey Finding #3Hunger and homelessness are the key issues
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Key Survey Finding #4More competition for younger donors’ dollars and interest than their older peers
Survey Goals and Methodology
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Survey ObjectivesTo get to know your donorsUnderstand where The Salvation Army stands compared to other, similar nonprofitsSee how perceptions differ by age group, especially because of the pivotal shift in the donor landscapeTo uncover donor preferences and perceptions that will allow The Salvation Army to increase donor loyalty, generate more gifts, and accomplish their mission
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Survey ParametersWe partnered with Analytical Ones to survey 800 charitable donors in the United States• relatively balanced in terms of age groups and territories
Online survey data was collected from 9/28/15 to 10/6/15Participants required to:• Be at least 35 years old• Have made a charitable contribution in the last year
Donor Trends
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2000
2003
2006
2009
2012
2015
2018
2021
2024
2027
2030
2033
2036
2039
2042
2045
2048
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
Population Aged 60-85 by Generation (millions)
Gen YGen XBoomersSilentG.I.
The next10 years
Mix of Generations: 60-85 years old
$137.3 Billion Total
Survey Results
Awareness and Favorite Charity
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Strong awareness of The Salvation Army
Western Central Southern Eastern0%
10%
20%
30%
40%
50%
60%
70%
80%
59% 60%
67%
56%58% 60%
65%
56%
47%
53% 55%51%
Aided Awareness by Territory
American Red Cross The Salvation Army United Way
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Awareness equal across age groups
American Red Cross The Salvation Army United Way0%
10%
20%
30%
40%
50%
60%
70%
63%60%
51%
59% 59%
53%
Aided Awareness by Donor Age
Age 35 - 59 Age 60+
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The Salvation Army is the favorite
The Salvation Army
American Red Cross
Other United Way Food Bank Rescue Mission0%
5%
10%
15%
20%
25%
30%
35%
33%
24%
13% 13%10%
8%
Favorite Organization that Serves People in Need in My Community
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Key words donors associate with TSA
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Most donors chose TSA due to trust
American Red Cross They do good work/they do the most goodThe Salvation Army They are fiscally responsible/trustworthyUnited Way They serve a lot of peopleOther Their mission
Top reason donors chose this charity as their favorite organization
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Wise spending is your big advantage
American Red Cross The Salvation Army United Way0%
10%
20%
30%
40%
50%
60%
38%
51%
21%
38%
55%
30%
40%
47%
26%
40%
46%
23%
Organization Spends Donor Money Wisely
Western Central Southern Eastern
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Higher trust levels from older donors
American Red Cross The Salvation Army United Way0%
10%
20%
30%
40%
50%
60%
44% 42%
29%
34%
57%
22%
Organization Spends Donor Money Wisely
Age 35 - 59 Age 60+
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Positive Difference varies by age
American Red Cross The Salvation Army United Way0%
10%
20%
30%
40%
50%
60%
70%
80%
67%63%
51%55%
66%
39%
Organization Makes a Positive Difference
Age 35 - 59 Age 60+
Areas of Need and Opportunity
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Consistent concerns across age groups
Total Age 35 - 59 Age 60+
Homelessness/ Housing Assistance 23% 25% 20%
Hunger Relief 21% 21% 20%
Support for Veterans 14% 12% 17%
Top 3 referenced largest areas of need in donor's community
% Respondents
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Largest need alternates by Territory
Western Territory Central Territory Southern Territory Eastern Territory0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
14%
26%21% 22%
31%
17%23% 19%
Perceived Largest Area of Need by Territory
Hunger Homelessness
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Can we impact these areas of need?
Total Age 35 - 59 Age 60+
Hunger Relief 89% 86% 91%
Support for Veterans 87% 91% 83%
Homelessness/ Housing Assistance 78% 73% 82%
Is it possible for a nonprofit organization to make a significant
impact on this problem?
% Respondents
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Impact and success stories a priority
Christian/Faith-based aspects of the organiza-
tion
Success Stories of those receiving services
Financial Reporting0
1
2
3
4
5
3.5
4.2 4.0
Level to which The Salvation Army should focus its communications (average score on a scale of 1 to 5,
where 1 is low and 5 is high)
Younger Donors Present a Challenge
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Struggles with Younger DonorsPassion gapEvents and volunteer engagement opportunitiesWord of mouth plays key role
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Higher passion for ARC with young donors
American Red Cross The Salvation Army United Way0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
42%40%
29%
25%
39%
15%
Passionate About the Work of this Organization
Age 35 - 59 Age 60+
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Competition as young donors’ favorite
American Red Cross
Food Bank Rescue Mission TSA United Way Other0%
5%
10%
15%
20%
25%
30%
35%
40%
34%
6% 6%
31%
14%
10%
15% 14%
9%
34%
12%
17%
Favorite Organization that Serves People in Need in My Community
Age 35 - 59 Age 60+
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How donors interact with TSA
Age 35 - 59 Age 60+
Donated goods to The Salvation Army Family Store 68% 72%
Shopped at The Salvation Army Family Store 43% 44%
Know someone helped by The Salvation Army 28% 24%
Volunteer - Red Kettle/ Bell Ringer 25% 13%
Have been helped by The Salvation Army 12% 6%
Volunteer - Other than Bell Ringing 10% 6%
In what other ways have you interacted with The Salvation Army? Select all that apply
% Respondents
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More volunteering from younger donors
Total Age 35 - 59 Age 60+
Donate Money 71% 68% 74%
Sponsor someone raising money through a fitness event: run, walk, bike
38% 39% 37%
Volunteer time locally 34% 41% 27%
% RespondentsTop 3 ways in which you would consider supporting The Salvation Army?
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Differing ways of hearing about TSA
Age 35 - 59 Age 60+
Word-of-Mouth/Friends 51% 35%
Mail 35% 51%
Top ways donors have received information about The Salvation Army
% Respondents
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More give due to input from peers
0%
10%
20%
30%
40%
50%
60%
54%
47%
18%
34%39%
28%
40%44%
48%
32%
25%
16%
Top 6 Ways Donors Have Supported a Nonprofit Organization by Age Group
Age 35-59 Age 60+Overall Rank:
1 2 3 4 5 6
(1)
(2)
(3)(4)
(5)
(6)
(1)(2)
(3)
(4)
(5)
(6)
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More young donors giving to Red Cross
American Red Cross The Salvation Army United Way0%
10%
20%
30%
40%
50%
60%
70%
63% 61%
40%
54%
65%
43%
I Have Donated Money to this Organization
Age 35 - 59 Age 60+
Conclusions and Recommendations
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#1: You are America’s Favorite Charity!Donors are familiar with you and your programs You hold that status because donors believe …• You are fiscally responsible• You address needs that donors are concerned and
passionate about – hunger and homelessness
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Favorite: RecommendationsThe Salvation Army can build on this platform of strength: the strong brandUse your Family Stores, as this is how donors currently interact with The Salvation Army the most• Point-of-sale donation opportunities?• Collect shopper contact information and develop a strategy to
convert them to donors
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#2: Consistent Donor Focus and BeliefHomelessness and hunger: top two largest areas of need across all age groups and territoriesDonors believe that nonprofits can make a difference!Supporters are concerned about issues they can see or that impact a large number of people
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Focus and Belief: RecommendationsMake homelessness and hunger central to your fundraising offers• Use success stories on these topics in newsletters; less focus
on the Christian or faith-based aspects of TSA• These areas of need are visible to your donors: focus on
them in your communications
Include financial reporting in communications• Create regular financial accountability reporting to donors to
let them know that their money is going to the right place• Add financial reporting to newsletters
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#3: Gap with Younger DonorsYounger donors have a higher affinity toward the American Red Cross Donors feel as if the American Red Cross does the most good• The Salvation Army does too! Be sure to let people know
about it.
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Younger Donors: RecommendationsGet people talking! Encourage current constituents to get the word out, as they can be your heroes in expanding your reach:• Use Newsletters to show easy ways to spread the word• Better presence in social media (Facebook, Twitter, Blogs)• Encourage forwarding of your email
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Younger Donors: RecommendationsEmbrace the media and channels favored by younger donors• Direct mail is one of the top two media regardless of age;
begin testing to ensure that your current control packages resonate with younger donors
• Expand Digital channels such as email, mobile and social• Optimize your website with current information to build
engagement and donation response
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Younger Donors: RecommendationsYounger donors are drawn to “hands-on” activities• They want to touch the work and get their hands dirty
This will help fill the “passion gap” we see among younger donors• Expand fundraising events and enable grassroots events
(golf, walkathons, etc.)• Promote opportunities to volunteer, including the Red Kettle.
Bonus: volunteers tend to be your best donors!