2017 GLOBAL TRENDS IN GIVING • This inaugural report provides a comprehensive understanding of how and why donors give. • Sponsored by The Public Interest Registry (pir.org) and researched by the Nonprofit Tech for Good (nptechforgood.com) • Surveyed over 4000 donors in 95 countries across 6 continents • The survey included English, French and Spanish • The vast majority of the donors participated in English and were based in the US, Canada, Australia and the United Kingdom. • Next year the survey will be also in Arabic and Portuguese.
KEY FINDINGS • Primary goal of the report was to provide a better understanding of donors worldwide, their giving preferences and habits. • 92% of donors trust organizations. • 96% believe they are essential for change. • 45% of donors give to organizations located outside their country of residence.
GIVING BEHAVIOR • The majority prefer to give online – 62% of millennials, 59% of Gen Xers and Baby Boomers. • 42% are inspired by what they see on social media. • 62% referenced Facebook as the most utilized source. • 44% have donated to a crowdfunding campaign within the last 12 months. • 33% have donated to a peer-to-peer fundraising campaign.
AFRICA • Less than half of the organizations in Africa have websites and have the capability to accept online donations. • 16% of donors prefer to give through mobile devices, the highest of any region. Mobile technology is how most people first get access to the Internet. • WhatsApp is the more widely used in Africa than anywhere else in the world.
ASIA Giving to charity is an integral part of cultural norms and religious practices throughout Asia. Giving around the holidays is popular. 32% of donors making financial contributions at Christmas, 25% on Eid Al-Fitr, at the end of Ramadan,17% on Diwali or Deepavali – the Hindu festival of lights. Asia is growing into the largest, most tech-savvy donor community in history.
Australia and Oceania Donors in Australia and New Zealand have embraced online giving. Groups in the Pacific Islands struggle to use the internet as a fundraising tool. Access can be unreliable. Australian donors tend to be the younger than other regions. Gen Xers are the largest group of donors. 70% of donors in this region attend fundraising events, the highest frequency of all regions.
EUROPE • These donors are the most internationally generous in the world. • Europeans prefer to give online. (57%) • Social media inspires most donors to give. Facebook inspires most giving. (59%) • 39% of European donors are Gen Xers. • European donors have the lowest fundraising event attendance rate relative to other regions. (38%)
NORTH AMERICA • 62% of North American donors prefer to give online, which is the highest rate in the world. • The most popular causes are related to religious services and faith based organizations. • 67% of North American donors also volunteer. • Facebook inspires giving most.
SOUTH AMERICA • Donors in South America tend to be concentrated in Argentina, Brazil and Chile. • Throughout the continent there is a concerted effort to organize and empower the charitable sector. • 38% of South Americans are inspired to give through social media, specifically Facebook at 58%. • South American donors prefer to give online. (48%) • Email is the least impactful at 8%, the lowest among all regions.
MPN AWARENESS DAY In the US, September is Blood Cancer Awareness Month (BCAM). In the US, MPN Awareness Day is the second Thursday in September .
MESSAGING OR CALL TO ACTIONS (CTAS) Four actions we wanted people to take: 1. Donate (Green) 2. Sign up for MyMPN (Blue) 3. Share (Yellow) 4. Subscribe to our Newsletter (Red)
MULTI-MEDIA STRATEGY 1. Website Homepage Banner 2. Email Blasts 3. Facebook 4. Twitter 5. Blog
MESSAGING ABOUT DONATING
MYMPN SIGN UP MESSAGING
SUBSCRIBE TO RECEIVE OUR NEWS
FACEBOOK AND TWITTER TWIBBONS
HOW DID WE DO? 2016 2017 Dollars Raised $24,743 $32,969 Shares 3,298 7,961 Registrations 309 206 MyMPN sign ups N/A 226
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