Social Networking and Online Giving

Posted on June 18, 2013 by Giving Speaks

Welcome to the social revolution. The world is catapulting towards more connectedness, more interactivity and more community. Change is occurring at exponential speeds we can barely keep pace with. Life it or not, “social”–the instant sharing of content using online technologies— is the new norm, and social media and social technology are the platforms and tools we must embrace if we are to thrive in this new reality.

~Wealth Engine white paper 2012*

Our social networks are expansive, growing wider in scope and density with each click of the mouse and touch of the keyboard. Most people visit an organization’s website before they ever enter the door or attend an event or meeting. Increasingly, donors are comfortable giving online and expect to have that option available for their charitable giving.

Social networks are a dynamic means of communication and being virtually connected with people around the world. Popular social networks and media include: Facebook,Twitter, blogs and microblogs, content curation, geolocation, online communities, and media sharing.

Technological developments are happening quickly, and nonprofit, religious and charitable organizations must be alert to the new trends if they want to be perceived as current and relevant. For example, it is more important than ever for organizations to invest in making their website content adaptable for mobile technology.

Many nonprofit, religious, and charitable organizations have joined the movement, finding the new social media options easy and inexpensive to set up and use for communicating with their existing and prospective constituents. Most social media offer tools for measuring Myriad opportunities and benefits are present for organization actively using social media for networking:

As good as social networking sounds, it is vital that the organization begin at a manageable level for the staff or volunteers involved.

The development of the networks can be tracked with the specialized features that measure and track activity.

Communicating and networking via social media takes time, forethought, and planning for the organization to maximize the benefits. It is worthwhile for leaders to discuss the use of social media, seeking input from other staff, volunteers, and constituents. There must be commitment on the part of organizational leaders. Policies for engaging and training staff to effectively use social media to advance the organization and advance its mission in the world.

Social networking offers an expansive and exciting landscape of opportunity. Most professional fundraisers report using Facebook, Linked In, Twitter, and other social networking venues to learn more about donors and their charitable and political giving patterns. Online surveys provide a means for interacting and inviting valuable feedback. Tracking social networking sites enables organizations to observe behaviors and trends in new and different ways.

Crowd-sourcing and Cause-related Marketing are becoming increasingly popular and are a creative means of promoting individual causes and advancing the missions of organizations. Millions of dollars are raised each year through social media and online giving, whether it be through project funding, online contests, or auctions.

The possibilities are seemingly endless!

Online Fundraising Venues:

Bidding for Good is an online auction site for charitable organizations.

Faithify is a crowdfunding site where passionate people follow, share and fund Unitarian Universalist ministries. This is a fabulous opportunity for UUs to support and enlist support for great projects that extend our principles and values in the world.

Crowdrise is about giving back, raising lots of money for great causes and having the most fun in the world while doing–Crowrise is the world’s #1 fundraising site for medical bills, volunteer trips, and over 1.5. million charities and causes.

HopeMob‘s vision is to “become the largest, most active, effective, innovative community of generosity in the world.”

Network for Good envisions a “world where generosity is unleashed, with compelling opportunities to give back at every person’s fingertips.” The site offers organizations and individuals opportunities to give to charitable causes from its website and a wide array of partner sites.

Research and Information about Online Giving:

About.com. Cause-Related Marketing: What You Need to Know

Charity Navigator. Top 10 Best Practices of Savvy Donors

Mansfield, Heather. Mobile for Good (A How-to Fundraising Guide for Nonprofits). 2014. McGraw-Hill Education. Nonprofit Tech for Good

*Wealth Engine. Trends in Fundraising for Nonprofit Organizations white paper. 2012. Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice.

Calling All Generations–ready, set, GIVE!

Posted on May 6, 2013 by Giving Speaks

With each new generation coming into adulthood, cultures and patterns change. A recent Giving Speaks post Religion in the Age of the Nones (http://wp.me/p1xUUk-ms ) dealt with the significant changes and trends of decreased religious affiliation among younger adults. Just as important for religious and philanthropic organizations is to understand the differences among the generations when it comes to designing giving programs and fundraising appeals. One size does not fit all!

In America there is an unprecedented transference of $40 Trillion in wealth occurring between the aging Mature and Baby Boomer generations and their children. It is essential that those who are raising funds to support charitable and religious organizations understand the varying approaches required in working with their donors in each generational cohort. Those in the Baby Boomer generation (born between 1942 and 1960) and the Mature Generation (born prior to 1945) were motivated to give for different reasons than young adults born after 1960. The elder givers are motivated to give to help meet the needs not met by governmental programs. They support religious and community organizations and are most comfortable responding to mail appeals and face-to-face requests. Baby Boomers are hearty supporters of secular causes. They give to religion, but at lower levels than their elders.

Trends and emerging giving patterns of younger adult donors are being studied, with particular attention being paid to the relatively small group receiving the largest share of the wealth and building their own net worth. These “Next Gen Donors” will be the philanthropists of the future and the major donors in America for several decades to come. It behooves all charitable, religious and philanthropic organizations to learn more what makes these younger, higher net worth donor prospects tick.

Philanthropic research over the past five years tells us is that Next Gen Donors (between the ages of 21 and 48) are generous people. These individuals want to know their contributions go to causes that matter most to them and move them emotionally. They take a “hands on” approach to their involvement with recipient organizations, because they want to know their charitable dollars are making the world a better place. Often this involves younger adults volunteering their time and talent as well as their money.

Among those in Net Gen Donors group, most of their charitable giving goes to secular causes, with less than half going to religion. This means that religious organizations must polish their stewardship strategies and employ current fundraising best practices, being much more proactive in their donor relationships. Next Gen Donors prefer online giving and are more comfortable with solicitation through social networking media channels. Their total annual charitable giving among younger adult donors ranges from $1,300 to $2,000 on average, and the levels most likely will increase over their lifetimes.

Stewardship strategies and fundraising practices must be adapted to meet the challenges of greater competition for charitable dollars. Generation and technological trends must be taken into consideration when planning cultivation techniques and messaging for appeals.

Here are some generational characteristics and recommended fundraising approaches:

Younger Adults (born mid-1980’s to present)

Think “multichannel” communication—mail appeals (hard copy), electronic appeals (email, e-newsletters), and online giving options (websites) are the top three channels for charitable giving.
Check-out donations—grocery stores, coffee shops, and businesses offering charitable giving opportunities with purchases.
Social media appeals from charitable organizations and religious communities with whom they have a relationship—ask your young volunteers and visitors for their contact information!
Peer-to-peer social, networking, and fundraising events—younger donor prospects like events that bring committed people together around causes and organizations of interest.
Encourage volunteer involvement and other ways of engaging in hands-on service and making a real difference in their communities.
Appeals that include information about the organization and its priorities, a request for a specific amount, and details about how contributions will be used, and a promise of quarterly progress updates.
Written appeals featuring the organization’s programs and services of greatest interest and relevance to younger adults, whether they are single, partnered, or parents of young children.

Middle-Aged Adults (born between mid-1940’s and late 1970’s)

A large segment of this generational group came of age at a time of great idealism, anti-war and anti-establishment sentiments. Their idealistic fervor persists regardless political or religious affiliation.
Many are disenchanted with politics and religion, preferring to work hard for charitable causes that support grand moral movements, social justice advocacy, and hands-on service.
A good number grew up in families affected by divorce, high unemployment, and unsure financial futures. They tend to commit time and resources to strengthening relationships and communities.
Respond to mailed appeals and are increasingly comfortable with email appeals and online giving channels.
Check-out donations and charitable gift card benefit programs are effective giving options.
Appeal to their idealistic interests by featuring programs and services that address major societal issues and reform causes.
Peer-to-peer and in person meetings and community events are very effective in asking these adults for contributions.

Mature Adults (born prior to 1942)

Civic causes, philanthropic organizations, and religious institutions are important to older adults who came of age in America during the World War II.
Printed mail appeals with detailed content are the familiar approach for this group, and their giving response is strong. Mature donors prefer to send a check by mail to the charities of their choice.
Messaging that emphasizes giving back, fair share, and regular contributing language is effective in appeals.
Leaving a legacy matters–encourage planned giving as a means of strengthening the institution and its mission and core values for future generations.

Resources on Generational Trends and Differences:

21^st Century Faith Formation http://www.21stcenturyfaithformation.com/index.html

Bhagat, Vinay; Loeb, Pam; Rovner, Mark. The Next Generation of American Giving. March 2010. Convio, Edge Research, and Sea Change Strategies.

Campbell & Company. Generational Differences in Charitable Giving and in Motivations for Giving. Report prepared for the Center on Philanthropy. May 2008.

Chronicle of Philanthropy. Philanthropy 400 Reflects Generational Shift in American Giving. October 17, 2010. http://philanthropy.com/article/A-Generational-Shift-in-Giving/124937/

Giving Speaks blog posts on multigenerational giving and generosity, and by age group.

Johnson, Grossnickle & Associates. Millennial Donors: A Study of Millennial Giving and Engagement Habits. Achieve. 2010. The Millennial Impact Report. http://ww w.themillennialimpact.com/research-2012

Religion in the Age of the “Nones”

Posted on March 9, 2013 by Giving Speaks

Current research indicates that one-fifth of the U.S. population identifies as “unaffiliated” with any religion and one-third of young adults under the age of 30 identify as religiously unaffiliated.

Sociologists have now shifted their generational studies to “After the Baby Boomers.” One extensive study on the topic in recent years was conducted by sociologist Robert Wuthnow, a professor and director of the Center for the Study of Religion at Princeton University. Wuthnow identifies a number of cultural influences have shaped this generation of adults now in their twenties and thirties and extending into their early forties.

The words Wuthnow uses to describe these influences are: uncertainty, diversity, fluidity, searching, and tinkering. There are several developmental trends of younger generations coming after the Baby Boomers:

They are sexually active earlier;
Psychologically independent earlier;
Many have an extended dependence on their parents who are living longer.
They are marrying later;
Having children later;
Starting their careers later because of the uncertainty and fluidity of the employment options available.
Establishing themselves in communities more gradually.

All of these factors affect religious communities, particularly in terms of membership affiliation, extent of involvement, leadership development, and, of course, with regard to money and financial well being.

Fewer younger adults say that religion is important to their lives than any previous generational cohort. Instead, they describe themselves as “atheist,” “agnostic,” or “nothing in particular” in response to survey questions about their religious identification.

This group of religiously affiliated younger adults are being referred to as “Nones,” an arguably unsuitable and unnecessarily negative label. However, they are are not without beliefs and values that matter to them. Generally many young adults consider themselves to be “spiritual, but not religious,” and are open to spiritual deepening. When asked if they are looking for a religious community, eighty-eight percent (88%) say they are not. Perhaps this is due to their less-than-satisfying encounters with religious communities rather than a desire for community.

Those ten percent (10%) or so who are looking for religious communities are interested in those inclusive of theological diversity. They generally believe in evolution and do not object to bigger government structure and services. They are more accepting of homosexuality and a woman’s right to reproductive freedom and access to abortion. This group is less certain about the existence and nature of God.

Studies clearly indicate higher degrees of congregational involvement by younger adults who are married or in committed partnerships with children. However, this is after some amount of “church shopping” and “church hopping.” This pattern may be driven by the the fact that fewer young people were born and raised in a faith community, or that it is hard to fit a prescribed schedule or program into a busy life. Fewer young men than women are attending alone, with increasingly mobile lifestyles and delayed partnering and child-rearing. Essentially, these folks are piecing their spiritual and religious lives together with whatever raw materials they can find.

The description that Wuthnow thinks best suits this generation of younger adults is that they are Tinkerers (2007, pgs 14-15). The idea came from the studies of a French anthropologist, Claude Levi-Strauss, who lifted up the important role of the bricoleur (the tinkerer) in preindustrial times. A bricoleur uses the tools of his or her trade and any objects or materials at hand to fix things and keep them in good repair. In doing so, the bricoleur produces a bricolage, an improvised construction made up of a variety of materials.

Among many contemporary adults, personal experience trumps doctrinal teachings. Their life experiences and encounters with religion are diverse and they place high value on freedom of thought and choice. They are improvisational and inventive, adept at piecing together seemingly disparate religious teachings and cultural components into their religious bricolage.

Internet studies show a significant number of adults are regularly looking online for religious and spiritual guidance. Many simply don’t know where to find a place to tinker with a diverse collection of religious ideas and theological perspectives—so they go it alone.

What challenges does this new religious landscape pose for our communities?

When I read and listen to the descriptions of the Millennials, Nones, and Tinkerers, I feel a mixture of discouragement and hopefulness.

In my heart I believe these young people—and the growing segment of unaffiliated adults in general–would heartily embrace the inclusive and diverse theological environment Unitarian Universalism offers—if we could find one another on the religious landscape. In fact, Unitarian Universalism doesn’t show up in the surveys and isn’t evident as an option in much of the research being done by Pew Research Center and Faith Communities Today. We weren’t mentioned by Robert Wuthnow as the kind of open and accepting religious community that would appeal to this generation of younger adults.

With barely 1,000 congregations and fewer than 200,000 members world-wide, apparently we just don’t stand out enough for the researchers to include in surveys. The ones who do often find us through Belief.net or the Church of the Larger Fellowship, our premier, world-wide virtual congregation.

An infusion of young adults and newcomers of any age would bring great energy, innovation, and talent into our congregations and our movement. If this occurred, we would come alive in new ways as a religious movement, yet again. And we must, so that we may flourish and grow and have any significant impact in the world. I remain optimistic and hopeful.

In my head, I know this would require a cultural sea-change in most of our congregations. Collectively, we would need to reach out farther and more effectively through electronic communication venues and social networks to enhance our visibility and attract younger adults. We would need to redesign our programs and entry spaces to clearly and visibly reflect our diverse perspectives, principles, and values.

We would need adequate levels of professional staff in our congregations to offer the spiritual guidance and religious education opportunities to guide and accompany young people on the developmental journey, which is increasingly complex in today’s world.

We would need to expand our palette of worship and musical offerings to appeal to a wider range of ages and theological interests. We would need to be intentional about the relational needs of our communities: to balance the attention given to our established friendships with the needs of our newcomers. We would need to practice authentic hospitality, helping those new to Unitarian Universalism feel truly welcome and included, within our buildings and beyond.

I am quite convinced we could grow in numbers and in our influence as a religious movement if we could imagine such a future for ourselves. I mean, really imagine ourselves doubling, tripling, or quadrupling in numbers of people in our communities: see their faces, hear their voices, and feel the buzz of the energy they bring.

There are seekers looking for the kinds of relationships and activities already going in many of our congregations: excellent professional ministry, high quality religious education for all ages, open and attractive facilities, fantastic music, and the vibrant energy that emits from people who really care about one another. They are out there, with the tools of their trades, ready to Tinker with all the wonderful material we have to offer for their religious bricolage.