The Next Generation of Canadian Giving

Today’s fundraising, marketing and engagement environment for social impact organizations is more complex than ever - especially in the eyes of generational giving. Prospective donors and advocates fall into a number of generational cohorts that dictate the preferences and charitable habits of their philanthropic decisions, but don't worry - The Next Generation of Canadian Giving report is here to help!

After much anticipation, the report has returned after being first published in 2010, with the next version following in 2013. So much has changed since then with generational giving, and this report will answer all of the questions that you may have about how to approach these prospects and donors.

This report is published by hjc, Edge Research, and Blackbaud, and features a number of key findings around each generational cohort's giving habits, preferred giving channels, philanthropic practices, and benchmarks from previous years' report.

To read about these findings and more, download the report below!

And if you need fundraising help you need to meet the charitable habits of Millennials, Generation Xers, Baby Boomers and Civics just look below:

1. Getting the Lay of the Land. A multi-channel survey to create generational cohorts and their preferences.
   
   For 10+ years hjc has been providing expert donor surveys that can not only create generational cohorts (who can be treated differently based on the kinds of findings our study has found) but lay the groundwork for individualized, personalized, and segmented giving that’s generationally focused.
   
   
2. A future-proofing, technology audit. A discovery process and action plan that future proofs your fundraising, marketing and brand building.
   
   For 10+ years hjc has been providing expert service to understand how organizations can best utilize technologies like AI, smart phones, marketing automation, the cloud, etc. to best leverage generational giving preferences.
   
   
3. A social media audit and action plan. A discovery process and action plan that future proofs your fundraising, marketing and brand building through social media.
   
   For 10+ years hjc has been providing expert service to understand how social media (Facebook, Instagram, Twitter, Crowdfunding etc.) can be best leveraged for every generational cohort leading to better campaigning, brand building, marketing and fundraising.
   
   
4. A Channel Gap analysis. The Next Gen report tells us that all age cohorts use multiple channels.
   
   For 10+ years hjc has been providing expert consulting to social impact organizations to create, and execute, multi-channel fundraising and marketing programs. We create plans that beautifully connect the phone, with digital, with face-to-face, with the mail to best get the attention, and engagement of younger, middle aged, and older donors.
   
   
5. Creating the generational personas. A customer experience (CX) approach to help social impact organizations understand who their different generational donors are.
   
   For 6+ years hjc has been providing expert help to do discovery and then craft realistic, accurate generational personas. They are based on proven data points and help organizations step into the minds of their supporters whether they are 25, 45, or 75.
   
   
6. Mapping the future. A customer experience service that can map the most effective acquisition, stewardship, cultivation, retention and upgrading of supporters of each generational cohort.
   
   For 6+ years hjc has been working cross-functionally with social impact organizations to map how to best find, retain, and engagement each generational cohort. These generational journey maps are the best way to future proof your organization in changing times!
   
   
7. Donor research website review. A complete review of your web site and its ability to provide the donor experience expected by potential donors who are assessing your organization for future support.
   
   For 6 + year hjc has worked to improve donor experience in the online space. We have the design and functionality expertise and knowledge to turn make your website as donor friendly as possible.
   
   
8. Peer-to-Peer Giving. A participatory donor engagement strategy that offers a new way to build your donor community and deepen the relationship between your organization’s donors, staff and as yet undeveloped cohort groups.
   
   For 6 + year hjc has worked to improve donor experience in the online space. We have the expertise to create an online donor form space where donors can truly engage at their preferred level of involvement. Offer you the opportunity to see what truly motivates their giving.