Transcript San Diego Rescue Mission

Donor Perceptions, Young and Old,
In The New Media Era
Focus Group Research Summary
Presentation
June 13, 2013
Phoenix, AZ
GRIECO RESEARCH GROUP
INTRODUCTION
About GRG and Focus Group Research
• GRG has conducted over 8,000 focus groups
• Grieco Research Group founded in 1984.
• Serving marketers and management as a premium qualitative
resource
-- For-Profit... and NFP
The Salvation Army
Boys & Girls Clubs
Boy Scouts Of America
Loyola Marymount University
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• The research study was undertaken using
the Focus Group Method of Inquiry:
– Discussion format... opinions shared
openly with variety of viewpoints
expressed.
– Qualitative in nature... seeks deeper
understanding into Donor and Volunteer
mindset
– Session characteristics... Each about 2
hours, audio and video recorded, and
observed through a one-way mirror, or
closed-circuit TV.
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INTRODUCTION
2012 Mission Focus Groups...
Bay Area Rescue Mission
2 Groups:
San Francisco
and Concord, CA
Faith Mission
in Elkhart, IN
Long Beach Rescue Mission
in Long Beach, CA
San Diego Rescue Mission
in San Diego, CA
HiWay 80 Rescue Mission
in Longview, TX
Wheeler Mission
2 Groups:
Older Donors and Youngers
in Indianapolis, IN
8 Focus Group Sessions
83 Respondents
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INTRODUCTION
Method & Sample
•
These findings were drawn from focus groups conducted for Brewer Direct and participating
Rescue Missions in 2012 in seven cities in the United States... enhanced by dozens of charitable
giving focus groups GRG has conducted over three decades.
•
Most participants in these Mission studies were:
– Recent Donors who had mailed at least two monetary gifts to their local Rescue Mission totaling a
minimum of $25 within 12 months…but less than $500.
– Mix of males and females.
– By incidence: mostly older (> 55 years old)...
– A special session among Youngers in Indianapolis was a mix of Donors/Volunteers/Past
Participants of Wheeler Mission’s Drumstick Dash, and were between the ages of 24-36 years old.
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PROJECTABILITY OF FINDINGS
Focus group discussions are a rich source
of qualitative material, valuable in
clarifying existing theories, redirecting
efforts away from previous expectations,
and generating new information and ideas
for future research.
Although participants were drawn from
the population from whom we seek
insights and to whom we wish to appeal,
they were not chosen to represent the
population statistically. No statistical
inferences should be drawn from the
findings in this report.
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II. Target Insights: Older Donors vs.
Younger Donors/Volunteers
TARGET
INSIGHTS
Older Donors Vs. Younger Donors
• Older Donors were mostly retired/ semiretired; Empty Nesters/“soon-to-be.”
• Youngers were just beginning a career
or settling into their first job.
• Older Donors were comfortable with
their current income.
• Youngers claimed less discretionary
income, feeling they had less overall
money to give.
• Older Donors were able to discuss
motivations clearly.
• Older Donors tended to draw on their
belief system when explaining giving
motivations.
• Motivations seemed unformed and
difficult for Youngers to articulate.
They had not yet made the full
commitment to give at this point.
• Youngers tended to draw on their
rational criteria and skepticism.
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TARGET
INSIGHTS
• Tracking eight social motives...
Curiosity
Creativity
Courage
Humor
Spirituality
Kindness
Humility
Leadership
• Across all sessions, two motives spiked consistently:
Spirituality
1st
and
Kindness
2nd
• However, among Youngers, the priority was reversed: Kindness over Spirituality
• Interestingly, across all, the least impactful motive was:
Humility
(Least)
-- Underscoring the importance of the recognition, saying “Thank You.”
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III. Donor Attitudes & Behaviors
Towards Giving
GIVING
ATTITUDES & BEHAVIORS
Younger & Older Giving Motivations
• When Older Donors discussed motivations to give money to a charity/cause,
three overall themes emerged:
1. Recognition Of Need... And Being In A Position To Help
There are people less fortunate than I am/“I have been blessed”… and
therefore “I want to give back.”
2. Spiritual/Moral Responsibility
“It’s the right thing to do”... “God commands that we give...”
3. Personal Feeling of Fulfillment
Giving makes me “feel good”... “I love to give.”
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GIVING
ATTITUDES & BEHAVIORS
Younger & Older Giving Motivations
• When Youngers tried to discuss their motivations to donate, they resorted to
their criteria and revealed their skepticism:
1. I’m selective/wary of scams/I do lots of research prior to giving
2. I only choose organizations that are personally meaningful and trusted
3. I only choose local organizations that improve the community “in a real
way”: this includes animals, environmental causes as well as homelessness.
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GIVING
ATTITUDES & BEHAVIORS
• Youngers speculated about volunteering vs. giving monetary donations:
-- “Broke student syndrome”... I volunteer/give my time instead of money
“A lot of it has to do with your situation in life; right now I have
a lot of time to give but I don’t have a lot of money to give.”
Younger Volunteering
The tangibility of volunteering is appealing:
doing and helping without financial risk.
Added bonus: socializing with peers, and
“fun.”
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GIVING
ATTITUDES & BEHAVIORS
The Effect Of The Recession
In light of the recent recession, three giving patterns were fairly evenly
represented.
1
I give less money/I give less frequently
2
No change in the total amount I give
3
I give more money/I give more frequently...
because the need is so great
But almost all Donors said they had altered their behavior to reflect more
focus in their giving due to the economic decline.
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GIVING
ATTITUDES & BEHAVIORS
Constant Sum: “Let’s say you have $100...”
• The Rescue Missions topped the list among Olders in every market...
-- The local Mission won an average of $26 out of every $100
- But dropped to a low of $16 out of every $100 among Youngers
(in Indianapolis, Animal Shelters outpulled the Mission)
• The closest competitors for The Rescue Missions’ Share of Wallet in each
market showed consistent patterns:
-- HiWay80 Rescue Mission... The Salvation Army, House of Hope, Gospel Charities
-- Wheeler Mission... Gleaner’s Food Bank, Red Cross
-- Faith Mission... The Salvation Army, Northern Indiana Food Bank
-- Bay Area Rescue Mission... Local Food Banks
-- Long Beach Rescue Mission... The Salvation Army, World Vision, Red Cross
-- San Diego Rescue Mission... Local Food Banks
• Also: Teen/Child Welfare, Veterans Assistance, and Medical/Disease Research
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Click icon to add
picture
IV. Perceptions of
The Rescue Missions
PERCEPTIONS OF
THE RESCUE MISSIONS
The Missions Personified
Compassionate, Caring, Concerned For Others
Supportive, Loving, Kind, Warm
Giving, Generous, Selfless
Goal-oriented
Spiritual, Moral, Ethical
Honest
Non-Judgmental
A Good Listener
Hardworking, Dedicated
Down-to-earth
Inspiring and Empowering
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PERCEPTIONS OF
THE RESCUE MISSIONS
•
Known most for providing basic immediate needs of food and shelter
•
Local visible presence and longstanding service to the community
•
Positively viewed as “proactive” and “competent” at handling issues of
homelessness in the community
•
Tolerant and patient... “no time limit on duration of care,” “does not force a Christian
decision” (among non-faith Donors)
•
Especially high regard for the Rescue Mission among volunteers who had
participated in toy drives, kitchen duty, donation drop-offs, and events linked to local
churches
•
Lower/inconsistent awareness of longterm services: drug rehabilitation, job
preparation, live-in arrangements, and spiritual counseling
•
Often vague knowledge of programs for women, children and families... “For men
only?”
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PERCEPTIONS OF
THE RESCUE MISSIONS
Priorities
•
Donors felt that feeding, housing and clothing impoverished men was
the most vital and important Rescue Mission priority:
-- Physical needs first, other needs later.
“If you’re not getting enough to eat, you can’t concentrate on learning a
trade, you can’t concentrate on anything.”
“First is feeding the hungry; I’m not going to want to go into an alcohol
program if I’m hungry.”
•
Secondly... the Rescue Mission should help save, sustain, and solve problems
of homelessness over the long haul.
“It provides hope, meaning and an outlook where they can go and
increase their self worth... The thought that you can be a better
person. When [a client] walks out the door and their self worth is
increased you realize there is more to life.”
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EMAIL
SOCIAL
NETWORKS
MAIL
SMARTPHONES
V. Methods Of Solicitation And Giving
SOLICITATION & GIVING
Donors In An Increasingly Digital World
• Almost all Donors had a computer and an email account.
• Most Donors had visited a charity Web site or researched a charity online,
but only a few of the Olders had made an actual donation online, indicating
that their Internet usage was primarily for information purposes.
• About half of Older Donors owned a smartphone.
-- Just a few Donors had ever used “text-to-donate,” mainly for disaster relief.
• Almost half of Older Donors said they had their own Facebook account, while
all but one of the Youngers were on Facebook.
-- Olders were using Facebook mainly to “keep in touch with grandchildren”
... often reluctantly.
-- “Liking” organizations for Older Donors seemed to them a risk of potential
tracking/invasion of privacy.
-- Twitter and Instagram were “up-and-coming” among Youngers.
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SOLICITATION & GIVING
• In discussing digitization, we observed extreme mindsets at both ends of this
study:
Those staunchly resistant to a digitally-advancing world...
....And those who were technologically-savvy, digitally-active, and
embraced a “smart” world.
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SOLICITATION & GIVING
Those resistant to a digitally-advancing world...
•
Not donating online, not making purchases/shopping online, not using their
credit card online
“An auto withdrawal from my account? [I would feel that] I have lost control of
my money.”
•
Rationally, check writing provided a “paper trail”/ “receipt”... “easy to track.”
•
Emotionally, check writing provided a comfort zone of control... “a ritual.”
-- “Touch elements” delivered personal involvement
-- Mail felt safe and familiar.
Most Olders did not want to venture headfirst into social networks and
mobile digital activities.
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SOLICITATION & GIVING
....Those who were technologically-savvy, digitally-active, and embraced a
“smart” world.
•
Several (mainly under age 50) had made the jump to automatic monthly giving
or bill pay for charitable donations.
•
Actually preferred the convenience of giving by credit card, debit card, or PayPal
account.
•
Internet-savvy Youngers were using Facebook and other up-and-coming social
networks (Twitter, Instagram) regularly as news formats, and to communicate
within their network about important events.
“Twitter is a social thing but if you use it as a news outlook, it’s very
effective, concentrated and directed. That’s how I get my news.”
•
Paperless transacting was viewed as the “least wasteful” and “least costly”
-- An “unpressured” way to give
-- “Without leaving my chair,” “less of a hassle” and therefore “I’m more likely
to give.”
-- Little-to-no fear regarding online identity theft...
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SOLICITATION & GIVING
• Older Donors recognized that Social Media was becoming an important part of
New World – an important tool to reach Younger generations.
• But Older Donors advised not to isolate their generation by getting rid of
mail/letters.
“We still prefer mail, or something we can hold in our hand. We’re the
generation that’s giving the bulk of the money.”
• Expanded diversity of reaching out to people.
“You have to do it all... If they’re looking to recruit younger donors, you have to have a full
range [of communication/solicitation].”
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SOLICITATION & GIVING
• Conditionally, some Older Donors said they would maybe feel compelled to
give online, by credit card, in the future if:
1) it’s for an immediate, urgent need
2) it’s easy
3) it’s secure (encrypted)
4) it’s from a known and trusted organization
5) it’s clear there is no charge to the Donor, and efficient for the
organization
6) it’s clear the Donor will not be bombarded with requests after
donation.
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SOLICITATION & GIVING
Solicitation Techniques & Trendspotting
• Testimonials, stories and emotional involvement are triggers for Older Donors.
-- But Youngers said they did not need testimonials, and just wanted to
know about the need and the facts.
• For Youngers it was primarily about quick and to-the-point requests for what
was needed... “keep it simple.”
-- Analytically, it’s not just about simplicity, but about productivity:
“what am I giving to?”... and “what’s being done with the money?”
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SOLICITATION & GIVING
Solicitation Techniques & Trendspotting
• QR is a good example of new technology but Youngers felt the scanning might be
“too much work.”
• Facebook and other social networks are good examples of passive interaction:
the organization does most of the work: sending out notifications, updates, and
information.
• Youngers also look within their social network(s) for peer-to-peer
recommendations about important events and causes.
“That’s how I get my news... “
“The last couple of things I gave to was because I saw stuff on Facebook,
Twitter... It was a suggestion, or a friend would say, check this out. It
comes up in your feed [from a friend or organization] not off on the side
[like the ads].”
“I think it’s an effective way [to ask for a donation]... When friends are
sharing it on your feed.”
“Yeah social media [is my preference for requests] but it does have to
be a personal thing [and not an ad].”
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SOLICITATION & GIVING -LEXICON
•
Respondent Handout: The Lexicon...
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SOLICITATION & GIVING -LEXICON
A visual composite of the most impactful wording in the Lexicon:
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SOLICITATION & GIVING -LEXICON
Service
•Align the Mission and the Donor with
active human values.
•Help the Donor visualize the basic
services, rather than using terms that
neutralize.
Provide meals
Supply Meals
Shelter
Lodging
Compassionate
Caring
Recipient
•Communicate the diversity of the
humanity, rather than generalize as
“The needy” or “The homeless.”
Not This...
This...
•Fundamentally, lexicon choices were
similar between Olders and Youngers.
Homeless men,
women and children
The Needy
Needy Person
Homeless neighbors
• Portray the danger in terms of solvable
“problems.”
Plight/Need
The Homeless
Hopeless
Hungry
Lost
Addicted
Disadvantaged
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SOLICITATION & GIVING -PHOTO EXPLORATION
Images were shown to respondents to gauge visual giving motives:
j4
f4
s2
t7
b8
e7
v2
t3
d4
c1
p9
a9
p5
c4
h6
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SOLICITATION & GIVING -PHOTO EXPLORATION
•
Insights From The Photo Exploration:
•
Images of perceived “homeless men” were central to the
giving motive.
•
Elderly men who were perceived as “down and out” but looked “hopeful,”
effectively showed the impact of the Rescue Mission’s help, and “the face” of the
Rescue Mission.
•
Images of women and children were considered atypical recipients
of the Rescue Mission, but were emotionally captivating for all age
groups.
-- Perception: possible battered women, “recently came upon hard
times...” but “they’re happy and together” because of the Rescue
Mission.
•
The young child, pictured alone with food, perceived as “helpless” and in
need of protection/“he needs help more”... “we need to protect their
innocence.”
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SOLICITATION & GIVING -PHOTO EXPLORATION
•
Insights From The Photo Exploration:
•
Attention to the details and cues in the pictures — cues tell the story:
-- food (on plates) cued perceptions of hunger
-- long tables indicated capacity to serve
-- crowded tables indicated a need for more space
-- cots indicated shelter
•
Black and white photos stirred dramatic effects in the imagination... “[in color] it
almost takes away from the person.”
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SOLICITATION & GIVING -PHOTO EXPLORATION
•
Insights From The Photo Exploration:
•
Among photos not successful in gaining support were those perceived
to be young enough, healthy enough, and “capable of work.”
• The two men in this photo did not pull as powerfully as other photos,
possibly because these men did not seem “so alone”…
• The two young girls in this photo looked “like a yearbook picture:
perceived as not lonely, not in need of protection, not hungry...
-- Therefore not effective in triggering the giving response.
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VII. What We Think We've Learned
And Actionable Next Steps
WHAT WE THINK
WE’VE LEARNED
1.
Begin to cultivate Youngers where they live, and drive
visits/volunteers to the Rescue Mission.
-- Through “open houses”; short term visits for volunteers;
organized community events and activities.
-- Be more proactive in stratifying donation
method/connection preference by asking on all
communications... How would you like to hear from us?
Include social networks and texting as options.
2.
Where applicable, strengthen awareness and community
involvement through Recue Mission thriftstore: Gen Yers
are into vintage clothing, recycling and bargain hunting.
-- And consider opportunities for Youngers that tap into
animals/animal rescue... kindness.
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WHAT WE THINK
WE’VE LEARNED
3.
Raise online visibility through social networking:
Facebook, Twitter, Instagram, etc., or the next new
communication magnet.
- Reach out to Youngers through social posting or emails,
but not through “ads.”
- Peer-to-peer electronic word-of-mouth: turn Younger
prospects into Social Network Ambassadors.
- Brief, specific, and direct social posts/e-appeals directly
from the Rescue Mission (e.g. specific items needed, how
donation will impact someone today, make it easy:
one click, provide a PayPal option).
4.
But “don’t trade analog dollars for digital dimes”: build
and diversify revenue streams, but protect the motherload
of Older Donors who give by mail.
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WHAT WE THINK
WE’VE LEARNED
5.
Keep your focus on those activities which people believe
you do best:
-- The basic human necessities of food, shelter, clothing.
-- In marketing parlance, your direct competition is
The Salvation Army and Local Food Banks
6.
Compassion is the core emotional word in your lexicon.
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