The key findings are as follows (and taken directly from the executive summary):
- Emotion is the key reason why people give. Arts organisations need to optimise the giving process to give donors reasons to feel good and to look good in front of their peers
- Technology has changed who gives and how. As a result, Arts organisations need to overcome their demographic prejudices, that too often still focus on monthly direct debits from baby boomers. The Arts world is moving from a model of fewer, high level donations to many, smaller donations.
- Mobile giving is the way forwards. We believe that a national mobile-giving platform (allowing donors to text the amount they wish to donate to an organisation-specific number) would help drive significant impulse donations. Vodafone are leading on this with their JustTextGiving service.
- Arts organisations need to ensure that all the ‘hygiene’ factors within the giving journey are ticked. They must be visibly unflashy and efficient. Their appeals must be explicit and proactive, ideally leveraging their creative talent
- The main reasons for not giving fall within the Arts organisation’s to resolve – so ‘don’t put barriers up’
Elsewhere, I’d recommend the list of barriers to entry cited by organisations (p8) and things that might go wrong (p32). I’d also suggest you read the reasons why people do (pp9-12) and don’t (pp14-16) give and the best practices with regard to donors, digital (generally) and social media (p20 onwards).
The breakdown of the Southbank Centre’s email supporting their Pull Out All The Stops was interesting (and not unfair at all, criticism doesn’t come much more constructive).
In conclusion then, good stuff.
On a related note, JustGiving has revealed average donation values of social media shares. Apparently Facebook drives the most donations and Twitter drives the highest average donations.