Are Demographics Garbage?

The Agitator

I was struck by the headline on a piece in Fortune that reads: Netflix says Geography, Age and Gender are “Garbage” for Predicting Taste The point of the article: Netflix uses one predictive algorithm worldwide, and it treats demographic data as almost irrelevant. Breaking Out of the Status Quo Demographics DonorTrends / DonorVoice Fundraising analytics / data Nonprofit management premium

Demographics And Coleman Sweeney

The Agitator

Forgive me, I still scratching my head as I write, trying to absorb the implications of Roger’s post last week on eschewing demographics as a targeting tool and then yesterday’s praising “The World’s Biggest A **e” , a film supposedly aimed at Millennials, a classic case of demographic targeting. Communications Copywriting / creative Demographics DonorTrends / DonorVoice Innovation premium


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Demographics: The Second-Best Way to Segment Your File

The Agitator

Yes, demographics are the second-best way to segment. Where you live is not that important.” (Hence inspiring an earlier DonorVoice post Demographics are Garbage.). Demographics and stereotyping would say to market these exclusively to women. The reason these segments don’t work out is surprisingly simple: there’s more difference within these demographic groups than between/among them. This most vital of differences will also be entirely invisible to demographics.

Demographics of Social Network Site Users - 2013

Social Marketing and Social Change

Today Duggan and Brenner (2013) report the demographic characteristics of the users of SNS from the latest Pew Internet and American Life survey. The demographics of social media users – 2012. The rise in the use of social network sites (SNS) among internet users over the past 7 years has been dramatic. In 2005 less than 10% of any age group on the internet reported using a SNS, and by 2012 two-thirds of all internet users said that they use at least one SNS.

Marketing To Changing Demographics

The Agitator

Here is a terrific set of resources dealing with changing US ethnic/cultural demographics … and how marketers should adjust. Says Mizrahi: “The most important thing is the internal discussion of what are the possible consequences of this demographic shift. Tags: Don't Miss these Posts Hot Research communications demographic trends fundraising latinos nonprofit management nonprofits

Part II: The Demographic Time Bomb


Well as Greg told me, Gen Y is the Demographic time bomb (LOVE THIS PHRASE) waiting to explode in the nonprofit world. ( As a P.S. to this blog post, my "legal" advisor has noted that in order to prevent offending anyone at the Lexington airport, I should have been a little kinder with my assessment of what the airport offers to weary travelers. So let me clarify: there are loads of things to do at the Lexington airport. Just not after 7:30 p.m.)

Can’t Fight The Demographics

The Agitator

That said, one can’t deny the demographics. Tags: Boomers Don't Miss these Posts charities demographic trends direct mail direct marketing email marketing fundraising media usage new media nonprofit management nonprofits online fundraising social networking Yesterday, in the course of making some comments about raising money from Boomers , I published this chart estimating the number of individuals in each cohort prepared by The Boomer Project.

Handy demographics application for Facebook Fundraisers

Giving in a Digital World

It comes from the ‘unofficial Facebook blog’ AllFacebook and is aptly named Facebook Demographic Statistics. Tags: Social networking Online fundraising Facebook demographics Facebook Pages nptech Online advocacy Facebook fundraising Web 2.0

Demographics of Social Network Users (and Other Audience Research)

Social Marketing and Social Change

Some new data about adults and digital social network use in the US and around the world: Adults are much less likely than teens to have a profile on a social network website. About three in ten (35%) adult internet users age 18 and older have a profile on a social networking site like MySpace, Facebook or LinkedIn. Meanwhile, teenagers are roughly twice as likely as adults to use these sites: among teens 12 to 17 years old, 65% have a profile on an online social network.

Hispanic Trends

The Agitator

Pew Research, my favorite source for US demographic and attitudinal trends, analyzes and publishes heaps of data on the US Hispanic population. Their Hispanic Trends Project has now launched an e-newsletter with bi-weekly updates on trends in this key demographic segment — basic demographics, media usage, political orientation, cultural and religious attitudes … you name it. demographic trends latinos premium

A Changing Fundraising Marketplace

The Agitator

Despite presidential candidate histrionics, Americans should be proud of the nation’s immigration history … and its demographic future. And in the next fifty years, if current demographic trends continue, future immigrants and their descendants are projected to account for 88% of the US population increase, or 103 million people, as the nation grows to 441 million. Demographics premium

Make Your Websites Friendly to Seniors (a.k.a. Donors)

Non Profit Marketing 360

Aging Community Design Major Gift Marketing Nonprofit Philanthropy Research Technology Web and Print Web Design Baby Boomer demographics elderly Jakob Nielsen nielsen Nielsen Norman Group research Seniors trends United States Usability Web usability website This will probably seem obvious: older people have a harder time using the Internet. This, too, may seem obvious: the people most likely to be major donors to nonprofits are older older people.

Time To Take Notice Of Millennials?

The Agitator

Demographics Fundraising philosophy/profession Innovation Nonprofit management Research premiumA few months ago you might have noticed that, in the US, Millennials (ages 18-34) now outnumber Boomers (ages 51-69) — 75.4 million Millennials to 74.9 million Boomers. Here’s Pew Research on the shift. And of course the tide will steadily build as old buggers like me die off.

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Fundraising In A Multi-Cultural Context

The Agitator

fundraisers, in particular, to widen their demographic horizons in planning their fundraising strategies … specifically with respect to engaging the ethnic and racial segments that are driving our population growth. Demographics premium We have been agitating for U.S. See here and here.] But I must confess to being asleep at the switch myself.

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3 Truths And 1 Lie About Online And Offline Donors

The Agitator

He dissected both demographic and donation data for. Communications Demographics Direct mail Donor Centricity Donor retention / loyalty / commitment Fundraising analytics / data Integrated fundraising and marketing Mobile marketing and fundraising Online fundraising and marketing Research premiumDo you really understand the difference between online and offline donors? I sure hope so because there are lots of myths and tribal misinformation floating around out there.

Why “why” Matters – The Bald Truth

The Agitator

There is always a better way to segment other than resorting to the use of demographics. . But the core reason is that demographics are an attribute of a person. If you can get people to talk about this “why”, the demographic attribute is either a gateway for learning about the why or is simply irrelevant. To many this may sounds like a great application for a demographic segmentation.

Fresh Opportunity For Direct Mail Fundraisers

The Agitator

Until now, our urgings have been based on the demographic realities of a shifting national population, with Hispanics growing in both numbers and purchasing power. demographic trends direct mail latinos premium No direct mail isn’t dead. It’s the workhorse, delivering by far the preponderance of individual donations, at least in the US. Still, if you need some encouragement about the future of direct mail, read on.

Our Donors Are Dying

The Agitator

Demographics premiumIt’s mid-year for many organizations and fundraising projections are being adjusted for the second half. For other organizations, it’s the start of a new fiscal year and fundraisers have just finished rationalizing and justifying the numbers in the new budget.

Donor Trends For 2015

The Agitator

Last week, Fundraising Success ran 4 Nonprofit Donor Demographics Trends for 2015 in which four fundraisers offered their prognostications. Communications Demographics Media usage / trends premium Actually, most of the comments were more about the future in general, as opposed to 2015 per se. I love to bounce my own speculation against other crystal-ballers, so here goes.

Has Generosity Peaked?

The Agitator

As reported in this Fast Company article , Demographics Donor acquisition Donor retention / loyalty / commitment Research premiumCall me Chicken Little, but I’m afraid. And maybe you should be too. For over 15 years the Lilly Family School of Philanthropy (Indiana University) has tracked the giving of nearly 10,000 families and individuals in the US. Their newly released data is here — Generosity for Life.

Fundraising Change Is Like Climate Change

The Agitator

In fact, in this era of rapid change and shifting demographics there is almost nothing as risky as sticking with the status quo. As I move around speaking, Board Meeting Swipe File Demographics Fundraising philosophy/profession Innovation Nonprofit management Uncategorized premiumThe greatest fallacy in nonprofit thinking is that maintaining the ‘status quo’ is the least risky of all strategic options.

Fundraising By Stereotype: The Quick Path To No Revenue

The Agitator

Demographics Fundraising analytics / data Fundraising philosophy/profession Nonprofit management premiumEditors’ Note: Periodically we reference the wit and wisdom of Jeff Brooks over at FutureFundraisingNow and occasionally run a few snippets. Today we’re featuring an unabridged guest post by Jeff on the pitfalls of relying on myth and stereotype — sadly an all-too-common affliction with many fundraisers. Roger and Tom “How are we going to replace our dying donors?”

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Breakdown In Trust Is A Good Thing

The Agitator

Communications Demographics Donor retention / loyalty / commitment Fundraising philosophy/profession Nonprofit branding Social media Transparency premiumFor too long too many nonprofits –especially those focused heavily on direct response –have behaved as though they’re still operating in a by-gone time when donors placed blind trust in nonprofits and their brands.

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A New Fundraising Classic

The Agitator

Breaking Out of the Status Quo Demographics Fundraising analytics / data Integrated fundraising and marketing Nonprofit management premiumThis morning the publisher officially released Data Driven Nonprofits , a book I believe will become a classic in our sector. Researched and written by Steve MacLaughlin, Blackbaud’s Director of Analytics, Data Driven Nonprofits is to the ‘science’ of fundraising what Ken Burnett’s Relationship Fundraising is to the ‘art’ of fundraising.

Fishing For The Same Fish?

The Agitator

Looking specifically at the US now, I’m thinking about the shifting demographics of the population, and asking: Are changing demographics markedly decreasing. Acquisition demographic trends Don''t Miss these Posts fundraising nonprofit management research premium

More…About Me

The Agitator

Breaking Out of the Status Quo Communications Demographics Donor Centricity Donor retention / loyalty / commitment Integrated fundraising and marketing Nonprofit management premiumIn my experience, very few fundraisers understand the essential importance of donor identity. Unless you understand ‘why’ a donor gives you’re more likely than not to miss the mark.

Myanmar Tops In Giving

The Agitator

Demographics Fundraising analytics / data Research premiumThe Charities Aid Foundation (UK) has published its World Giving Index, which uses three simple questions to measure ‘giving’ around the world. The Gallup polling organization asked these questions in 145 countries during 2014. Here are the questions: Have you done any of the following in the past month? Helped a stranger, or someone you didn’t know who needed help? Donated money to a charity?

Want to Reach More People of Color? Maybe You Should be on Twitter.

Marketing for Nonprofits

While only 8% of adults overall use the micro blogging service, this is pretty interesting information for nonprofits who want to be responsive to the changing demographics of the U.S. Pew Internet and American Life Project demographics TwitterA report from the Pew Internet and American Life Project , which tracks trends in Internet usage, shows that young adults , minorities and urbanites are more likely to be on Twitter than other groups.

2016 Giving Trends: The Warning Signs

The Agitator

Board Meeting Swipe File Breaking Out of the Status Quo Demographics Fundraising analytics / data Nonprofit management Research premiumThe Blackbaud Insitute for Philanthropic Impact has released its Fifth Annual Charitable Giving Report that you can download here. It’s an attractive, interesting read and a chance to do some benchmarking comparison with your own results.


The Agitator

Demographics Fundraising philosophy/profession premiumWe’d like to think that all the generations of women and men who worked, volunteered, sacrificed and, yes, donated through all the decades to create last night’s landmark moment in American history are joyously celebrating wherever they are. We sure are! We’ll let the pundits and commentators deal with what Hillary Clinton’s nomination means in terms of the 2016 Presidential Campaign.

Identity vs. Persona

The Agitator

Personas are usually created from cluster analysis of demographic and transactional factors with psychological and attitudinal constructs mapped on top. If that’s the case, know that I generated this by taking one demographic variable (young) and extrapolating things that Millennials are more likely to do as shown in survey data and some from just a pure stereotype. You are given a name and a cluster, but the data is all demographic and transactional.

How Does Your Donor Behavior Compare To Canada?

The Agitator

Boomers demographic trends direct mail direct marketing Don''t Miss these Posts fundraising Hot Research online fundraising premium An excellent review of the donor landscape in Canada has just been released by fundraising agency hjc and Blackbaud. The study profiles giving behavior across four generations — Civics, Boomers, Generation X and Generation Y — looking at giving amounts and future intentions, preferred channels, focus of giving, the works.

Get Your Millennial Audience Off My Lawn

The Agitator

Even if you were going to ignore yesterday’s post and segment on demographics, age is one of the least predictive. So, in summary: Demographics are pretty much garbage for creating audiences. Of the garbage demographics, age might be the “garbagiest” This is in part because Millennials (like all other generations) are so dissimilar from each other, there are significant intragroup differences.

More On Millennials: 6 Ways To Entice Them.

The Agitator

Communications Demographics Direct mail Donor retention / loyalty / commitment Fundraising analytics / data Integrated fundraising and marketing Media usage / trends Online fundraising and marketing Research premiumHere’s a follow-up to Tom’s report on the reprieve apparently granted to direct mail by Millennials. The Nonprofit Times in a piece titled 6 Ways to Entice Millennial Donors lists six fundamental steps for attracting Millennial supporters.

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Stories Or Metrics?

The Agitator

Demographics Fundraising philosophy/profession Innovation premiumMuch is written and fretted about these days regarding the ‘differences’ — some real, some imagined — between Boomers (and older) donors and the younger generations of donors, especially Millennials.

Where To Focus Your Fundraising?

The Agitator

Demographics premium Or should I say, on whom? Jeff Brooks at Future Fundraising Now has posted a Jeff classic. No one will ever accuse Jeff of not expressing his opinion! And that’s why Roger and I treasure the guy … a true agitator. In Boomers: the young donors you should be worried about , Jeff takes aim at those who would urge fundraisers to set their sights on Millennials.

Boomer Bonanza … Deferred

The Agitator

Boomers celebrities communications demographic trends fundraising planned giving premium In 2014, the last of the Baby Boomers turn 50 — Jeff Bezos, Russell Crowe, Nicholas Cage (it’s his birthday today), Michele Obama, Sandra Bullock, Stephen Colbert, Lenny Kravitz, Courtney Love, Barry Bonds, Melinda Gates, Susan Rice, Don Cheadle, and of course the eternally-50 Roger Craver. A good crew.

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What Do You Do With An Envelope?

The Agitator

Communications Demographics Direct mail Integrated fundraising and marketing Mobile marketing and fundraising Online fundraising and marketing premiumIn a recent, reasonably intelligent Adweek article reviewing giving by millennials, Dennis McCarthy at Blackbaud commented: “My 23-year-old son wouldn’t know what to do with an envelope.” ” I’d say the same about my 22-year-old daughter. Among other handicaps, she doesn’t have a checkbook.

‘Millennial’ Rants

The Agitator

He never watches TV in real time (in fact, Communications Demographics Fundraising philosophy/profession premium Here’s a rant from Matt Burghdoff — an Agitator reader, a fundraiser at Donordigital, and a Millennial. Now, I don’t know Matt personally from Adam (or Eve), but if he works at Donordigital he can’t be all bad.

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Ode To Age

The Agitator

Acquisition Boomers demographic trends Don''t Miss these Posts fundraising research premium “Not long ago, the best way to get young people to donate was to wait thirty years.” ” So observes Aussie fundraiser Sean Triner at Pareto Fundraising , in a wry and fact-filled post on 101Fundraising crowdblog.

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Introducing TrueAppend for Fundraisers

The Agitator

This easy-to-use tool enables you to go online and quickly— and without charge – get a demographic overview of your donor database. Match your list against demographics data. Create demographic profiles using your new data, or enhance your existing profiles. Breaking Out of the Status Quo Demographics Donor Identity Fundraising analytics / data Nonprofit management Planned giving / legacy marketing Research Segmentation Uncategorized premium

How’s Your Fundraising Robot Doing?

The Agitator

Communications Demographics Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Fundraising philosophy/profession Innovation Integrated fundraising and marketing Mobile marketing and fundraising Nonprofit management Social media Telemarketing Transparency premium

A Wake-Up Call for P2P Fundraisers

J Campbell Social Marketing

Yesterday’s growth drivers are becoming increasingly obsolete; demographic shifts are resetting donor and participant expectations; and the promise of technology to reach new donors has never been more real. It’s NOT business as usual for nonprofits. In my presentation, I walk nonprofits through the three ways to thrive in the new normal for NPOs. Check out my slides from the 2020 Peer-to-Peer Fundraising Forum. A Wake Up Call for P2P Fundraisers from Julia Campbell.

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