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.

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. Demographic segments don’t do this.

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.

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.

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

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

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.

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. demographic trends latinos 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

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. To many this may sounds like a great application for a demographic segmentation.

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.

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3 Truths And 1 Lie About Online And Offline Donors

The Agitator

He dissected both demographic and donation data for. Do 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.

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

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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Partisan Purse Strings

The Agitator

Demographics Fundraising analytics / data Media usage / trends Mobile marketing and fundraising Nonprofit management premium

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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 premium

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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Breakdown In Trust Is A Good Thing

The Agitator

Communications Demographics Donor retention / loyalty / commitment Fundraising philosophy/profession Nonprofit branding Social media Transparency premium

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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.

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

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. You are given a name and a cluster, but the data is all demographic and transactional.

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.

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.

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.

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 Twitter


The Agitator

Demographics Fundraising philosophy/profession premium

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.

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.

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 premium

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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.

Boomer Bonanza … Deferred

The Agitator

Boomers celebrities communications demographic trends fundraising planned giving premium

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Where Are Your Hispanic Donors?

The Agitator

Breaking Out of the Status Quo Communications Demographics Donor acquisition Research premiumHispanics are now the fastest growing voter block in the US, including in most swing states.

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.

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.”

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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.

Your Donors Are Old! Celebrate!

The Agitator

Boomers database marketing demographic trends direct mail direct marketing Don''t Miss these Posts fundraising Hot Research mobile advocacy online fundraising social networking telemarketing premium

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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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Climate Change And The Small Gift Donor

The Agitator

Breaking Out of the Status Quo Demographics Donor retention / loyalty / commitment Fundraising philosophy/profession Major donors Nonprofit management Research premiumTen years ago, in Danger Ahead , Tom and I warned of steady decline in the overall number of smaller gift donors.

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.

Fantasyland Fundraising

The Agitator

I returned to the subject pointing out that segmentation by RFM alone is not good enough, but focused most of my concern (ire) on the use of stereotypes or “personas” that base segmentation on similar demographic or transactional behavior.

Don’t Be the Next Blockbuster

The Agitator

She also understands that this level of insight can’t be found in the conventional RFM spreadsheet or a demographic append.