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. No differences in SNS use were noted for race/ethnicity, education attainment or household income.

Demographics of Social Network Users (and Other Audience Research)

Social Marketing and Social Change

Given the youth of most Twitter users, it is not surprising to find that online Americans who live in lower-income households are more likely to use Twitter than more affluent Americans.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

#SOCIALNETWORKS: Twitter Continues To Expand Through Mobile Devices

Non Profit Marketing 360

Pew’s breakdown of demographics calls attention to at least a few striking statistics. Also, if we look at incomes and ages, Pew reports that the two largest groups of Twitterers are those under 30 and those between 30 and 49.

#Economy: The Loss Of A Functional Middle Class

Non Profit Marketing 360

Are no-longer-working men going to be one of the growing demographics shyly looking for support over the next few years? The oft-discussed possibility of a double-dip recession still looms darkly on the near horizon.

Class 130

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. Attributes like Age, Net worth, and Income. Then…if you want to append information specific to your donors –for example age, income or some other attribute—you simply purchase only those attributes you need for the low cost of $10 per thousand records matched. Match your list against demographics data.

Pew Looks At Asian Americans

The Agitator

Their incomes are well above average — median annual household incomes of $66,000, compared to $49,800 for the general public. demographic trends Don't Miss these Posts fundraising pew internet project research

Mobile Marketing

The Agitator

So I was curious to read about ‘Affluencers’ — a composite of affluents (household income of $100K+) and influencers (those with ability to affect the attitudes/behaviour of others) — as studied by iProspect, an international digital marketing firm. communications demographic trends email marketing media usage mobile advocacy online fundraising online publishing research social networking premium

Ode To Boomers

The Agitator

Versus those other demographic groups! Boomers’ giving is nearly exactly that generation’s share of the nation’s total household income and wealth. but collectively they account for a very low percentage of the nation’s household income and wealth. On the other hand, the Boomers today represent a veritable demographic earthquake ready to help nonprofits transform the world: Boomers have the greatest economic clout of any generational cohort. The 28th is my birthday.

Pinterest Primer for Nonprofits


The demographics of Pinterest–82% females with higher education and income levels–hold a lot of promise for nonprofits. Flickr: stevegarfield. My name is Gayle Thorsen…and I’m a Pinterest addict.

Don’t Blame The Boomers … It’s Our Fault

The Agitator

Some five million of us, born between 1946 and 1965, have already died, to be replaced by Boomer immigrants, thus, raising the number to 80 million … which makes us the largest demographic in U.S. Boomers control most of the wealth in this nation and just over half of the disposable income. In 2010, the trailing edge of Boomers (1955-1965) was spending more online than any other demographic.

Stop Telling Your Donors Who They Are

The Agitator

We’re just going to look for similar demographic characteristics, develop some personas and get the same result.”. After all, most huge organizations I follow don’t hesitate to churn out another appeal or a dozen or so emails if they need to close some income gap. Breaking Out of the Status Quo Communications Copywriting / creative Demographics Donor Centricity Donor retention / loyalty / commitment DonorTrends / DonorVoice Nonprofit management Research premium

Boomers: Boom Or Bust?

The Agitator

More discretionary income to give away. Boomers demographic trends Don't Miss these Posts fundraisingI’ve been thinking about this recent post — Boomer life transitions and fundraising — by Jeff Brooks of Future Fundraising Now. I’ve tended to be a believer in the manna from heaven promised by the fundraising ‘coming of age’ of America’s 76 million boomers. Huge wealth transfer coming their way.

Aging 73

What Do You Do Within 30 Minutes Of Waking Up?

The Agitator

But more fascinating is this survey research from Ipsos Mendelsohn on the social networking of Affluent Americans (household income $100,000 or more). Boomers communications demographic trends Don't Miss these Posts marketing metrics social networkingAs much as I’d prefer to write about fundraising, I know The Agitator has a lot of social net addicts out there. Here’s the latest research from Pew Internet Research, looking at Why Americans use social media.

Darwinism and Fundraising – an Observation.

Donor Power Blog

Median Household Income over that same 10-year window of time grew at a slightly higher rate of 15%.     The nonprofit industry is growing at a far more rapid rate than is the population or our median income, and fundraising itself suffers from an increasingly higher cost to raise a dollar.             Tags: Demographics Donor psychology Fundraising

Who Does Purchase Research Online?

The Agitator

This is even more true of those under age 65, higher income and higher educated, and broadband users. Tags: Don't Miss these Posts Hot Research accountability charities demographic trends direct marketing fundraising marketing metrics nonprofits online fundraising online publishing

What Jobs Do Your Donors Want Done?

The Agitator

That’s because when it comes to planning new offerings and new appeals most organizations make the mistake of starting by segmenting their donor bases by demographics (age, gender, education, income) or by past behavior (Recency.

If you don’t read this right now, you’ll miss out!


Here’s an example of how it can work for you: If you survey your supporters and include a demographic question to learn their ages and whether or not they might consider giving from their IRAs (Individual Retirement Accounts), then you could offer those over 70 1/2 information about how they can use a portion of their IRA Required Minimum Distribution to make a gift. If they heed your warning they won’t pay income taxes on the amount they give.

Going Downhill – A Bit Faster

The Agitator

For nearly five years we’ve watched the numbers of new donors decline, but whistled past the graveyard as those losses were made up by rising per donor net income from house files. As the Target Analysis Index makes clear over the past five years real income adjusted for inflation has declined by 6.3%, the number of donors has fallen by 5.4% And demographic changes have been underway for as long or longer than this downward trend. The direct mail slump continues.

Understanding Boomers

The Agitator

However, it deals with a demographic and attitudinal shift that will affect nonprofit fundraising for decades to come. The Center for Retirement Planning at Boston College says that more than half of all Boomers are at risk of failing to replace their pre-retirement income. Tags: Boomers Don't Miss these Posts demographic trends fundraising nonprofit management research This post won’t help you raise more money tomorrow.

Distracting Social Media Stats

The Agitator

No education or income skew. Tags: Don't Miss these Posts communications demographic trends media usage new media online activism online advocacy online fundraising online publishing online video pew internet project research social networking Although you know I hate to fan your social media flames, here are the latest social media usage stats from the Pew Internet Project. Some highlights: 46% of online American adults are social network site (SNS) users.

Stats 57

#ProAging: GAP Index Highlights Global Challenges Of Care For Aging

Non Profit Marketing 360

The report stresses the demographic facts of the so-called ‘Silver Tsunami’ (a tide that can not now be turned, even if we all started having larger families) and the current economic situations of a number of countries both rich and poor, both developed and developing.

Aging 151

Boomers: Love ‘Em Or Leave ‘Em?

The Agitator

Here’s how a splendid article (one of the best I’ve read on the subject) from Fundraising Success — Young Donors and Other Mythical Creatures — puts it: “The reason young people aren’t a meaningful part of the pool of donors is not their incomes.

Broadband Growth Equals Opportunity

The Agitator

Their key observation is that broadband penetration is increasing most dramatically in population segments that have traditionally lagged — older Americans, lower income households and rural residents. From a fundraising and issue education standpoint, more and more of the Boomer and older population — the demographic sweet spot for fundraising — now has broadband. The Pew Internet Project has released new figures on home broadband penetration in the U.S.

Watch AARP online!

The Agitator

If your data indicates that most of your small gift income still comes from direct mail, and you think most of your donors are over fifty years old, but you sense more and more online interaction with your donors is happening (and more is possible), then whose online practices might you pay special attention to for insight and tips?

Cable 48

Are Your Segmentation Skills a Joke?

The Agitator

IF you buy into the idea of “personas” created by navel-gazing or demographics (age, gender, income, education) you’ve not only wasted time and money, but you’re leaving even more $, £, € on the table.

More Agitating For Fundraisers

The Agitator

Dropping to the point where new donors no longer offset attrition, and higher per donor income from existing donors no longer offsets the fall-off in the overall active donor population. How consciously is it adapting to change in its issue environment … to changing needs or expectations of the clients or constituencies it serves … or to the changing demographics, psychographics, and financial circumstances of its available audiences?

#PHILANTHROPY: Evidence Of ‘Emerging Charitable Markets’ & How To Tap Into Them

Non Profit Marketing 360

They have discovered not so much a shift in the habits of giving among Jewish donors but demographic and economic shifts that are opening what they call ‘emerging charitable markets.’

Empathy Map Your Way to Relevant Messages

Getting Attention

Bring each of the (up to nine) segments to life by creating a representative supporter complete with fictitious name, and demographics such as age, income, and interests.

New Typography For Donors?

The Agitator

Dectiica tells us that for almost everyone (whatever their age, income, education), the new norm will be spending restraint. Tags: Don't Miss these Posts charities demographic trends direct marketing fundraising loyalty major donors nonprofit management nonprofits research Yale economics professor Robert Shiller wrote an interesting column in the NY Times on Saturday.

7 Steps To More Online Donations This Holiday Season

J Campbell Social Marketing

Dunham+Company found that the 60+ demographic has increased online giving by 55% since 2010. Nothing will reduce the potential income from this source more than a difficult or frustrating process to give an online gift.”. It’s year-end giving time – the most wonderful time of the year!

#Aging: Medicare’s Open Enrollment Opens & Can Save Elders From Poverty

Non Profit Marketing 360

The full report deals with changes in poverty levels among various demographic groups in the US. One of its many less surprising findings is that the incomes of all Americans fell from 2009 to 2010, as the Great Recession continued to choke those millions citizens not working for the half-dozen largest banks and investment firms. For example: Real median household income was $49,445 in 2010, a 2.3 percent below the median household income peak that occurred in 1999.

Aging 109

Growing Your List Audience with EmailNow

Fundraising 123

With EmailNow's audience features, you'll organize your recipients into groups, or segment them dynamically by location, demographics and more. Then organize your members into groups, or segment them dynamically by location, demographics, and any of the information you're collecting and storing. Add subscribers en masse using EmailNow's smart import, and EmailNow will clean the incoming lists to spot trouble and safeguard against duplicates.

You’ve gotta focus

Fundraising Coach

The great thing, if you do focus, others outside of your demographic will. be far more likely to refer your ideal demographic to you! income level. Tweet I’m currently teaching a college course on internet marketing. This week I’m really pushing them to define their target market. Most of them are trying to say, “Really, my market is everybody.&#. Are you doing this with your fundraising? If you are, “marketing to everyone&# is a sure way to fail.

Why Bitcoin probably shouldn’t be top of your 2015 digital fundraising To Do list

Giving in a Digital World

A typical Bitcoiner is apparently a 33 year old male, with above average household income, living in the US or Northern Europe.

List 58

Generation Who?


As their incomes grow, so will their disposable incomes, and they will have to make decisions about how to use that discretionary spending and who, if anyone, to give it to.

Segmenting Audiences for Social Media Engagement

Public Sector Marketing 2.0

demographic/socio-economic segmentation (gender, age, income, occupation, education, household size, and stage in the family life cycle).

Bursting the Organization-Centric Bubble

The Agitator

Not only will you find a wealth of data – demographics, retention by sub-sector (public broadcasting is highest, medical research the lowest), revenue trends by size of organization, and giving trends by sub-sector. As you read Vital Signs with its demographic and economic trends please remember that better retention requires an understanding of donors’ needs and preferences. Gaining that insight requires more than imprecise generalizations about age, income and education.

Social Media Listening Beyond Your Product

Diva Marketing Blog

Did you notice that when I described Max his breed and age (demographics) came last? What comes first in your customer profile: age, sex, income. What would have happened if Kathy had focused on demographics only instead of the passions of her customers?

Get Your Millennial Audience Off My Lawn, Part 2

The Agitator

Back in January, I argued that generations were a flawed construct and demographics a poor way to segment. That’s because they have less disposable income. In fact, people are giving less in every demographic group.

Guest Blog: Put your Eyes on the Ys


Or they believe that all marketing should be aimed at established donors or to the accepted profile of potential donors (45+, high household income, etc). They are suspicious of younger people and not always comfortable with the social media that is so effective with this demographic. Right now, GenY may not be as financially profitable as an older demographic. Also recognize that this demographic is looking for a different pathway for involvement.

2015 Digital Fundraising To Do List #3 Allocate Budget For Paid Social Media

Giving in a Digital World

You’ll find that these range from traditional demographic, lifestyle, interests, and ‘lookalike’ targeting to Custom Audiences through which you can specifically target people who already donate to you. The writing has been on the wall for a couple of years now.

#Aging: A Good Read On Changing Retirement Opportunities For This Rainy Day

Non Profit Marketing 360

Better education is often associated with higher base pay rates and larger life-long income, but it also leads to longer careers.

Aging 151

Creating Personas for Priority Groups of Social Marketing Programs

Social Marketing and Social Change

Much of the thinking of most marketers, not just the social ones, is colored by questions about age, gender, race, ethnicity, martial status, occupation, size of household and by other demographic information that also lends itself to easy questions (for surveyors) and quantitative analysis.