0:04 Hello, good afternoon or good morning, depending on where we're talking here from folks, this Tim Sarrantonio, neon one, we have our we're coming, just fresh off a generosity exchange. So we're really excited to have a lot of great content really shift into our end of the year stuff. And so there's nothing better for end of the year planning than understanding what's happened before, and where we're going to go. So that's why we're so honored. We're so excited to have our friend Woodrow from Giving Tuesday join us for engaging donors in times of crisis lessons from 2020. And the latest trends. We work very closely with Woodrow and the Giving Tuesday team neon, one is a 0:51 data partner with them in multiple capacities, and which was a good friend, personally, too. So Woodrow, I'm going to get us started. But I do want to go over a few housekeeping items. Before I kick it over to you for the presentation. Maybe if you want to go ahead and share your screen to make sure people see that. 1:10 housekeeping items, this session will be recorded folks, as we always do. 1:17 So if you got to leave early, or if you're watching this later, we've done our job, the slides also will be available, you just need to go to neon one.com. And all this stuff should be up if not by end of day tomorrow at the very latest. 1:32 These are really really awesome data points. But also we want to have this be conversational too. So if we want to test out the q&a, I will be overseeing that. I'll turn my camera off very shortly to give Woodrow the floor. But let's type in where we're hearing you from just to make sure that that q&a is working. If we can type in where we're talking to you from Woodrow Where are we talking to you from? By the way I'm in Toronto? Tim? Just like I have been since March eighth 2020. 2:05 Yeah, I live in Toronto, and and yeah, very comfortably. So although it is cold and rainy here now. Very cool. Very cool. 2:14 Yeah, it's a little overcast here in upstate New York. And we also have folks like Alicia from Des Moines, Iowa. We got folks from San Antonio, Altoona, Pennsylvania, we got Georgia Fairfax. So all up, Hamilton. Hello, Jesse. So awesome. Thank you for testing out the q&a, folks. And that's how you'll be able to actually pop in, if you have any questions for Woodrow Woodrow is the chief data officer at Giving Tuesday. So this is the guy to ask about what the heck is going on now and predictions for the future. So Woodrow, welcome to the webinar of neon one today and I'm gonna The floor is yours. I'll be here. I'll put myself on mute might pop in if people have questions, but otherwise, welcome, and and away you go. Awesome. Thanks, Tim. I appreciate it. It's a pleasure, I love the opportunity. I appreciate me on one as a partner, and you as a partner and friend as well, we get so much value from that relationship. And collaboration really, I think is the key to us navigating the challenges and opportunities that face the sector. It's also obviously what Giving Tuesday was built upon. I have a lot of highlights to share, I'm going to talk about the trends that we're seeing. And I want, I want to make sure that these are actionable. So I've tried really to to identify what we think this means, right now what you can do what you need to do to mitigate risk and leverage opportunities that we see. But please use the q&a, because that's our opportunity to make sure that it's all clear that you're understanding where we're coming from, and that it's applicable to your situation. 4:00 First of all, I just want to provide a little bit of context, though, because I think probably everybody on the call is familiar with Giving Tuesday as a moment as an event and intervention and a Giving Day. That's how Giving Tuesday was born. GivingTuesday is also though a year round movement, to celebrate and motivate generosity in all of its forms, and to build the capacity of the social sector, to meet the moment and to and to inspire action, as well as unleash the generosity of people to create the communities that they want to live in. Now that said, we know Giving Tuesday that day gets bigger every year. 4:47 Last year was was really a standout year in part you know we think driven by the the enormous motivation that people had to address so many of the challenges that we 5:00 We're facing at the time, nearly two and a half billion dollars was donated in the US in the 24 hours of Giving Tuesday last year. That's that's kind of the immediate impact, we know that we see lift on either side of that day we see change in behavior, we see lots of ways that people give beyond the dollars, but as a measure of how much is happening GivingTuesday is a pretty big day. 5:25 That said, again, it's it's about more than that, for us. It's about learning from that moment, and from the engagement of all of the organizations and individuals and, and causes that are co creating, Giving Tuesday with us through this distributed peer learning network, to capture the value of that and to learn from one another. And that's really where my role comes in. It's measuring what's happening, measuring what's happening on GivingTuesday. But more importantly, measuring what's happening and the generosity ecosystem everywhere and all year. And then distilling those data for actionable insights for people in the sector, organizations and individuals again, 6:11 to take that and turn it into best practice. 6:15 Ideally, also, and we we've seen this since the very early days of Giving Tuesday to use this as an opportunity for innovation and experimentation. So we can try new things and see how they work and measuring the outcome of that experimentation. Innovation, then, is, helps us feed this back into this cycle of continual learning and improvement. 6:38 So with that in mind, I want to share some of what we observed in 2020. And then early in this year that we think is really instructive in terms of what the current risks and opportunities are. And in 2020 is an important year to look at. You probably notice it was a bit weird. And that weirdness introduces a lot of uncertainty and risk. At the same time, though, it helps us learn about the systems because when those models broke, and they did, it gives us some indicator of how things move that identify some perhaps new ways of working. You can read more about this in our 2020 lookback report giving an unprecedented times that goes into a lot more depth on all of these measures and metrics and has clear takeaways on what it means for 2021. But I'll hit some of the key highlights right now of what we observed. So we looked at the giving trends, and we aggregated data from multiple sources. One of the key opportunities here is our collaboration with the Fundraising Effectiveness Project is an effort that no one has been a part of for a long time. That Core Data Set gave us a lot of the granular high fidelity trends in giving in 2020, that allowed us to not just benchmark the sector, not just look in the rearview mirror, but see where things were going. And then we use our relationship with our data partners to uncover some more granular looks at how people were behaving well, how they were giving online, how they were volunteering their time, what their attitudes and values are. And one of the key findings from that, look back at 2020 was that donor mobility was, was really extraordinary. And by that we mean that people are kind of moving around the causes that they supported at unprecedented levels. So the way this manifested was, first of all, for organizations, acquisition was up, organizations are getting more donors. And also the system acquired more donors, there were more givers in 2020. 9:00 This is really important. And maybe one of the most important things that we found because this is on a multi year trend of fewer and fewer donors giving more and more of the money in the US. And some of you may be familiar with recent research that's been released by a number of parties, including the Lilly family School of philanthropy, that showed that the the number of households giving has been in decline and 2018 data showed that that was quite an extraordinary drop. But although 2018 may have been a bit of an outlier, the trend was for consolidation, fewer givers that reversed in 2020. We got more donors in the system for the first time. And so this is critically important because this is our opportunity to capture that new, more broad group of givers and I'll talk about how I think we can do that and what the what the key opportunities to seize there are 10:00 Same time though, while this acquisition was up, retention by organizations was down, so organizations were getting new donors. And overall there were more donors in the system. But the donors who had given to organizations in 2019, were less likely to give in 2020. So that retention was going down. And yet recapture was going up. So lapsed donors were coming back. All in all, this was a really highly volatile marketplace for those givers, they were moving around a lot, and I'll talk about some of the reasons why. 10:35 But the result for the sector on this was, first of all, overall dollars were up. So there were more dollars into the nonprofit sector in the US in 2020, compared to 2019, which is good news. Obviously, that's great, we a lot more money into the into the sector. But this overall metric really hides a lot of turmoil and turbulence underneath that placid surface. And it's really important to dig deeper to see what the trends are. And one of those trends and this really speaks to the 11:09 to that donor mobility 11:11 metric is that, for the first time ever, 11:17 we saw donor growth while retention was down. So normally there is a close correlation between the two. donor growth is highly correlated with organizations retaining the donors that they have, we have two outliers, one is 2019, and one is 2020. And in 2020, we saw that donor growth overall, despite the fact that organizations were had a lack of retention. And for that to happen, we have to have new donors into the system. But it made for a highly unpredictable environment. And, you know, organizations were facing lots of stress. And on top of that, they face the fact that the usual modes of engagement weren't going to deliver. And so that whole system made it very difficult for for organizations to respond. And part of that response challenge. And the mechanism there really resulted in some substantial what we're calling market volatility. So while the overall results for the sector were positive, most organizations saw contraction, and partly that related to just that flexibility and ability to pivot, being digital ready was really critically important. You You had to be able to adjust to new modes of engagement. And some business models were just a lot more impacted than others in that environment. There was, 12:47 you know, if you were highly relying on on public events, if you if you had run every year that raise millions of dollars for your health research, charity, and you're going to go to your social media intern and say, Well, I guess it's on you now, like you weren't going to have a very good day, if you're an arts organization that relies on engagement with an audience in order to kind of generate that relationship and donations, you were having a bad time. 13:15 And we also saw that there were some some organizations that were concerned about the fundraising environment. And that's really important as well, because it was clear that that was a misplaced concerned. I'll talk about that in a moment. But first, let's see what that meant what the result was. So first of all, not all causes did well, in 2020. So we saw overall left, but some cause areas, most notably, human services were up compared to 2019, while others were flat or declining. So already, we're seeing a disconnect in terms of how equitable this lift was. Now, this is the average result by cause area so that average result was mixed, depending on on cause area. 14:02 It's more stark even than that, though, because when we look at the median result, as opposed to the mean, we see and that median is going to reflect the typical experience for organizations much more than the than the average, we see that only human services showed an increase over 2019. And all other cause areas were essentially flat or down year over year. So we this really was an inequitable situation. And normally, we would see a correlation between a lift in the sector and a lift across sector, across sub sectors and cause areas and that was not the case in 2020. And this is why, despite this increase, we're hearing from organizations that they were that they were really struggling with donations, and in fact, most organizations showed contraction year over year. And we see the same pattern by size of organization. So if you break down by 15:00 sighs on the left hand side, you've got the mean result, all categories of organization did better in 2020, then in 2019. Overall, if you look at the median on the right, which is more more 15:14 related to the typical experience of organizations, all size categories were flat or declining year over year. So, despite this lift, despite new donors and total giving being up, we've seen real winners and losers within that environment by cause area by size, right that organizations were just really struggling to tap into that overall groundswell of giving. And I'll talk I mean, some of that is caused driven for sure. I'll talk a little bit more about what some of those drivers are in a moment. Because this is really critical also is one of the main factors we saw that correlated with either with the the results for the sector and organizations was just the fact of whether they were fundraising or not. So what you're seeing here is the percentage of organizations each month doing no fundraising at all. And every year, we see that there's some churn. And the typical pattern is what you see here with this green line, where each month there's a small percentage of organizations that are inactive, but by the time we get to December, basically, everybody's fundraising 2020 was a very different story. And I will say that we are seeing this trend to a degree continue into 2021. 16:39 It's not a star, but it's but it's a significant factor, that we see this constant increase in the number of organizations each month that are doing no fundraising at all, and that by the time we get to December, all we managed to do is kind of flatten that curve. So this is really important, because a lot of factors affected whether organizations were able to fundraise. And one of those factors was their just capacity to pivot. It's one of the reasons why we saw that was particularly evident was smaller organizations, there's always more churn with small organizations. But in 2020, that was at least double the usual amount. 17:19 Having a diverse 17:23 group of donors really is relates strongly to long term resilience. And so this was this is an important both risk and opportunity here because we saw this increase in these news, and in particular, smaller donors in 2020, reversing a multi year trend, this is great if we can capture that, because it really does correlate with resilience in the longer term. But also willingness to actually be active has to be part of this, because we were hearing from organizations that they thought it was a bad time to fundraise, they were expecting to get a bad result, or that that was an inappropriate time to ask people to give. But what we see when we look at organizations that were active, and when we talked to donors, is that people were highly motivated to give in 2020. And that, yes, there was concern, but the more concerned they were over the the challenges in their communities, the more likely they were to take generous action. Now, they weren't always good at predicting their behavior. And I think that was part of the challenge is that if you ask the donor, if they expected to be able to give more or the same in the future, they were somewhat pessimistic, right. But they were pessimistic because of all the challenges and in their community and the uncertainty and when faced with the opportunity to actually make change and have agency over those things, they really stood up and and wanted to be take that, that opportunity to to make that difference. And that's really important, because as organizations, we should be thinking of our role as providing that opportunity for people to exercise their generosity as opposed to think of ourselves as some kind of unwelcome burden at a difficult time. It's especially in difficult times that people are looking for to activate their generosity. And so one of the ways we do that is sort of giving moments, and that clearly showed up in 2020. 19:25 A lot of platforms and our data is showing a disruption in the usual seasonality of giving. Again, that unpredictability is a risk and it makes it challenging for organizations. On the other hand, these these analyzing giving is a good thing, more opportunities to give and more motivations to give is a good thing. And so we see these giving moments showing up and driving participation particularly as reflected by acquisition. So one way we see that is by cause area and this tracks with kind of societal challenges and issues 20:00 The year with COVID. And health impacts on the secondary impacts of COVID driving cause areas to kind of emerge well above their usual baseline, then subside sometimes to come back again, we see social and racial justice driving donations in the late summer. So we see the the kind of Zeitgeist in communities driving a lot of this action. But I really want to caution you against thinking about this as kind of the donors, that's what they cared about. So that's why they were giving because at the same time, people were giving to small businesses, like donating money to small businesses became a thing in 2020. And I think that's really indicative of the fact that people were thinking about everybody in their community and how to support them. And so it wasn't just it was partly about people wanting to take action about the things they were observing their community and, and being proactive about that. But it was also just organizations working in these cause areas were particularly active at that time. And that gave them an opportunity to be present and, and to garner support. And one of the reasons we think that this is true is because you don't need just as we've seen you every year, you don't need a disaster and emergency to drive that urgency to give. So this is a chart of percentage of new donors acquired every day of the year through 2020. This particular chart is for Environment animals, which is an interesting one to look at. Because first of all, it's highly canonical. If you look at all cause areas, there's a little bit more noise in the graph, but the spikes are exactly the same. And environment animals, not necessarily kind of frontline, COVID, cause but as you can see, there's an opportunity here to drive substantial engagement with these causes throughout the year, very notably Giving Tuesday being for all cause areas, the single biggest driver of donor acquisition and 2020. We've got another spike on Giving Tuesday now, which is our one time response to the COVID crisis, but also opportunity for the entire sector to rally for good. And you know, you think about that moment, was not just about COVID response. And here's environment animals having effectively their second biggest day for donor acquisition throughout the year. And I say that because we know that December 31 is artificially inflated, because a lot of donations get tagged as December 31, to get them into the year end, while any other day that you measure, particularly on a given Tuesday is going to be somewhat suppressed, because you can measure everything that happened that day, but some things are gonna end up showing up a little bit later. But even if you think about it, as the third biggest were environment, animals, third Vegas across the board, it's clear we can create these moments for people to give. And part of what we how to do that is through collaboration is through engagement between organizations. And we can create those giving moments we can inspire people to support their communities all year round. GivingTuesday provides you a moment to capitalize on. That's one of the reasons we created a giving every Tuesday as a framework for organizations to talk about different causes. They give you different ways to give different moments to attach to, but you don't need us to do this. You can get together with others in your community, with other organizations with your supporters, you can create those giving moments, and they clearly drive participation. And the other trend we saw related to this is the dominant theme around Giving Tuesday and giving in 2020 was themes around community. So we were seeing that in the usually prior to 2020. The dominant theme connected to Giving Tuesday was donation. And when we measured this in the lead up to Giving Tuesday now that wasn't the case community was donation became kind of Ascendant and ultimately peak just like a day or two before Giving Tuesday now, but it wasn't the primary conversation. And I think there are a couple of things driving that one was we didn't give people a lot of time for prepare the nonprofit's didn't have a year long campaign or campaign period to think about how they were going to leverage donations on Giving Tuesday. I think the other thing that we saw here was a best practice. We've been talking about a long time, perhaps motivated for the wrong reasons, but nevertheless showing up which is not to make a transactional. And so organizations wanted to get involved in wanting to engage but they were worried about being transactional. And so they were talking about other things. And the result of that was not a reduced donation amount. In fact, we saw almost as much donated online on Giving Tuesday now with four and a half weeks to plan as we saw on Giving Tuesday 2019 25:00 So it wasn't a wasn't a good donation day, despite the fact that we weren't making it all about the transaction. It was a good donation day because we weren't making it all about the transaction. And what was very interesting to see was that lead up to Giving Tuesday in December last year, that didn't change the themes was still community. And that really was the dominant theme in people's discourse about giving throughout the year. And what we saw, of course, was our record breaking, Giving Tuesday, again, not despite the fact that we weren't making it all about donations, because of the fact that we weren't making all about donations. 25:43 So what does this mean for this year, I mean, that's rearview mirror, there's some key trends there. Obviously, all of that uncertainty and unusual result creates a lot of a lot of challenges for organizations to adapt, not to mention the fact that there's higher demand for their services, and they had, you know, are trying to figure out online fundraising for the first time. But let's, let's talk about what this actually means. First of all, as I said, there's an opportunity here to create and share giving moments, it works. It's sticky, and it provides urgency, potentially, without an emergency. And I think that that's a best practice that organizations should be thinking about as part of their ongoing engagement, you've got one coming up GivingTuesday is that moment, but think about how you can create those moments throughout the year. 26:35 Not retreating from engaging givers, like especially when times are tough, it's, you are the opportunity for people to have an impact. And that's so critical right now, when so much of the challenges people are facing are beyond their control, doing some good either directly against those things that are problematic, or just in general, having a positive impact on their world and environment gives people agency and this counteracts that feeling of helplessness. Now, that doesn't necessarily always mean asking them for money. Remember that most donors are also taking some other action. So thinking about multiple modes of engagement is really important, and how you manage to be present and active with your donors multiple times, on Giving Tuesday, and in fact, in general, most financial donors are also taking some other action. So then why is most nonprofit communications so focused on just one aspect of their giving, when given the choice, people will take multiple actions. GivingTuesday is a perfect example on Giving Tuesday, the most common behavior in the US is donating money. But only donating money is the least common behavior. So what are you doing to give people other entry points into your organization, other opportunities to express their giving, and giving yourself more of a dialogue more of an engagement with those givers, because they want that that's how you're going to get the most support from them across all modes, including donations. And then we're leaving 2020 really thinking about recapture being really important because we saw that retention loss in 2020. And so coming out of that year and into this year, thinking about recapture, we thought was going to be really an important factor 28:29 while still having an eye to these new donors. So let's talk about that. 28:35 This is the first quarter report from the Fundraising Effectiveness Project that we are now in partnership developing along with the Association of Fundraising Professionals. 28:46 And it's really instructive I think of where where we need to be paying attention what we need to be paying attention to in 2021. So q2 is going to be a weird one as well. q2 of 2021. We tell you right now we're just starting to get these reports and numbers out now. It's going to be a weird one as well, because q2 we're comparing quarter to quarter and q2 and 2020 was really weird. Right? It was 29:13 the block downs had taken hold. Giving Tuesday now is happening there was an enormous amount of action. recapture was way up and unusually so So comparing quarter to quarter is not always the best indicator just because of that volatility, but it will will definitely give you the information you need to parse what it means. But if we look at the first quarter, 29:35 we look at retention. It's pretty good overall. And I don't think that will hold true for the second quarter simply because we're comparing we're comparing to such a volatile second quarter and 2020. But let's dig deeper because as I said, it's important that we get into the more the higher fidelity metrics if we're really going to understand what's operating there. So 30:01 Two things I want to draw your attention to here. First is new donor retention. So this is you'll remember I said, acquisition was up in 2020. And new donor retention is the measure the not the percentage of those donors who were acquired in 2020, who came back to give in the first quarter of 2021, was the highest ever new donor retention rate we've ever seen. Which is really important, because first of all, that's a really challenging metric to hit right, getting those people back for their next donation, then come back the following year, it's challenging to do very, very high. So this, we're examining this trend right now. And I think that there's good indications This is going to remain strong, at least through the first half of 2021. The key thing to keep to take away from this is this, whether it's because people still feel like they're in the fight, and that's kind of crisis giving or not these donors that were acquired in 2020 are sticky so far. So think about how did you acquire them? What campaign was it, what challenge channel, what was the mechanism, re engage those donors a lot, tell them the good that they've done, explain to them what you're doing together with them as a partnership, give them lots of other ways to engage with your organization as a partner in the change that they want to make. And make sure you're stewarding those guys, and really be actively engaging them in that dialogue, including ensuring that they have other opportunities to donate to you again. So that's the new donors other side of this chart, I want to call your attention to recapture rate. Seems pretty bad right now. Right, and you'll remember we said retention was down in 2020. So recaptures an important opportunity to take advantage of in 2021. 31:47 Keep in mind that this recapture rate compares to the previous year 2020 had an unusually high recapture rate. So recapture is not as strong in 2021, as it was last year. But that doesn't mean it's bad. It's okay, room for improvement. But by far, not a disaster. And this negative number makes it perhaps look worse than it is. The key thing here I think is that as we go into the end of the year, this is our major opportunity, our primary opportunity to address those donors that lapsed last year, who presumably still have affinity for your organization. Now remember, also, some of what was driving that lops donor in 2020 was organization, not fundraising, you're not asking people for money, they're not giving to you. And so we really need to get active here, there is an opportunity to have our cake and eat it too, if we can effectively steward these new donors and keep them engaged as part of our community and get them to see the good that they're doing and why they're still needed, while at the same time re engaging those donors that we either 32:57 didn't engage last year, or who lapsed because they were supporting some other organization or cause last year, getting those guys back is really a key and important thing to address, particularly as we get into the final quarter of 2021. So those are two opportunities as we see it like focusing on on those i think is where Overall, we have the best opportunity to come out of this ahead of where we were coming into 2020. Despite the uneven results, despite the inequity and the fact that we most organizations saw contraction, there are opportunities here to come out into this more resilient, if we can tap into what we learned in 2020, we get more active again, and address these key opportunities. I think that we may find that we exit this year and into 2022. Better than where we started. And I hear from some organizations and some intermediaries a little bit too much in my opinion of I wonder what the donors are going to do this year. 34:06 The question is, what are you going to do to motivate those donors? This opportunity that's been handed to ask might be once in a lifetime, we can leverage this for a more robust sector, a more diverse set of donors, more resilience, more agility, with the things we learn through adversity. So what are we going to do to capture that? How are we going to exit this, that's up to us, this is our opportunity to lose. So looking ahead, engage those supporters, give them the opportunity to make the change that they want to see you or their opportunity to have agency. And if you take that approach with them, you're going to find a much better a much stronger result that if you think of it as solicitation 34:52 All right, Tim, I'll pause there because I think that was a lot of information very quickly. Let's Let's see. 35:00 If we have any questions, 35:02 what it wasn't that much information at all, and it's always a good reminder cuz I even messed this up. 35:09 You know between means, medians, although all the terminology, the retention the different breakouts. And I actually think that does kind of lead into the question that we had from Alicia, which you did start to touch on, but I think maybe we can tactically unpack a tiny bit here together. Alicia wrote, do you have thoughts advice on combining Giving Tuesday with end of the year giving, I know, you have thoughts on that, in the past, we've had two separate asks for those fundraising opportunities, but in the past few years have had a lot more response on Giving Tuesday, then end of year. So our current thought is to have the same ask in our Giving Tuesday campaign and to the year letter. So tactically, I think we can unpack that. But in general, Woodrow, though the data is clear, you should be asking multiple times 100%. And it's interesting, there's no, there's there's certainly indicators that people would give on Giving Tuesday are more likely to show up and give again before the end of the year. And that's, that's really important, that indicates that there is an opportunity here, what we've done is kind of extend the giving season. And so giving us that that's that key used to happen later. And we and the Extension has worked right? Giving Tuesday gets us in earlier, but that also means we have more opportunity to re engage the people who didn't participate. But also the people who did 36:35 I your permission to engage is about is about having good quality content, right? That's compelling and motivating, and isn't always an ask. But that doesn't mean that there aren't more opportunities to ask there absolutely are. So think about Giving Tuesday in terms of Yes, it's a moment to leverage and talk about part of a larger arc of communication with all of your givers. And I think 37:00 sometimes the problem especially a lot of people are starting in October to do their end of the year planning that there's a fair amount of people who begin their planning now. And I know I did when I was at my job. But one of the things that I would work on now, for instance, is getting the segmentations actually set up and then working on the copy afterwards. It's like understand who you're going to be talking to, because I think, you know, a lot of organizations, if they're finding failure, it's because it's unfortunately a bit of a spray and pray situation as well. And that actually gets into Nancy's question. Can you speak to transformational versus transactional? giving an asks? that's a that's a really cool question. Yeah, it is. I mean, look, people want to have an understanding of the good that they're doing. And that doesn't necessarily mean that dry impact measures, right? It can and should be emotional storytelling. That's the key right? Is what what change Are you are you making and part of that, like, your, your donors, like the good news here is look, acquisition is important. And Giving Tuesday in particular is an opportunity for acquisition. So for sure, go and try to get some donors. But the fact that we I think newly acquired donors and lapsed donors are particularly important things to focus on this year. The great news there is that you know what they like? You, right? You can go back, you can look at how were they acquired? What did they tell you? What do they care about? 38:40 They also are good bite the people who have given to you or your best indication of who's going to give it to you next? So in terms of that segmentation, they're also a guide for how do you segment around content topics, themes calls to action, right? Like, observe that because I know a lot of organizations like I don't know where to begin, how do I segment? Is it by age? Is it by right? I don't know how old my donors are. Your donors have responded the donors you have, including the last ones, right? They responded to some communication says look at what that was. And then the other thing is that the more you're talking to them, the more of a dialogue it becomes, the more opportunities you have. You give them to be advocates to share something on social media to volunteer for your organization to give an hour online, the more opportunities you give them to do that, the more entrenched they become in your organization and the more you learn about them and the people like them, so those are your guides to how to do that segmentation how to tell that story of transformation story of the of the change that they are going to make by supporting 39:48 Professor Jen Chang of the Institute of sustainable philanthropy, has a course on philanthropic psychology and talks about kind of the three different levels 40:00 To get to that approach where that first transactional one is that they're acting in the moment, right? They're responding to that communication. And that might even be that that's why they engage that, then shifting in is more of an organizational affinity, where it's like, I like you, I like you. And then that third deeper moment, that transformational item is when you can appeal to that person's individual sense of identity. That it's not that, that I like you. It's that you are me. 40:30 And and so psychologically, folks, ask yourself, what can you even do with your copy and your imagery that can appeal to a donors identity? So even something as simple as your copy, instead of saying, you know, thank you for making a gift. 40:49 Instead, say you have been generous. 40:54 And so the action, think about with it, we all have to be jack of all trades, folks, when when you get down to it, you got to become copywriters, marketers, psychologists, economists, all of this type of stuff, is why fundraising is the hardest job on the planet, my opinion, in many ways. And so I'm with and luckily, we're going to be working with Woodrow we're working with our friends at visa, we're working internally a lot of different stuff, we're going to have an amazing donor behavior report ready by end of year is the 41:27 is kind of the point. So you'll be ready for next year, for sure. But we got some good stuff for you today. Thank you, Nancy. Thank you. I mean, I took the course Professor shank is the one who actually came up with it. So well, kudos to her other questions. Other questions, folks? 41:46 Or what are you doing? Not you, Woodrow? Like what do you what do you folks do? And what do you what are you going to do? I'd be interested to hear like, what are you excited about to actually debut 41:58 and there's a lot of good stuff that that I know that we're all working on together. 42:04 So you know, data, data definitely helps. One of the features in neon folks to remember, if you're using Neon is the timeline, go over and look, and you can see every communication touch point that you've had through email, and you know, all the activities and stuff like that. We do hope drive and combine that with Giving Tuesday with a stick it says with matching funds on matching funds. Woodrow, any thoughts on match it? Like? Do you have any data on matching funds on Giving Tuesday? Cuz that's Yeah. I mean, one of the things that that has been shown not by our research, but by others, is that matching gifts do better on Giving Tuesday than other times of the year? First of all, yes, great opportunity, right. So we, we think there's a couple of ways into this one is, if you want to, if you want to try to land a matching gift, you can talk about the fact that that donor sponsor is going to get more bang for their buck on Giving Tuesday, then they will at other times of the year. That's That's great. So that's one learning from that. Um, another tactic we see people using is going to major major donors and saying, Hey, can we use your gift as a matching gift? Or could you re up your gift? Or can we get get another kick at the can? Right? So because GivingTuesday provides that amplification moment? 43:24 I think it's worth thinking about why is that? Now, most the majority of donors Giving Tuesday donors say that they gave on Giving Tuesday to be part of a bigger group of people doing good. Yeah, that's where I'm talking about. I'm talking about urgency. urgency is the number one driver of donation intent. And in in most cases, our opportunity for urgency is because it's an emergency, right disaster, fundraising or whatever other sort of disaster you're trying to avert. I'm Giving Tuesday is that opportunity to provide urgency without the emergency. If you want to be part of the fun you got to give on the day. I I sure that that's part of the why we see that that better result from matching gifts on Giving Tuesday. That said you don't need Giving Tuesday for that. So yes, do your matching gift on Giving Tuesday but but we want you to learn from Giving Tuesday for the rest of the year. Find those other opportunities to create urgency to have a moment and tie a matching gift to that to get extra bang for that for for that donors box as well as for that moment. Right. Matching gifts are a great way to kind of help to book end some some time bound ask and I'm this is something I think a lot of fundraisers have trouble with. We know that urgency is the number one driver but we're afraid that if we 45:00 Make it too time bound, we're going to miss an opportunity. But it's really critical that you give people a reason to act now. Because otherwise there's permission, notching. And you got to get that urgency when you have the moment when you have them engaged. And can I, Woodrow, I think you you agree with me, I'm at least gonna state it. And I'm, my head hurts when I think about it, can we all do the Bart Simpson and write down on the chalkboard multiple times, I will not write, give because it's given day on the board, do not write. It's Giving Tuesday give. That's not why they're giving people and give exactly one because what Woodrow just talked about, but two, we want to activate a person's self self determination. Like that's what really gets people excited and out of the morning is when they feel that they're connected to something that they're making the decision on their own, you're not shaming them, it's given Tuesday, you should give Don't say that. So autonomous, connected, and competent. And that's the key one, I think here that's specific to Giving Tuesday and your organization, that if you can zero in on a person and say, You know what, I've made a difference in a child's life in in saving this animal in making sure that that this religious congregation is supported all these different things, whatever your mission is, that's what people are giving to it's not because of Giving Tuesday. Now Jesse brings up and I know we got some amazing guests. Let me just comment on that for a moment. Because those are all best practices all the time. All the Giving Tuesday gives you is it Prime's the pump writer softens the ground and gives right it sorry, elevates all of the the underlying kind of giving Zeit Geist. And then what it does is it adds urgency to your appeal, because you get to be part of this bigger thing while acting on something you care about. But now not. None of those are the reason to give. Yes, you have to provide that reason to give you have to provide that compelling thing. And and it's true. We we see. 47:14 We see it we I mean, I think it's less than last all the time. But we do see organizations that come up with that message given because it's Giving Tuesday. And what I hate about that is how it it it really undermines best practice in two ways. One is, if you're not doing anything else all year, you actually might get more of a result on that then literally doing nothing. And then you think that worked. 47:39 I worry about the about people your organization's taking that action and then thinking Oh, that worked I got more money than a year growth on zero is always going to look exactly at the other. The other thing we see which is frustrating is organization say well I send an email and say Give it to me because it's Giving Tuesday and hardly anybody gave giving Tuesday's no good look GivingTuesday is an opportunity. It's not the reason why anybody is going to give to your to your 501 c three your miniature horse rescue your your animal shelter your food bank, you've got to give provide them with that emotionally compelling reason. 48:16 Now, if we if we believe in young in collective consciousness, then what given Tuesday has done is activated the global moment around this, but you still need to ride the wave. Now Jessie brought up a really fun one, too, that I always think is actually good to explore if you have the structure there, which is we're engaging our third party fundraisers, peer to peer fundraisers, I imagine or people on Facebook, to leverage Giving Tuesday to reach out to their networks as another engagement opportunity. Always a great thing. Yeah, and we've seen since early years that peer to peer and crowdfunding as it's just very good product market fit with Giving Tuesday. It's been a very, very big day for peer to peer for a long time. Even more importantly, is that you know, they're the those peer to peer fundraisers, the donor, some of them are more sticky. I caution you, I love this the way this is framed, engaging our third party fundraisers, that's who you have a relationship with. Yeah, right. The people giving to those campaigns, many of them are essentially giving to their friend and that's fine. That's the way it operates. For sure, you should give all your all the people who donate to those campaigns as much as possible an opportunity to kind of 49:33 level up to direct supporters and and also fundraisers and we see that that happens at a higher rate on GivingTuesday than than other times of the year, which is very encouraging. But remember that this is this, your primary objective here is engaging those fundraisers to make the difference for you. And GivingTuesday is a great opportunity essentially amplifies the activity that they're taking and gives them the 50:00 The reason to be reaching out to their friends right now, but you're the reason, right you and the friend are the reason why those people will given You're the reason why that third party fundraiser is out there too, right? So how are you going to support them? How are you going to tell their story? How are you going to make them feel good about the impact that they're having. So neon one has a few suite of tools, folks, most of you use the CRM, but our peer to peer product, kind of the really high powered one, called neon fundraise few things on Giving Tuesday itself number one, last year, I believe the acquisition rate was about 20, definitely 15 points higher than than anything else we saw in other channels. The CRM was very good at retaining people at a higher rate. But still, like Woodrow mentioned, higher acquisition rates overall. Same with giving days, but the peer to peer, which I think was in the 80% for us, by the way. And, and then 50:55 we actually, we have like some built in templates for the neon fundraise product where you could just kind of spin up a GivingTuesday branded campaign. But that's one of the cool things about what GivingTuesday does is it decentralize the ownership over material. So you can make, you can go to the GivingTuesday website, download the toolkit, and be able to even make your own branded items to give to fundraisers or to give to your board or to use yourself. 51:23 So keep that in mind. And we did find final item on peer to peer if you go to and download our the finding your power fundraisers report that we wrote earlier that analyze just general pandemic giving, not Giving Tuesday, specifically, we did find that while especially for established peer to peer programs, the number of people went down just like the number of donors went down, the fundraisers that stuck around were way more effective and came back over and over and over again. So yes, to peer to peer all all the time, in my opinion. Any other questions, folks? Otherwise withdraw? I want to give you final word for any resources that you can also point people to. Let me just check. 52:08 Good question. So yeah, what's your so what are what are you folks doing? And then I'll also point people to some things that neon one is doing with you to sound great. So listen, we're I mean, we're in gearing up for Giving Tuesday mode. That said, we've we have a whole bunch of new reports on generosity around the world, and across the US how people are giving through mutual aid networks, how people are giving things other than money. But that means for nonprofits that tap into the bat and to understand givers holistically. You know, I come from a commercial marketing background. And, you know, if I'm working for a company for a brand, selling Whiskey, You better believe I know a lot about my customer, not just the whiskey brands that they buy, right. And I think we need to embrace more of that we need a better understanding of the generosity profile of, of the people that support us if we're going to tap into to, to get the most, and to give them as much opportunity to have impact as possible. So we're going to be releasing a lot of new resources, new trends analysis, through the Giving Tuesday data comments on givingtuesday.org slash lab. That's we've got a bunch of stuff coming up before end of year. And then we're also going to be doing some stuff in partnership with the online and other platforms to provide some really tactical things to get ready for Giving Tuesday this year, make sure that we're using this as that key opportunity to open up December to let to leverage these opportunities or mitigate these risks that we came out of 2021 carrying, right so that's going to be our focus. As obviously as as we go through November. It'll be 30 days of getting things rolling. And our goal here is Giving Tuesday on November 30 kicking off an incredibly strong December. 54:20 Awesome, well I'm going to pop into the to the there's a chat thing to folks, you should be able to see this. We have a year end giving connections campaign that neons one is running that every week you get a weekly prompt. 54:34 We have some matching gifts stuff that came up. We have a great timeline. Once we get those things from Woodrow those are going to get folded into so you can find it from them. You can find it from us, you're going to be able to find it. 54:46 And for December two we have some really exciting things. Plan. What are you talking about kind of donor insights and understanding your donor. You know, I've told you about this. I'm excited about our big donor behavior report that will tell you about the who 55:00 what, when, where, why and how 55:03 I am writing it. So if you liked what I was talking about for donor psychology, for instance, Nancy, there's a whole chapter on it. But there's actually the first chapters, just a summary on all the research out there on demographics, just demographics, we have some new insight from our partners at visa, everything that we saw and more for GivingTuesday that you saw, we're going to bake that into so this is going to be the starting point, in our opinion for understanding donor behavior. So you could get insight there sign up for a Slack channel, just by going to the urine connections, and of course, going to givingtuesday.org and getting all the stuff that they have there. So Woodrow Always a pleasure. Do you have any final words before we sign off today? I appreciate the time, Jim, appreciate your collaboration and partnership and looking forward to seeing a big GivingTuesday from you guys. It's gonna be a massive Giving Tuesday. Very excited, folks. We're gonna rock end of the year you let us know, you can drop me a line at Tim at neon one.com if you want any follow up resources, things like that. We're here to help. 56:14 Thank you, Woodrow. Talk to you all soon folks. Have a great day. Transcribed by https://otter.ai