WHAT PEOPLE WANT ACCENTURE PUBLIC SERVICE CITIZEN SURVEY NONPROFITS JULY 2017
WHAT DO PEOPLE WANT FROM DIGITAL NONPROFITS? We asked citizens across six countries: Australia, France, Germany, Singapore, UK and USA
RESULTS: NONPROFIT CONSTITUENTS ARE OPEN TO NONPROFIT INNOVATION THINK NONPROFITS CAN DO BETTER WILLING TO INCREASE GIVING FOR MORE PERSONALIZATION 3
DIGITAL GIVING IS DESIRED About half would like to be able to make charitable contributions to nonprofits via digital channels; in Singapore the percentage is higher (64%) and in Germany it is lower (37%) I would like to be able to make charitable contributions to nonprofit organizations via digital channels (e.g., through a website, mobile application, or social media). 52 47 48 44 32 33 35 32 22 20 21 15 9 27 64 21 31 48 35 37 28 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore France Germany Disagree/Strongly Disagree Neutral Agree/Strongly Agree 4
CONSTITUENTS ARE TECH SAVVY Six in 10 (70% in Singapore) think nonprofits should use more digital technology, and only about half or less (31% in Germany) think nonprofits use digital technology effectively today Nonprofit organizations should use more digital technology (such as social media, online portals, mobile apps, handheld devices, etc.) to communicate with donors, business partners, and people they serve. 64 61 59 59 30 30 30 32 22 70 61 60 30 31 9 7 10 10 8 9 9 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore France Germany Disagree/Strongly Disagree Neutral Agree/Strongly Agree 5
PERSONALIZATION IS KEY A strong majority (60%) value a personalized experience when interacting with nonprofits It is important to have a personalized experience when interacting with an organization that I m volunteering with or donating to. 60 69 60 62 67 47 59 24 9 8 19 10 24 8 22 5 25 13 28 26 8 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore Germany France Disagree/Strongly Disagree Neutral Agree/Strongly Agree 6
BUT CURRENT PERSONALIZATION IS LACKING Globally, less than half are satisfied with the personalization they receive from nonprofits. The highest level of satisfaction is in the US where only about half are satisfied, and the lowest is Germany How satisfied are you with the personalized experience provided by the non-profit organizations to which you contribute? 36 44 29 53 33 45 40 35 38 49 36 43 45 31 13 12 7 6 7 15 20 5 5 8 8 12 10 14 Percentages are based on a 5-point scale where 1=Not at all Satisfied, 2=Unsatisfied, 3=Neutral, 4=Satisfied, and 5=Very Satisfied. Global US Australia UK Singapore France Germany Unsatisfied/Not at all Satisfied Neutral Satisfied/Very Satisfied N/A 7
OUTCOMES ARE CRITICAL Fully 8 in 10 citizens consider it important to know the real outcomes of their charitable donations or volunteer work with nonprofit organizations 81 83 82 80 82 81 80 How important is it for you to know the real outcomes of your charitable donations or volunteer work with nonprofit organizations to which you contribute? 12 11 12 12 13 3 3 2 3 2 3 3 10 13 Percentages are based on a 5-point scale where 1=Not at all Important, 2=Unimportant, 3=Neutral, 4=Important, and 5=Very Important. Global US Australia UK Singapore Germany France Unimportant/Not at all Important Neutral Important/Very Important 8
FOR A SUCCESSFUL PERSONAL EXPERIENCE In the US, 2/3 (66%) value real outcomes in creating a personalized experience. Informing me about the real outcomes of my charitable donations or volunteer work would create a more personalized experience for me with non-profit organizations to which I contribute. 26 59 66 21 56 29 67 53 26 24 53 29 56 24 6 10 9 10 4 5 7 14 4 5 9 10 11 9 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore France Germany Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A 9
SOCIAL MEDIA NEEDS IMPROVEMENT Globally, less than half think nonprofits use social media effectively. Again US and SG at the top and Germany lags The non-profit organizations to which I contribute are effective at using social media in a way that engages and motivates me to share, promote, and spread the word about issues important to me. 35 41 50 30 50 39 36 38 40 35 35 35 37 32 11 13 12 8 14 11 10 17 8 7 14 12 14 17 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore France Germany Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A 10
EMAIL STILL #1, BUT NOT FOR MILLENNIALS Globally, Email is still the most preferred method for digital communication, except for millennials where website (22%), Email (21%), and Social Media (20%) are basically the same What is your preferred method for digitally communicating with non-profit organizations to which you contribute? 33 29 30 29 25 26 23 25 21 20 20 17 15 17 15 13 13 14 14 15 16 16 16 16 12 13 13 13 11 12 9 9 10 7 6 8 34 25 18 11 6 6 Global US Australia UK Singapore France Germany Website Mobile app Social media Email It doesn t matter N/A 11
PERSONALIZATION WILL BE REWARDED More than 4 in 10 would be willing to donate or volunteer more to a nonprofit offering a personalized experience I would be willing to donate more money or volunteer more time to a nonprofit that offered me a personalized experience. 45 55 44 43 56 45 19 31 15 28 17 32 31 19 9 33 26 34 31 31 19 Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree. Global US Australia UK Singapore Germany France Disagree/Strongly Disagree Neutral Agree/Strongly Agree 12
FROM 10% TO OVER 50% INCREASED DONATIONS Globally, almost half would be willing to donate at least 10% more for a personalized experience, but in the U.S., that becomes a clear majority, 25% would give 25%+, and 8% would give >50% How much more money or time would you be willing to donate to a nonprofit that offered you a personalized experience, compared to a nonprofit that did not personalize the experience? 36 30 11 3 19 26 34 17 8 16 41 43 41 26 24 26 22 19 10 12 11 2 2 49 34 29 24 17 15 9 10 4 3 2 25 Global US Australia UK Singapore France Germany No more Between 25% and 50% more N/A 10-25% more More than 50% more 13
AGE IS A KEY FACTOR 61% of millennials are willing to donate MORE for personalization, and as we have seen much more social-media friendly, than older citizens How much more money or time would you be willing to donate to a nonprofit that offered you a personalized experience, compared to a nonprofit that did not personalize the experience? 23 38 18 5 AGE 18-34 ONLY 47 40 34 35 34 31 29 27 22 19 19 18 18 15 16 14 15 16 14 14 10 4 3 4 7 10 24 40 16 4 16 Global US Australia UK Singapore France Germany No more 10-25% more Between 25% and 50% more More than 50% more N/A 14
ELAINE TURVILLE Managing Director Human Service & Nonprofit, Accenture North America elaine.k.turville@accenturefederal.com @ElaineKTurville https://www.linkedin.com/in/elainekturville AMIT PATEL Associate Director, Nonprofit Group Leader CLICK HERE TO LEARN MORE ABOUT HOW TO ENGAGE DIGITAL CONSITUENTS 15
ABOUT THE STUDY The purpose of this study is to assess citizen opinions about a variety of digital nonprofit and government service issues and topics. Study results are based on a sample of citizens aged 18 or older who completed online surveys over the past 6 months Results for the full global sample in this report are statistically significant with a confidence level of 95% and a margin of error of +/-1.4%. Results for each country are statistically significant with a confidence level of 95% and a margin of error of +/-3.1% except for Singapore where the margin of error is +/-5.6%. 16
ABOUT ACCENTURE Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions underpinned by the world s largest delivery network Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With more than 394,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. To learn more about our work with governments around the world, visit us at www.accenture.com. ABOUT ACCENTURE S NONPROFIT GROUP Beyond our commitment to our clients is our dedication to improving the way the world works and lives. The social sector is extremely diverse, encompassing mission service nonprofits, cultural institutions, foundations, associations, multilaterals, and others. Accenture helps clients throughout the sector, combining our industry leading services and expertise derived from our work with leading commercial companies and governments and applying this unique skillset to address the particular challenges confronting the social sector. We help our nonprofit clients to transform their mission, unlock their digital potential, and enable improved service delivery. The result is unparalleled: enterprise-grade strategy and operations applied to accomplish the mission better, faster, and more effectively. 17
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