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Think You Know Your Church Donors? Think Again.

Think You Know Your Church Donors? Think Again. What over two million transactions tell us about generosity in the church today. Walle Mafolasire | Founder & CEO. What is Givelify?. Mobile giving app launched December 2013 Most downloaded and highest rated mobile giving app

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Think You Know Your Church Donors? Think Again.

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  1. Think You Know Your Church Donors? Think Again. What over two million transactions tell us about generosity in the church today. Walle Mafolasire | Founder & CEO

  2. What is Givelify? • Mobile giving app launched December 2013 • Most downloaded and highest rated mobile giving app • Over 10,000 registered US organizations • Over $200 million in donations • Nearly 200,000 registered donors • Headquartered in Indianapolis, IN

  3. Givelify’s next-gen giving A 3-tap giving experience. When charitable inspiration strikes, donors simply tap, give…and they’re done. Donee Profile Select Gift Amount Donation Total

  4. Presentation Goals • Offer powerful insight into church-giving trends through analysis of digital-donation patterns. • Reconcile preconceived notions of donor behavior with real data from ~2.5 million transactions collected over 3.5 years. • Showcase data points that are groundbreaking in ministry. • Understand how mobile technology is shaping modern donor behavior.

  5. Data sources & tools • ~2.5 million Givelify transactions collected over 3.5 years • 9,300 places of worship and 600 nonprofits • 140,000 donors • iTunes Connect App Analytics • Google Play Console • Facebook Analytics, Google Analytics, AppsFlyer, Apteligent

  6. Do women really give more than men? Women in every age group make more Givelify donations than men. Age and Gender Men Women

  7. Will older generations use mobile giving apps? The number of Givelify donors aged 45-54 is actually higher than those aged 25-34. Fewer seniors use mobile, but still make up a significant percentage. 35-44 15K people 45-54 14K people 25-34 13K people 55-64 8K people 18-24 5K people 65+ 4K people Number of donors by age group

  8. Giving habits by device Android vs. iPhone During the week (Mon-Sat), a larger percentage of donations come through Android devices. On Sundays, Android donations are still the majority, but iPhone donations increase. Mon–Sat Sundays

  9. Android vs iPhone Who gives more? $40 $46

  10. Which days are most popular for giving? The vast majority of Givelify donations occur on Sundays. This is due to heavy giving during worship services. Percentage of Donations

  11. Does the day have an impact on gift amount? While most Givelify donations are made on Sundays, donation amounts are higher toward the end of the week. The highest donations are made on Fridays, likely due to payday. Median Amount

  12. What time of day do people give on weekdays? On weekdays, donations spike during after-work hours, between 7-9pm.

  13. What time of day do people give on Saturdays? On Saturdays, people give evenly throughout the day.

  14. What time of day do people give on Sundays? On Sundays, people give between 6am-4pm, mostly during worship services.

  15. Where are people giving? Place of Worship 44.79% 35.02% 20.19% 23.55% 42.51% 33.94% *Data culled from 1Mil + transactions with known location Non-profit

  16. Where are people giving? Places of Worship $25 $50 $50 $25 $32 $45 Non-Profit *Data culled from 1Mil + transactions with known location

  17. Where are people giving? On-site (0-.5 mi) < 10 mi radius of church location > 10 mi radius of church location Data culled from 1Mil + transactions with known location Non-Profit Places of Worship

  18. Tithes vs Offerings: Which draws more? Majority of donations received are tithes (58%) vs offerings (37%). Tithes are also made in higher median amounts ($71 vs $20).

  19. How donors use Givelify? App vs Website Website donations make up a very small percentage of all Givelify donations (2.8%). The vast majority of Givelify giving is done through the mobile giving app.

  20. How are donors accessing website giving? Of the small amount of website donations, more are made on mobile devices than desktop computers. TIP: To meet the needs of modern donors, offering a mobile app giving option AND simple, mobile- optimized website forms is recommended.

  21. Does high church attendance result in more giving? The “CME” effect People attend church in higher numbers on Christmas, Mother’s Day, and Easter, but high attendance doesn’t result in more giving on Christmas Day/Eve or Mother’s Day.

  22. What is the most common recurring giving rate? Most Givelify donors who opt to set up recurring donations select a Weekly or Bi-Weekly giving schedule.

  23. What are the most common recurring giving amounts? Weekly $30 Donors who make bi-weekly recurring donations give the highest amounts. $107 Bi-Weekly Monthly $68

  24. Some General Findings • Older adults are more open to modern devices than many assume • Mobile giving options allow people to act on their generous impulses whenever and wherever • Android users tend to give more often, while iPhone users donate in higher amounts. (Help us understand why.) • The modern donor enjoys the simplicity of electronic giving, but even when given online (website) options, they are accessing them through mobile devices. • Tip: Offer mobile optimized web forms!

  25. Key Takeaways • Savvy churches will change the way they approach worshippers to better engage women in their fundraising strategies. • Older generations are more tech-savvy than you realize. Give them the opportunity to give digitally and watch 'em go! • "You get what you preach." The more you teach on tithing and consistency, the better your opportunity to increase giving. • To increase reception, send key messages (email & social) in the evenings when users are more active. • Don't assume higher attendance automatically means more giving. Spend time on these days educating guests about giving options and reasons to contribute.

  26. More Key Takeaways • Given the opportunity, people will continue to give even when they're not able to be physically present. • Make sure your giving experience is optimized for mobile so users don't give up on the process. • Getting your supporters to opt for more frequent recurring giving is likely the best opportunity to increase overall contributions to your organization. • When the church embraces technology, it empowers congregants and attendees to be more faithful in their giving.

  27. Future Studies • What does ethnicity have to do with giving? • What have you done for your donors lately? • Serial micro-givers and their motivations • The effect of cross pollinating givers

  28. Giving is a beautiful thing. The giving experience should be, too.

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