A Marketing Resource for Our Supporters FY14: Our Donor and Brand Roadmap National State North Texas Author: Meredith May, Marketing Coordinator Published: September Phone:

National Giving 72% of the general public contributes financially to a non-profit organization. Where does the general public donate? 1.Congregations and other religious organizations 2.Organizations serving youth and children 3.Human Services- Ex: Feeding America and food banks 4.Advocacy organizations 5.Hospitals 2 Who Cares about Hunger? Source: Giving USA 2012: The Annual Report on Philanthropy for the Year 2011

Where the $298 Billion in 2011 Went 3 Source: Giving USA 2012: The Annual Report on Philanthropy for the Year 2011 Who Cares about Hunger?

Charitable Giving to Human Services Third largest sector $29.56 billion Feeding America national office received 2.1% of the $29.56 billion going to Human Services Feeding America network and national combined receives 11.5% of gifts to Human Services If Feeding America (network and national) reached 15% (additional 3.5%), another $1 billion would be available to feed the hungry 4 Who Cares about Hunger? Source: Giving USA 2012: The Annual Report on Philanthropy for the Year 2011

Of the $35 Billion Given to Human Services, Hunger Relief Received 13.5% Human Services giving grew 2.5% in 2011 (inflation adjusted, giving remained flat) Primary beneficiaries of hunger giving: -Feeding America National Office -Feeding America Network Members -Feeding America Network Member Agencies Feeding America and our Network currently dominate hunger fundraising in the Human Services sector 5 Who Cares about Hunger? *Percentage given to hunger relief organizations from most recent study conducted in 2008 with the 39 largest human services groups Source: Giving USA 2012: The Annual Report on Philanthropy for the Year 2011

Sources of Support Illustrate Strengths and Opportunities Foundations 14% Bequests 8% Corporations 5% Individuals 73% Individuals 37% Foundations 2% Cause Marketing 24% Corporation Contributions 36% Corporations 21% Foundations 18% Individuals 53% Social Organizations 8% Human Services IndustryNational Office- Feeding America Network Members/ Local Food Banks Who Cares about Hunger? 6 Source: Feeding America

National Volunteering Approximately 49% of adults 18 or older volunteer 64% of those volunteers give their time at least monthly Where does the general public volunteer? 1.Congregations and other religious organizations 2.Educational associations 3.Organizations that serve youth 4.Human Services 5.Community groups or programs 7 Who Cares about Hunger? Source: Giving USA 2012: The Annual Report on Philanthropy for the Year 2011

Who is NTFB’s Donor? Money Time Voice

9 Who Cares about Hunger? Source: Brad Cecil & Associates

10 Who Cares about Hunger? Source: Brad Cecil & Associates

Women in Philanthropy Women are driving social change and are changing philanthropy in the process Women control 51.3% of all personal wealth in the U.S. and make 83% of all household purchasing decisions Single women at all income levels give at higher rates than single men Women give higher average amounts than men (45%-95%more) 11 Who Cares about Hunger? Source: Giving USA 2011

12 Who Cares about Hunger? Source: Brad Cecil & Associates

Values-Ease Driven Donors Annual $ Spend (mean): $3,192 per household $160 per household to HRO 97% donate funds 93% donate product 99% donate time Donates to national organizations 13 Who Cares about Hunger? Source: Feeding America

Faith-Based Givers Annual $ Spend (mean): $2,636 per household $116 per household to HRO 100% donate funds 79% donate product 21% donate time Donates to both local and national organizations 14 Who Cares about Hunger? Source: Feeding America

NTFB $ Donor Giving Trends

Top 10 Zip Codes by Contributions to NTFB 16 Who Cares about Hunger? Source: Brad Cecil & Associates By Dollar Amount (prioritized by total $ from each zip code) By Donor Count (prioritized by total # of gifts from each zip code)

State of the NTFB Brand -What is Branding? -Strategies on Partnering with the Feeding America Brand

What is a Brand? A type of product manufactured by a company under a particular name A logo is a sensory identifier for brand, Ex: Coke and Kleenex In reality- a brand is the organizations image, which includes the customers’ experience and the expectation you set when doing business with your organization In short, your brand is your promise 18 The NTFB Brand

Key Performance MeasuresNorth Texas Food Bank Change 2008 to 2011 Total Unaided Brand Awareness16%18%21% Total Aided Brand Awareness83%85%83%81% Total Aided Communication Awareness 28%35%31%41% Familiarity (Top 2 Box)46%44%47%38% Intent to Donate51%57%59%49% Intent to Volunteer21% 23%20% Emotional Connection (Top 2 Box)71%72%78%79% Aspirational Connection (Top 2 Box)47%56%62%54% 4-Year Summary *Awareness Campaign ran during Summer 09, two months prior to Harris study. This impacted results, hence 7% spike. The NTFB Brand Source: Harris Interactive Study

Unaided brand awareness is around 20% (asking someone on the street to name an org), as compared with Feeding America’s which is at 10%. Since 2008, unaided brand awareness has increased 31% indicating that the brand is more salient with charitable givers. Aided awareness is at 80%, as compared to Feeding America’s which is around 30%. Communication Awareness is up significantly in 2011, showing a 46% increase since There has been a strengthening of the bond with charitable givers with emotional connection increasing 11% since 2008 and fit with NTFB increasing 15%. Research suggests that the stronger the bond with a brand, the more likely when a choice needs to be made that they will choose the brand with the stronger bond. Intent to donate has receded after growth in 2009 and updated January, 2013 from Michelle Murphy with Harris Interactive The NTFB Brand Source: Harris Interactive Study