1. Larkin Street Results from Donor Survey September 2011

2. Goals of Survey Understand how these donors first learned about Larkin Street Understand how these donors first became donors Determine what vehicle donors prefer for communication Determine what type of content donors prefer Develop more insight into how donors view Larkin Street brand

3. Structure of the Survey Link to survey sent out via email Survey was run through Zoomerang Survey initiated 2/9/11 via e-mail to Larkin Street constituents from our database One reminder sent after two weeks Results pulled three weeks later 199 Total respondents Process

4. Demographics of the Respondents  Well balanced across sex and age groups (25 to 65+).  Most respondents married/partnered.  Good mix of giving levels, with 50% giving less than $5,000 per year.  50% made over $150K annually.

5. Demographics of the Respondents (con’t)  Most have lived in the Bay Area for 7+ years.  50% have donated consistently for 2+ years.  For 50% of the respondents, Larkin Street represents 10% or less of their giving.

6. Executive summary Generally good mix of demographics in the survey. Male/female, ages, family status Some bias towards upper per capita income brackets and SF res. Strong donor loyalty; no trends among those with lower scores. Room to increase share – most donors gave 10% or less of total giving Most donors are referred by friend or Other source.

7. Executive summary About 50% of large donors attended an event before donating. Donors like to hear about youth stories & program changes. Monthly or quarterly emails are preferred. These are also the call to action. 60% of large donors attend events, 40% of small donors.

8. Most respondents hear about Larkin Street from friend “How did you first hear about Larkin Street?” Defined as having given more than $1,000/year to Larkin Street; this is approximate, as it is measured from total donations, and % given to LSYS % of Respondents Size of donor

9. For 50% of the respondents, Larkin Street represents 10% or less of their giving. % of Respondents “Of your total philanthropic giving last year, what percentage went to Larkin Street?”

10. NPS: Very strong NPS score across large and small donors “How likely are you to recommend Larkin Street as an organization a friend might donate to? (1 = Very Unlikely; 10 = Very Likely) ” Promoters Det. % of Respondents

11. Boiled down – it’s about the Youth, Organization and Mission with strong reviews of staff/results “How would you describe what made you want to become a Larkin Street donor/supporter?” Note: Question was free response. Size of words above indicate the frequency of response for similar ideas (i.e., the more it was mentioned, the larger the word)

12. Donors prefer monthly and quarterly updates “How often would you like to be updated about youth stories, the latest news and upcoming events at Larkin Street?” % of Respondents Age

13. Majority of donors prefer email “What is your preferred format for communication with Larkin street? (Check all that apply) ” Note that the survey was distributed via email and is likely bias % of Respondents Size of donor

14. Donors most interested in hearing youth stories and changes/successes of program How interested would you be in receiving the following types of information about Larkin Street? Changes & Success Youth Stories Use of Funds Financial performance Latest Press/News Donor stories Ways to volunteer Messages from leadership New ways to get involved Upcoming volunteer opportunities Upcoming events Other

15. Most respondents feel relatively well connected; Top 5% feel more connected “How connected do you currently feel to Larkin Street overall (organization, mission, supporters)? ” “How familiar do you feel with Larkin Street’s programs for youth?” More Less Size of donor % of Respondents Size of donor % of Respondents

16. Call to action is the same as what donors are interested in hearing more about What type of outbound communications from Larkin Street most influences your decision to donate? (Check all that apply)

17. Most donors prefer to give remotely with check in mail or online “What’s the most convenient way for you to donate to Larkin Street? (Check all that apply)”

18. 83% of donors anticipated giving again in 2011 How do you anticipate supporting Larkin Street in 2010-11? (Check all that apply) “How long have you been a donor? 1-3 Years 4-6 Years 7+ Years <1 Years Periodi cally Not Sure Don’t’ donate % of Respondents Years as donor “How long have you been a donor?

19. …while only about 1/3 of likely donors saying they will “spread the word” How do you anticipate supporting Larkin Street in 2010-11? (Check all that apply) % of Respondents Those who will donate