ONLINE FUNDHOLDER ENGAGEMENT SURVEY

Transcription

1 ONLINE FUNDHOLDER ENGAGEMENT SURVEY The Oakville Community Foundation May 2016 Sponsor in partnership with &

2 Contents 04 Background, Objectives & Methodology 6 Summary of Findings 9 Satisfaction with the Foundation 17 Fundholders Relationship with the Foundation 22 Areas of Interest 26 Future Charitable Giving 29 Next Steps 2

3 Background, Objectives & Methodology 3

4 Objectives & Methodology TO ADDRESS THE NEEDS OF THE FOUNDATION, AN ONLINE SURVEY WAS COMMISSIONED TO: Understand the Fundholders satisfaction with the services they are currently receiving Gain insight from them on the types of programs and events they'd like to see in the future Encourage Fundholders to self-identify as a willing participate in future discussions THE ONLINE SURVEY WAS AVAILABLE OVER FOUR WEEKS To accommodate schedules and availability, the group was split into four waves In total 41 of 125 Fundholders participated in the complete survey for a 32% response rate. For comparison a typical response rate for an online stakeholder survey is between 5% and 10%. There was some variation in base sizes across the questions. Some participants did not complete all questions. The base sizes for each question are noted. Due to the qualitative nature of the research the findings should be considered directional in nature and caution should be taken in generalizing the findings. March March March 30 April 5 April 6-13 Wave 1 Wave 2 Wave 3 Wave 4 4

5 The Ideation Methodology AN ASYNCHRONOUS ONLINE SESSION Ipsos uses an online platform for both moderated and unmoderated sessions called the Ideation Exchange The platform offers an anonymous space where participants can offer their thoughts and opinions without having to be available at a specific time THE PROCESS The Foundation provided Fundholders with a link to the platform, a unique ID, and a password along with a short description of the goals of the survey Fundholders logged on at their leisure and spent minutes completing the questions Regular updates were sent to the Foundation Regular reminders were sent out to Fundholders that had not responded to encourage participation 5

6 Summary of Findings 6

7 Summary of Findings Fundholder Satisfaction OCF leadership Staff responsiveness Connecting Fundholders to the Community Ability to manage funds Impact on community Wanting more opportunities to get involved Perceived high admin fees Foundation staff and the services offered were the main reasons given by satisfied Fundholders. Some felt there was an opportunity for the Foundation to tell them about other ways they could get involved more frequently than through an annual letter. There was also the perception of high admin fees. This was only a few mentions throughout the survey and could be lack of awareness of other organizations fees or in comparison to another organization. There were some Fundholders who commented that they were undecided. While some were new to the Foundation, others mentioned they would prefer give the new leadership more time before evaluating them. Charitable Granting Support Felt they wanted at least some assistance for granting needed 71% 29% Prefer to make their own decisions with the Foundation as connector While a majority of Fundholders look to the Foundation for assistance with their granting decisions, there are some who prefer to look to the Foundation as a way to connect to charities while making their own decisions. 7

8 Summary of Findings Priority Areas Areas of Interest % Very Interested Local Charities - 43% Investment Opportunities - 38% Areas of Funding % Most Important Children - 59% Mental Health and Healthcare - 54% Poverty - 44% Local impact was the underlying theme of the priority areas. In the qualitative feedback the important areas of funding were mentioned as significance issues within the Fundholders local community. In addition, the idea of local was focused on the immediate community and spread as far as Oakville. There was less interest in giving beyond the Fundholders own area. Giving Intentions 56% Somewhat or very likely to increase their contribution to the Foundation. All Fundholders indicated their intention to continue contributing at the same level or increasing their contribution for Oakville, while a few were likely to decrease or not give at all to regions outside of Oakville. Some felt some caution regarding future giving commitments. Impending retirement or the realities of caring for family and loved ones were mentioned as areas of concern regarding their future contribution. 8

9 Satisfaction with the Foundation 9

10 Over the last year, Fundholders felt they were 93% satisfied with the Foundation. They indicated that the leadership, the events, and Fundholders connection to the community were important factors in their satisfaction. Those who were not at all satisfied (2%) mentioned they felt the admin fees were high while, while a few were undecided as they were new to the Foundation and had not had time to evaluate. Thinking about the past year, how satisfied are you overall with the Foundation? n=41 VERY OR SOMEWHAT SATISFIED 93% 5% NEUTRAL Leadership Staff Professionalism & Responsiveness Communicating OCF Success Connection with the Community 2% NOT AT ALL SATISFIED 10

11 Much of the open-end feedback was positive relating to the drivers for satisfaction. The leadership is energized and focused. The events have been fun and interesting. The information we have received has helped us make important giving choices. The office staff is flexible and open to concerns or questions and the response time has been immediate. We have found our association with the OCF to be a rewarding one. We believe that the OCF has a lean, professional staff doing their best. We feel that they are playing an important role in the community and do an excellent job in communicating their successes. The professional approach and progressive attitude demonstrated by the board and OCF staff. Some mentioned discontent with admin fees, while others simply had not had enough interaction with the Foundation to form a final opinion. I only set up my foundation late in 2015 so my experience to date with OCF has been limited but positive. Satisfaction Leadership Staff Professionalism & Responsiveness Communicating OCF Success Connection with the Community It will be easier to answer once the change in leadership can be assessed after a year. 11

12 The Foundation performs well when it comes to managing your contribution (64% very satisfied), and having a positive impact on the community of Oakville (56%) and on issues and causes that matter to Fundholders (54%). Notably, there were no indications of dissatisfaction with any of the aspects. There were a few who had not yet had an opportunity to engage with a specific aspect. PLEASE RATE YOUR SATISFACTION WITH THE FOUNDATION ON EACH OF THE FOLLOWING ASPECTS n=39 Very Satisfied Somewhat Satisfied Neutral Not very Satisfied Not at all Satisfied Don t Know Managing your contribution 64 % 23 % 13% Having a positive impact on the community of Oakville Having a positive impact on issues and causes that matter to you Connecting you with issues and causes that matter to you 56 % 31 % 10 % % 54 % 31 % 10 % % 41 % 36 % 21 % % The OCF invests over $100,000 in the Town of Oakville annually. The foundation is playing an important role in helping out local organizations and trying to foster partnerships and synergy whenever possible. I think that a Community Foundation is still a mystery to some. It is definitely not a household word. There are still many in the Oakville Community and abroad who do not understand what a Community Foundation is and many never have heard about it. We need to change that perception. It is changing but there is still work to be done. 12

13 The most important aspect in Fundholders decision to donate or contribute through the Foundation was the ability to effectively manage and steward their support (68% very important). The foundation s ability to have an impact on Oakville and area (59%), connect Fundholders to causes that matter (54%), and impact on specific issues (49%) all contributed, comments on this topic mentioned the decision to donate through the foundation was linked to effective management and cost effectiveness. HOW IMPORTANT ARE EACH OF THE FOLLOWING IN YOUR DECISION TO DONATE OR CONTRIBUTE THROUGH THE FOUNDATION? n=41 Very Important Somewhat Important Neutral Not very Important Not at all Important Don t Know The Foundation's ability to manage your contribution The Foundation's ability to have an impact on Oakville and surrounding area The Foundation's ability to connect you with causes that matter to you The Foundation's ability to have an impact on a specific issue 68 % 22 % 5 % 2 % 2 % 0 59 % 27 % 12 % 0 2 % 0 54 % 29 % 15 % 0 2 % 0 49 % 44 % 7 % We felt that the OCF offered sound investment management of our philanthropic dollars. The most important is the effective stewardship of funds at a reasonable cost. The Foundation provided and continues to provide a cost effective way for us to support initiatives of interest to us without being concerned about investment or administration. 13

14 The Foundation s impact on the community of Oakville was clearly felt by the Fundholders who mentioned the support and connections The Foundation offers the many groups and charities in Oakville was appreciated. A key impact mentioned by Fundholders was that the Foundation connects Fundholders to worthwhile charities, enlightening them to the needs felt by others in the community. This connection is not only between Fundholders and charities, but also among Fundholders who recognize that their combined contributions far outweigh what an individual could donate. I think they make a strong contribution through Vital Signs and enlightening Fundholders on where the needs are. I very much appreciate the efforts to connect people and causes and to coordinate among the philanthropic community. The most important would be The Foundation s ability to inform me of opportunities to support causes that matter to me. I am hoping that the foundation is better informed about current and developing activities / groups and able to assist me in directing support to those places. We have participated in projects that could not have happened without The Foundation's involvement and their ability to get fund holders to partner together. 14

15 Fundholders are potential advocates for The Foundation with 93% of participating Fundholders being somewhat or very likely to recommend The Foundation to others they know. A few indicated an interest in spreading the word of The Foundation s work through their family and community. How likely are you to recommend The Foundation to others you know? n=41 VERY OR SOMEWHAT LIKELY 93% 3% NOT AT ALL LIKELY 5% DON T KNOW 15

16 In addition to Fundholders recommending the Foundation to others, they also see opportunities for the Foundation to spread awareness in an effort to make the Foundation a household name in Oakville. To introduce future Fundholders to the Foundation, respondents saw potential in partnering with local organizations, causes, and even facilities held by other charities. While some had seen current partnerships in the Healthcare sector, more would not only spread awareness, but also offer more opportunities for the un-engaged to get connected to the Foundation. The Poverty Round Table is a perfect example [of sharing between charities]. The YMCA using the Kerr Street Mission parking lot for its Mobile skate board park. Several groups helping Homeward Bound Oakville to support 5 single moms with education, day care and accommodation. Awesome. The Foundation needs to be more proactive in promoting efficiently in the community. There are too many organizations serving the same causes. I think that a Community Foundation is still a mystery to some. It is definitely not a household word. There are still many in the Oakville Community and abroad who do not understand what a Community Foundation is and many never have heard about it. Doubtlessly Oakville is the better for OCF. I do not regret my past engagement. Struggling to get my adult son engaged and likely share the frustration of many who are engaged with the little seeming headway in making people aware of the OCF. 16

17 Fundholders Relationship with the Foundation 17

18 A combined 71% of Fundholders want to have a say in the issues and non-profits which they decide to give to, with at least some assistance from the Foundation. Meanwhile, 29% preferred to rely on the Foundation to primarily manage and facilitate their contribution while being self-sufficient. How would you describe the type of relationship you would like to have with the Foundation? n=41 I WOULD LIKE SOME ASSISTANCE WITH MY GIVING DECISIONS 59% 29% 12% I WOULD LIKE TO BE SELF-SUFFICIENT IN MY GIVING I WOULD LIKE TO THINK OF THE FOUNDATION AS A PARTNER IN MY GIVING. 18

19 General information was received every few months or more often by 95% of Fundholders. Personalized or phone contact was received by at least 77% of Fundholders, while 68% contacted the Foundation themselves. In-person contact was less frequent with less than 50% of Fundholders engaging in-person every few months or more often. A small number of indicated that they never receive personalized contact whether online, by phone, or in-person. Some Fundholders mentioned they would not be opposed to more communication as long as it serves a purpose and is not generic. HOW FREQUENTLY DO YOU n=44 Receive general information from The Foundation via mail or Receive personal s or phone call from The Foundation staff Monthly or more often Every few months Yearly or less often Never 34 % 61 % 5 % 0 18 % 59 % 16 % 7 % or call The Foundation 16 % 52 % 27 % 5 % Meet with The Foundation staff in-person 9 % 39 % 45 % 7% Attend events hosted by The Foundation 2 % 45 % 45 % 7 % I would not be unhappy to get more contact IF there is a purpose to it - a means that could assist via sharing of time, talent and treasure. I suspect more sponsored educational/public interest events would increase the general publics awareness of the Foundations role and 'possibilities'. It is good to keep in touch with the fund holders to keep the Foundation and the community top of mind. 19

20 While a few were looking for less advice about their giving (11%) and discussions to discuss charitable giving goals (9%), the majority of Fundholders want to receive the same amount of each of the Foundation services below. The stories and needs of local non-profits (34%) and communication about the Foundation s work in the community (30%) were services that some would like to receive more of. PLEASE INDICATE WHETHER YOU WOULD LIKE TO RECEIVE MORE, LESS, OR THE SAME AMOUNT OF THE FOLLOWING FOUNDATION SERVICES: n=44 Opportunities to learn about the stories and/or needs of local nonprofits Receive More Receive the Same Amount Receive Less 34 % 61 % 5 % Communication regarding The Foundation's work in the community 30 % 70 % 0 Foundation resources, such as events or educational programs 18 % 77 % 5 % Advice about giving opportunities that align with your goals 11 % 77 % 11 % Personal contact from Foundation staff to discuss your charitable giving goals 9 % 91 % 0 The Foundation's role as a conduit between charities and Fundholders is important to me. I would like more opportunity to hear about initiatives that are new and a priority in Oakville so we can make better decisions. OCF knows where the local needs are I don t. 20

21 Beyond the services offered by the Foundation, comments regarding staff and the leadership were positive. Staff were seen as thoughtful and responsive, key attributes as interactions with the Foundation were fairly common, occurring at least every few months for at least 60% of Fundholders. There were a couple of Fundholders who were new the Foundation, and felt they would reserve judgement of the new leadership as well as the Foundation overall until they had sufficient time to evaluate. I'm impressed by the professionalism of current staff. Interaction with OCF Staff It is a privilege and a pleasure to belong to the OCF family. The OCF's communications helps to maintain those close ties. I think your staff are thoughtful and will give as much attention as required. It will be easier to answer once the change in leadership can be assessed after a year. The staff and CEO are very responsive and helpful when we seek advice. 21

22 Areas of Interest 22

23 Local charities (43%) and Investment trends, opportunities and the markets (38%) were the topics Fundholders were very interested in. There was some interest in the comments in having speakers on a variety of topics, and based on the level of interest in all topics (minimum 56% very or somewhat interested), the topics below would get at least some traction. TO WHAT EXTENT ARE THE FOLLOWING TOPICS OF INTEREST INTERESTING TO YOU AS A FUNDHOLDER? n=41 Very Interested Somewhat Interested Not Very Interested Not at all Interested Don t Know Local charities 43 % 40 % 18 % 0 0 Investment trends, opportunities and the markets 38 % 35 % 18 % 10 % 0 Trends in philanthropy 28 % 50 % 18 % 5 % 0 Estate and Succession planning 20 % 40 % 28 % 13 % 0 Taxation and financial products & services 16 % 40 % 25 % 18 % 0 Would be interesting to have more opportunities to hear speakers throughout the year in regards to the topics above. For example, speakers from the charities we ve helped could discuss in more detail how the support they have received has impacted their programs. 23

24 While all five Vital Program options were inspiring to a degree, 62% of Fundholders were very interested in supporting members of the community transition from dependency to self-sustainment. Options focused on endowments were fairly interesting as well with roughly one quarter of participants being very interested. Notably, few felt they were not at all interested in the programs. WHAT INSPIRES YOU? HELP THE FOUNDATION DESIGN NEW VITAL PROGRAMS FOR LOCAL CHARITIES THAT YOU WILL HAVE AN INTEREST IN SUPPORTING. n=39 Supporting members of the community to transition from dependency to being selfsustaining Using Foundation endowments as investment vehicles to support social enterprise and local community priorities Building capacity and endowments in important charitable sectors Support development of new institutions in arts, culture, health and social services in Oakville Supporting the environment and cultural heritage of Oakville Very Interested Somewhat Interested Not Very Interested Not at all Interested Don t Know 62 % 31 % 8 % % 41 % 21 % 5 % 3 % 26 % 56 % 13 % 5 % 0 18 % 49 % 28 % 5 % 0 18 % 36 % 36 % 10 % 0 24

25 Children and Youth (59%), Mental Health and Healthcare (54%) were the highest priority areas of funding along with Poverty (39%). In the comments Fundholders indicated that these areas were priority issues in their local community. As per the topics of interest, Fundholders felt speakers could engage and educate them these various topics. Lower priority areas such as Arts & Culture (54% low priority) or First Nations (44% low priority) could present opportunities to introduce and educate Fundholders on new funding opportunities they may not otherwise engage with in their local area. TO WHAT EXTENT ARE THE FOLLOWING AREAS A PERSONAL AREA OF FUNDING PRIORITY FOR YOU? n=39 High Priority Somewhat High Priority Somewhat Low Priority Low Priority Don t Know Children and Youth 59 % 23 % 18 % 0 0 Mental Health and Healthcare 54 % 31 % 13 % 0 3 % Poverty 44 % 33 % 13 % 8 % 3 % Seniors 26 % 28 % 31 % 13 % 3 % Homelessness 26% 36 % 26 % 10 % 3 % Newcomers 18 % 26 % 23 % 28 % 5 % First Nations 10 % 13 % 28 % 44 % 5 % Arts and Culture 5 % 15 % 26 % 54 % 0 Very strong interest in supporting local social service organizations and schools, particularly for the intellectually challenged. With regards local initiatives, mental health and addictions are of importance to us. 25

26 Future Charitable Giving 26

27 36% indicated they were likely to increase giving to organizations serving Oakville, while the majority felt they were more likely to continue giving at the same level to organizations serving Oakville (64%), Oakville and Area (77%) and Canada (59%). The trend of supporting organizations serving local interests continued with a combined 24% indicating they were likely to decrease or not give any money to organizations serving Canada. There were a few mentions in the comments of having other means of impacting Oakville outside of The Foundation, this however did not lead to Fundholders indicating they would decrease their giving to organizations serving Oakville. HOW WOULD YOU CHARACTERIZE YOUR PLANS FOR GIVING TO ORGANIZATIONS SERVING THE FOLLOWING AREAS OVER THE NEXT 5 TO 10 YEARS? n=39 OAKVILLE OAKVILLE AND AREA CANADA Likely to continue giving at the same level Likely to increase giving 64 % 36 % 77 % 18 % 59 % 18 % Likely to decrease giving 0 3 % 11 % I will not give any money to organizations serving 0 3 % 13 % The OCF invests over $100,000 in the Town of Oakville annually. The foundation is playing an important role in helping out local organizations and trying to foster partnerships and synergy whenever possible. We use other means (e.g. our Church) as a means of having an impact on the Oakville community. 27

28 Over half (56%) of Fundholders were very or somewhat likely to increase their contribution to The Foundation. Likeliness to increase contributions hinges on the individual s financial situation. While some mentioned they were currently giving at their limit of affordability, others plan to increase their contribution until retirement. Other unplanned factors could also impact contributions, such as the need to care for a relative. How likely are you to increase your contribution to the Foundation? n=41 18% 8% VERY OR SOMEWHAT LIKELY 56% NOT VERY LIKELY 20% NOT AT ALL LIKELY DON T KNOW We anticipate that each year we will add to our fund, this will enable us to invest more in the community Over the next 3-5 years until retirement. Beyond that I cannot be certain. Depends on retirement income Presently supporting a 104 aged Aunt who has run out of money, who may take increased care in the future. 28

29 Next Steps 29

30 Looking Forward Communicating to Fundholders Look for ways to engage personally with Fundholders as some felt they only received the general information Explore the ways Fundholders want to hear from you Provide examples of events and uncover which have most traction Communicating to the public Look to engage community at local events and activities by injecting a charitable focus Utilize the Vital Signs as tools to connect with the community Empower current Fundholders to be Foundation advocates, 93% said they were very or somewhat likely to recommend 30

31 OUR THANKS TO Sponsor in partnership with &