Presented by Michael Johnston President and Founder of HJC All generations are not created equal. Are you optimizing your outreach and fundraising to connect with each group? In this 45 min session Michael will lead us through key giving treads for the baby boomers and matures, offering tips and tricks on how to optimize your fundraising efforts and much more. Boomers contribute 43% of all giving, are you neglecting this important generation in your everyday efforts?

1. GENERATIONAL GIVING, THE
CHARITABLE HABITS OF
GENERATION BABY BOOMERS AND
MATURES

2. WHO AM I?
Mike Johnston
Founder, HJC,
Integrated Fundraising Consultants
Aerobics Instructor, Hockey Dad

3. At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc digital and integrated fundraising
consulting session
http://www.surveymonkey.com/s/KKKBJTP
Take our survey at the end of
the session!

5. “THE MORE ONE
KNOWS, THE MORE ONE
CAN CONTROL EVENTS.”
SIR FRANCIS BACON

6. • DONOR FILES AND ACQUISITION LIST
SOURCES ARE SHRINKING – A MORE
COMPETITIVE ENVIRONMENT
Current Fundraising Reality
Aging Donor Base

7. AND THIS REALITY
FALLS HEAVIEST ON BOOMERS AND
MATURES
Current Fundraising Reality

8. WWBA?

9. What are the preferred giving channels of
each generation?
What are the preferred communications and
engagement channels?
Does age influence who you give to?
What are the basic dos and don’ts for
fundraisers in 2013 and beyond?
Hail Angry Peasant! what skullduggery do
you intend with that pitchfork?
How could thoust deny the vital nutritional
content of this fine homebrewed ale?

10. Integration matters most with Boomers and
Matures because they inhabit more of the
pyramid than anyone else…

11. • The cultivation survey:
– Sent to 57,400 donors
– 3 key segments: Monthly, Active &
Lapsed
– 5,530 responses (response rate of 11%)
– Raised $17,574 – a bonus!
– Reactivated 30 donors
– Found 85 expectances and 292 legacy
leads
– 143 middle and major donor leads!
– Shared budgeting!
– Surveymonkey and RE
DEEP INTEGRATION

12. % Giving
Totalannualgiving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40% 50% 60% 70% 80% 90% 100%
59% Give
39.5M donors
$732 yr/avg
3.9 charities
$28.9 B/yr
60% Give
32.8M donors
$481 yr/avg
3.3 charities
$15.8 B/yr
72% Give
51.0M donors
$1212 yr/avg
4.5 charities
$61.9 B/yr
88% Give
27.1M donors
$1367 yr/avg
6.2 charities
$37.0 B/yr
Gen Y
Gen X
Boomers Matures
GENERATIONAL GIVING
Bubble size is ‘Estimated Annual Contributions’
An overview of annual giving by generation confirms the
importance of Boomers in the charitable giving space.
12
Born: 81-91
Born: 65-80
Born: 46-64
Born: before 1946

13. DRAW YOUR BUBBLES –
HOW BIG IS YOUR
BOOMER AND MATURE
BUBBLES?

14. CAUSES – TOP TIER
GEN Y GEN X BOOMERS MATURES
PRIORITY CAUSE
19% 29% 36% 37%
22% 36% 38% 46%
20% 24% 19% 23%
29% 28% 22% 20%
17% 16% 14% 20%
11% 18% 11% 19%
16% 21% 18% 11%
6% 10% 15% 22%
31%
36%
21%
25%
16%
14%
17%
13%
44%
41%
39%
34%
29%
27%
25%
23%
Local social service
Place of worship
Health charities
Children’s charities
Education
Emergency relief
Animal
rescue/protection
Troops/veterans
Priority Cause Overall Giving
↑
% donating overall to causes
↓
↓
↑
↑
↑
• While local social
service giving has the
most donors, places of
worship are the top
priority cause
• There is a notable
drop in health charity
giving with boomers
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
↑

15. DO DIFFERENT
GENERATIONS PREFER
DIFFERENT WAYS TO
SUPPORT YOUR
NONPROFIT?
A GRADE TWO QUIZ

16. Gen X
Online Giving
Mature
Retail Giving
Gen Y
Street Fundraising
Boomer
Email Solicitation
Channel Preferences

17. GEN Y GEN X BOOMERS MATURES
52% 51% 53% 44%
39% 42% 41% 36%
47% 40% 42% 27%
22% 39% 39% 38%
17% 24% 42% 42%
10% 22% 40% 52%
25% 29% 26% 19%
29% 27% 16% 14%
12% 12% 16% 17%
6% 7% 12% 19%
6% 9% 7% 9%
15% 9% 5% 2%
8% 10% 5% 1%
8% 6% 4% 4%
4% 7% 4% 5%
4% 4% 5% 7%
4% 0% 2% 2%
Donated this way in last 2 years
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
Checkout Donation
Purchase for Proceeds
Online Donation
Pledge
Honor/Tribute Gift
Mailed Check/Credit…
Street Canvassing*
Third Party Vendor
Email*
Phone
Door to Door*
Mobile/Text
Social Networking Site
Online Ad*
Will/Planned Gift
Radio/TV*
Stocks, Bonds, Property
GIVING CHANNELS
↓
↑
↑
↑
↑
↑ ↑
↑
↑
↑
↑
↑
17
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

18. ALL OF THIS MEANS IS THAT
BOOMERS AND MATURES ARE…

20. “Honey, spend the money
wherever you need to. I trust
you.”

21. HYPER-CHOICE
IS THIS THE DEATH OF
UNRESTRICTED GIVING –
FROM BOOMERS AND
MATURES?

22. 22
24%
22%
49%
26%
18%
53%
23% 25%
46%
10%
40%
43%
Directed donation Unrestricted
donation
Either is fine
Directed Giving Preferences
Gen Y Gen X Boomers Matures
27%
55%
7% 5%
22%
44%
6%
1%
22%
34%
5%
0
14%
28%
7%
2%
Decide where funds goSee the impact of my donationThank you giftPublic recognition
Would Motivate Me a Great Deal
to Make a Larger Donation to
Charity
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
Engagement: Directed Giving

26. TRANSACTIONAL: DIRECT MAIL
26
66%
53%
17%
10%
64%
58%
24%
22%
61%
61%
26%
40%
56%
64%
35%
52%
Mail from a charity
is very or smwt
acceptable
Mail is important
way for charity to
stay in touch
Receive information
in the mail
Gave a donation in
response to a mail
appeal in the last 2
yrs
Gen Y Gen X Boomer Mature
• Direct mail solicitations are
acceptable and important ways
for charities to keep in touch
with supporters
• How do you combine direct mail
with the growing value of online
for Boomers and Matures?

27. TRANSACTIONAL: MONTHLY GIVING
13%
87%
16%
84%
21%
79%
15%
85%
ently in a monthly giving programNot giving monthly
Monthly Giving Program:
Current Participation
Gen Y Gen X Boomers Mature
• Two-in-ten Boomers are involved
in a monthly giving program with
a charity – more than any other
generation.
27

28. • Boomers has significantly
increased their online donations
• Matures are small but mighty
online
TRANSACTIONAL: ONLINE
80%
25%
47%
77%
33%
40%
60%
23%
42%
52%
19%
27%
Visiting website is
important way to
stay in touch with
charity
Visit website of
charities you
support
Made a donation
through org's
website in last 2
years
Gen Y Gen X Boomer Mature
Website
Credit card 89%
Paypal 39%
Amazon payment 10%
Ways would pay
28
2010
29%
35%
31%
25%
↑
↑

29. NEXT GENERATION
BOOMER AND MATURE
DONOR TYPES

30. Ego-philanthropy
AND Hyper-
Adventure Giving
Feeling the
need to be
their own
fundraising
brand.
Feeling
young and
having fun
Tribute Mania
The need to
tell the world
about your
parents and
friends and
family
Proprietary & Confidential10/10/2013 Slide 30
The Next Gen Donor Types

31. EGO PHILANTHROPY

32. • Boomers have
decided that giving
must be fun
• And it must be done
on their terms
• Gone is the idea of
the unconditional
gift of their parents
• Their giving shows
their own brand
BOOMERS
Proprietary & Confidential 32hjc

33. • How boomers act – compared to civics and
how this makes sense for online social
network fundraising…

34. Don’t forget the
mail for Ego
Philanthropists…
230 mail packages
($10)
18 people came on
board from
receiving a letter
$18,239 revenue

35. HYPER-ADVENTURE GIVING
FEELING YOUNG AND
HAVING FUN WHILE GIVING

36. 78 million boomers in the US are
beginning to retire… one survey
found ½ want to have a positive
social impact*…why not give
them something to do…
* NYTimes, Nicolas Kristof

37. As one boomer says on helping
charities: “It wasn‟t a matter of
being a Mother Teresa. It was a
matter of, „Boy, that sounds like
fun!”…
* NYTimes, Nicolas Kristof

38. Proprietary & Confidential10/10/2013 Slide 38

39. There is still a lot of
space for charities…

40. Proprietary & Confidential10/10/2013 Slide 40

41. Gen Y
65% very comfortable
(23% doing so now)
Gen X
56% very comfortable
(24% doing so now)
Boomer
45% very comfortable
(14% doing so now)
Mature
47% very comfortable
(16% doing so now)
37%
6%
51%
37%
9%
51%
30%
5%
63%
24%
6%
68%
Once or twice 3+ times Never
Gen Y Gen X Boomers Matures
ENGAGEMENT: PEER-TO-PEER
FUNDRAISING
Supported Someone Else Raising
Money on Behalf of a Charity
Never
19%
1-2
times
58%
3+
times
16%
DK
6%
Have Fundraised on Behalf of an
Organization or Participated in a
Run or Event to Raise Money
Reason for Support
To support the individual 24%
To support the Charity 8%
Both 61%
Comfort-level Talking to Others
about Charities Support
• 3-in-10 Boomers and Matures have
• 8-in-10 have supported someone
else raising money for a charity
no differences by generation
↓
↑
↑ 41
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

42. TRIBUTE MANIA
THE PAST, THE
PRESENT, THE FUTURE

43. GEN Y GEN X BOOMERS MATURES
52% 51% 53% 44%
39% 42% 41% 36%
47% 40% 42% 27%
22% 39% 39% 38%
17% 24% 42% 42%
10% 22% 40% 52%
25% 29% 26% 19%
29% 27% 16% 14%
12% 12% 16% 17%
6% 7% 12% 19%
6% 9% 7% 9%
15% 9% 5% 2%
8% 10% 5% 1%
8% 6% 4% 4%
4% 7% 4% 5%
4% 4% 5% 7%
4% 0% 2% 2%
Donated this way in last 2 years
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
Checkout Donation
Purchase for Proceeds
Online Donation
Pledge
Honor/Tribute Gift
Mailed Check/Credit…
Street Canvassing*
Third Party Vendor
Email*
Phone
Door to Door*
Mobile/Text
Social Networking Site
Online Ad*
Will/Planned Gift
Radio/TV*
Stocks, Bonds, Property
GIVING CHANNELS
↓
↑
↑
↑
↑
↑ ↑
↑
↑
↑
↑
↑
43
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
UPDATED

46. proprietary and confidential 46

47. KEY NEXT GEN BOOMER AND MATURE
FUNDRAISING QUESTIONS TO ASK
YOURSELF

48. DOES MY FUNDRAISING CHANNEL MIX
INCLUDE DIGITAL COMMUNICATIONS FOR
OLDER ONES?

49. AM I EMPOWERING MY MOST
ENTHUSIASTIC SUPPORTERS TO
FUNDRAISE AND EVANGELIZE ON MY
BEHALF?
AND AM I LETTING THEM FEEL YOUNG
AGAIN?

50. A KEY BOOMER AND MATURE
RECOMMENDATION
KNOW YOUR DONORS’ BIRTHDAYS.

51. ANOTHER KEY
RECOMMENDATION
IT’S NOT JUST ABOUT TWEAKING THE TACTICS. MANY
OF THE BIGGEST IMPEDIMENTS TO EFFECTIVE
MULTICHANNEL FUNDRAISING ARE ORGANIZATIONAL
AND POLITICAL.
HOW ABOUT YOURS?

52. i
CONCLUSION
THE FUTURE HAS ARRIVED
BOOMERS AND MATURES ARE MULTI-CHANNEL, MORE
DEMANDING THAN EVER BEFORE, WANTING TO FEEL
YOUNG AND HAVE FUN, AND WAITING FOR IMPROVED
RELATIONSHIPS WITH THE CHARITIES THEY SUPPORT.
ARE YOU READY?

53. NEXT GEN OF AMERICAN
GIVING:
HTTPS://WWW.BLACKBAUD.COM/NONPROFIT-
RESOURCES/GENERATIONAL-GIVING-REPORT

54. THE INTEGRATED MARKETING ADVISORY BOARD
• Promoting active discussion
of integrated marketing
in the nonprofit sector
• Sign up to find
inspiration through:
• Case studies
• Fresh ideas
• Practical tips
www.imabgroup.net
Twitter: @TheIMAB

55. At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc digital and integrated fundraising
consulting session
http://www.surveymonkey.com/s/BJNBZNY
Take our survey at the end of
the session!