5. Challenge our assumptions about
each generation
• Traditionalists
• Baby Boomers
• Generation X
• Generation
Y/Millenials
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6. Traditionalists (1900 – 1945)
• Catalyst for NPOs
• Top down management
• Respect for authority
• Separate home & work
• Conformist
• Value of work vs.
personal meaning
• Hardworking, loyal,
thrifty
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7. Boomers (1946-1964)
• Formalized sector
• Appreciate hierarchy &
inclusion
• All about respect
• Self-improvement
• Strong work ethic
• Optimistic & idealistic
• Desire flexibility
• Workaholic
• Appreciate recognition
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8. Gen Xers (1965- 1980)
• Self-reliant
• Quick fix
• Collaborative &
independent
• Direct communicators
• Financially-motivated
• Look for results
• Appreciate reward
through external
recognition
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9. Millennials (1980 – 2000)
• Digital natives
• Independent but
interactive
• Questions the status quo
• Desire mutual respect
• Celebrate diversity
• Express to express -- not
impress
• Acknowledgement for
being her
• Civically-minded
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10. How has this affected philanthropy?
• Development office
• Prospecting
• Cultivation
• Stewardship
• Communication
• Retention
• Priorities
• Respect
• Trainings
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11. What Tenured Professionals Want
• Next Gen Training
• Acknowledgment
• Engagement
• Respect for legacy
• Dialogue
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12. What the Next Gen Wants
• Advice
• Acknowledgment
• Shared ownership
• Opportunity to lead
• Flexibility
• Sector history
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13. Multi-Gen Development Office
Solutions
• Develop a pipeline thru training and recruitment
• Integrate new ideas of nonprofit leadership and shift
Boomers’ roles
• Consider new models of leadership that distribute
responsibilities
• Recruit from within
• Acknowledge new leadership
• Shift ideas about diversity, mentorship
• Evaluate and redesign current structures
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15. Why engage the next gen?
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
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16. What age does lifelong giving
start?
• Teens?
• 20s?
• 30s?
• 40s?
• 50s?
• 60s?
• 70s?
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17. Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• Ambassadors
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18. Fundraising from Traditionalists
• Direct mail and peer-to
peer fundraising is best
• Write checks
• Smaller group
• Lifelong giving began in
their 30s
• Less opportunity for
new NPOs
• Protects privacy
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19. Fundraising from Boomers
• Mix both new & traditional
strategies
• Plan their giving
• Consider operational &
overhead costs
• Use mainstream media as an
entry point
• Lifelong giving begins in
their 30s
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20. Fundraising from Gen X
• Friends/family/peers are
influencers
• Stories have a greater
impact than loyalty
• Consistently give largest
gift to the same charity
annually
• Donate the most through
websites (30%)
• Hard to recruit to your
cause
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21. Fundraising from Millenials
• Philanthropy is time
and money
• Lower cost to recruit
because they are online
• Multi-communications
approach
• Engaged in fundraising
for orgs
• Donate in a variety of
ways
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22. Generational Philanthropy*
*Courtesy of thoughtfulphilanthropy.wordpress.com
Understand Frame your Choose Your Elicit Their Say Thank
their message Medium Response You
philanthropy
Pre WWII Giving is the right Traditional Traditional org Check in the mail Thank you letter
thing to do organizational methods or card
message
Baby Giving makes me Tell a story focusing Telemarketing Over the phone Thank you letter
feel good on impact from client or
Boomers letter illustrating
impact of their
gift
Gen X Giving Use a formula: $X Peer to peer asks Online or thru Accounting of
accomplishes my provides Y well for payroll deduction how funds were
goals Z community used and results
were achieved
Gen Y Giving is one tool I Discuss multiple Online gifts and Online gifts & Interactive thank
use to make a methods of volunteer hours volunteer hours you that
difference in the involvement encourages other
world forms of
involvement
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23. Where are they?
• Existing donors
• Volunteers
• Young professional
events
• Media (i.e. 40 under
40)
• Colleges &
universities
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24. Entry Points
• Events – tiered fees • Giving Circles – tiered
• Partner with young fees
professionals’ groups • Volunteering
• A-thons • Board and committee
• Peer to peer networks participation
• Family • Planned Giving
• Philanthropic resources • Nonprofit Start Ups
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25. Family Philanthropy
• Major donors have
children & grandchildren
• Family legacy
• Engage younger
generations and older
generations
• Listen & learn about what
the next gen wants
• Provide resources &
networks
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26. Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen and learn
• Snowflakes
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27. 6 Steps to a Next Gen
Campaign or Event
1. Identify young donors and
volunteers as leaders.
2. Use existing or create planning
team.
3. Ask team to design & implement
fundraising event or activity.
4. Provide support!
5. Host a successful
campaign/event.
6. Evaluate campaign or event.
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28. Assess Your Organization*
• Mission appeal
• Resources & capacity
• Involvement
• Track donor giving & participation
• Ability to modify communications
• Culture shift
• Web presence
• Champions
• Campaigns for young donors
• Current donors
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29. Relationships Don’t Change
• Cultivate, steward, and solicit
• Recognize
• Multi-channel communications
• Meet one-on-one
• Develop ambassadors
• Use social media as stewardship,
not for solicitation
• Effective database
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30. “This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies.
The radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more
successful than others, and not all of
them have been used with equal
success by all nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet
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31. 10 Tips About Social Media
1. Social media is A tool,
not THE tool.
2. Social media is a plant
3. Add value
4. Listen & create dialogue
5. Prospecting, cultivation,
& stewardship
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32. 6. It ain’t free
7. Not everyone “Diggs”
social media
8. Have a plan
9. Connect with other
fundraising efforts
10. Be patient
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34. Taking the First Steps
1. Pair up with someone in your
organization
2. Why do you want to work
with next gen donors?
3. What are 3 things you can do
today?
4. How will you make those
happen?
5. Share and brainstorm.
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35. 5 Things To Do Today
1. Make a Plan
2. Watch other orgs
3. Attend trainings & ask
for support
4. Invite participation
5. Support new ideas
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36. Resources
• 21/64
• Resource Generation
• EPIP
• National Center for Family Philanthropy
• StayClassy.org
• Fundraising and the Next Generation
(coming in 2012!)
• Working Across Generations
• The Networked Nonprofit
• The Next Generation of American Giving
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37. Thank You!
Emily Davis, MNM
EDA Consulting
(303) 652-7536
emily@edaconsulting.org
www.edaconsulting.org
www.edaconsulting.org/blogs
www.Facebook.com/edaconsulting
Twitter: @edaconsulting
YNPN San Diego 37
Notas del editor
EDA Consulting
We are influenced in these generations by key activities/shared reference points – world wars, 9/11, women ’s movement Boomers: Martin Luther king, Jr., Gloria Steinam, The Beatles, tv, vietnam war protests Gen X: Bill Gates, internet, Rodney King, Berlin Wall, Apartheid, Madonna, children of divorced parents, Seinfeld, Friends Gen Y: 9/11, Facebook, ipods, American idol Millenials are going to be second in size to Boomers – could rival the size depending where we call the end of the generation
Emily ’s comments – catalyst…, management style This is the generation that really were responsible for creating the nonprofit sector and charitable giving in a formalized way in the US MOTIVATIONS: Leaving a legacy; Security defined as safety, money; Loyalty; Their health; God, duty and country; Education; Being useful; Pride; Fear MARKETING - THINK: Conservative imagery; Legacy; Family; Healthy couples; Won ’t spend a lot; Well-known brands
Caption from 2008 stat Emily – appreciate hierarchy and inclusion; want to be recognized for their contributions to the sector both in the past and NOW. Want to be asked questions about their work in the sector, want the next generation to learn from them INFLUENCERS: Martin Luther king, Jr., Gloria Steinam, The Beatles, tv, vietnam war protests This generation was truly responsible for formalizing and implementing what the previous generation had created– learning by doing, improvisation – hasn ’t helped with transferring the knowledge and skills of the sector. Can be resentment from these folks who have worked SO hard for the sector and see the younger generations doing things in a more sustainable way. MOTIVATIONS: Money; Status; Toys; Fear of failure; Guilt; Transformation; Making a Difference; Accomplishments; Being best in class; Having choices; Sharing shows up as teamwork; Respect; Service; Process MESSAGING: Work hard and deserve it; Keeping up with the Jones ’; Didn’t get it as a kid so I am taking care of myself; Living the good life defined by materialism IMAGERY: Healthy
Self-reliant: bend rules if they need to Striving for work life balance Lives for today Distrust of corporate america The boomers are a hard act to follow, More self reliant – like to solve own problems Quick fix – sound-byte processing and instant gratification Collaborative and independent – they work well independently, but also on teams You will find more movement between jobs with this group Direct communicators – don ’t want to read between the lines. Just tell me what you want to say. Financially-motivated – huge amounts of debt from school loans, housing, etc. MOTIVATIONS: Money; Balancing work and home/family; Results; Efficiency; Money; Challenge; Flexibility; Healthy lifestyle; Hybrids – making things their own MESSAGING: Straight talk; Get to the benefit or result; No B.S or unsubstantiated claims; Informal; Reduce sexism; Increase Environmentally friendly verbiage; Humor; Thought provoking comments IMAGERY– Inclusive
Digital natives/Civic minded- think globally because they have more global community access than any other generation. Use their practical know-how to make an impact Independent but interactive – collaborative as well as independent. Multi-taskers, want customization MOTIVATIONS: Relationships; Varied experiences; Celebrity; Feedback; Mutual respect; Happiness; Materialism; Cause; Creativity; Community; Environment; Money; Having experiences MESSAGING: Green and NOT green washing; Sexy IMAGERY: Multiracial imagery
How have generational differences affected your organization?
Advice from the older generations that will inform their leadership Acknowledgement: commitment to the sector, new leadership ideas, structures and vision for the sector. Shared ownership of the sector Flexibility from older generations about new leadership qualities and management styles The real stories behind organizations and the sector – the good, the bad, and the ugly. Challenges: long hours make it difficult to have a life outside of work, going back to school, change jobs, look at different interests, have families; more plugged in than previous generations Reasons for working for an NPO: Enjoy giving back to the community - 82% Personal sense of satisfaction - 81.5%) Positive work environment - 58.3% Professional challenges - 57.2% Co-workers - 56% Working with clients: 42.7% Encouraging and supportive leadership: 40% Professional development opportunities: 37% Other: 3.4% Financial compensation: 2.8% Sherri to look for emerging leader corporate stats
This slides can be more about statistics that anything
These next few slides are really about raising money from small to midsize donors These slides really come from the Convio research on the Next Generation of American Giving
Emily ’s Comments: Want to pay most attention to this group and Gen X because they have the most money in the near future… Grew up with being sold on 30 second TV clips so they are savvy
Emily ’s Comments: Hard to recruit because they are viral Get email contacts from Facebook, mailing address from events May hear about your cause through direct mail or an event, but donate through a website or Facebook campaign
Largest group next to boomers so they are a good group to focus on for lifetime giving Similar to Gen X they may hear about your cause one way and donate through another channel. Like websites like care2.com, stayclassy.org, change.org – allow them to be ambassadors for your organization. Make sure you offer trainings and networking events
Here are some basic principles of fundraising that social media can help with. Social media is really related to individual donors Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
Provide multi-generational families with resources like Resource Generation and 21/64 Junior boards
Junior boards, next gen professional groups
POP Example
Emily ’s Comments: Engaging Tomorrow ’s Donors Today provides a great assessment for your organization to determine where you are in working with the next generation of donors. But ultimately way to develop a plan.
It used to be simpler because there were fewer strategies to engage donors; now we have so many options due to social media that there needs to be more strategy.
One of the best things about social media is that there is potential for dialogue. A direct mail appeal can't do this in the same way that a blog can. Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions. This is how strong dialogue begins. You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable. First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships One of the great things about social media is that it is a low-cost way to communicate with your constituents. It's a great way to tell current donors and supporters how their participation impacted a goal, clients, or the mission. In fundraising, the closer we bring donors into the inner circle of our organization, the more likely they are to give and to give more dollars. Using social media is a great way to open that door to current and prospective donors, building closer relationships. Takes time – look at other successful campaigns. It is harder to track the ROI.