Purposeful Planning Collaboration Rendezvous 2013

nextgendonors.org #nextgendonors facebook.com/nextgendonors
Purposeful Planning
Collaboration Rendezvous
Aug. 1-3, 2013 Broomfield, CO

© 2013 Johnson Center for Philanthropy and 21/64 2
Next Gen Donors Activity
 What is the name, age, gender (Male, Female, Transgendered), and
relationship status of your donor?
 What kind of work do they do, professionally?
 Where do they live now? Where are they from?
 Where do they fund?
 What kinds of causes are they passionate about?
 What influences them?
 Where did they learn about philanthropy?
 How are they introduced to new organizations?
 What role does technology play in their philanthropy? In their lives?
 What resources do they offer to the causes they are passionate about?
 How do they define success in their giving?

Who is Gen 2 and gen 3?
By generations or by wealth transfer…

New Economic Models
 The Sharing Economy  Latitude Research
 The Creative Economy  Richard Florida
 New Wealth  The Emergence Collective
 The App Store Economy  Digital Buzz Blog
 Idea Economy  iGenTribe.com

Next Gen Workforce

Social Change
Social Investing
Social Return on
Investing
Social
Entrepreneurship
Social Finance/
Social Capital
Shared
Value
Collective
Impact
Social
Innovation
Social Good

The Next Generation

Why Next Gen Donors?

85%

Next Gen Donors in this Study

Summary of 4 Key Findings
Driven by
Values,
Not Valuables
Impact
First
Time, Talent,
Treasure
and Ties
Crafting their
Philanthropic
Identities

Driven by Values, Not Valuables
 Values drive these next gen major donors, not valuables –
values they often say they have learned from parents and
grandparents.
 They fund many of the same causes that their families support
and use many of the same methods their families use, but are
interested in exploring new tools as well.
 Most of all, they are ready to be donors – and all that the term
entails – now.
KEY FINDING #1

 They see philanthropic “strategy” as the major distinguishing
factor between themselves and previous generations.
 They see previous generations as more motivated by a desire
for recognition or social requirements, while they see
themselves as focused on impact, first and foremost.
 They want impact they can see, and they want to know that
their own involvement has contributed to that impact.
 They want to use any necessary strategies, assets, and tools –
new or old – for greater impact.
Impact First
KEY FINDING #2

 They want to develop close relationships with the organizations or
causes they support in order to solve problems together with those
whom they support.
 They have grown up volunteering, and they still want to offer their time,
but in meaningful ways.
 Peer networks are where they learn about and share about causes and
experiences important to them. They believe that collaborating with
peers makes them all better donors, and extends their impact.
 They want to give their full range of assets – their treasure, of course,
but also their time, their talents, and even their ties, encouraging
others to give.
Time, Talent, Treasure and Ties
KEY FINDING #3

 These next gen major donors are still figuring out who they will be as
donors. Many are in their twenties, experiencing a move from
adolescence to emerging adulthood and developing a sense of self.
 They learn most from seeing and doing, or even hearing from others
about their own authentic experiences of seeing and doing.
 Rather than waiting until the sunset of their lives to decide who they are
as philanthropists and what legacies they want to leave, these next gen
major donors actively craft their identities now and actively think about
their own legacies.
Crafting their Philanthropic Identities
KEY FINDING #4

4 Most Important Influences on Learning
and Developing Personal Philanthropy

Who Influences Next Gen Donors?

Technology and Next Gen

The Changing Workflow
Donor CharityAdvisor
DATA

Generational Personalities
“The events and conditions each of us
experiences during our formative years
determines who we are and how we
see the world.”
–– Lynne C. Lancaster & David StillmanLynne C. Lancaster & David Stillman
When Generations Collide

20th
Century Generations
Baby Boomers
1946-1964
Traditionalists
1925-1945
Generation X
1965-1980
Generation Y/Millennials
1981-1999

Traditionalists
1925-1945 75 Million
Events and Conditions
 The Great Depression
 Segregation
 Holocaust
 World War I parents, WWII
 The Korean War
 The New Deal
 The G.I. Bill
 Movies
Values and Traits
 Patriotism, loyalty, selflessness
 “Waste not, want not”
 Save for a rainy day
 Faith in community and institutions

Baby Boomers
1946-1964 80 Million
 Booming post-war economy
 Television
 Apollo 11 – Moon Landing
 Civil rights movement
 Women’s movement
 Anti-war movement
 Brown vs. Board of Education
 JFK & MLK Jr. assassinations
 Founding of State of Israel
 Cold War
 Six Day War
Values and Traits
 Optimism and idealism
 Equal rights and activism
 Competition

Generation X
1965-1980 46 Million
 Watergate
 Iran Contra
 Downsizing of corporations
 Latchkey kids
 AIDS
 Crack
 Divorce rate tripled
 Challenger explosion
Values and Traits
 Skepticism (Government, Market
and Marriage)
 Independence
 Resourcefulness

Generation Y/Millennials
1981-1999 76 Million
 Oklahoma City
 Columbine
 September 11, 2001
 Katrina and Rita
 The Internet
 Cell phones
 Text and Instant Messaging
 Social Networking
Values and Traits
 Realism
 Pragmatism
 Diversity

Your Generation
Events and Conditions Values and Traits
Your own ideas about the characteristics of your generation...

Case Studies
Ben & Michelle Family business, 40, 3 children
 President of an upstream oil & gas company
 Well educated and well travelled
 Family patents on energy technology
 Social impact investor
 Winters in the Cayman Islands
 Donates in excess of $100K annually
1
Gill Brothers Their Opportunity Foundation
 Mid-30’s
 Christian
 Working class family
 Hockey and sports
2

Creating your charitable giving strategy

 Association of Baltimore Area Grantmakers
 Association of Small Foundations
 Bolder Giving
 Council on Foundations
 Council of Michigan Foundations
 Emerging Practitioners in Philanthropy
 Forum of Regional Association of Grantmakers
 Grand Street
 GrantCraft
 Indiana Grantmakers Alliance
 Jewish Communal Fund
 Jumpstart
 Liberty Hill Foundation
 The Minneapolis Foundation
 National Center for Family Philanthropy
 Resource Generation
A network of partner organizations
helped gather data for the project:
The Next Gen Donors research project is a collaboration of 21/64 (2164.net)
and the Dorothy A. Johnson Center for Philanthropy (johnsoncenter.org).
The project is funded by the supporters of the Frey Chair for Family
Philanthropy at the Johnson Center, the Andrea and Charles Bronfman
Philanthropies, the Max M. and Marjorie S. Fisher Foundation, Grand Valley
State University and the Eugene and Agnes E. Meyer Foundation, and an
anonymous donor.
Acknowledgements

Contact Info
Deborah Goldstein
deborah@enlightenedphilanthropy.com
831-373-3406
Gena Rotstein
gena@dexterityconsulting.ca
403-860-7572

Purposeful Planning Collaboration Rendezvous 2013

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