Slides by Graeme Byrd and Scott Stein used for a Portland State University Masters in Nonprofit Management course about using technology and social media to engaging millennials in fundraising and philanthropy. Nov. 2012

1. connectivity + relationships + engagement
generations
Graeme F. Byrd Scott H.M. Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein
Nov. 29, 2012 - Portland State University

2. Technology
Social Media
Millennials
Fundraising
Nov. 29, 2012 - Portland State University

3. Our Background
• Business and non-profit development
• 20+ years experience engaging millennials
• Technology, marketing, education, non-profit,
sustainability, environmental, social
entrepreneurship, social enterprise, political,
culture, and arts
• Triple Bottom Line
Nov. 29, 2012 - Portland State University

4. Generations Connectivity Relationships Engagement
Who are the
millennials? ?
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5. What are your perceptions about
technology and generations?
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6. What resonates more to you?
The Beatles, Pearl Jam or High School Musical?
In 2011 a “silver tsunami” hit the US: the oldest baby
boomers reach the US legal retirement age of 65.
76% of baby boomers get their news from the TV.
Do you sleep with your cell phone?
68% of Gen Xers do. 50% of boomers.
Source: Pew Research
Nov. 29, 2012 - Portland State University

7. Who are we?
Millennials
• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next.
• Born between late 1970s to late 1990s.
• Characteristics: increased use and familiarity with communications,
media, and digital technologies.
• Tendency to be more culturally liberal.
• Phrase Generation Y first appeared in an August 1993 Ad Age editorial to
describe teenagers of the day.
• Subset: Generation Hot (born after June 23, 1988).
Generation Connected (Gen C)
• Born after 2000.
Nov. 29, 2012 - Portland State University

8. The Generations
Matures Boomers Gen X
Born: 1945 or earlier Born: 1946 -1964 Born: 1965 - 1980
US Pop: 39 million US Pop: 78 million US Pop: 62 million
Technology Technology Technology
6% on social networks 30% on social networks 50% on social networks
Send 0 SMS in 24 hours Send 5 SMS in 24 hours Send 12 SMS in 24 hours
Giving Giving Giving
79% give to orgs 67% give to orgs 58% give to orgs
Annual Contribution: $1066 Annual Contribution: $901 Annual Contribution: $796
Source: The Next Generation of Giving
Nov. 29, 2012 - Portland State University

9. The Millennials
Diversity
• 20% of the millennials are Hispanic
• 14% of the millennials is African-American
Technology
• 75% have a profile on a social network
• 20 texts in 24 hours
• 41% of millennials have made a purchase using their smartphone
• 64% believe new technologies make people more efficient
Community
• 61% of 13-25ers feel personally responsible for making a difference in the world
• 21% of Millennials say helping people in need is one of the most important things
• 56% give to organizations
• Average contribution/year: $341
Source: Pew Research, The Next Generation of Giving
Nov. 29, 2012 - Portland State University

10. The Millennial Segments
Hip-ennial Gadget Guru
“I can make the world a better place.” “It’s a great day to be me.”
Millennial Mom Clean + Green Millennial
“I love to work out, travel, and “I take care of myself and
pamper my baby.” the world around me.”
Anti-Millennial Old-School Millennial
“I’m too busy taking care of my business “Connecting on Facebook is too impersonal,
and my family to worry about much else.” let’s meet up for coffee instead.”
Source: BCG Analysis
Nov. 29, 2012 - Portland State University

11. Business Environment
• Workforce: Millennials will make up over 50% by 2014
• Sustainable: 96% want an environmentally aware
workplace
• Flexible: 56% prefer to work flexibly and choose when
to work
• Mobile: 79% prefer to be mobile rather than static
workers
• Collaborative: 41% prefer to have access to a team
space; 32% prefer breakout spaces rather than meeting
rooms
Source: Pew Research
Nov. 29, 2012 - Portland State University

12. Behavior
• Life is better in disorder - mix things up; not expected life
progression “It is no coincidence
that the rise of global
• Better together - collaborative
philanthropy mirrors
• Success is not measured in dollars - emotional challenges/ the growth of the
rewards inspire as much as money Millennial generation.
• Real deals are free - give a little, get more in return Millennials are more
• The life of luxury doesn’t have to wait - quality is important connected, cognizant,
• No intention of waiting for the world to come to an end - not and committed to
going to wait; do what works for them tackling society’s
ongoing challenges of
a global scope than
• “Flexible Loyalists” any generation before
• Make a living and do good for the world them...”
• Less likely to take recommendations from friends/family; more Andrew Ho, manager of
likely to utilize User Generated Content global philanthropy for the
Council on Foundations
• Global Economy
Do good. Do well. Source: Pew Research, The Millennial Impact Report 2012, Huffington Post
Nov. 29, 2012 - Portland State University

13. Why now?
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14. The Landscape
Over 50% of the population is
World under the age of 30
Millennials Over 96% have joined a social network
Adults Spend over 15 hours a week on the internet
Social Media #1 activity on the internet; no longer pornography
Recruitment 80% of companies use social media
Broadband Access will grow from 55% to 90% by 2012
Years to reach 50 million users
Radio TV Internet iPod
38 years 13 years 4 years 3 years
Source: Socialnomics
Nov. 29, 2012 - Portland State University

15. Generations Connectivity Relationships Engagement
Who are the
millennials? ?
Nov. 29, 2012 - Portland State University

16. Technology
161 million users
901 million users 2 new users each second
Over 58% sign in each day Over 60% outside U.S.
Average of 130 friends Execs from all Fortune 500
200 million users 11.7 million users
140m Tweets per day 60% women
1,200 Tweets/second (tps) 51% between 25-44
Source: Facebook, LinkedIn, Twitter, Pinterest
Nov. 29, 2012 - Portland State University

17. Networks
Strong
Ties
Weak Ties
Temporary Ties
Nov. 29, 2012 - Portland State University

18. Generations Connectivity Relationships Engagement
Who are the
millennials? ?
Nov. 29, 2012 - Portland State University

19. What does philanthropy mean to you?
Nov. 29, 2012 - Portland State University

20. Definition
philanthropy
Traditional
noun
•The desire to promote the welfare of others, expressed esp. by the generous
donation of money to good causes.
•A philanthropic institution; a charity.
philanthropy
noun
Millennial
•That the "love of what it is to be human" is the essential nature and purpose of
humanity, culture and civilization.
•Asserts that our nature and purpose in life is educational—to make ourselves
more fully humane through self-development, pursuing excellence (arete) of body,
mind and spirit.
Nov. 29, 2012 - Portland State University

21. What is the key to fundraising?
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22. What is the key to fundraising?
Relationships
Nov. 29, 2012 - Portland State University

23. What are the five things you need to
happen before you give?
Nov. 29, 2012 - Portland State University

24. Difference
How different are the relationships and
giving for Millennials and Baby Boomers?
Millennials Boomers
Nov. 29, 2012 - Portland State University

25. Difference
How different are the relationships and
giving for Millennials and Baby Boomers?
Millennials Boomers
Not very.
Nov. 29, 2012 - Portland State University

26. Generations Connectivity Relationships Engagement
Who are the
millennials? ?
Nov. 29, 2012 - Portland State University

27. Building
How do you build relationships?
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28. Generational Giving
Matures Boomers Gen X Millennials
39 million 78 million 62 million 79 million
Giving Giving Giving Giving
79% give 67% give 58% give 56% give
$1066 / yr $901 / yr $796 / yr $341 / yr
Source: The Next Generation of Giving
Nov. 29, 2012 - Portland State University

29. Generational Giving
Matures Boomers Gen X Millennials
39 million 78 million 62 million 79 million
Giving Giving Giving Giving
79% give 67% give 58% give 56% give
$1066 / yr $901 / yr $796 / yr $341 / yr
The Usual Suspects The Un-Usual Suspects
Mail, in-person asks, ?
events, planned giving
Nov. 29, 2012 - Portland State University

30. Pondering
• How to engage the younger generation in giving and community?
• How to involve/engage this generation of change agents?
• Why does this generation give?
• How to raise funds from this generation?
Nov. 29, 2012 - Portland State University

31. Millennials overwhelmingly showed that they prefer to donate through the web with 70% of
Millennial Giving
respondents having made 2011 gifts online through a nonprofit’s webpage. This makes the case
for having a great website as the online hub for your organization even more important. While new
technologies are catching on in engagement of Millenials, more traditional means still bring value to
they sent a gift in the mail, although it’s unclear whether direct mail or some other form of appeal
prompted the gift.
IN 2011, HOW DID YOU MAKE YOUR HOW WOULD YOU PREFER TO
DONATION(S)? MAKE YOUR DONATION TO A
NONPROFIT ORGANIZATION?
70% 1. I prefer to give online
2. I prefer to give in person
39% 3. I prefer to give VIA mail
* Respondents were asked to
rank their top 3 preferences
15%
verbalLY mail online in payroll facebook TEXT OR
MOBILE SITE
other
OVER PHONE person deductions
In focus groups, participants differed on the subject of direct mail, some thinking that it would stand
out as they now only get junk mail; others saying “save a tree” and money. Others supported a
multi-channel approach, saying while they may read the direct mail and be influenced to give, they
would still donate online, as they are unlikely to have stamps or checks.
Source: The Millennial Impact Report 2012
Nov. 29, 2012 - Portland State University

32. What is Different? How you build those relationships?
Nov. 29, 2012 - Portland State University

33. Technology is NOT a panacea for fundraising...
it’s a strategy to build, maintain and strengthen
relationships.
Nov. 29, 2012 - Portland State University

34. Is Facebook helpful?
Facebook Advertising is Used Primarily to Meet
Non-Fundraising Goals
Using Facebook Advertising: 12%
Awareness: 66%
Base Building: 54%
Other Calls to Action: 33%
Fundraising: 24%
Source: Nonprofit Social Network Benchmark Report
Nov. 29, 2012 - Portland State University

35. Ok, now what?
Examples:
•Young Leaders Boards
•Create Advocates
•Peer-to-Peer Events
•ROI: Show Impact
Nov. 29, 2012 - Portland State University

36. Answers
How you get in their pockets
• Campaigns with that have a sharable component
• Small monthly donations
• Events that encourage networking
• Show that there donation is valuable
(either alone or in groups)
• Other Millenials are involved - “The thing to do.”
Nov. 29, 2012 - Portland State University

37. Recap
• Facebook alone is not the answer.
• Giving grows over time.
• Relationships do matter (no matter how old you are).
• Tax deduction not always relevant.
• Try new things - be innovative and flexible.
Nov. 29, 2012 - Portland State University

38. It’s a wrap
“The world doesn’t change one person at a
time. It changes as networks of relationships
form among people who share a common
vision of what’s possible.”
Margaret Wheatley
Graeme F. Byrd Scott H.M. Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein
Nov. 29, 2012 - Portland State University