Generational Dynamics of Donors

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How people donate based on their generational differences.

How people donate based on their generational differences.

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  • 1. We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 2. Generational Dynamics of DonorsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 3. Introduction Facts 60% of wealthy households who stopped giving to charitable organizations did so because: “too frequently solicited” or “no longer felt connected to the organization”We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 4. Introduction High-wealth donor facts: Top motivation = “believe their gift will make a difference” Expectations: 7.Transparency 8.Accountability 9.Protection of privacyWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 5. Introduction Emerging Trends among high-wealth donors: •Consulting legal & financial professionals before making a charitable gift •Making joint household decisions about giving •85% are raising philanthropic childrenWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 6. Introduction How do we succeed in today’s market with the additional challenge of generational complexities – the different demands, values and preferences of today’s multi-generational donors?We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 7. Introduction No More Golden Rule -- Try WIIFM •Give your donors their “gets” •Arm yourself with knowledge •Apply that knowledge; generationally focus your outreach, marketing, advertising and branding effortsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 8. The Four GenerationsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 9. The Four Generations If you are... Then you are a... 66 years old + Civic / Silent Generation 47 years – 65 years old Baby Boomer 35 years – 46 years old Gen X’er 18 years – 34 years old Echo Boomer / Gen Y / MillennialWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 10. The Four Generations Your success… Understanding the four generations and their WIIFMs in order to gain their trust and engage them in your organization/cause. And get to know the 5th generation!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 11. CivicsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 12. Civics Basics • Ages 66 and over •AKA Matures, Seniors, GIs, Greatest Generation, Builders • 59 millionWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 13. Civics Civics are about … •Dedication and Sacrifice •Hard work •Conformity •Stability and Security •Respect for Authority •Delayed GratificationWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 14. Civics So they want… No hassle! •Civics respect the rules and authority but they’ve been abiding by rules for a long, long time. • A no hassle “I’ll take care of it” experience will drive Civic loyalty.We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 15. Civics So they want you to … Be the purveyor of the ultimate payoff! • Think about “delayed gratification.” • Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself.” Tell them – “You’ve earned it!” • YOU can provide the “fruits of theirWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold life’s labor!” 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 16. Civics Give respect, loyalty, honesty •Build a face-to-face relationship •They are referral builders •Communicate authentically and understand HOW they want to be communicated with •Deliver on your promises •Use storytelling as a way to reinforceWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 17. Civics Donor outreach messaging: •Stress history and credibility of your organization •Include titles of position and responsibility when appropriate •Provide updates on your success as relates to their previous donations •Include personal storiesWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 18. Baby BoomersWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 19. Baby Boomers Basics •Ages 47-65 •AKA Boomers, “Me” Generation •78 million – largest generationWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 20. Baby Boomers Boomers are about… •Personal gratification •Optimism •Satisfying the “self” first •Community involvement •The “team” win •RewardsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 21. Baby Boomers So they want… To feel like part of the team. •You are on the same team. •“Your team” will work toward their success. •Your organization is based on teamwork. •“Our organization has a team of professionals that work toward…”We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 22. Baby Boomers So they want… This to be about them. •Provide individualized service to them. •Don’t discuss all of the other things you need to do. •Keep the focus on them. •Make them feel like servicing them is the center of your universe. •When you are with them, limit anyWe love to share -- however, please ask us external interruptions.first. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 23. Baby Boomers So they want… To know that you are part of their community. • This is the original “involved” generation -- Protesters, environmentalists, etc. To know that your organization will be an integral part of their journey towards “what’s next.”We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 24. Baby Boomers Donor outreach messaging: Optimism! •Speak of things in positive terms – •“There’s no challenge too great.” •“We will move any obstacle to get this done.” •“We are committed to winning together.” •“It’s just the beginning.”We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 25. Baby Boomers Quick Boomer Fact Today’s 50-65 crowd is flush with over $1,000,000,000,000 In spending power per year. They should be a part of your outreach strategy!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 26. Generation XWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 27. Generation X Basics •Ages 35-46 •AKA X’ers, Baby Busters •48 million •Original “latchkey” kidsWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 28. Generation X Values and Preferences •Fierce Independence •Change •Techno-literacy •Skepticism •Work is “just a job” •Need AutonomyWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 29. Generation X Their heroes? •No heroes or icons other than – themselves! •Much of Gen X has spent a lot of time alone, figuring things out themselves. •Why idolize anyone?We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 30. Generation X Gen X’ers are about… •Seeking a sense of family •Desiring fun/freedom •Technoliteracy •Seeking balance •Fierce independence •SkepticismWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 31. Generation X Philanthropy characterized by… •Demand more info before giving •Skeptical/less willing to trust bureaucracy •Men crave more family time = less time on civic activities •Question ideological/civic orientations of previous generations •Grew up during high unemployment, low wages, little advancementWe love to share -- however, please ask us •Disenchanted with politics – work hard for charitable causesfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 32. Generation X So Gen X’ers want… You to respect their skepticism •Create lasting loyalty through extreme candor. •Tell them everything they need to know – really. •Be authentic, honest and upfront.We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 33. Generation X So Gen X’ers want… You to recognize and address the role “the home plays in the family” • X’ers are starting and growing families – most are products of divorces. Their families are important to them. • You are helping them build a family – embrace that vital role!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 34. Generation X So Gen X’ers want… Empowerment with technology. •Utilize technology to drive the transaction. •Provide a useful, info-rich website. •Communicate and respond immediately!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 35. Generation X So Gen X’ers want… Hands off! •Embrace the “latch-key within” and give them space •Understand and acknowledge fierce X’er independence •The DIY mentality – Home Depot & IKEA generation •Be there when needed AND get-goneWe love to share -- however, please ask us when you are not (on-demand)!first. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 36. Generation X Donor outreach messaging … Fun and Freedom •Provide a fun, light experience •Offer freedom of choice – communicate options at every opportunity •Volunteer opportunities for self and with their kids •Provide planning contingency – what are the options if this doesn’t workWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 37. Generation YWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 38. Generation Y Basics •Ages 18-34 •aka Gen Y, Echo Boomers, Millennials •73 million – 2nd largest generationWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 39. Generation Y Gen Y’ers are about… •Optimism and fun •Morals •Confidence (strong ego’s) •Community •Techno-fusion •Collaboration •Civic engagementWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 40. Generation Y Philanthropic Characteristics … The relationship generation •Will be a civic generation – great promise for the future of philanthropy •Drawn to hometown/local causes •Do respond to “crisis” •Give using technology •Will give smaller donations – but will repeatWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 41. Generation Y So Gen Y’ers want… To be special and unique •It’s uncool to be “cookie cutter.” •Show your personality and expect them to act like individuals. •No comparing them to “other donors.” •Loosen up a little. •Don’t judge a book by it’s cover!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 42. Generation Y So Gen Y’ers want… To start and finish everything online. •Without internet marketing, you won’t capture the Gen Y consumer. •Their social life is DRIVEN BY the internet. •Life is done with the phone. •Response is expected IMMEDIATELY.We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 43. Generation Y So Gen Y’ers want… To be guided and led, but not told. (democratic nature will be offended). • Affirm their confidence. • They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS. •Resist the parenting impulse!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 44. Generation Y Donor outreach messaging … •No comparisons to other groups/causes •Provide FYI, or “just in case” gentle messages vs. in your face appeal. •Be a part of the community you serve and “stand for something.”We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 45. Generation Y Quick Gen Y’ers fact … •Help them get what they want and they will be your social advocates. •Referrals will come from this group.We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 46. 5th Generation: the “net” generationWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 47. Generation Z Quick Gen Z’ers facts … •Rather text than talk •Very short attention span •Growing up fast: behavior beyond their years •Growing up in smaller households; with older parents •Parents are more advisors than traditional parent roles •Very collaborative and creative •Very concerned about the environmentWe love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.
  • 48. Thank you!We love to share -- however, please ask usfirst. Reproduction, modification, distribution orrepublication without the prior consent of 3fold 3foldcomm.comCommunications, LLC is strictly prohibited.