Connecting with the Millennial Donor
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Connecting with the Millennial Donor

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  • The graphic below represents the status of many non-profits’ donor and volunteer base. With a wealth transactional donors and one-time volunteers a few board members. This void is less representative of the nature of the average donor/volunteer base, and more representative of the average Non-Profit’s effort to further engage their donor base. If we are not giving them a clear incremental path invest more of their time and/or $ - why would they?
  • The graphic below represents the status of many non-profits’ donor and volunteer base. With a wealth transactional donors and one-time volunteers a few board members. This void is less representative of the nature of the average donor/volunteer base, and more representative of the average Non-Profit’s effort to further engage their donor base. If we are not giving them a clear incremental path invest more of their time and/or $ - why would they?

Connecting with the Millennial Donor Connecting with the Millennial Donor Presentation Transcript

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  • www.kylelacy.com @kyleplacy facebook.com/kyleplacy
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  • 1. Telling the Story
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  • 2. Multiple Touchpoints
  • 3. Integration
  • 4. Brand Awareness
  • 5. Connecting with Influencers
  • Millennial Donors capturing engagement from the next generation June 28, 2010
  • the next generation of givers
    • of donors under the age of 35 are professionals, academics, owners, managers or entrepreneurs
    69% Statistics from Cygnus Research 09 Copyright Achieve 2010
    • earn over $70,000
    52% Statistics from Cygnus Research 09 Copyright Achieve 2010
    • are not supporting dependents
    70% Statistics from Cygnus Research 09 Copyright Achieve 2010
  • Donations Last Year 23% 42% $0 - $49 $300+
  • Largest Gift Last Year 43% 15% $0 - $99 $1,000+
  • Volunteer Hrs. Last Year 36% 29% 0-5 Hrs. 30+ Hrs.
  • key findings
  • a seat at the table: give me a voice
  • Access 53% 61% Have It. Want It.
  • Value Opinions 75% 25% Yes. No.
  • Strategic Thinking 75% 25% Yes. No.
  • two-faced: find me on Facebook, meet me face-to-face
  • Receive Information 93% 23% 27% Email. Facebook. Print.
  • Likely to Donate 81% 66% Email. Face to Face.
  • emerging evangelists: help me spread the word
  • Willingness – Family/Friend 70% 30% Yes. No.
  • What Do You Need? 91% Specific Information& Website Links
  • what does this mean ?
  • Millennial Donor Focus Copyright Achieve 2010 Major Donors Intermediate Donors Annual Donors Constituency Followers
  • The engagement gap is the space or void between a transactional donor/volunteer and someone who sits on its board. The engagement gap blocks people from opportunities to hear, participate in and contribute to the betterment of the organization.
  • The Holidays are a perfect time to give, and I will probably always send a check to this organization – they’re doing a great job. I ran in the 5K once, it’s a good cause, and I had friends going as well. It was a great time for a great cause, I’d love to do more!
  • Institution Commitments Copyright Achieve 2010
  • Copyright Achieve 2010
    • Engagement
    • First
    Copyright Achieve 2010
    • Together Not Separate
    Copyright Achieve 2010
    • Social is an Aspect Not the Focus
    Copyright Achieve 2010
    • Focus on Pull Fundraising
    Copyright Achieve 2010
    • Technology is a Support Not a Crutch
    Copyright Achieve 2010
    • Strategies
    Copyright Achieve 2010
  • Information Please! Millennials look for more information when they first hear about organizations. Through website and Google. Ensure that you are ready to inform and create easy calls of action. Copyright Achieve 2010
  • information first, do nothing second, volunteer third, & donate last Copyright Achieve 2010 Answer Options Not Likely Some-what Likely Likely Very Likely Volunteer 60.4% 34% 0.5% 0.4% Donate 69.0% 28% 0.3% 0.2% Obtain more information before donating/volunteering 8.5% 26% 37.0% 28.2% Do Nothing 18.0% 49% 22.0% 12.0%
    • Access to the Leadership
    • A need to feel that they have the ability to access the leadership of the organization. This means a system must be in place for Millennial donors to voice opinions, provide counsel, and develop solutions with and for the board/executive leadership.
    Copyright Achieve 2010
  • Involve Throughout the Process
    • Involve in the decision making process and keep informed throughout the process overall. Our work is not a secret – if you treat it that way they will not respond.
    Copyright Achieve 2010
    • Organized Creativity
    • Millennial donors that develop solutions for the institution will respond more than those that are told the solution has been created.
    • Provide an organized approach for Millennial donors to develop solutions.
    Copyright Achieve 2010
    • Engage Friends and Family
    • The friends made during the college years and their early professional careers.
    • Opportunities to engage the friends and family they have while pursuing a call to action will be the most important.
    Copyright Achieve 2010
    • Exclusiveness
    • Blanket messaging for participation will be less effective.
    • Providing opportunities to Millennial alumni that feel or offer exclusiveness will spark excitement and engagement.
    Copyright Achieve 2010
  • Language
    • Capacity, community, impact, empowers, collaboration, partnership, engages, challenges, ability, connects, and committed . 
    • To a Millennial donor, these words are so hard to understand - especially when multiple organizations use these words. 
    Copyright Achieve 2010
    • Call to Action
    • Millennial donors respond to calls of action. A specific goal, needed input, and/or assistance with developing a solution. Drive with content . Simple calls to contribute or donate tend to fall on deaf ears.
    Copyright Achieve 2010
  • Be Specific… Be Clear… Be Honest… Copyright Achieve 2010 Answer Options Not Likely Some-what Likely Likely Very Likely Specific request to support a particular project 5.2% 39.5% 43.6% 11.6% Organization specifies a particular amount 43.4% 41.7% 13.1% 1.7% Organization specifies where the donation is going 5.7% 31.5% 47.1% 15.5% Annual donation call 56.3% 30.0% 11.4% 2.1% Emergency situation 11.1% 37.3% 36.6% 14.8% Emergency call for specific amount 34.9% 39.5% 19.9% 5.5% General non-specific request 55.7% 36.5% 6.8% 0.9%
    • Donor
    • Profiling
    • Brochures
    • Messaging
    • Collateral
    Copyright Achieve 2010
    • Influencers
    • Messages for participation from the organization may get small results.
    • Work through “influencers” to communicate messaging in a peer to peer approach. Utilization of “influencers” will help deliver messaging, spark a call to action, and influence peer engagement.
    Copyright Achieve 2010
    • Easy
    • Engagement is easy and is turn-key. Messages to Millennial donor have easy entry points, clicks, opportunities to immediately involve.
    • Work through “influencers” to ask what is their network like to see immediately from organizations.
    Copyright Achieve 2010
  • Find Where People Are Going and Where They Came From Copyright Achieve 2010
  • Millennial Levels of Engagement Site Visitor Content Consumer Contributor Supporter Peer Fundraiser Evangelist Supporter Peer Fundraiser Promoter Supporter Peer Fundraiser Engagement Step 1: Introduction Engagement Step 2: Consumption Engagement Step 3: Role Definition Engagement Step 4: Support Organization Engagement Step 5: Philanthropic Organizer
    • Scenarios and Response
  • Millennial Engagement Map: Acquisition to Donation Site Visitor Joins Community Receives Email 1 Call to Action Engages in Call to Action 1 Receives Call to Action 2 Receives Donor Information Email 1 Receives Call to Action 3 Solicitation Stewardship Email/Call – Gift Impact 1 Stewardship Email/Call - Gift Impact 2 No Response Receives Alt. Call to Action 1 Receives Donor Information Email 2 Receives Call to Action 4 Solicitation Stewardship Email/Call – Gift Impact 1 Stewardship Email/Call - Gift Impact 2 Receives Email 2 Call to Action Engages in Call to Action 2 Receives Call to Action 3 Receives Donor Information Email 1 Receives Call to Action 4 Solicitation Stewardship Email/Call – Gift Impact 1 Stewardship Email/Call - Gift Impact 2 No Response Receives Alternate Email 3 Call to Action Receives Donor Information Email 2 Receives Call to Action 4 Solicitation Stewardship Email/Call – Gift Impact 1 Stewardship Email/Call - Gift Impact 2 Acquisition Cultivation Step 1 Cultivation Step 2 Cultivation Step 3 Cultivation Step 4 Solicitation Stewardship
  • Conversations
    • Be Honest About Meeting
    • Understand Experience or Interest
    • Understand Life Issues
    • Understand Connections/Networks
    • Understand Communication Preference
    • Understand Willingness to Connect
    Copyright Achieve 2010
  • a quick recap !
    • realign volunteer and staff resources for face to face
    • be specific
    • multichannel approach
    • long-term investment
  • download discuss contribute participate engage chat
    • Derrick Feldmann
    • [email_address]
    • @achieve_consult
    • 317-637-3000
    Page 55 www.millennialdonors.com