Millennial <br />Donors<br />capturing engagement from the next generation<br />June 28, 2010 <br />
the next generation of givers<br />
69%<br />of donors under the age of 35 are professionals, academics, owners, managers or entrepreneurs<br />Statistics fro...
52%<br /> earn over $70,000<br />Statistics from Cygnus Research 09<br />Copyright Achieve 2010<br />
70%<br />are notsupporting dependents<br />Statistics from Cygnus Research 09<br />Copyright Achieve 2010<br />
Donations Last Year<br />23%<br />42%<br />$0 - $49<br />$300+<br />
Largest Gift Last Year<br />43%<br />15%<br />$0 - $99<br />$1,000+<br />
Volunteer Hrs. Last Year<br />36%<br />29%<br />0-5 Hrs.<br />30+ Hrs.<br />
key findings<br />
a seat at the table: give me a voice<br />
Access<br />53%<br />61%<br />Have It.<br />Want It.<br />
Value Opinions<br />75%<br />25%<br />Yes.<br />No.<br />
Strategic Thinking<br />75%<br />25%<br />Yes.<br />No.<br />
two-faced: find me on Facebook, meet me face-to-face <br />
Receive Information<br />93%<br />23%<br />27%<br />Email.<br />Facebook.<br />Print.<br />
Likely to Donate<br />81%<br />66%<br />Email.<br />Face to Face.<br />
emerging evangelists: help me spread the word <br />
Willingness – Family/Friend<br />70%<br />30%<br />Yes.<br />No.<br />
What Do You Need?<br />Specific Information& Website Links<br />91%<br />
what does this mean?<br />
MillennialDonor Focus<br />Copyright Achieve 2010<br />
The engagement gap is the space or void between a transactional donor/volunteer and someone who sits on its board. The eng...
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 ...
Institution Commitments<br />Copyright Achieve 2010<br />
Copyright Achieve 2010<br />
Engagement<br />First<br />Copyright Achieve 2010<br />
Together Not Separate<br />Copyright Achieve 2010<br />
Social is an Aspect Not the Focus<br />Copyright Achieve 2010<br />
Focus on Pull Fundraising<br />Copyright Achieve 2010<br />
Technology is a Support Not a Crutch<br />Copyright Achieve 2010<br />
Strategies<br />Copyright Achieve 2010<br />
Information Please! <br />Millennials look for more information when they first hear about organizations.  Through website...
information first, <br />do nothing second, volunteer third, &<br />donate last<br />Copyright Achieve 2010<br />
Access to the Leadership <br />A need to feel that they have the ability to access the leadership of the organization. Thi...
InvolveThroughout the Process<br />Involve in the decision making process and keep informed throughout the process overall...
Organized Creativity<br />Millennial donors that develop solutions for the institution will respond more than those that a...
Engage Friends and Family<br />The friends made during the college years and their early professional careers.  <br />Oppo...
Exclusiveness<br />Blanket messaging for participation will be less effective.<br />	Providing opportunities to Millennial...
Language<br />Capacity, community, impact, empowers, collaboration, partnership, engages, challenges, ability, connects, a...
Call to Action<br />	Millennial donors respond to calls of action.  	A specific goal, needed input, and/or assistance with...
Be Specific…Be Clear…Be Honest…<br />Copyright Achieve 2010<br />
Donor <br />Profiling<br />Brochures<br />Messaging <br />Collateral<br />Copyright Achieve 2010<br />
Influencers<br />Messages for participation from the organization may get small results.  <br />	Work through “influencers...
Easy<br />Engagement is easy and is turn-key.  Messages to Millennial donor have easy entry points, clicks, opportunities ...
Find Where People Are Going and Where They Came From<br />Copyright Achieve 2010<br />
Millennial Levels of Engagement<br />
Scenarios and Response<br />
Millennial Engagement Map: Acquisition to Donation<br />
Conversations<br />Be Honest About Meeting<br />Understand Experience or Interest<br />Understand Life Issues<br />Underst...
a quick recap!<br />
realign volunteer and staff resources for face to face <br />
be specific<br />
multichannel approach<br />
long-term  investment<br />
Derrick Feldmann<br />dfeldmann@achieveguidance.com<br />@achieve_consult<br />317-637-3000<br />downloaddiscusscontribute...
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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?
  • Milldonorpresentation capturing engagement

    1. 1. Millennial <br />Donors<br />capturing engagement from the next generation<br />June 28, 2010 <br />
    2. 2. the next generation of givers<br />
    3. 3. 69%<br />of donors under the age of 35 are professionals, academics, owners, managers or entrepreneurs<br />Statistics from Cygnus Research 09<br />Copyright Achieve 2010<br />
    4. 4. 52%<br /> earn over $70,000<br />Statistics from Cygnus Research 09<br />Copyright Achieve 2010<br />
    5. 5. 70%<br />are notsupporting dependents<br />Statistics from Cygnus Research 09<br />Copyright Achieve 2010<br />
    6. 6. Donations Last Year<br />23%<br />42%<br />$0 - $49<br />$300+<br />
    7. 7. Largest Gift Last Year<br />43%<br />15%<br />$0 - $99<br />$1,000+<br />
    8. 8. Volunteer Hrs. Last Year<br />36%<br />29%<br />0-5 Hrs.<br />30+ Hrs.<br />
    9. 9. key findings<br />
    10. 10. a seat at the table: give me a voice<br />
    11. 11. Access<br />53%<br />61%<br />Have It.<br />Want It.<br />
    12. 12. Value Opinions<br />75%<br />25%<br />Yes.<br />No.<br />
    13. 13. Strategic Thinking<br />75%<br />25%<br />Yes.<br />No.<br />
    14. 14. two-faced: find me on Facebook, meet me face-to-face <br />
    15. 15. Receive Information<br />93%<br />23%<br />27%<br />Email.<br />Facebook.<br />Print.<br />
    16. 16. Likely to Donate<br />81%<br />66%<br />Email.<br />Face to Face.<br />
    17. 17. emerging evangelists: help me spread the word <br />
    18. 18. Willingness – Family/Friend<br />70%<br />30%<br />Yes.<br />No.<br />
    19. 19. What Do You Need?<br />Specific Information& Website Links<br />91%<br />
    20. 20. what does this mean?<br />
    21. 21. MillennialDonor Focus<br />Copyright Achieve 2010<br />
    22. 22. 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.<br />
    23. 23. 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!<br />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.<br />
    24. 24. Institution Commitments<br />Copyright Achieve 2010<br />
    25. 25. Copyright Achieve 2010<br />
    26. 26. Engagement<br />First<br />Copyright Achieve 2010<br />
    27. 27. Together Not Separate<br />Copyright Achieve 2010<br />
    28. 28. Social is an Aspect Not the Focus<br />Copyright Achieve 2010<br />
    29. 29. Focus on Pull Fundraising<br />Copyright Achieve 2010<br />
    30. 30. Technology is a Support Not a Crutch<br />Copyright Achieve 2010<br />
    31. 31. Strategies<br />Copyright Achieve 2010<br />
    32. 32. Information Please! <br />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. <br />Copyright Achieve 2010<br />
    33. 33. information first, <br />do nothing second, volunteer third, &<br />donate last<br />Copyright Achieve 2010<br />
    34. 34. Access to the Leadership <br />A need to feel that they have the ability to access the leadership of the organization. This means a systemmust be in place for Millennial donors to voice opinions, provide counsel, and develop solutions with and for the board/executive leadership.<br />Copyright Achieve 2010<br />
    35. 35. InvolveThroughout the Process<br />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.<br />Copyright Achieve 2010<br />
    36. 36. Organized Creativity<br />Millennial donors that develop solutions for the institution will respond more than those that are told the solution has been created.<br />Provide an organized approach for Millennial donors to develop solutions.<br />Copyright Achieve 2010<br />
    37. 37. Engage Friends and Family<br />The friends made during the college years and their early professional careers. <br />Opportunities to engage the friends and family they have while pursuing a call to action will be the most important.<br />Copyright Achieve 2010<br />
    38. 38. Exclusiveness<br />Blanket messaging for participation will be less effective.<br /> Providing opportunities to Millennial alumni that feel or offer exclusiveness will spark excitement and engagement.<br />Copyright Achieve 2010<br />
    39. 39. Language<br />Capacity, community, impact, empowers, collaboration, partnership, engages, challenges, ability, connects, and committed. <br />To a Millennial donor, these words are so hard to understand- especially when multiple organizations use these words. <br />Copyright Achieve 2010<br />
    40. 40. Call to Action<br /> 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.<br />Copyright Achieve 2010<br />
    41. 41. Be Specific…Be Clear…Be Honest…<br />Copyright Achieve 2010<br />
    42. 42. Donor <br />Profiling<br />Brochures<br />Messaging <br />Collateral<br />Copyright Achieve 2010<br />
    43. 43. Influencers<br />Messages for participation from the organization may get small results. <br /> 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.<br />Copyright Achieve 2010<br />
    44. 44. Easy<br />Engagement is easy and is turn-key. Messages to Millennial donor have easy entry points, clicks, opportunities to immediately involve. <br /> Work through “influencers” to ask what is their network like to see immediately from organizations. <br />Copyright Achieve 2010<br />
    45. 45. Find Where People Are Going and Where They Came From<br />Copyright Achieve 2010<br />
    46. 46. Millennial Levels of Engagement<br />
    47. 47. Scenarios and Response<br />
    48. 48. Millennial Engagement Map: Acquisition to Donation<br />
    49. 49. Conversations<br />Be Honest About Meeting<br />Understand Experience or Interest<br />Understand Life Issues<br />Understand Connections/Networks<br />Understand Communication Preference<br />Understand Willingness to Connect<br />Copyright Achieve 2010<br />
    50. 50. a quick recap!<br />
    51. 51. realign volunteer and staff resources for face to face <br />
    52. 52. be specific<br />
    53. 53. multichannel approach<br />
    54. 54. long-term investment<br />
    55. 55. Derrick Feldmann<br />dfeldmann@achieveguidance.com<br />@achieve_consult<br />317-637-3000<br />downloaddiscusscontributeparticipateengagechat<br />55<br />www.millennialdonors.com<br />Page 55<br />
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