Fundraising and the Next Generation

Fundraising and the Next Generation Emily Davis February 29, 2012A Service Of: Sponsored by:

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Today’s Speaker Emily Davis President, EDA ConsultingAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:

Fundraising and the Next Generation February 29, 2012 Emily Davis, MNM EDA Consulting

About Emily DavisEmily Davis has been working in the non-profit sector as astaff member, consultant, founder, board member, andvolunteer for over 15 years. She currently serves as theExecutive Director for the Colorado Chapter of the NationalHemophilia Foundation and as President of EDA Consulting.She trains and consults on a number of different areasincluding board development, transitional leadership, onlinecommunications, multi-generational philanthropy, andfundraising. Her publication, Fundraising and the NextGeneration is now available for purchase.Her passion for effective leadership has garnered numerousawards and nominations. Emily received her Masters inNonprofit Management from Regis University.2/29/12 Nonprofit Webinars 6

Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS?2/29/12 Nonprofit Webinars 7

What is the Generational Mix? GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS BIRTH YEARS 1900 – 1945 1946 – 1964 1965 – 1981 - 1999 1980 ALSO KNOWN Veterans Baby Boomers Xers Nexters AS… WWII Generation 77 Million 44 Million Gen Y Silent Generation Nintendo Generation2/29/12 Nonprofit Webinars 8

Challenge our assumptions about each generation • Traditionalists • Baby Boomers • Generation X • Generation Y/Millenials2/29/12 Nonprofit Webinars 9

Traditionalists (1900 – 1945)• Catalyst for NPOs• Top down management• Respect for authority• Separate home & work• Conformist• Value of work vs. personal meaning• Hardworking, loyal, thrifty 2/29/12 Nonprofit Webinars 10

Boomers (1946-1964)• Formalized sector• Appreciate hierarchy & inclusion• All about respect• Self-improvement• Strong work ethic• Optimistic & idealistic• Desire flexibility• Workaholic• Appreciate recognition 2/29/12 Nonprofit Webinars 11

Gen Xers (1965- 1980)• Self-reliant• Quick fix• Collaborative & independent• Direct communicators• Financially-motivated• Look for results• Appreciate reward through external recognition 2/29/12 Nonprofit Webinars 12

Millennials (1980 – 2000)• Digital natives• Independent but interactive• Questions the status quo• Desire mutual respect• Celebrate diversity• Express to express -- not impress• Acknowledgement for being her• Civically-minded 2/29/12 Nonprofit Webinars 13

How has this affected philanthropy? • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings2/29/12 Nonprofit Webinars 14

What Tenured Professionals Want • Next Gen Training • Acknowledgment • Engagement • Respect for legacy • Dialogue2/29/12 Nonprofit Webinars 15

What the Next Gen Wants • Advice • Acknowledgment • Shared ownership • Opportunity to lead • Flexibility • Sector history2/29/12 Nonprofit Webinars 16

Multi-Gen Development Office Solutions• Develop a pipeline thru training and recruitment• Integrate new ideas of nonprofit leadership and shift Boomers’ roles• Consider new models of leadership that distribute responsibilities• Recruit from within• Acknowledge new leadership• Shift ideas about diversity, mentorship• Evaluate and redesign current structures2/29/12 Nonprofit Webinars 17

Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY2/29/12 Nonprofit Webinars 18

Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadors2/29/12 Nonprofit Webinars 19

Fundraising from Traditionalists• Direct mail and peer-to peer fundraising is best• Write checks• Smaller group• Lifelong giving began in their 30s• Less opportunity for new NPOs• Protects privacy2/29/12 Nonprofit Webinars 20

Fundraising from Boomers• Mix both new & traditional strategies• Plan their giving• Consider operational & overhead costs• Use mainstream media as an entry point• Lifelong giving begins in their 30s2/29/12 Nonprofit Webinars 21

Fundraising from Gen X• Friends/family/peers are influencers• Stories have a greater impact than loyalty• Consistently give largest gift to the same charity annually• Donate the most through websites (30%)• Hard to recruit to your cause2/29/12 Nonprofit Webinars 22

Fundraising from Millenials• Philanthropy is time and money• Lower cost to recruit because they are online• Multi-communications approach• Engaged in fundraising for orgs• Donate in a variety of ways2/29/12 Nonprofit Webinars 23

Generational Philanthropy* *Courtesy of thoughtfulphilanthropy.wordpress.com Understand Frame your Choose Your Elicit Their Say Thank their message Medium Response You philanthropyPre WWII Giving is the right Traditional Traditional org Check in the mail Thank you letter thing to do organizational methods or card messageBaby Giving makes me Tell a story focusing Telemarketing Over the phone Thank you letter feel good on impact from client orBoomers letter illustrating impact of their giftGen X Giving Use a formula: $X Peer to peer asks Online or thru Accounting of accomplishes my provides Y well for payroll deduction how funds were goals Z community used and results were achievedGen Y Giving is one tool I Discuss multiple Online gifts and Online gifts & Interactive thank use to make a methods of volunteer hours volunteer hours you that difference in the involvement encourages other world forms of involvement 2/29/12 Nonprofit Webinars 24

Where are they?• Existing donors• Volunteers• Young professional events• Media (i.e. 40 under 40)• Colleges & universities2/29/12 Nonprofit Webinars 25

Entry Points• Events – tiered fees • Giving Circles – tiered• Partner with young fees professionals’ groups • Volunteering• A-thons • Board and committee• Peer to peer networks participation• Family • Planned Giving• Philanthropic resources • Nonprofit Start Ups2/29/12 Nonprofit Webinars 26

Family Philanthropy• Major donors have children & grandchildren• Family legacy• Engage younger generations and older generations• Listen & learn about what the next gen wants• Provide resources & networks2/29/12 Nonprofit Webinars 27

Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking & resources• Bring on as volunteers, staff, board members• Listen and learn• Snowflakes2/29/12 Nonprofit Webinars 28

6 Steps to a Next Gen Campaign or Event1. Identify young donors and volunteers as leaders.2. Use existing or create planning team.3. Ask team to design & implement fundraising event or activity.4. Provide support!5. Host a successful campaign/event.6. Evaluate campaign or event.2/29/12 Nonprofit Webinars 29

Assess Your Organization*• Mission appeal• Resources & capacity• Involvement• Track donor giving & participation• Ability to modify communications• Culture shift• Web presence• Champions• Campaigns for young donors• Current donors2/29/12 Nonprofit Webinars 30

Relationships Don’t Change• Cultivate, steward, and solicit• Recognize• Multi-channel communications• Meet one-on-one• Develop ambassadors• Use social media as stewardship, not for solicitation• Effective database2/29/12 Nonprofit Webinars 31

“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet2/29/12 Nonprofit Webinars 32

10 Tips About Social Media1. Social media is A tool, not THE tool.2. Social media is a plant3. Add value4. Listen & create dialogue5. Prospecting, cultivation, & stewardship2/29/12 Nonprofit Webinars 33

6. It ain’t free7. Not everyone “Diggs” social media8. Have a plan9. Connect with other fundraising efforts10. Be patient2/29/12 Nonprofit Webinars 34

Taking the First Steps1. Pair up with someone in your organization2. Why do you want to work with next gen donors?3. What are 3 things you can do today?4. How will you make those happen?5. Share and brainstorm.2/29/12 Nonprofit Webinars 35

5 Things To Do Today1. Make a Plan2. Watch other orgs3. Attend trainings & ask for support4. Invite participation5. Support new ideas2/29/12 Nonprofit Webinars 36

Resources• 21/64• Resource Generation• EPIP• National Center for Family Philanthropy• StayClassy.org• Fundraising and the Next Generation• Working Across Generations• The Networked Nonprofit• The Next Generation of American Giving2/29/12 Nonprofit Webinars 37

Thank You! Emily Davis, MNM EDA Consulting (303) 652-7536 emily@edaconsulting.org www.edaconsulting.org www.edaconsulting.org/blogs www.Facebook.com/edaconsulting Twitter: @edaconsulting2/29/12 Nonprofit Webinars 38

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