0
This Isn’t Your Father’s Oldsmobile: Planning Ahead For Soliciting a New Generation Of Donors<br />Multi-Generational Work...
2<br />TOPICS<br />Operating Environment  <br /><ul><li>Changing Landscape
Multi-Generational Workforce</li></ul>Strengths<br /><ul><li>Execs are Getting Social</li></ul>Weakness<br /><ul><li>Fundr...
Understand Communications Preferences
Identify New Technology Use
Pinpoint Interest in Civic Engagement</li></ul>Tips<br /><ul><li>Multi-Platform & Channel Campaigns
Communicate Across Generations</li></li></ul><li>3<br />SITUATION ANALYSIS<br />
4<br />A CHANGING LANDSCAPE<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
5<br />DEMOGRAPHY<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
6<br />IDENTITY, PRIORITIES & OUTLOOK<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
7<br />STRENGTHS<br />
8<br />EXECS ARE GETTING SOCIAL<br />Top 20 Jobs on Twitter<br />Penn Schoen Berland Survey:<br /><ul><li>83% of executive...
73% of executives agree that social platforms will fundamentally change the way people share, connect and learn at work…
73% of millennials
64% of general knowledge workers </li></ul>Rank	        Job<br />Jive study conducted by Penn Schoen Berland, May 2011<br ...
9<br />WEAKNESS<br />
10<br />FUND RAISING’S GENERATIONAL <br />DIVIDE<br /><ul><li>PAC Managers are predominantly from Gen X (1965-1980)
PAC eligible audience are largely Boomers (1946-1964)</li></li></ul><li>11<br />OPPORTUNITIES<br />
GENERATIONAL BREAKDOWN – KEY TAKEAWAYS<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<b...
13<br />SILENTS<br />Key Facts:<br />Born: 1928-1945 (65+)   Internet: 40%<br />Social Media: 6%<br />Texting: 4%<br />MAR...
14<br />BOOMERS<br />Key Facts:<br />Born: 1946-1964 (46-64)Internet: 79%<br />Social Media: 30%<br />Texting: 35%<br />JA...
15<br />GEN X<br />Key Facts:<br />Born: 1965-1980 (30-45)Internet: 87%<br />Social Media: 50%<br />Texting: 63%<br />JENN...
16<br />MILLENNIALS<br />Key Facts:<br />Born: 1981-1996 (18-29)Internet: 90%<br />Social Media: 75%<br />Texting: 80%<br ...
17<br />GEN 2020<br />Key Facts:<br />Born: 1997-2000 (0-17)  <br />Facebook AccountEligibility: age 13<br />EMMA<br />
TECHNOLOGY & SOCIAL MEDIA: <br />INTERNET BEHAVIORS<br />Millennials: A Portrait of Generation Next, Pew Research Center R...
TECHNOLOGY & SOCIAL MEDIA: <br />CELL PHONES & TEXTING<br />Millennials: A Portrait of Generation Next, Pew Research Cente...
POLITICS, IDEOLOGY, <br />AND CIVIC ENGAGEMENT<br />Millennials: A Portrait of Generation Next, Pew Research Center Report...
TECHNOLOGY & SOCIAL <br />MEDIA ACTIVITY<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009...
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NABPAC Generational Marketing Strategies

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Suzanne Zurn, Waggener Edstrom VP Digital Advocacy at the National Association of Business Political Action Committee’sPAC Management Conference

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Transcript of "NABPAC Generational Marketing Strategies"

  1. 1. This Isn’t Your Father’s Oldsmobile: Planning Ahead For Soliciting a New Generation Of Donors<br />Multi-Generational Workforce Channel Marketing Strategies<br />Suzanne Zurn, VP Digital Consulting<br />Waggener Edstrom Worldwide<br />Presentation delivered to theNational Association of Business Political Action Committee’sPAC Management Conference<br />Washington, DC | July 27, 2011<br />
  2. 2. 2<br />TOPICS<br />Operating Environment <br /><ul><li>Changing Landscape
  3. 3. Multi-Generational Workforce</li></ul>Strengths<br /><ul><li>Execs are Getting Social</li></ul>Weakness<br /><ul><li>Fundraiser’s Generational Divide</li></ul>Opportunities<br /><ul><li>Know Your Audience
  4. 4. Understand Communications Preferences
  5. 5. Identify New Technology Use
  6. 6. Pinpoint Interest in Civic Engagement</li></ul>Tips<br /><ul><li>Multi-Platform & Channel Campaigns
  7. 7. Communicate Across Generations</li></li></ul><li>3<br />SITUATION ANALYSIS<br />
  8. 8. 4<br />A CHANGING LANDSCAPE<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
  9. 9. 5<br />DEMOGRAPHY<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
  10. 10. 6<br />IDENTITY, PRIORITIES & OUTLOOK<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />
  11. 11. 7<br />STRENGTHS<br />
  12. 12. 8<br />EXECS ARE GETTING SOCIAL<br />Top 20 Jobs on Twitter<br />Penn Schoen Berland Survey:<br /><ul><li>83% of executives use at least one social network in the workplace
  13. 13. 73% of executives agree that social platforms will fundamentally change the way people share, connect and learn at work…
  14. 14. 73% of millennials
  15. 15. 64% of general knowledge workers </li></ul>Rank Job<br />Jive study conducted by Penn Schoen Berland, May 2011<br />Twitter Data from NetProspex Social Business Report, Summer 2011<br />
  16. 16. 9<br />WEAKNESS<br />
  17. 17. 10<br />FUND RAISING’S GENERATIONAL <br />DIVIDE<br /><ul><li>PAC Managers are predominantly from Gen X (1965-1980)
  18. 18. PAC eligible audience are largely Boomers (1946-1964)</li></li></ul><li>11<br />OPPORTUNITIES<br />
  19. 19. GENERATIONAL BREAKDOWN – KEY TAKEAWAYS<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />12<br />
  20. 20. 13<br />SILENTS<br />Key Facts:<br />Born: 1928-1945 (65+) Internet: 40%<br />Social Media: 6%<br />Texting: 4%<br />MARY<br />
  21. 21. 14<br />BOOMERS<br />Key Facts:<br />Born: 1946-1964 (46-64)Internet: 79%<br />Social Media: 30%<br />Texting: 35%<br />JAMES<br />
  22. 22. 15<br />GEN X<br />Key Facts:<br />Born: 1965-1980 (30-45)Internet: 87%<br />Social Media: 50%<br />Texting: 63%<br />JENNIFER<br />
  23. 23. 16<br />MILLENNIALS<br />Key Facts:<br />Born: 1981-1996 (18-29)Internet: 90%<br />Social Media: 75%<br />Texting: 80%<br />JACOB<br />
  24. 24. 17<br />GEN 2020<br />Key Facts:<br />Born: 1997-2000 (0-17) <br />Facebook AccountEligibility: age 13<br />EMMA<br />
  25. 25. TECHNOLOGY & SOCIAL MEDIA: <br />INTERNET BEHAVIORS<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />18<br />
  26. 26. TECHNOLOGY & SOCIAL MEDIA: <br />CELL PHONES & TEXTING<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />19<br />
  27. 27. POLITICS, IDEOLOGY, <br />AND CIVIC ENGAGEMENT<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />20<br />
  28. 28. TECHNOLOGY & SOCIAL <br />MEDIA ACTIVITY<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />21<br />
  29. 29. POLITICS, IDEOLOGY& CIVIC ENGAGEMENT<br />Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009<br />22<br />
  30. 30. 23<br />TIPS<br />
  31. 31. One Size Does Not Fit All<br /><ul><li>Channel / Platform
  32. 32. Message
  33. 33. Messenger
  34. 34. Frequency
  35. 35. Value Proposition</li></li></ul><li>25<br />TIPS FOR COMMUNICATING WITH<br />ALL GENERATIONS<br />
  36. 36. 26<br />TIPS FOR COMMUNICATING WITH<br />ALL GENERATIONS<br />Best Practice List (left) from Center for Creative Leadership, Emerging Leaders Research Survey Summary Report, 2003<br />
  37. 37. THANKYOU<br />SUZANNE ZURN<br />202.261.7807 | @SuzZurn<br />szurn@waggeneredstrom.com<br />www.slideshare.net/SlideShareWE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  38. 38. 28<br />LEARN MORE<br />Pew Research Center Report “Millennials: A Portrait of Generation Next,” 2009<br />Harvard Business Review, “Are Your Ready to Manage Five Generations,” Oct 2009<br />Jive study conducted by Penn Schoen Berland,May 2011<br />NetProspex Social Business Report, Summer 2011<br />Center for Creative Leadership, “Emerging Leaders Research Survey Summary Report,” 2003<br />Chronicle of Philanthropy, “Fund Raising’s Generational Divide,” June 5, 2007<br />
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