Vivanista young professionals webinar tweetchat

WebinarYoung Professionals: Cultivating the Next Generation of Donors

About Bringing together nonprofit fundraising, development and marketing professionals •Go to: http://twebevent.com/fundchat to participate in this webinar/tweetchat •Moderator: @brendankinney •Please follow @fundchat on twitter!© 2011 Vivanista Inc.

What You’ll Learn• Why Gen Y’s join Young Professional organizations• How to create a YP organization• Structure of the organization & its events• How to drive YP donations

Background• National organizations – Professional networking: YNPN (over 40 chapters) – Specific organizations: St. Judes Hospital (over 20 chapters)• Regional organizations – Nonprofits • Performing Arts • Museums • Hospitals • Zoos – Professional networking • YPN • Specific Industries i.e. Energy

Why Young Professionals Join? Social Give Back recognition Gen Y Fun parties Cool factor

Driving Forces To Join?• People Involved• Cause• Social Aspect …but what percentage?

Driving Forces To Join? Social Aspect People 35% Involved 50% Cause 15%

Creating a YP Organization 1. Identify a key 5. Create Founding YP influencer Advisory Council or Board 6. Set up first 2. Get them involved membership drive 3. Develop YP org 7. Promote event & structure attendees in social press 4. Introduce to Board of 8. Cultivate fundraising Trustees event chair(s)

Stages of Young Professionals Late 20’s – early 30’s YP3 YP2 Fresh out of college YP1

Stages of Young Professionals YP3 YP2 - Join for cool factor YP1 - FollowersEntry - Main tix buyers - Donate in conjunction with events

Stages of Young Professionals YP3 - Influential over YP1s - Occasionally donate directly Workers YP2 - Event Chairs & Leaders - In the press - Interested in the Cause YP1

Stages of Young Professionals - Benefactor tix buyers - Mentors to YP1s & YP2s VIPs YP3 - Donate directly to cause - Ready for more involvement in this Cause & others YP2 YP1

YP Development Strategies• YP1s: Develop influence and leadership opportunities• YP2s: Mentor Influencers• YP3: Cultivate VIPs

Membership• Membership is annual – Annual dues: Under $100• Includes at least 4 parties/year – Free cocktails, music and light food – Parties are usually not fundraisers• Non-members – Must pay for each event – Opportunity to sell memberships

Fundraising Events• Price Structure: – Thurs-Sat: • YP1: $80 - $120 • YP2: $200 • YP3: $400+ – Mon-Wed: Half the price• Types of Event: – Specific to Young Professionals – In conjunction with larger fundraiser i.e. Opening Gala• Member responsibilities: – Spread the word – Attend – Bring friends

Social Events• Price Structure: – Complementary to members (4x/yr) – $15 - $30 to non-members• Timing and Location: – Usually mid-week at public venue • Helps promote venue and/or new product i.e. vodka – Educational sessions in-home

Approach to Events Giving Member of the organization Committee Friend request Member Friend involvement Influencer involvement Cannot attend; but will make a donation

Approach to Direct DonationsFriend crowdsourcing Indirect friend Increased Membership Benefits

Summary• YPs participate for different reasons at different ages• Creating a YP group starts with an influencer• Keep pricing low• Add value to programs• Integrate the cause• Identify and cultivate YP3s

Resources• Vivanista Resource Library: – Copy of the presentation – Guide to Starting a Young Professional organization• Videos: - Fundraising Events: http://youtu.be/fRZk2vIm8r0 - Fundraising Fundamentals: http://youtu.be/owKj_rzVTsc - Social Media for Fundraising: http://youtu.be/NHxB40oq-iw

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