Fundraising and the Next Generation 5.22.12


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Presented for GiftWorks on May 22, 2012.

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  • EDA Consulting
  • We are influenced in these generations by key activities/shared reference points – world wars, 9/11, women ’s movement TRADITIONALISTS : This is the generation that really were responsible for creating the nonprofit sector and charitable giving in a formalized way in the US. Catalyst for NPOs Motivations: Leaving a legacy; Security defined as safety, money; Loyalty; Their health; God, duty and country; Education; Being useful; Pride; Fear Marketing: Conservative imagery; Legacy; Family; Healthy couples; Won ’t spend a lot; Well-known brands Management: Top down, respect for authority, separate home and work, conformist, value of work vs. personal meaning, hardworking, loyal, thrifty BOOMERS : Formalized sector, Appreciate hierarchy & inclusion, All about respect, Self-improvement, Strong work ethic, Optimistic & idealistic, Desire flexibility, Workaholic, Appreciate recognition Martin Luther King Jr., Gloria Steinam, The Beatles, TV, Vietnam War, War Protests appreciate hierarchy and inclusion; want to be recognized for their contributions to the sector both in the past and NOW. Want to be asked questions about their work in the sector, want the next generation to learn from them This generation was truly responsible for formalizing and implementing what the previous generation had created– learning by doing, improvisation – hasn ’t helped with transferring the knowledge and skills of the sector. Can be resentment from these folks who have worked SO hard for the sector and see the younger generations doing things in a more sustainable way. Motivations: Money; Status; Toys; Fear of failure; Guilt; Transformation; Making a Difference; Accomplishments; Being best in class; Having choices; Sharing shows up as teamwork; Respect; Service; Process Messaging: Work hard and deserve it; Keeping up with the Jones ’; Didn’t get it as a kid so I am taking care of myself; Living the good life defined by materialism Imagery: Healthy
  • How have generational differences affected your organization?
  • GENERATION X: Self-reliant: bend rules if they need to, Striving for work life balance, Lives for today, Distrust of corporate america, The boomers are a hard act to follow, More self reliant – like to solve own problems Quick fix – sound-byte processing and instant gratification Collaborative and independent – they work well independently, but also on teams You will find more movement between jobs with this group Direct communicators – don ’t want to read between the lines. Just tell me what you want to say. Financially-motivated – huge amounts of debt from school loans, housing, etc. Motivations: Money; Balancing work and home/family; Results; Efficiency; Money; Challenge; Flexibility; Healthy lifestyle; Hybrids – making things their own Messaging: Straight talk; Get to the benefit or result; No B.S or unsubstantiated claims; Informal; Reduce sexism; Increase Environmentally friendly verbiage; Humor; Thought provoking comments Imagery– Inclusive Bill Gates, internet, Rodney King, Berlin Wall, Apartheid, Madonna, children of divorced parents, Seinfeld, Friends MILLENIALS 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 9/11, Facebook, ipods, American idol Millenials are going to be second in size to Boomers – could rival the size depending where we call the end of the generation Digital natives/Civic minded- think globally because they have more global community access than any other generation. Use their practical know-how to make an impact, Independent but interactive – collaborative as well as independent, Multi-taskers, want customization Motivations: Relationships; Varied experiences; Celebrity; Feedback; Mutual respect; Happiness; Materialism; Cause; Creativity; Community; Environment; Money; Having experiences Messaging: Green and NOT green washing; Sexy Imagery: Multiracial imagery
  • Advice from the older generations that will inform their leadership Acknowledgement: commitment to the sector, new leadership ideas, structures and vision for the sector. Shared ownership of the sector Flexibility from older generations about new leadership qualities and management styles The real stories behind organizations and the sector – the good, the bad, and the ugly. Challenges: long hours make it difficult to have a life outside of work, going back to school, change jobs, look at different interests, have families; more plugged in than previous generations Reasons for working for an NPO: Enjoy giving back to the community - 82% Personal sense of satisfaction - 81.5%) Positive work environment - 58.3% Professional challenges - 57.2% Co-workers - 56% Working with clients: 42.7% Encouraging and supportive leadership: 40% Professional development opportunities: 37% Other: 3.4% Financial compensation: 2.8% Sherri to look for emerging leader corporate stats
  • 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 structures
  • This slides can be more about statistics that anything
  • These next few slides are really about raising money from small to midsize donors These slides really come from the Convio research on the Next Generation of American Giving
  • Emily ’s Comments: Want to pay most attention to this group and Gen X because they have the most money in the near future… Grew up with being sold on 30 second TV clips so they are savvy
  • Emily ’s Comments: Hard to recruit because they are viral Get email contacts from Facebook, mailing address from events May hear about your cause through direct mail or an event, but donate through a website or Facebook campaign
  • Largest group next to boomers so they are a good group to focus on for lifetime giving Similar to Gen X they may hear about your cause one way and donate through another channel. Like websites like,, – allow them to be ambassadors for your organization. Make sure you offer trainings and networking events
  • Emily ’s Comments: Engaging Tomorrow ’s Donors Today provides a great assessment for your organization to determine where you are in working with the next generation of donors. But ultimately way to develop a plan.
  • Here are some basic principles of fundraising that social media can help with. Social media is really related to individual donors Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
  • Provide multi-generational families with resources like Resource Generation and 21/64 Junior boards
  • Junior boards, next gen professional groups
  • POP Example
  • It used to be simpler because there were fewer strategies to engage donors; now we have so many options due to social media that there needs to be more strategy.
  • Do this with board members as well.
  • Fundraising and the Next Generation 5.22.12

    1. 1. Fundraising and the Next Generation May 22, 2012 Emily Davis, MNM EDA Consulting
    2. 2. About Emily Davis Emily Davis has been working in the non-profit sector as a staff member, Emily Davis has been working in the non-profit sector as a staff member, consultant, founder, board member, and volunteer for over 15 years. She consultant, founder, board member, and volunteer for over 15 years. She currently serves as the President of EDA Consulting. currently serves as the President of EDA Consulting. EDA Consulting provides services to small businesses, nonprofits and EDA Consulting provides services to small businesses, nonprofits and philanthropists in the areas of leadership development, fundraising and philanthropists in the areas of leadership development, fundraising andintegrated online communications. Her publication, Fundraising and the Next integrated online communications. Her publication, Fundraising and the Next Generation is now available for purchase. Generation is now available for purchase. Her passion for effective leadership has garnered numerous awards and Her passion for effective leadership has garnered numerous awards and nominations. Emily received her Masters in Nonprofit Management from nominations. Emily received her Masters in Nonprofit Management from Regis University. Regis University.5/22/12 EDA Consulting LLC 2012 2
    3. 3. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS?5/22/12 EDA Consulting LLC 2012 3
    4. 4. Generational Assumptions5/22/12 EDA Consulting LLC 2012 4
    5. 5. What is the Generational Mix?GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS (1900-1945) (1946-1964) (1965- (1981-1999) 1980)ALSO KNOWN Veterans, Silent Baby Xers Gen Y, Nexters, AS… Generation, WWII Boomers Nintendo Generation GenerationINFLUENCERS World wars, The Television, Internet, Social media, Depression Vietnam War, Madonna, Bill iPods, 9/11, Civil Rights Gates, American Idol Movements Friends, Rodney King MARKETING Conservative Healthy Inclusive, Multi-ethnic, imagery, legacy, lifestyle, hard straight talk, green, sexier, family, well-known work, team environment celebrity brands work images, multi- channel5/22/12 EDA Consulting LLC 2012 5
    6. 6. Impact on Philanthropy • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings5/22/12 EDA Consulting LLC 2012 6
    7. 7. Multigenerational NonprofitsGENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS (1900-1945) (1946-1964) (1965- (1981-1999) 1980)MGMT STYLE Top down, Hierarchy, Flexible, Mutual respect, conformist earn your inclusive, self- shared leadership respect/ reliant ladderWORK STYLE Separate home & Flexibility, Collaborative Multi-tasking, work, hard- workaholic, & Collaborative/ind working, loyal, independent, ependent, thrifty direct question status communicati quo on, quick fix, virtual officeMOTIVATORS Authority, value Hierarchy, Healthy Relationships, work for work’s respect, self- work/life challenges, sake (less improvement, balance, feedback, causes, personal work, flexibility, $ environment, $ meaning) materialism5/22/12 EDA Consulting LLC 2012 7
    8. 8. What Tenured Professionals Want Next Gen Training Acknowledgment Engagement Respect for legacy Dialogue5/22/12 EDA Consulting LLC 2012 8
    9. 9. What the Next Gen Wants Advice Acknowledgment Shared ownership Opportunity to lead Flexibility Sector history5/22/12 EDA Consulting LLC 2012 9
    10. 10. Multi-Gen Development Department• Develop a pipeline• Integrate new leadership ideas & shift roles• Evaluate & redesign current structures• Recruit from within• Welcome new leadership• Peer coaching• Prioritize inclusivity5/22/12 EDA Consulting LLC 2012 10
    11. 11. Questions? Has this had an impact on your organization? If so how?5/22/12 EDA Consulting LLC 2012 11
    12. 12. Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY5/22/12 EDA Consulting LLC 2012 12
    13. 13. Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadors5/22/12 EDA Consulting LLC 2012 13
    14. 14. Fundraising from Traditionalists• Direct mail & peer-to peer fundraising is best• Write checks• Smaller group• Lifelong giving began in their 30s• Less opportunity for new NPOs• Protects privacy5/22/12 EDA Consulting LLC 2012 14
    15. 15. 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 30s5/22/12 EDA Consulting LLC 2012 15
    16. 16. 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 cause5/22/12 EDA Consulting LLC 2012 16
    17. 17. Fundraising from Millenials• Philanthropy is time and money• Lower cost to recruit (online participation) Multi-communications approach• Engaged in fundraising for orgs• Donate in a variety of ways5/22/12 EDA Consulting LLC 2012 17
    18. 18. Generational Philanthropy* *Courtesy of 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 5/22/12 EDA Consulting LLC 2012 18
    19. 19. Assess Your Organization • Mission appeal • Resources & capacity • Involvement • Track donor giving & participation • Ability to modify communications • Current donors • Culture shift • Web presence • Champions & ambassadors • Campaigns for young donors5/22/12 EDA Consulting LLC 2012 19
    20. 20. Where are they?• Existing donors• Volunteers• Young professional events & groups• Media (i.e. 40 under 40)• Colleges & universities5/22/12 EDA Consulting LLC 2012 20
    21. 21. 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 Ups5/22/12 EDA Consulting LLC 2012 21
    22. 22. Family Philanthropy• Major donors have children & grandchildren• Family legacy• Engage all generations• Listen & learn from the next gen• Provide resources & networks5/22/12 EDA Consulting LLC 2012 22
    23. 23. Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking & resources• Bring on as volunteers, staff, board members• Listen and learn• Snowflakes5/22/12 EDA Consulting LLC 2012 23
    24. 24. 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.5/22/12 EDA Consulting LLC 2012 24
    25. 25. 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 database5/22/12 EDA Consulting LLC 2012 25
    26. 26. “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 Internet5/22/12 EDA Consulting LLC 2012 26
    27. 27. 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.5/22/12 EDA Consulting LLC 2012 27
    28. 28. 5 Things To Do Today1. Make a Plan2. Watch other orgs3. Attend trainings & ask for support4. Invite participation5. Support new ideas5/22/12 EDA Consulting LLC 2012 28
    29. 29. Questions? How do you work with multiple generations? What are some successes and challenges?5/22/12 EDA Consulting LLC 2012 29
    30. 30. Resources• Young Nonprofit Professionals Network (YNPN)• 21/64• Resource Generation• Emerging Practitioners in Philanthropy (EPIP)• National Center for Family Philanthropy• Fundraising and the Next Generation• Working Across Generations• The Networked Nonprofit• The Next Generation of American Giving5/22/12 EDA Consulting LLC 2012 30
    31. 31. Thank You! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 Twitter: @edaconsulting5/22/12 EDA Consulting LLC 2012 31