Leadership Saratoga: Fundraising & the Next Generation

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For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). Although each generation is philanthropic, they have individual preferences for how they are engaged by nonprofits, including the use of social media. The use of social media is an important part of stewarding your next generation donors, but does your organization have a clear understanding and plan of how social media can be used to raise funds? Learning ways to leverage multi-channel communications (including social media) across generations for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization.

This session will demonstrate how important it is to create lifetime givers by reaching out to the younger generations (under age 40) now as well as define the key characteristics of the four currents generations of philanthropists and their habits for charitable giving. Participants will learn strategic entry points to successfully engage across generations in philanthropy, both as donors and within the fundraising functions. Ultimately, we need to cultivate every generation for the mission sustainability.

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  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • Fundraising & the Next Generation 11/06/2012 EDA Consulting LLC 2012
  • Fundraising & the Next Generation 11/06/2012 EDA Consulting LLC 2012
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • 11/06/2012 www.edaconsulting.org Fundraising & the Next Generation
  • EDA Consulting
  • EDA Consulting
  • EDA Consulting
  • Fundraising & the Next Generation 11/06/2012 www.edaconsulting.org
  • 11/06/2012 www.edaconsulting.org Fundraising & the Next Generation
  • Fundraising & the Next Generation 11/06/2012 www.edaconsulting.org
  • Fundraising & the Next Generation 11/06/2012 EDA Consulting LLC 2012
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • Fundraising & the Next Generation 11/06/2012 www.edaconsulting.org
  • Fundraising & the Next Generation 11/06/2012 www.edaconsulting.org
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • EDA Consulting LLC 2012 11/06/2012 Fundraising & the Next Generation
  • 11/06/2012 EDA Consulting LLC 2012 Fundraising & the Next Generation
  • Leadership Saratoga: Fundraising & the Next Generation

    1. 1. Fundraising Across Generations Emily Davis, MNM EDA Consulting LLC @edaconsulting
    2. 2. About Emily Davisedaconsulting.org Fundraising and the Next Generation
    3. 3. What This Morning Will Bring…• Overview of the generations• Generational impact on philanthropy• How to engage and fundraise with and from multiple generations• Communications evolution• Social media as a fundraising tooledaconsulting.org Fundraising and the Next Generation
    4. 4. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS?edaconsulting.org Fundraising and the Next Generation
    5. 5. Generational Assumptionsedaconsulting.org Fundraising and the Next Generation
    6. 6. What is the Generational Mix?GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS (1900-1945) (1946-1964) (1965- (1981-1999) 1980)ALSO KNOWN Veterans, Silent Baby Boomers Xers Gen Y, Nexters, AS… Generation, WWII Nintendo Generation GenerationINFLUENCERS World wars, The Television, Internet, Social media, iPods, Depression Vietnam War, Madonna, Bill 9/11, American Idol Civil Rights Gates, Friends, Movements Rodney King MARKETING Conservative imagery, Healthy Inclusive, Multi-ethnic, green, legacy, family, well- lifestyle, hard straight talk, sexier, celebrity known brands work, team environment work images, multi- channeledaconsulting.org Fundraising and the Next Generation
    7. 7. Impact on Philanthropy• Development office• Prospecting• Cultivation• Stewardship• Communication• Retention• Priorities• Respect• Trainingsedaconsulting.org Fundraising and the Next Generation
    8. 8. Multigenerational NonprofitsGENERATIO TRADITIONALISTS BOOMERS GEN XERS MILLENIALS N (1900-1945) (1946-1964) (1965- (1981-1999) 1980)MGMT STYLE Top down, conformist Hierarchy, Flexible, Mutual respect, earn your inclusive, self- shared leadership respect/ ladder reliantWORK STYLE Separate home & work, Flexibility, Collaborative & Multi-tasking, hard-working, loyal, workaholic, independent, Collaborative/indepen thrifty direct dent, question status communication, quo quick fix, virtual officeMOTIVATOR Authority, value work Hierarchy, Healthy Relationships, S for work’s sake (less respect, self- work/life challenges, feedback, personal meaning) improvement, balance, causes, environment, work, flexibility, $ $ materialismedaconsulting.org Fundraising and the Next Generation
    9. 9. What Tenured Professionals Want Next Gen Training Acknowledgment Engagement Respect for legacy Dialogueedaconsulting.org Fundraising and the Next Generation
    10. 10. What the Next Gen Wants Advice Acknowledgment Shared ownership Opportunity to lead Flexibility Sector historyedaconsulting.org Fundraising and the Next Generation
    11. 11. 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 inclusivityedaconsulting.org Fundraising and the Next Generation
    12. 12. edaconsulting.org Fundraising and the Next Generation
    13. 13. Why engage the next gen?Next gen philanthropy styleEntry points and engagement MULTI-GEN PHILANTHROPYedaconsulting.org Fundraising and the Next Generation
    14. 14. Why?1. Turn to the person next to you2. Say hello3. 1 – 2 reasons why you/org wants to engage the next gen4. Challenges5. Switch!edaconsulting.org Fundraising and the Next Generation
    15. 15. Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadorsedaconsulting.org Fundraising and the Next Generation
    16. 16. Generational Philanthropyedaconsulting.org Fundraising and the Next Generation
    17. 17. Fundraising from Traditionalists* *The Next Generation of American Givingedaconsulting.org Fundraising and the Next Generation
    18. 18. Fundraising from Boomers* *The Next Generation of American Givingedaconsulting.org Fundraising and the Next Generation
    19. 19. Fundraising from Gen X* *The Next Generation of American Givingedaconsulting.org Fundraising and the Next Generation
    20. 20. Fundraising from Millenials* *The Next Generation of American Givingedaconsulting.org Fundraising and the Next Generation
    21. 21. Evolution of Communicationsedaconsulting.org Fundraising and the Next Generation
    22. 22. Where are they?• Existing donors• Volunteers• Young professional events & groups• Media (i.e. 40 under 40)• Colleges & universitiesedaconsulting.org Fundraising and the Next Generation
    23. 23. Entry Points• Events – tiered fees • Giving Circles –• Partner with young tiered fees professionals’ groups • Volunteering• A-thons • Board and• Peer to peer networks committee• Family participation• Philanthropic • Planned Giving resources • Nonprofit Start Upsedaconsulting.org Fundraising and the Next Generation
    24. 24. Family Philanthropy• Major donors have children & grandchildren• Family legacy• Engage all generations• Listen & learn from the next gen• Provide resources & networksedaconsulting.org Fundraising and the Next Generation
    25. 25. Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking & resources• Bring on as volunteers, staff, board members• Listen and learn• Snowflakesedaconsulting.org Fundraising and the Next Generation
    26. 26. 6 Steps to a Next Gen Campaign or Eventedaconsulting.org Fundraising and the Next Generation
    27. 27. What Are Your Next Steps1. Turn to the person on the OTHER side of you2. Say hello3. 1 – 2 steps you can take in the next week4. How will that happen?5. Switch!edaconsulting.org Fundraising and the Next Generation
    28. 28. 5 Things To Do Today1. Complete an org assessment2. Make a plan3. Host a training4. Invite participation5. Support new ideasedaconsulting.org Fundraising and the Next Generation
    29. 29. edaconsulting.org Fundraising and the Next Generation
    30. 30. Resources• Young Nonprofit • Fundraising and the Next Professionals Network Generation (YNPN) • Next Generation• 21/64 Philanthropy• Resource Generation • Working Across Generations• Emerging Practitioners in • The Networked Nonprofit Philanthropy (EPIP) • The Next Generation of• National Center for American Giving Family Philanthropy • Millenial Donors Reportedaconsulting.org Fundraising and the Next Generation
    31. 31. Social Media as a Fundraising Tooledaconsulting.org Fundraising and the Next Generation
    32. 32. The Power of Social Mediaedaconsulting.org Fundraising and the Next Generation
    33. 33. Raise Your HandHow many…Blog?Facebook?TwitterLinkedIn?Crowd Sourcing orFunding?Book marking?Other?edaconsulting.org Fundraising and the Next Generation
    34. 34. Blogging Stats for Fundraisers* * Mobilizing Generation 2.0• 12 million in US blog • Online 6% more• Over ½ read blogs than average• 11% more likely to Internet user purchase online then • Incomes greater the average Internet than $75,000 user • 55% more visitors• Make more • 97% more links to purchases online website – drives traffic & SEOedaconsulting.org Fundraising and the Next Generation
    35. 35. What are your fears?edaconsulting.org Fundraising and the Next Generation
    36. 36. Cons to Using Social Media • Loss of control • Time investment • New communication • Investment in new technology • Transparency/vulnera bilityedaconsulting.org Fundraising and the Next Generation
    37. 37. • Recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!edaconsulting.org Fundraising and the Next Generation
    38. 38. Social Media Lifecycle*edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter
    39. 39. Crawl* Characteristics Areas of Improvement First Steps Not using social media  Need basic marketing 1. Develop consistently plan (i.e. branding, print communications materials, online strategy (audience, Resistant to change outreach, etc.) goals & objectives, etc.) Struggle with control  Leadership-driven change in culture to 1. Listen & develop online adopt online presences engagement 1. Leadership initiated discussion about engagement edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter
    40. 40. Walk* Characteristics Areas of Improvement First Steps Using 1 or more  Learn & use best practices 1. Low-risk pilot program social media to demonstrate ROI platforms, but not  Focus on 1 – 2 social consistently media platforms 1. Build implementation capacity internally Online presence  Need to link to campaign, connected to program(s), objective(s) 1. Create/revise social marketing goals media policy  Need to link goals, objectives, and activities 1. Integrate and document  Need to identify audiences measurement data  Collect data for measurement edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter
    41. 41. Run* Characteristics Areas of First Steps Improvement Strategic use of multiple  Need more 1. Social media staff social media tools sophisticated trains & coaches other measurement tools org staff Part time of full time staff for digital communications  Find ways to increase 1. Research more more involvement sophisticated Board using social media from staff across the measurement data, in governance organization tools, and processes Social media usage 1. Evaluate, revise integrated throughout org strategies Has developed 1. Share success stories relationships & with other orgs technology integration edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter
    42. 42. Fly* Characteristics  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluationedaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter
    43. 43. Where are you?edaconsulting.org Fundraising and the Next Generation
    44. 44. TEN TIPS FOR USING SOCIAL MEDIAedaconsulting.org Fundraising and the Next Generation
    45. 45. 1. Social media is A tool not THE tooledaconsulting.org Fundraising and the Next Generation
    46. 46. 2. Social Media is a Plantedaconsulting.org Fundraising and the Next Generation
    47. 47. 3. Adding Valueedaconsulting.org Fundraising and the Next Generation
    48. 48. 4.Two – Way Streetedaconsulting.org Fundraising and the Next Generation
    49. 49. 5. Prospecting, Cultivation & Stewardshipedaconsulting.org Fundraising and the Next Generation
    50. 50. 6.The Next Generation of Donorsedaconsulting.org Fundraising and the Next Generation
    51. 51. 7. It Ain’t Free “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” -ePhilanthropyFoundation.orgedaconsulting.org Fundraising and the Next Generation
    52. 52. 8. Not Everyone “Diggs” Social Mediaedaconsulting.org Fundraising and the Next Generation
    53. 53. 9. Selling Social Mediaedaconsulting.org Fundraising and the Next Generation
    54. 54. 10. Have a Planedaconsulting.org Fundraising and the Next Generation
    55. 55. Why Plan?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectations• Other?edaconsulting.org Fundraising and the Next Generation
    56. 56. Social Media Planningedaconsulting.org Fundraising and the Next Generation
    57. 57.  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.edaconsulting.org Fundraising and the Next Generation
    58. 58. Please Don’t• Be inauthentic• ONLY ask for money• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your planedaconsulting.org Fundraising and the Next Generation
    59. 59. Social Media Examplesedaconsulting.org Fundraising and the Next Generation
    60. 60. Questions?edaconsulting.org Fundraising and the Next Generation
    61. 61. Print Resources• The Networked Nonprofit• Measuring the Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• Facebook for Dummies• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofitsedaconsulting.org Fundraising and the Next Generation
    62. 62. Online Resources• Beth Kanter• Nonprofit Technology Network (NTEN)• IdealWare• Socialbrite.com• Mashable.com• Alltop Nonprofit• IdeaEncore• A. Fine Blog• frogloopedaconsulting.org Fundraising and the Next Generation
    63. 63. Thank You!Contact Me! Services…Emily Davis, MNM Consulting for…EDA Consulting LLC ⇢Small businesses(720) 515-0581 ⇢Nonprofitsemily@edaconsulting.org ⇢Philanthropistswww.edaconsulting.org Expertise in…www.edaconsulting.org/blogs ⇢Leadership Developmentwww.Facebook.com/edanpoco ⇢Philanthropy & Fundraising nsulting ⇢Online CommunicationsTwitter: @edaconsultingedaconsulting.org Fundraising and the Next Generation

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