Philanthropy's Next Generation Now

Philanthropy’s Next
Generation Now!
Emily Davis, MNM, CGT
Emily Davis Consulting LLC
@edaconsulting
#nextgendonors

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30 Second Challenge
Name
Organization
Favorite philanthropic buzz word

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FUND DEVELOPMENT
• What are your
fundraising goals?
• What are your current
strategies?
• What activities are in
place for fundraising?
• What resources do
you have?
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FUND DEVELOPMENT
Challenges?

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Opportunities?


FUNDRAISING AND THE NEXT GENERATION
• Primer on the generations
• Points for engaging next
generation(s)
• How Gen X and Y view
volunteering
• Next generation of grant makers
• Harnessing online
communications
• Worksheets, plans, templates

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Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy

WHO ARE THE GENERATIONS?

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WHAT

IS THE

GENERATION

TRADITIONALISTS

ALSO KNOWN
AS…

GENERATIONAL MIX?
BOOMERS
(1946-1964)

GEN XERS

(1965-1980)

MILLENIALS
(1981-1999)

Veterans, Silent
Generation, WWII
Generation

Baby Boomers

Xers

Gen Y, Nexters,
Nintendo
Generation

INFLUENCERS

World wars, The
Depression

Television,
Vietnam War,
Civil Rights
Movements

Internet,
Madonna, Bill
Gates,
Friends,
Rodney King

Social media,
iPods, 9/11,
American Idol

MARKETING

Conservative
imagery, legacy,
family, well-known
brands

Healthy
lifestyle, hard
work, team
work

Inclusive,
straight talk,
environment
images, multichannel

Multi-ethnic,
green, sexier,
celebrity

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(1900-1945)


GENERATIONAL ASSUMPTIONS

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IMPACT ON PHILANTHROPY
•
•
•
•
•
•
•
•
•

Development office
Prospecting
Cultivation
Stewardship
Communication
Retention
Priorities
Respect
Trainings

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MULTIGENERATIONAL NONPROFITS
BOOMERS
(1946-1964)

GEN XERS
(19651980)

MILLENIALS
(1981-1999)

Top down,
conformist

Hierarchy, earn
your respect/
ladder

Flexible,
inclusive, selfreliant

Mutual respect,
shared leadership

WORK STYLE

Separate home &
work, hardworking, loyal,
thrifty

Flexibility,
workaholic,

Collaborative
&
independent,
direct
communicatio
n, quick fix,
virtual office

Multi-tasking,
Collaborative/inde
pendent, question
status quo

MOTIVATORS

Authority, value
work for work’s
sake (less personal
meaning)

Hierarchy,
respect, selfimprovement,
work,
materialism

Healthy
work/life
balance,
flexibility, $

Relationships,
challenges,
feedback, causes,
environment, $

GENERATION

TRADITIONALISTS

MGMT STYLE

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(1900-1945)


WHAT TENURED PROFESSIONALS WANT

Next Gen Training
Acknowledgment
Engagement
Respect for
legacy
Dialogue

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WHAT THE NEXT GEN WANTS
Advice
Acknowledgment
Shared ownership
Opportunity to
lead
Flexibility
Sector history
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MULTI-GEN DEVELOPMENT FUNCTION
• Develop a pipeline
• Integrate new leadership
ideas & shift roles

• Evaluate & redesign
current structures
• Recruit from within

• Welcome new leadership
• Peer coaching
• Prioritize inclusivity

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POLL TIME!
• Is your organization
engaging generation X and
Y as organizational leaders
such as board members?
• Do you have any strategies
for fundraising from next
gen, individual donors?
• Do you work with any
multi-gen family
foundations?
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Why engage the next gen
Next gen philanthropy style
Entry points and engagement

MULTI-GEN PHILANTHROPY

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WHY ENGAGE THE NEXT GEN?
• Transfer of wealth
• Lifelong giving
• Time, talent,
treasure, & ties
• Networks
• Enthusiastic
• Ambassadors
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GENERATIONAL PHILANTHROPY

Four Generations

Understand their philanthropic motivations
Frame your messaging
Choose your platforms & tools
Cultivate their contributions
Receive their responses
Acknowledge their gifts
Steward relationships

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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 privacy

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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 30s
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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
cause
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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
ways
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WHERE ARE THEY?
• Existing donors
• Volunteers
• Young professional
events & groups
• Media (i.e. 40
under 40)
• Colleges &
universities
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ENTRY POINTS
• Events – tiered fees
• Partner with young
professionals’ groups

• A-thons

• Giving Circles –
tiered fees
• Volunteering

• Peer to peer
networks

• Board and
committee
participation

• Family

• Planned Giving

• Philanthropic
resources

• Nonprofit Start Ups

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FAMILY PHILANTHROPY
• Major donors have
children &
grandchildren
• Family legacy
• Engage all
generations
• Listen & learn from
the next gen
• Provide resources
& networks
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NEXT GEN ENGAGEMENT
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as
volunteers, staff,
board members
• Listen and learn
• Snowflakes
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GREAT EXAMPLE
• Prepare investment & resources
• Service learning
• Regular professional
development
• Unique networking events
• Communications
• Leadership
• Staff support
• Pipeline to greater engagement
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1. Identify
young donors
and volunteers
as leaders

2. Create or use
existing
planning team

6. Debrief,
evaluate, revise

6 STEPS TO A NEXT
GEN CAMPAIGN OR
EVENT
3. Ask team to
design &
implement
fundraising
event or activity

5. Host a
successful
campaign/even
t!

4. Provide
support

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ARE YOU READY TO ROCK?
What else would be
helpful in taking the
first steps towards
fundraising with and
from the next
generation?

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5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings &
ask for support
4. Invite
participation
5. Support new
ideas
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RESOURCES
• Fundraising and the Next Generation
• Working Across Generations
• Next Gen Donors: Respecting Legacy, Revolutionizing
Philanthropy
• The Networked Nonprofit
• The Next Generation of American Giving
• Millenial Donors Report
• Young Nonprofit Professionals Network (YNPN)
• 21/64
• Resource Generation
• Emerging Practitioners in Philanthropy (EPIP)
• National Center for Family Philanthropy

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15 MINUTES

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Philanthropy's Next Generation Now

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