Philanthropy's Next Generation Now

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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). This session will demonstrate how important it is to …

For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). 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 to define the key characteristics of the four current generations and their charitable giving habits. Nonprofit professionals will learn strategic entry points to successfully engage these younger generations in philanthropy, both as donors and in the multigenerational development office. Ultimately, today’s annual donors are tomorrow’s major donors; we need to cultivate them today.

Learning Objectives:

• Find out how and where to find and cultivate young philanthropists
• Identify myths and realities of multigenerational philanthropy
• Learn what your organization needs to be aware of to manage a multi-generational development office.

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  • 1. Executive Leadership Initiative Denver, CO April 10, 2014 Emily Davis, MNM, CGT Emily Davis Consulting PHILANTHROPY’S NEXT GENERATION NOW!
  • 2. FOLLOW THE CONVERSATION @AskEmilyD #nextgendonors #nonprofit #fundraising #philanthropy #socialmedia TURN ON YOUR TECH
  • 3. ➙ Name ➙ Organization & title ➙ Favorite philanthropic buzzword 30 SECOND CHALLENGE
  • 4. WORKSHEET 1
  • 5. •  Generational Mix •  Generational Myths •  Generational Characteristics •  Impact on Philanthropy WHO ARE THE GENERATIONS?
  • 6. GUESS THE GENERATION q Traditionalist q Boomer q Generation X q Millenial ✔   ✔   ✔   ✔  
  • 7. WHAT IS THE GENERATIONAL MIX? GENERATION TRADITIONALISTS (1900-1945) BOOMERS (1946-1964) GEN XERS (1965-1980) MILLENIALS (1981-1999) ALSO KNOWN AS… 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, multi- channel Multi-ethnic, green, sexier, celebrity
  • 8. GENERATIONAL ASSUMPTIONS
  • 9. Has this impacted your organization? If so, how?
  • 10. •  Development office •  Board service •  Prospecting •  Cultivating •  Stewarding •  Communication •  Retention •  Priorities •  Training IMPACT ON PHILANTHROPY
  • 11. MULTIGENERATIONAL NONPROFITS GENERATION TRADITIONALISTS (1900-1945) BOOMERS (1946-1964) GEN XERS (1965- 1980) MILLENIALS (1981-1999) MGMT STYLE Top down, conformist Hierarchy, earn your respect/ ladder Flexible, inclusive, self-reliant Mutual respect, shared leadership WORK STYLE Separate home & work, hard- working, loyal, thrifty Flexibility, workaholic, Collaborative & independent, direct communication, quick fix, virtual office Multi-tasking, Collaborative/ independent, question status quo MOTIVATORS Authority, value work for work’s sake (less personal meaning) Hierarchy, respect, self-improvement, work, materialism Healthy work/life balance, flexibility, $ Relationships, challenges, feedback, causes, environment, $
  • 12. •  Training & experience for next generation •  Acknowledgment •  Engagement •  Respect for legacy •  Dialogue WHAT TENURED PROFESSIONALS WANT
  • 13. •  Advice •  Acknowledgment •  Opportunities •  Ownership •  Flexibility •  History WHAT NEXT GEN WANTS
  • 14. •  Develop a pipeline •  Integrate new leadership, shift strategies •  Evaluate & adjust structure •  Recruit from within •  Welcome new leadership •  Peer coaching •  Prioritize inclusivity MULTIGEN FUNDRAISING
  • 15. What is a challenge or success in working with a multigenerational office?
  • 16. •  Why engage the next generation •  Philanthropic styles •  Entry points & engagement MULTIGEN PHILANTHROPY
  • 17. •  Transfer of wealth •  Lifelong giving •  Time, talent, treasure & TIES •  Enthusiastic & passionate •  Ambassadors WHY ENGAGE THE NEXT GEN?
  • 18. THE COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology
  • 19. GENERATIONAL PHILANTHROPY FourGenerations Understand their philanthropic motivations Frame your messaging Choose your platforms & tools Cultivate their contributions Receive their responses Acknowledge their gifts Steward relationships
  • 20. •  Direct mail & peer-to-peer •  Donation by check •  Protective of privacy •  Smaller population •  Charity loyalty began in 30s •  Less opps for new orgs TRADITIONALISTS
  • 21. •  Use mainstream media •  New & traditional donations •  Plan their giving •  Consider operations/ overhead •  Lifelong giving began in their 30s BOOMERS
  • 22. •  Friends/family/peers influence •  Donate the most through websites (30%) •  Stories have greater impact than loyalty •  Consistently give largest gift to same org annually •  Harder to recruit GENERATION X
  • 23. •  Philanthropy is time and money •  Fundraise for orgs •  Donate a variety of ways •  Lower cost to recruit (online) •  Multi-communications approach MILLENIALS
  • 24. •  Existing donors •  Volunteers •  Young professionals events & groups •  Media (i.e. 40 under 40) •  Colleges and universities WHERE ARE THEY?
  • 25. ENTRY POINTS •  Events, tiered fees •  Collaborate with young professionals groups •  A-thons •  Peer-to-peer networks •  Family •  Philanthropic resources •  Giving circles, tiered fees •  Volunteerism •  Board & committee leadership •  Planned giving •  Nonprofit start ups
  • 26. •  Engage all generations •  Major donors have children & grandchildren •  Family legacy •  Listen to & learn from next gen •  Provide resources & networks FAMILY PHILANTHROPY
  • 27. •  Create ambassadors •  Provide trainings •  Offer networking & resources •  Bring on as volunteers, staff, board members •  Listen & learn •  Snowflakes NEXT GEN ENGAGEMENT
  • 28. 1. Identify young donors and volunteers as leaders 2. Create or use existing planning team 3. Ask team to design & implement fundraising event or activity 4. Provide support 5. Host a successful campaign/ event! 6. Debrief, evaluate, revise 6 STEPS TO NEXT GEN CAMPAIGN OR EVENT
  • 29. POWER OF SOCIAL MEDIA
  • 30. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts.” (Fine and Kanter, 2010)
  • 31. WHAT STINKS ABOUT SOCIAL MEDIA •  Time investment •  New communication tool •  Always changing •  Boundaries are grey between personal & professional •  Transparency, exposure •  Loss of control
  • 32. WHAT ROCKS ABOUT SOCIAL MEDIA •  Additional tool •  Stewardship •  Brand development •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective •  Quick & easy!
  • 33. “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 Internet
  • 34. 10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
  • 35. SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) *© 2010 Beth Kanter
  • 36.                           NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal asks Committee and board involvement PLANNED GIFTS Personal asks, personal involvement, Could be anyone!
  • 37. RELATIONSHIPS DON’T CHANGE •  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than solicitation •  Effective database
  • 38. WORKSHEET 2
  • 39. 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
  • 40. HAVE A GIGGLE!
  • 41. PRINT RESOURCES •  Fundraising and the Next Generation •  Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy •  The Next Generation of American Giving •  Millenial Donors Report •  Philanthropy Heirs and Values
  • 42. ORGANIZATIONAL RESOURCES •  21/64 •  Resource Generation •  Emerging Practitioners in Philanthropy (EPIP) •  One Percent Foundation •  Bolder Giving •  Young Philanthropists Foundation •  Youth Give •  The Acme Sharing Company •  JustGive •  National Center for Family Philanthropy •  Johnson Center for Philanthropy
  • 43. DRAWING & SIGNING Books for sale & signing with a 30% discount: $34.95 for nonprofits Credit card & check
  • 44. Emily Davis, MNM Emily Davis Consulting (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog Facebook.com/emilydavisconsulting twitter.com/AskEmilyD linkedin.com/in/emilylariedavis