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Slides by Graeme Byrd and Scott Stein used for a Portland State University Masters in Nonprofit Management course about using technology and social media to engaging millennials in fundraising and ...

Slides by Graeme Byrd and Scott Stein used for a Portland State University Masters in Nonprofit Management course about using technology and social media to engaging millennials in fundraising and philanthropy. Nov. 2012

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(connectivity + relationships + engagement) / generations (connectivity + relationships + engagement) / generations Presentation Transcript

  • connectivity + relationships + engagement generations Graeme F. Byrd Scott H.M. Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmstein www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein Nov. 29, 2012 - Portland State University
  • TechnologySocial Media MillennialsFundraising Nov. 29, 2012 - Portland State University
  • Our Background• Business and non-profit development• 20+ years experience engaging millennials• Technology, marketing, education, non-profit, sustainability, environmental, social entrepreneurship, social enterprise, political, culture, and arts• Triple Bottom Line Nov. 29, 2012 - Portland State University
  • Generations Connectivity Relationships EngagementWho are themillennials? ? Nov. 29, 2012 - Portland State University
  • What are your perceptions about technology and generations? Nov. 29, 2012 - Portland State University
  • What resonates more to you?The Beatles, Pearl Jam or High School Musical? In 2011 a “silver tsunami” hit the US: the oldest baby boomers reach the US legal retirement age of 65. 76% of baby boomers get their news from the TV. Do you sleep with your cell phone? 68% of Gen Xers do. 50% of boomers. Source: Pew Research Nov. 29, 2012 - Portland State University
  • Who are we?Millennials• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next.• Born between late 1970s to late 1990s.• Characteristics: increased use and familiarity with communications, media, and digital technologies.• Tendency to be more culturally liberal.• Phrase Generation Y first appeared in an August 1993 Ad Age editorial to describe teenagers of the day.• Subset: Generation Hot (born after June 23, 1988).Generation Connected (Gen C)• Born after 2000. Nov. 29, 2012 - Portland State University
  • The Generations Matures Boomers Gen X Born: 1945 or earlier Born: 1946 -1964 Born: 1965 - 1980 US Pop: 39 million US Pop: 78 million US Pop: 62 million Technology Technology Technology 6% on social networks 30% on social networks 50% on social networks Send 0 SMS in 24 hours Send 5 SMS in 24 hours Send 12 SMS in 24 hours Giving Giving Giving 79% give to orgs 67% give to orgs 58% give to orgsAnnual Contribution: $1066 Annual Contribution: $901 Annual Contribution: $796 Source: The Next Generation of Giving Nov. 29, 2012 - Portland State University
  • The MillennialsDiversity• 20% of the millennials are Hispanic• 14% of the millennials is African-AmericanTechnology• 75% have a profile on a social network• 20 texts in 24 hours• 41% of millennials have made a purchase using their smartphone• 64% believe new technologies make people more efficientCommunity• 61% of 13-25ers feel personally responsible for making a difference in the world• 21% of Millennials say helping people in need is one of the most important things• 56% give to organizations• Average contribution/year: $341 Source: Pew Research, The Next Generation of Giving Nov. 29, 2012 - Portland State University
  • The Millennial Segments Hip-ennial Gadget Guru “I can make the world a better place.” “It’s a great day to be me.” Millennial Mom Clean + Green Millennial “I love to work out, travel, and “I take care of myself and pamper my baby.” the world around me.” Anti-Millennial Old-School Millennial“I’m too busy taking care of my business “Connecting on Facebook is too impersonal,and my family to worry about much else.” let’s meet up for coffee instead.” Source: BCG Analysis Nov. 29, 2012 - Portland State University
  • Business Environment• Workforce: Millennials will make up over 50% by 2014• Sustainable: 96% want an environmentally aware workplace• Flexible: 56% prefer to work flexibly and choose when to work• Mobile: 79% prefer to be mobile rather than static workers• Collaborative: 41% prefer to have access to a team space; 32% prefer breakout spaces rather than meeting rooms Source: Pew Research Nov. 29, 2012 - Portland State University
  • Behavior• Life is better in disorder - mix things up; not expected life progression “It is no coincidence that the rise of global• Better together - collaborative philanthropy mirrors• Success is not measured in dollars - emotional challenges/ the growth of the rewards inspire as much as money Millennial generation.• Real deals are free - give a little, get more in return Millennials are more• The life of luxury doesn’t have to wait - quality is important connected, cognizant,• No intention of waiting for the world to come to an end - not and committed to going to wait; do what works for them tackling society’s ongoing challenges of a global scope than• “Flexible Loyalists” any generation before• Make a living and do good for the world them...”• Less likely to take recommendations from friends/family; more Andrew Ho, manager of likely to utilize User Generated Content global philanthropy for the Council on Foundations• Global Economy Do good. Do well. Source: Pew Research, The Millennial Impact Report 2012, Huffington Post Nov. 29, 2012 - Portland State University
  • Why now? Nov. 29, 2012 - Portland State University
  • The Landscape Over 50% of the population is World under the age of 30 Millennials Over 96% have joined a social network Adults Spend over 15 hours a week on the internetSocial Media #1 activity on the internet; no longer pornographyRecruitment 80% of companies use social mediaBroadband Access will grow from 55% to 90% by 2012 Years to reach 50 million users Radio TV Internet iPod 38 years 13 years 4 years 3 years Source: Socialnomics Nov. 29, 2012 - Portland State University
  • Generations Connectivity Relationships EngagementWho are themillennials? ? Nov. 29, 2012 - Portland State University
  • Technology 161 million users 901 million users 2 new users each secondOver 58% sign in each day Over 60% outside U.S. Average of 130 friends Execs from all Fortune 500 200 million users 11.7 million users 140m Tweets per day 60% women1,200 Tweets/second (tps) 51% between 25-44 Source: Facebook, LinkedIn, Twitter, Pinterest Nov. 29, 2012 - Portland State University
  • Networks Strong Ties Weak Ties Temporary Ties Nov. 29, 2012 - Portland State University
  • Generations Connectivity Relationships EngagementWho are themillennials? ? Nov. 29, 2012 - Portland State University
  • What does philanthropy mean to you? Nov. 29, 2012 - Portland State University
  • Definition philanthropyTraditional noun •The desire to promote the welfare of others, expressed esp. by the generous donation of money to good causes. •A philanthropic institution; a charity. philanthropy nounMillennial •That the "love of what it is to be human" is the essential nature and purpose of humanity, culture and civilization. •Asserts that our nature and purpose in life is educational—to make ourselves more fully humane through self-development, pursuing excellence (arete) of body, mind and spirit. Nov. 29, 2012 - Portland State University
  • What is the key to fundraising? Nov. 29, 2012 - Portland State University
  • What is the key to fundraising? Relationships Nov. 29, 2012 - Portland State University
  • What are the five things you need to happen before you give? Nov. 29, 2012 - Portland State University
  • Difference How different are the relationships andgiving for Millennials and Baby Boomers? Millennials Boomers Nov. 29, 2012 - Portland State University
  • Difference How different are the relationships andgiving for Millennials and Baby Boomers? Millennials Boomers Not very. Nov. 29, 2012 - Portland State University
  • Generations Connectivity Relationships EngagementWho are themillennials? ? Nov. 29, 2012 - Portland State University
  • BuildingHow do you build relationships? Nov. 29, 2012 - Portland State University
  • Generational GivingMatures Boomers Gen X Millennials39 million 78 million 62 million 79 million Giving Giving Giving Giving79% give 67% give 58% give 56% give$1066 / yr $901 / yr $796 / yr $341 / yr Source: The Next Generation of Giving Nov. 29, 2012 - Portland State University
  • Generational GivingMatures Boomers Gen X Millennials39 million 78 million 62 million 79 million Giving Giving Giving Giving79% give 67% give 58% give 56% give$1066 / yr $901 / yr $796 / yr $341 / yr The Usual Suspects The Un-Usual Suspects Mail, in-person asks, ? events, planned giving Nov. 29, 2012 - Portland State University
  • Pondering• How to engage the younger generation in giving and community? • How to involve/engage this generation of change agents? • Why does this generation give? • How to raise funds from this generation? Nov. 29, 2012 - Portland State University
  • Millennials overwhelmingly showed that they prefer to donate through the web with 70% of Millennial Givingrespondents having made 2011 gifts online through a nonprofit’s webpage. This makes the casefor having a great website as the online hub for your organization even more important. While newtechnologies are catching on in engagement of Millenials, more traditional means still bring value tothey sent a gift in the mail, although it’s unclear whether direct mail or some other form of appealprompted the gift.IN 2011, HOW DID YOU MAKE YOUR HOW WOULD YOU PREFER TODONATION(S)? MAKE YOUR DONATION TO A NONPROFIT ORGANIZATION? 70% 1. I prefer to give online 2. I prefer to give in person 39% 3. I prefer to give VIA mail * Respondents were asked to rank their top 3 preferences15%verbalLY mail online in payroll facebook TEXT OR MOBILE SITE otherOVER PHONE person deductionsIn focus groups, participants differed on the subject of direct mail, some thinking that it would standout as they now only get junk mail; others saying “save a tree” and money. Others supported amulti-channel approach, saying while they may read the direct mail and be influenced to give, theywould still donate online, as they are unlikely to have stamps or checks. Source: The Millennial Impact Report 2012 Nov. 29, 2012 - Portland State University
  • What is Different? How you build those relationships? Nov. 29, 2012 - Portland State University
  • Technology is NOT a panacea for fundraising...it’s a strategy to build, maintain and strengthen relationships. Nov. 29, 2012 - Portland State University
  • Is Facebook helpful?Facebook Advertising is Used Primarily to MeetNon-Fundraising GoalsUsing Facebook Advertising: 12%Awareness: 66%Base Building: 54%Other Calls to Action: 33%Fundraising: 24% Source: Nonprofit Social Network Benchmark Report Nov. 29, 2012 - Portland State University
  • Ok, now what?Examples:•Young Leaders Boards•Create Advocates•Peer-to-Peer Events•ROI: Show Impact Nov. 29, 2012 - Portland State University
  • AnswersHow you get in their pockets• Campaigns with that have a sharable component• Small monthly donations• Events that encourage networking• Show that there donation is valuable (either alone or in groups)• Other Millenials are involved - “The thing to do.” Nov. 29, 2012 - Portland State University
  • Recap• Facebook alone is not the answer.• Giving grows over time.• Relationships do matter (no matter how old you are).• Tax deduction not always relevant.• Try new things - be innovative and flexible. Nov. 29, 2012 - Portland State University
  • It’s a wrap “The world doesn’t change one person at a time. It changes as networks of relationships form among people who share a common vision of what’s possible.” Margaret Wheatley Graeme F. Byrd Scott H.M. Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmsteinwww.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein Nov. 29, 2012 - Portland State University