WVDO 2012 ConferencePortland, OR  THE FUTURE OF  MILLENNIAL GIVING:  WHEELS OF ENGAGEMENT            Graeme Byrd          ...
What resonates more to you?   The Beatles, Pearl Jam or High School Musical?  In 2011 a “silver tsunami” hit the US: the o...
Our Background• 10 years experience engaging millennials• Technology, marketing, education, non-profit,  sustainability, cu...
Why now?
The Four Questions•How to engage the younger generation in giving and community? •How to involve/engage this generation of...
Landscape      Examples   Case   FutureWho are themillennials?              ?
Who are we?Millennials• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next• Born between late 1970s to late ...
The Generations       Matures                     Boomers                        Gen X   Born: 1945 or earlier         Bor...
The MillennialsDiversity• 20% of the millennials are Hispanic• 14% of the millennials is African-AmericanTechnology• 75% h...
The Millennial Segments             Hip-ennial                          Gadget Guru“I can make the world a better place.” ...
Business Environment• Workforce: Millennials will make up over 50% by 2014• Sustainable: 96% want an environmentally aware...
Technology                                                 161 million users     901 million users                       2...
Behavior• Life is better in disorder - mix things up; not expected life  progression                                      ...
Definition              philanthropyTraditional              noun              •The desire to promote the welfare of other...
Landscape      Examples   Case   FutureWho are themillennials?              ?
Collective Grant Making# of donors                        Gift size
The Millennial Segments             Hip-ennial                          Gadget Guru“I can make the world a better place.” ...
Collective Grant Making• Founded 1929; San Francisco, CA• Volunteer led• Social and philanthropic focus• Reinvented over t...
Collective Grant Making         • Founded 2007; San Francisco, CA         • Engaging young adults in philanthropy; giving ...
Institutional / Traditional
Institutional / Traditional                                • Founded 1968; Portland, OR                                • S...
Institutional / Traditional                                     • Founded 1916; Portland, OR                              ...
Involvement Focused / Filling the Gapissue specificity                                  Time involvement
Involvement Focused / Filling the Gap                  • Founded 2008; Portland, OR                  • National           ...
Involvement Focused / Filling the Gap                       • Founded 2002; Portland, OR                       • Statewide...
Involvement Focused / Filling the Gap                       • Founded 2007*                       • National              ...
Landscape      Examples   Case   FutureWho are themillennials?              ?
The CaseMindsetImagine you are all board members for an organization and are taskedwith engaging millennials to sustain th...
The Millennial SegmentsHip-ennial - “I can make the world a better place.”              Gadget Guru - “It’s a great day to...
Case Discussion•What is your strategy?•What tactics will you take?•What are the road blocks?•How will you integrate millen...
Landscape      Examples   Case   FutureWho are themillennials?              ?
Mashuphttp://youtu.be/3zJqihkLcGc
Collective Grant Making# of donors                        Gift size
Talking the Old + NewDirect mailPhonathon                             ?  Email
We Can Be Heroeshttp://youtu.be/3zJqihkLcGc
Brave New World
The AnswersInvolvement /Engagement of millennial•Determine segments•Seek Change Agents / Champions•Focus tactics to build ...
The AnswersWhy they give to you•Make it relevant to them•Provide results (ROI + incentives)•Connection (online, in person,...
The AnswersHow you get in their pockets•Campaigns with that have a sharable component•Small monthly donations•Events that ...
Recap•Facebook alone is not the answer.•Giving grows over time.•Relationships do matter (no matter how old you are).•Tax d...
The Millennial Segments                  Hip-ennial                                       Gadget Guru     “I can make the ...
It’s a wrap         “The world doesn’t change one person at a        time. It changes as networks of relationships        ...
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The Future of Millennial Giving: Wheels of Engagement

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Presentation from the 2012 WVDO Conference by Graeme Byrd and Scott Stein about the future of philanthropy.

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Transcript of "The Future of Millennial Giving: Wheels of Engagement"

  1. 1. WVDO 2012 ConferencePortland, OR THE FUTURE OF MILLENNIAL GIVING: WHEELS OF ENGAGEMENT Graeme Byrd Scott Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmstein www.linkedin.com/in/graemefbyrd www.linkedin.com/in/scotthmstein
  2. 2. 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.@WVDO_OR | #wvdoconf12 @graemefbyrd | @scotthmstein
  3. 3. Our Background• 10 years experience engaging millennials• Technology, marketing, education, non-profit, sustainability, culture• Triple Bottom Line• 10 years of experience engaging millennials• Political, non-profit, social entrepreneurship, social enterprise, sustainability• Triple Bottom Line
  4. 4. Why now?
  5. 5. The Four Questions•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?
  6. 6. Landscape Examples Case FutureWho are themillennials? ?
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. The Millennial Segments Hip-ennial Gadget Guru“I can make the world a better place.” “It’s a great day to be me.” Clean + Green Millennial Millennial Mom “I take care of myself and “I love to work out, travel, and pamper my baby.” the world around me.” Anti-Millennial Old-School Millennial“I’m too busy taking care of my “Connecting on Facebook is toobusiness and my family to worry impersonal, let’s meet up about much else.” for coffee instead.” Source: BCG Analysis
  11. 11. 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
  12. 12. Technology 161 million users 901 million users 2 new users each second Over 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 per second (tps) 51% between 25-44
  13. 13. 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, and committed to• No intention of waiting for the world to come to an end - not tackling society’s going to wait; do what works for them ongoing challenges of a global scope than any• “Flexible Loyalists” generation before• Make a living and do good for the world them...”• Less likely to take recommendations from friends/family; Andrew Ho Manager of Global Philanthropy more likely to utilize User Generated Content Council on Foundations• Global Economy Do good. Do well.
  14. 14. 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 noun •That the "love of what it is to be human" is the essential nature andMillennial 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.
  15. 15. Landscape Examples Case FutureWho are themillennials? ?
  16. 16. Collective Grant Making# of donors Gift size
  17. 17. The Millennial Segments Hip-ennial Gadget Guru“I can make the world a better place.” “It’s a great day to be me.” Clean + Green Millennial Millennial Mom “I take care of myself and “I love to work out, travel, and pamper my baby.” the world around me.” Anti-Millennial Old-School Millennial“I’m too busy taking care of my “Connecting on Facebook is toobusiness and my family to worry impersonal, let’s meet up about much else.” for coffee instead.” Source: BCG Analysis
  18. 18. Collective Grant Making• Founded 1929; San Francisco, CA• Volunteer led• Social and philanthropic focus• Reinvented over time• Founded 2004; Portland, Oregon• Volunteer led• Annual event focused• Mission: Actively a difference in our local community• 2012 WVDO Crystal Award: Community Hero Award Hip-ennial “I can make the world a better place.”
  19. 19. Collective Grant Making • Founded 2007; San Francisco, CA • Engaging young adults in philanthropy; giving circle to strengthen their communities • Founded 1998; New York, NY | Seattle, WA • Organize young people with financial wealth to leverage resources and privilege for social change • Founded 2007; New York, NY • Mission is to strengthen innovation in Jewish life by developing next-generation funders and providing resources to leverage their impact in the Jewish community Gadget Guru Old-School Millennial“It’s a great day to be me.” “Connecting on Facebook is too impersonal, let’s meet up for coffee instead.”
  20. 20. Institutional / Traditional
  21. 21. Institutional / Traditional • Founded 1968; Portland, OR • Statewide • The Oregon Environmental Council advances innovative, collaborative solutions to Oregon’s environmental challenges for today and future generations. Millennials Engagement • BPA-Free Oregon • Emerging Leaders Board Millennial Mom Clean + Green Millennial“I love to work out, travel, and pamper my baby.” “I take care of myself and the world around me.”
  22. 22. Institutional / Traditional • Founded 1916; Portland, OR • Portland Metro • To inform its members and the community in public matters, and to arouse in them the realization of the obligations of citizenship. Millennials Engagement • New Leaders Council o f c h Anti-Millennial Old-School Millennial o u “I’m too busy taking care of my business and “Connecting on Facebook is too impersonal,T my family to worry about much else.” let’s meet up for coffee instead.”
  23. 23. Involvement Focused / Filling the Gapissue specificity Time involvement
  24. 24. Involvement Focused / Filling the Gap • Founded 2008; Portland, OR • National • Focus the Nation accelerates our transformation to a clean energy future by fostering connections between generations, and empowering young people through education, civic engagement, and action. Millennials Engagement • Academic programs • Fellowships • Local community programs Gadget Guru Clean + Green Millennial“It’s a great day to be me.” “I take care of myself and the world around me.”
  25. 25. Involvement Focused / Filling the Gap • Founded 2002; Portland, OR • Statewide • Drive votes. Driver leaders. Drive change. Millennials Engagement • Academic programs • Fellowships / public sector job placement • Political participation / education Hip-ennial Clean + Green Millennial“I can make the world a better place.” “I take care of myself and the world around me.”
  26. 26. Involvement Focused / Filling the Gap • Founded 2007* • National • Helping to improve their local communities by giving, advocating and volunteering in the areas of education, income and health. Millennials Engagement • Volunteer reader, tutor, mentor • Leadership retreat • Alternative Spring Breaks *United Way founded 1887 Hip-ennial Old-School Millennial “Connecting on Facebook is too impersonal,“I can make the world a better place.” let’s meet up for coffee instead.”
  27. 27. Landscape Examples Case FutureWho are themillennials? ?
  28. 28. The CaseMindsetImagine you are all board members for an organization and are taskedwith engaging millennials to sustain the organization for the future?Pick an OrganizationSomeone in the group picks an org that you are a employee/donor/member of?The ProblemThe boards job is to increase Millennial participation and giving in the organization?
  29. 29. The Millennial SegmentsHip-ennial - “I can make the world a better place.” Gadget Guru - “It’s a great day to be me.”• Cautious consumer, globally aware, charitable + information Successful, wired, free spirited, confident, and at ease hungry • Feels this is his best decade• Uses social media, but does not push/contribute content • Greatest device ownership, pushes/contributes to content• Female dominated, below-average employment (many are • Male dominated, above-average income, single students and homemakers)Millennial Mom - “I love to work out, travel, and Clean + Green Millennial - “I take care of myselfpamper my baby.” and the world around me.”• Wealthy, family oriented, works out, confident, and digitally • Impressionable, cause driven, healthy, green and positive savvy • Feels this is his best decade• High online intensity; highly social and information hungry • Greatest contributor of content, usually cause related• Older, highest income • Male dominated, youngest, likely Hispanic, full-time studentAnti-Millennial - “I’m too busy taking care of my Old-School Millennial - “Connecting on Facebookbusiness and my family to worry about much else.” is too impersonal, let’s meet up for coffee instead.”• Locally minded, conservative; seeks comfort and familiarity • Not wired, cautious consumer, and charitable• Does not spend more for green products, services • Confident, independent, and self-directed• Slightly more females, more lightly to be hispanic and from • Spends least amount of time online, reads the western US • Older, more likely to be Hispanic Source: BCG Analysis
  30. 30. Case Discussion•What is your strategy?•What tactics will you take?•What are the road blocks?•How will you integrate millennials into the mission?
  31. 31. Landscape Examples Case FutureWho are themillennials? ?
  32. 32. Mashuphttp://youtu.be/3zJqihkLcGc
  33. 33. Collective Grant Making# of donors Gift size
  34. 34. Talking the Old + NewDirect mailPhonathon ? Email
  35. 35. We Can Be Heroeshttp://youtu.be/3zJqihkLcGc
  36. 36. Brave New World
  37. 37. The AnswersInvolvement /Engagement of millennial•Determine segments•Seek Change Agents / Champions•Focus tactics to build relationships
  38. 38. The AnswersWhy they give to you•Make it relevant to them•Provide results (ROI + incentives)•Connection (online, in person, community)
  39. 39. The 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.”
  40. 40. 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.
  41. 41. 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 pamper my baby.” “I take care of myself and the world around me.” Anti-Millennial Old-School Millennial “I’m too busy taking care of my business and “Connecting on Facebook is too impersonal, my family to worry about much else.” let’s meet up for coffee instead.” Source: BCG Analysis
  42. 42. 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 Byrd Scott Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmsteinwww.linkedin.com/in/graemefbyrd www.linkedin.com/in/scotthmstein

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