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Communicate Across the Generations to Build Relationships with Donors
- 1. Communicating Across the Generations to Build Relationships: How to Combine Technology With Soft Skills Marty Jacobs, President Systems In Sync and Mark R. Scott III Account Executive at eTapestry
- 2. Introductions Marty Jacobs, President Mark Scott, Account Executive Systems In Sync eTapestry, a Blackbaud solution Consulting for nonprofits, Helping nonprofits with: government, and – Fundraising technology education in: – Constituent Relationship – Board governance Management (CRM) – Strategic planning – Online Giving – Organization – Website Development development – Community engagement
- 3. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz
- 4. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills
- 5. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills • The Tools
- 6. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills • The Tools • Q&A
- 7. Objectives • Gain a greater understanding of generational differences
- 8. Objectives • Gain a greater understanding of generational differences • Discuss a variety of communication and relationship building methods and their effectiveness with the different generations
- 9. Objectives • Gain a greater understanding of generational differences • Discuss a variety of communication and relationship building methods and their effectiveness with the different generations • Learn how technology and soft skills work together to build relationships
- 10. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
- 11. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom
- 12. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom • Generation X, Gen X, Xers (1965-1979) - Bust
- 13. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom • Generation X, Gen X, Xers (1965-1979) - Bust • Generation Y, Gen Y, Millenial, Echo Boomers (1980-2000) - Echo
- 14. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers
- 15. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers • They place a great deal of value in institutional loyalty and conformity
- 16. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers • They place a great deal of value in institutional loyalty and conformity • More than 75 percent of the nation’s wealth is controlled by this generation, along with more than 80 percent of America’s savings.
- 17. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules
- 18. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules • Prefer formal written communication or one-on- one
- 19. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules • Prefer formal written communication or one-on- one • Respect authority and honor leaders
- 20. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy
- 21. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy • Less willing to comparison shop, they seek quality and high level of service
- 22. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy • Less willing to comparison shop, they seek quality and high level of service • Volunteerism should increase as relatively healthy individuals leave the workforce
- 23. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication
- 24. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication • Legacy and leaving the world a better place
- 25. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication • Legacy and leaving the world a better place • Financial Planning Think Planned Giving or Endowments
- 26. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves
- 27. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before
- 28. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before • Estimated that this generation will have on average three complete careers
- 29. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before • Estimated that this generation will have on average three complete careers • More action rather than idea oriented Think Volunteerism, Board Members
- 30. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity
- 31. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving)
- 32. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving) • Want “proof” of monies well spent – results!
- 33. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving) • Want “proof” of monies well spent – results! • Well positioned to be the most loyal group in decades
- 34. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels
- 35. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations
- 36. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with
- 37. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with • Young Cosmopolitans (“Yo-Co’s”) much sought after but offer little loyalty
- 38. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with • Young Cosmopolitans (“Yo-Co’s”) much sought after but offer little loyalty • Immediate satisfaction, short attention span
- 39. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices
- 40. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media
- 41. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media • Able to consume vast amounts of information
- 42. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media • Able to consume vast amounts of information • Very short attention spans
- 51. Questions: • What has your experience been with the different generations?
- 52. Questions: • What has your experience been with the different generations? • Does this fit?
- 53. Questions: • What has your experience been with the different generations? • Does this fit? • Do you see something different?
- 54. Questions: • What has your experience been with the different generations? • Does this fit? • Do you see something different? • How have you managed these differences?
- 55. The Soft Skills/Interpersonal Skills • Listening • Inquiry • Reflecting • Encouraging/Supporting • Facilitating • Communicating clearly • Developing trust (verbally and in writing) • Dialogue • Paraphrasing
- 56. The Tools • Face-to-face • Events: Galas, meetings Auctions, etc. • Telephone • Websites • Letters/snail mail • Social Media: • Email – LinkedIn • E-newsletters – Facebook Builders = Boomers = – Twitter Bust = Echo=
- 57. What Now? 1. Take a look in the mirror How do you stack up? - Database
- 58. Examples of a database: Microsoft Excel Note/Index cards Legal Pads Microsoft Access QuickBooks or Peach Tree Are these programs adequate to track this type of information?
- 59. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website
- 60. Do you have a website strategy? What is happening when? Get involved Donate online Contact us Upcoming events
- 61. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website - E-mail/Communications
- 62. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112,000.00 Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 63. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull- quote Raised $112,000.00
- 64. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119,000.00 Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 65. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website - E-mail/Communications - Social Media Presence
- 66. Building out your strategy with eTapestry: Acquisition Cultivation
- 67. What Now? 2. Plan Make it a priority - Set Aside Time for Review - Add to Board Agenda - Seek Professional Assistance
- 68. What Now? 3. Continuous Evaluation Must be Measurable - Website Hits - Fundraising - Donor Retention - Communications - Cost vs. Results - Social Media “Friends”
- 69. What Now? 4. Have Fun!!! - Try New Things - Get Creative - Share your passion for your mission!
- 70. Resources • Getting Started with Facebook • Beth Kanter Blog – How Nonprofits Can Use Social Media • Blackbaud – Raising Money During Challenging Times • Getting Started with Google Analytics • LotusJump – Website Marketing Made Easy • eTapestry Home Page • Contact eTapestry for Guidance • Seattle Young People’s Project Bowl-a-thon Event Fundraiser • School on Wheels – Sally’s 40th Birthday Fundraiser • Up Next: Generation Change and the Leadership of Nonprofit Organizations • Generational Characteristics • Mixing and Managing Four Generations of Employees
- 71. Question and Answer Time • Do you have a success story you want to share?
- 72. Question and Answer Time • Do you have a success story you want to share? • What are some things you’re working on right now?
- 73. Question and Answer Time • Do you have a success story you want to share? • What are some things you’re working on right now? • What are some things you struggle with?
- 74. Your Facilitators Today Mark R. Scott III, MIS-MPA Marty Jacobs, President eTapestry Systems In Sync 6107 W. Airport Blvd 360 Cadwell Rd. Greenfield, IN 46140 East Thetford, VT 05043 888.739.3827 ext 7229 (Office) 802-785-2611 (v) 317.336.3857 (Direct) 802-785-3151 (f) 317.509.9912 (Cell) 603-208-8200 (c) mark.scott@etapestry.com marty@systemsinsync.com www.etapestry.com www.systemsinsync.com
Editor's Notes
- •Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
- •Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
- •Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
- •This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
- •This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
- •This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
- •This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
- •Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
- •Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
- •Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
- •Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
- •Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
- •Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
- •More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
- •More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
- •More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
- •Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
- •Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
- •Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
- •Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
- •Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
- •Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
- •Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
- •Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
- •Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
- •Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
- •Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
- •Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
- •Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
- •Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
- •Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
- •Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
- •Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
- •Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
- •Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
- •Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social mediaTRANSITION to MARTY ASKING THE POLLING QUESTIONS
- 9/11: Gen Y, Echo
- WWII – Iwo Jima: Builders
- Apollo Moon Landing: Boom
- iPod: Gen Y, Echo
- Nintendo: Gen X, Bust
- Radio: Builders
- Space Shuttle: Gen X, Bust
- Vietnam War: Boom
- How can you use these skills to understand generational differences?How would you apply them differently to the different generations?
- Questions:Which of these do you currently use?Which challenge you?What soft skills help make the above tools more effective?Which technologies work best for which generation?For Mark to discuss on this slide:Role of TechnologySocial Media, Email, Online Donations, Online RegistrationEvaluate frequency of all touches (mail, phone, in-person)Track responses and use them to personalize messagesSay thank you often and sincerelySeekbalance between asking and providing informationBe as transparent as possible about challenges and opportunities and avoid crisis fundraisingRecognize that not all donors will stay with you for a lifetimeAsk your donors how they would like to interact and Respect their Wishes!
- What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
- What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
- As you can see, there are many ways to interact with those who are visiting your website. You want to be able to give your visitors something but also get something from them in return. Imagine how big your donor base would be if you had the contact information for everyone who visited your website. A simple ‘ask’ is sometimes all you need.
- What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
- Catholic Relief Services
- A week later, they changed the Subject Line (gave sense of urgency)Added hotspot text (taking end-user back to online giving page)Added emotional video appeal (Only a link to the video – on Youtube)Raised $112K
- Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
- What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
- Social Media is about creating a cycle of acquisition and cultivation. It’s not about you, it’s about letting those who care about you brag on you a little bit.
- All of us know that nonprofits is about one thing. Relationships. And we know that if you are serious about your relationship with a friend, spouse, significant other or family, it’s going to be a priority. You are going to invest time, energy and money into things that you consider a priority. Board’s don’t want to spend money these days, but they do have an opportunity to get significant returns on their investment when they allow themselves to get all the knowledge and experience they have between their ears into something that people can run with. If you lost two or three key Board members, would you be able to recreate events, vendors, sponsors, etc?We’re not saying you have to figure out how to do this on your own. Ask us, we’ve helped several organizations turn things around, make improvements, and become self-sustaining again. This is about you having control and mapping out your next steps. It’s always easier to get from Point A to B when you know you’re supposed to be going from Point A to B!
- Subjective and qualitative goals are necessary and important. But they have to be quantified in some capacity. Some of these numbers are free and easy to find, if you have the right tools. Would any of you spend $5.00 to raise $1.00? You say no, but how do you know? Can you run a campaign analysis to see cost per $ raised? Do you know which approaches raise the most money, have the highest average dollar raised? Can you tell me how many lapsed donors you had from January to June 2010?How would it work if you raised $1.2 million every year? We worked with an organization who raised $1.2 million every year for 6 consecutive years. Pretty proud of those results? Would you like to see that return on investment for your campaigns? The only problem was, when we looked at donor retention, they were at 22% year after year. They dealt with 78% new people almost every year. We showed them that if they would simply retain 48% of their donors, year after year, they could raise $5.2 million each year. For them, an extra $4 million was worth getting their information off spreadsheets and into something that could make their data give them information.
- Have you done birthday fundraising? School on Wheels’ Executive Director was going to turn 40 and they organization wanted to raise $40,000 in 40 days for Sally’s 40th Birthday. In 40 days with this non-event fundraising event, they raised $38,000. Seattle Young People’s Project raised $14,100 in 30 days with their annual Bowl-A-Thon. Because of the online giving technology, they raised twice as much money as any of the previous 15 Bowl-a-thons and added 350 new donors to their database. That’s 350 people to cultivate a more meaningful relationship with because someone they care about is passionate about Seattle Young People’s Project. And none of the staff had to know or manually enter their data, it all came in automatically from the website.
- Mark: I don’t think I can enter additional resources without messing up the slide, so here are some more with links:“Up Next: Generation Change and the Leadership of Nonprofit Organizations” http://www.aecf.org/KnowledgeCenter/Publications.aspx?pubguid=%7B4756F522-E7B4-4940-ABB3-BDA345917235%7D“Generational Characteristics” http://www.dhss.mo.gov/LPHA/New2008MCHI/GenerationalDifferences_Worksheet_GalenHoff.pdf“Mixing and Managing Four Generations of Employees” http://www.fdu.edu/newspubs/magazine/05ws/generations.htm
- Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?
- Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?
- Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?