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The #telltaledonor:
Communicating with Younger Donors
Lisa M. Chmiola, CFRE
David Tinker, CFRE
Dan Blakemore, CFRE
Emily R...
• Generational differences
• Popular communications by generation
• Integration of communication and
fundraising initiativ...
How familiar are you with songs from
your generation, and from others?
Name that Tune!
3
#telltaledonor
Represent 26% of total giving
27.1 million donors in the U.S.
88% give
$1,367 average annual gift
6.2 charities supported
...
Born 1946 – 1964
Represent 43% of total giving
51.0 million donors in the U.S.
72% give
$1,212 average annual gift
4.5 cha...
Born 1965 – 1980
Represent 20% of total giving
39.5 million donors in the U.S.
59% give
$732 average annual gift
3.9 chari...
Born 1981 – 1995
Represent 11% of total giving
32.8 million donors in the U.S.
60% give
$481 average annual gift
3.3 chari...
#telltaledonor
Source: Next Generation of American Giving
American
8
#telltaledonor
Source: Next Generation of Canadian Giving
Canadian
9
Millennial Trends in Philanthropy
• Millennials engage with causes to help other people, not institutions.
• Millennials s...
Vs.
Learning the Language
11
#telltaledonor
Texting/Instant Messaging
Blogging
Social Media
Learning the Language
12
#telltaledonor
Texting/Instant Messaging
• 9% of Americans have made a
donation via text. (Pew Internet Project, 2014)
• Offers constant ...
Texting successes
Learning the Language
14
#telltaledonor
Blogging
• Online journaling, “blog” evolved
from the term “weblog”
• Dynamic: can be quickly updated with
new posts (cont...
Tumblr
• Average user is 34; more than half of
users are under 25
• Can be used as a hub for content
sharing to other soci...
Tumblr success: Planned Parenthood
Learning the Language
17
#telltaledonor
Planned Parenthood
Learning the Language
18
#telltaledonor
Social Media – think visual
● Pinterest
○ Usage across age groups, but gaining with
Millennials
● Snapchat
○ Photo messagi...
Snapchat success: go2ou
• 600 followers
• Post a weekly Story for followers to view
over 24-hour period
• Post engagement ...
Snapchat – U. of Oklahoma
Learning the Language
21
#telltaledonor
What’s keeping YOU from
reaching the tell-tale hearts of
Generations X and/or Y
“behind the wall?”
Tell Us:
22
#telltaledo...
How can you address the
challenges keeping your
organization from reaching
Gens X & Y?
Work with Your Group
23
#telltaledo...
What ideas did your group
come up with for addressing
your challenge?
Share and win awesome prizes!
Tell Us:
24
#telltaled...
Just like any other
time in history, new
technology has made
communicating
easier, and the
nonprofit world
adapts.
Just re...
Younger donors get philanthropic
inspiration from their parents, but
they also want to “explore new
philanthropic and inve...
Explore your volunteer base and your
donor base:
• Who are you trying to reach?
• What message would you like them to rece...
• Make digital marketing a separate topic on event
planning meeting agendas.
• Designate volunteers to capture videos and ...
Don’t be afraid to try something new!
Have multiple goals for new
communications
If it doesn’t work, don’t be afraid to
ch...
Lisa: Lisa.Chmiola@st-agnes.org
@houdatlisa
Dave: DTinker@achieva.info
@davethecfre
Dan: DanBlakemore1@gmail.com
@dan_blak...
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#Telltaledonor Communicating with Generation X & Y donors

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Session on communicating with Generation X & Y donors, presented with Dave Tinker, Dan Blakemore, Emily Reed at Association of Fundraising Professionals International Fundraising Conference in Baltimore March 2015.

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#Telltaledonor Communicating with Generation X & Y donors

  1. 1. The #telltaledonor: Communicating with Younger Donors Lisa M. Chmiola, CFRE David Tinker, CFRE Dan Blakemore, CFRE Emily Reed
  2. 2. • Generational differences • Popular communications by generation • Integration of communication and fundraising initiatives • What is working – samples of success What We’ll Go Over 2 #telltaledonor
  3. 3. How familiar are you with songs from your generation, and from others? Name that Tune! 3 #telltaledonor
  4. 4. Represent 26% of total giving 27.1 million donors in the U.S. 88% give $1,367 average annual gift 6.2 charities supported Source: Next Generation of American Giving Talkin’ ‘Bout My Generation 4 #telltaledonor Represent 25% of total giving 2.4 million donors in Canada 87% give $1,507 average annual gift 7 charities supported Source: Next Generation of Canadian Giving Matures/Civics (70+)
  5. 5. Born 1946 – 1964 Represent 43% of total giving 51.0 million donors in the U.S. 72% give $1,212 average annual gift 4.5 charities supported Source: Next Generation of American Giving Talkin’ ‘Bout My Generation 5 #telltaledonor Born 1946 – 1964 Represent 32% of total giving 5 million donors in Canada 78% give $942 average annual gift 4.9 charities supported Source: Next Generation of Canadian Giving Boomers (51-69)
  6. 6. Born 1965 – 1980 Represent 20% of total giving 39.5 million donors in the U.S. 59% give $732 average annual gift 3.9 charities supported Source: Next Generation of American Giving Talkin’ ‘Bout My Generation 6 #telltaledonor Born 1965 – 1980 Represent 27% of total giving 4.8 million donors in Canada 79% give $831 average annual gift 4.5 charities supported Source: Next Generation of Canadian Giving Gen X (35-50)
  7. 7. Born 1981 – 1995 Represent 11% of total giving 32.8 million donors in the U.S. 60% give $481 average annual gift 3.3 charities supported Source: Next Generation of American Giving Talkin’ ‘Bout My Generation 7 #telltaledonor Born 1981 – 1995 Represent 15% of total giving 3.4 million donors in Canada 62% give $639 average annual gift 4 charities supported Source: Next Generation of Canadian Giving Millennials (20-34)
  8. 8. #telltaledonor Source: Next Generation of American Giving American 8
  9. 9. #telltaledonor Source: Next Generation of Canadian Giving Canadian 9
  10. 10. Millennial Trends in Philanthropy • Millennials engage with causes to help other people, not institutions. • Millennials support issues rather than organizations. • Millennials prefer to perform smaller actions before fully committing to a cause. • Millennials are influenced by the decisions and behaviors of their peers. • Millennials treat all their assets (time, money, network, etc.) as having equal value. • Millennials need to experience an organization’s work without having to be on site. Source: Millennial Impact Report 2014 Talkin’ ‘Bout My Generation 10 #telltaledonor
  11. 11. Vs. Learning the Language 11 #telltaledonor
  12. 12. Texting/Instant Messaging Blogging Social Media Learning the Language 12 #telltaledonor
  13. 13. Texting/Instant Messaging • 9% of Americans have made a donation via text. (Pew Internet Project, 2014) • Offers constant connection, ways to document conversation. • Challenges include missed context, other generations’ reluctance to use. Learning the Language 13 #telltaledonor
  14. 14. Texting successes Learning the Language 14 #telltaledonor
  15. 15. Blogging • Online journaling, “blog” evolved from the term “weblog” • Dynamic: can be quickly updated with new posts (content) • Various tools exist, but Tumblr is one widely used by nonprofits Learning the Language 15 #telltaledonor
  16. 16. Tumblr • Average user is 34; more than half of users are under 25 • Can be used as a hub for content sharing to other social media • Offers mobile optimization via an app, customization features Frontstream, “Five reasons why your nonprofit should be on Tumblr!” Learning the Language 16 #telltaledonor
  17. 17. Tumblr success: Planned Parenthood Learning the Language 17 #telltaledonor
  18. 18. Planned Parenthood Learning the Language 18 #telltaledonor
  19. 19. Social Media – think visual ● Pinterest ○ Usage across age groups, but gaining with Millennials ● Snapchat ○ Photo messaging; storytelling feature ● Crowdfunding ○ Option for quick online fundraising; not limited to nonprofit uses Learning the Language 19 #telltaledonor
  20. 20. Snapchat success: go2ou • 600 followers • Post a weekly Story for followers to view over 24-hour period • Post engagement strategy: 1. hold viewer’s attention 2. be entertaining 3. deliver relevant information Source: OU Communications staff Learning the Language 20 #telltaledonor
  21. 21. Snapchat – U. of Oklahoma Learning the Language 21 #telltaledonor
  22. 22. What’s keeping YOU from reaching the tell-tale hearts of Generations X and/or Y “behind the wall?” Tell Us: 22 #telltaledonor
  23. 23. How can you address the challenges keeping your organization from reaching Gens X & Y? Work with Your Group 23 #telltaledonor
  24. 24. What ideas did your group come up with for addressing your challenge? Share and win awesome prizes! Tell Us: 24 #telltaledonor
  25. 25. Just like any other time in history, new technology has made communicating easier, and the nonprofit world adapts. Just remember... 25 #telltaledonor
  26. 26. Younger donors get philanthropic inspiration from their parents, but they also want to “explore new philanthropic and investing tools” to accomplish impact. NextGen Donors: Respecting Legacy, Revolutionizing Philanthropy Dorothy A. Johnson Center for Philanthropy at Grand Valley State University Integration 26 #telltaledonor
  27. 27. Explore your volunteer base and your donor base: • Who are you trying to reach? • What message would you like them to receive? • What tool is most likely to get the right message to the right people? Integration 27 #telltaledonor
  28. 28. • Make digital marketing a separate topic on event planning meeting agendas. • Designate volunteers to capture videos and pictures and share them in timely and creative ways. -BONUS: Millennials prefer skills-based volunteering. 2014 Millennial Impact Report, Achieve • Set specific and realistic goals for digital marketing and fundraising within your annual campaign goals. • Leverage board members, major donors, and volunteers to create content. Integration Ideas 28 #telltaledonor
  29. 29. Don’t be afraid to try something new! Have multiple goals for new communications If it doesn’t work, don’t be afraid to change things up/try again/re-evaluate. Most Importantly... 29 #telltaledonor
  30. 30. Lisa: Lisa.Chmiola@st-agnes.org @houdatlisa Dave: DTinker@achieva.info @davethecfre Dan: DanBlakemore1@gmail.com @dan_blakemore Emily: emilya.mapes@gmail.com @emthesooner Contact Us! 30 #telltaledonor

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