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Cracking the code of communicating
with younger donors
#xydonors
DFW Philanthropy in Action Conference
Lisa M. Chmiola, CF...
DFW Philanthropy in Action Conference
What we’ll cover
• Generational differences
• Communications by generation
• Integra...
DFW Philanthropy in Action Conference #xydonors
DFW Philanthropy in Action Conference
Talkin’ ‘bout my generation:
Matures (70+)
#xydonors
Avg gift
= $1,367
88% give
Sour...
DFW Philanthropy in Action Conference
Talkin’ ‘bout my generation:
Boomers (51-69)
#xydonors
Avg gift
= $1,212
72% give
So...
DFW Philanthropy in Action Conference
Talkin’ ‘bout my generation:
Gen X (35-50)
#xydonors
Avg gift
= $732
59% give
Source...
DFW Philanthropy in Action Conference
Talkin’ ‘bout my generation:
Gen Y (20-34)
#xydonors
Avg gift
= $481
60% give
Source...
DFW Philanthropy in Action Conference
Millennial Trends in Philanthropy
#xydonors
People vs. Organization
Small actions fi...
DFW Philanthropy in Action Conference
Millennial Trends in Philanthropy
#xydonors
Peer-influenced
Off-site experience
Sour...
DFW Philanthropy in Action Conference #xydonors
Source: “The Next Generation of
American Giving,” Blackbaud,
August 2013
DFW Philanthropy in Action Conference #xydonors
Learning the language
vs.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Texting
Blogging
Social media
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Texting
•9% of Americans have donated via text. (Pew...
DFW Philanthropy in Action Conference
Learning the language
#xydonors
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Blogging
•Online journaling: “blog” evolved from
“we...
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Tumblr
•Average user is 34; more than half are
under...
DFW Philanthropy in Action Conference
Learning the language
#xydonors
DFW Philanthropy in Action Conference
Learning the language
#xydonors
DFW Philanthropy in Action Conference
Learning the language
#xydonors
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Social Media – think visual
•Pinterest: usage across...
DFW Philanthropy in Action Conference
Learning the language
#xydonors
SnapChat
Los Angeles County
Museum of Art
DFW Philanthropy in Action Conference
Learning the language
#xydonors
World
Wildlife
Fund of
Denmark
DFW Philanthropy in Action Conference
Discussion
#xydonors
What’s keeping you from reaching
Generation X and/or Y donors?
...
DFW Philanthropy in Action Conference
Integration
#xydonors
Younger donors
inspired by
parents, but want
to accomplish
imp...
DFW Philanthropy in Action Conference
Integration
#xydonors
Explore your donor/volunteer base!
Consider:
•Target audience
...
DFW Philanthropy in Action Conference
Integration Ideas
#xydonors
• Adding digital marketing as agenda item
• Designating ...
DFW Philanthropy in Action Conference
Perspective…
#xydonors
Throughout history,
new technologies have
made communicating
...
DFW Philanthropy in Action Conference
Contact us!
Lisa: @houdatlisa
houdatlisa@gmail.com
Emily: @emthesooner
emilya.mapes@...
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#Xydonors: Cracking the code of communicating with younger donors

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Presentation given at AFP DFW Philanthropy Conference on May 6, 2016

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#Xydonors: Cracking the code of communicating with younger donors

  1. 1. Cracking the code of communicating with younger donors #xydonors DFW Philanthropy in Action Conference Lisa M. Chmiola, CFRE @houdatlisa Emily Reed @emthesooner
  2. 2. DFW Philanthropy in Action Conference What we’ll cover • Generational differences • Communications by generation • Integration of communication & fundraising • Success stories #xydonors
  3. 3. DFW Philanthropy in Action Conference #xydonors
  4. 4. DFW Philanthropy in Action Conference Talkin’ ‘bout my generation: Matures (70+) #xydonors Avg gift = $1,367 88% give Source: “The Next Generation of American Giving,” Blackbaud, August 2013
  5. 5. DFW Philanthropy in Action Conference Talkin’ ‘bout my generation: Boomers (51-69) #xydonors Avg gift = $1,212 72% give Source: “The Next Generation of American Giving,” Blackbaud, August 2013
  6. 6. DFW Philanthropy in Action Conference Talkin’ ‘bout my generation: Gen X (35-50) #xydonors Avg gift = $732 59% give Source: “The Next Generation of American Giving,” Blackbaud, August 2013
  7. 7. DFW Philanthropy in Action Conference Talkin’ ‘bout my generation: Gen Y (20-34) #xydonors Avg gift = $481 60% give Source: “The Next Generation of American Giving,” Blackbaud, August 2013
  8. 8. DFW Philanthropy in Action Conference Millennial Trends in Philanthropy #xydonors People vs. Organization Small actions first Source: Millennial Impact Report, 2014
  9. 9. DFW Philanthropy in Action Conference Millennial Trends in Philanthropy #xydonors Peer-influenced Off-site experience Source: Millennial Impact Report, 2014
  10. 10. DFW Philanthropy in Action Conference #xydonors Source: “The Next Generation of American Giving,” Blackbaud, August 2013
  11. 11. DFW Philanthropy in Action Conference #xydonors Learning the language vs.
  12. 12. DFW Philanthropy in Action Conference Learning the language #xydonors Texting Blogging Social media
  13. 13. DFW Philanthropy in Action Conference Learning the language #xydonors Texting •9% of Americans have donated via text. (Pew Internet Project, 2014) •Offers constant connection, way to document conversation. •Challenges: missed context, other generations’ reluctance to use.
  14. 14. DFW Philanthropy in Action Conference Learning the language #xydonors
  15. 15. DFW Philanthropy in Action Conference Learning the language #xydonors Blogging •Online journaling: “blog” evolved from “weblog” •Dynamic: quickly updated with new posts (content) •Various tools exist; Tumblr widely used by nonprofits
  16. 16. DFW Philanthropy in Action Conference Learning the language #xydonors Tumblr •Average user is 34; more than half are under 25 •Can use as content sharing hub to other social media •Offers mobile optimization via app, customization features
  17. 17. DFW Philanthropy in Action Conference Learning the language #xydonors
  18. 18. DFW Philanthropy in Action Conference Learning the language #xydonors
  19. 19. DFW Philanthropy in Action Conference Learning the language #xydonors
  20. 20. DFW Philanthropy in Action Conference Learning the language #xydonors Social Media – think visual •Pinterest: usage across age groups, but gaining with Millennials •SnapChat: photo messaging; storytelling •Crowdfunding: quick online fundraising; not limited to nonprofit uses
  21. 21. DFW Philanthropy in Action Conference Learning the language #xydonors SnapChat Los Angeles County Museum of Art
  22. 22. DFW Philanthropy in Action Conference Learning the language #xydonors World Wildlife Fund of Denmark
  23. 23. DFW Philanthropy in Action Conference Discussion #xydonors What’s keeping you from reaching Generation X and/or Y donors? How can you address these challenges in your organization?
  24. 24. DFW Philanthropy in Action Conference Integration #xydonors Younger donors inspired by parents, but want to accomplish impact Source: “Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy,” Dorothy A. Johnson Center for Philanthropy, Grand Valley State Univ.
  25. 25. DFW Philanthropy in Action Conference Integration #xydonors Explore your donor/volunteer base! Consider: •Target audience •Messaging content •Messaging tools
  26. 26. DFW Philanthropy in Action Conference Integration Ideas #xydonors • Adding digital marketing as agenda item • Designating volunteers to capture/share photo/video content • Setting specific, realistic digital marketing goals • Leveraging board members, major donors, volunteers to create content
  27. 27. DFW Philanthropy in Action Conference Perspective… #xydonors Throughout history, new technologies have made communicating different & easier. Nonprofits must adapt!
  28. 28. DFW Philanthropy in Action Conference Contact us! Lisa: @houdatlisa houdatlisa@gmail.com Emily: @emthesooner emilya.mapes@gmail.com #xydonors

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