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#Xydonors: Cracking the code of communicating with younger donors
#Xydonors: Cracking the code of communicating with younger donors
1.
Cracking the code of communicating
with younger donors
#xydonors
DFW Philanthropy in Action Conference
Lisa M. Chmiola, CFRE
@houdatlisa
Emily Reed
@emthesooner
2.
DFW Philanthropy in Action Conference
What we’ll cover
• Generational differences
• Communications by generation
• Integration of communication &
fundraising
• Success stories
#xydonors
3.
DFW Philanthropy in Action Conference #xydonors
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.
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.
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.
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.
DFW Philanthropy in Action Conference
Millennial Trends in Philanthropy
#xydonors
People vs. Organization
Small actions first
Source: Millennial
Impact Report, 2014
9.
DFW Philanthropy in Action Conference
Millennial Trends in Philanthropy
#xydonors
Peer-influenced
Off-site experience
Source: Millennial
Impact Report, 2014
10.
DFW Philanthropy in Action Conference #xydonors
Source: “The Next Generation of
American Giving,” Blackbaud,
August 2013
11.
DFW Philanthropy in Action Conference #xydonors
Learning the language
vs.
12.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
Texting
Blogging
Social media
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.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
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.
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.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
18.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
19.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
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.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
SnapChat
Los Angeles County
Museum of Art
22.
DFW Philanthropy in Action Conference
Learning the language
#xydonors
World
Wildlife
Fund of
Denmark
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.
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.
DFW Philanthropy in Action Conference
Integration
#xydonors
Explore your donor/volunteer base!
Consider:
•Target audience
•Messaging content
•Messaging tools
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.
DFW Philanthropy in Action Conference
Perspective…
#xydonors
Throughout history,
new technologies have
made communicating
different & easier.
Nonprofits must adapt!