1.
Cracking the code of communicating
with younger donors
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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
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3.
DFW Philanthropy in Action Conference #xydonors

4.
DFW Philanthropy in Action Conference
Talkin’ ‘bout my generation:
Matures (70+)
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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
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People vs. Organization
Small actions first
Source: Millennial
Impact Report, 2014

9.
DFW Philanthropy in Action Conference
Millennial Trends in Philanthropy
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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
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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
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15.
DFW Philanthropy in Action Conference
Learning the language
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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
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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
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SnapChat
Los Angeles County
Museum of Art

22.
DFW Philanthropy in Action Conference
Learning the language
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World
Wildlife
Fund of
Denmark

23.
DFW Philanthropy in Action Conference
Discussion
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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
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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
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Explore your donor/volunteer base!
Consider:
•Target audience
•Messaging content
•Messaging tools

26.
DFW Philanthropy in Action Conference
Integration Ideas
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• 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…
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Throughout history,
new technologies have
made communicating
different & easier.
Nonprofits must adapt!

28.
DFW Philanthropy in Action Conference
Contact us!
Lisa: @houdatlisa
houdatlisa@gmail.com
Emily: @emthesooner
emilya.mapes@gmail.com
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