#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

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!

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