2. The Next Generation of Philanthropists Fit into Two Categories:
Generation X – 1964- 1980
Generation Y – 1981- 2000
3. Source of Philanthropic Means:
Family wealth
Entrepreneurship (New Money) – ie: Mark Zukerberg
just agreed to donate 99% of his multi-billion dollar
Facebook fortune to charity.
4. The Importance Social Media:
Communication preference:
• Facebook,
• Twitter,
• Instagram,
• Evite
5. Volunteering:
• Social media and volunteering are equally important to reaching generation X and Y
• Gen X and Millennial philanthropists are broadening the definition of philanthropy
• Financial contributions
• Contributions of time.
• Third party credibility/ voice
• Volunteering is a platform that can provide a number of opportunities for both fundraisers and
the donor.
• Increase capacity of the organization
• Develop potential donors
• The key to this cultivation strategy is being open to working with younger individuals as
volunteers and hopefully, donors in the future.
• Relationship building
6. The New Face of Appreciation:
• Youth like to give back but getting something
in return helps sweeten the deal and their
commitment.
• Giveaways
• Promos
• Social events
• These individuals aren’t afraid to tap their
social networks to promote the cause.
7. Summary of Key Points:
• Target donors who are willing to build networks with friends and family.
• Create more specific requests for giving and volunteer opportunities,
rather than general requests.
• Develop a multichannel approach to communication and solicitation
methods, recognizing that technology is a tool not a solution.
• Plan for a long-term return on investment for relationship-building
efforts with Millennial donors, rather than a quick result.
Editor's Notes
These two generations will have more philanthropic power than any previous generation. Some of their means comes from family wealth passed down from generations, but much of it comes from their own doing.
In the world of social media it is essential for nonprofit to utilize these tools
Solicitation should come from friends, or a place where the majority of time is focused
Ex: a perfect example of this would be an Evite vs traditional invitation. Using digital marketing strategies is going to be the most effective way of communication to generations X and Y
While social media is key to effectively reaching these target generations, volunteering is equally as important.
Kids Night Out: partnering with young professional organizations for volunteer events to increase awareness of Easter Seals and our mission
Ex: Having a voice , Go Fund Me… (Third party voice)
Easter Seals is demonstrating their reach of working with younger individuals by hosting a mini golf tournament and by working with 12 year old Lexi Mariash who is CEO of Turtle’s Inc., an organization that is committed to helping the sea turtles at Mote Marine Laboratory and educating youth of the environment and sea creatures.
May 14
Event date May 14th
Youth like to give back, but getting something in return is always nice. Tactics such as giveaways, promotions and social events help move them to action, and if the cause really speaks to them, these individuals aren’t afraid to tap their social networks to promote the cause
Ex: Dining for a Difference/ Designing Daughters/ 100 members, 21 restaurants, one evening
Raised $17,000 in one evening
Face to face work and relationship building
Align fundraising priorities for all donor audiences, but when it comes to Millennials, focus on engagement in ways traditionally reserved for donors with greater means
Incorporate Millennial donors into strategic planning
