Fundraising and the Next Generation


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For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). Although each generation is philanthropic, they have individual preferences for how they are engaged by nonprofits. This session will demonstrate how important it is to create lifetime givers by reaching out to the younger generations (under age 40) now as well as define the key characteristics of the four current generations and their habits for charitable giving. Nonprofit professionals will learn strategic entry points to successfully engage these younger generations in philanthropy, both as donors and in the multigenerational development office. Ultimately, today’s annual donors are tomorrow’s major donors; we need to cultivate them today.

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Fundraising and the Next Generation

  1. 1. Fundraising and the Next Generation Emily Davis February 29, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Emily Davis President, EDA ConsultingAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Fundraising and the Next Generation February 29, 2012 Emily Davis, MNM EDA Consulting
  6. 6. About Emily DavisEmily Davis has been working in the non-profit sector as astaff member, consultant, founder, board member, andvolunteer for over 15 years. She currently serves as theExecutive Director for the Colorado Chapter of the NationalHemophilia Foundation and as President of EDA Consulting.She trains and consults on a number of different areasincluding board development, transitional leadership, onlinecommunications, multi-generational philanthropy, andfundraising. Her publication, Fundraising and the NextGeneration is now available for purchase.Her passion for effective leadership has garnered numerousawards and nominations. Emily received her Masters inNonprofit Management from Regis University.2/29/12 Nonprofit Webinars 6
  7. 7. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS?2/29/12 Nonprofit Webinars 7
  8. 8. What is the Generational Mix? GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS BIRTH YEARS 1900 – 1945 1946 – 1964 1965 – 1981 - 1999 1980 ALSO KNOWN Veterans Baby Boomers Xers Nexters AS… WWII Generation 77 Million 44 Million Gen Y Silent Generation Nintendo Generation2/29/12 Nonprofit Webinars 8
  9. 9. Challenge our assumptions about each generation • Traditionalists • Baby Boomers • Generation X • Generation Y/Millenials2/29/12 Nonprofit Webinars 9
  10. 10. Traditionalists (1900 – 1945)• Catalyst for NPOs• Top down management• Respect for authority• Separate home & work• Conformist• Value of work vs. personal meaning• Hardworking, loyal, thrifty 2/29/12 Nonprofit Webinars 10
  11. 11. Boomers (1946-1964)• Formalized sector• Appreciate hierarchy & inclusion• All about respect• Self-improvement• Strong work ethic• Optimistic & idealistic• Desire flexibility• Workaholic• Appreciate recognition 2/29/12 Nonprofit Webinars 11
  12. 12. Gen Xers (1965- 1980)• Self-reliant• Quick fix• Collaborative & independent• Direct communicators• Financially-motivated• Look for results• Appreciate reward through external recognition 2/29/12 Nonprofit Webinars 12
  13. 13. Millennials (1980 – 2000)• Digital natives• Independent but interactive• Questions the status quo• Desire mutual respect• Celebrate diversity• Express to express -- not impress• Acknowledgement for being her• Civically-minded 2/29/12 Nonprofit Webinars 13
  14. 14. How has this affected philanthropy? • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings2/29/12 Nonprofit Webinars 14
  15. 15. What Tenured Professionals Want • Next Gen Training • Acknowledgment • Engagement • Respect for legacy • Dialogue2/29/12 Nonprofit Webinars 15
  16. 16. What the Next Gen Wants • Advice • Acknowledgment • Shared ownership • Opportunity to lead • Flexibility • Sector history2/29/12 Nonprofit Webinars 16
  17. 17. Multi-Gen Development Office Solutions• Develop a pipeline thru training and recruitment• Integrate new ideas of nonprofit leadership and shift Boomers’ roles• Consider new models of leadership that distribute responsibilities• Recruit from within• Acknowledge new leadership• Shift ideas about diversity, mentorship• Evaluate and redesign current structures2/29/12 Nonprofit Webinars 17
  18. 18. Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY2/29/12 Nonprofit Webinars 18
  19. 19. Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadors2/29/12 Nonprofit Webinars 19
  20. 20. Fundraising from Traditionalists• Direct mail and peer-to peer fundraising is best• Write checks• Smaller group• Lifelong giving began in their 30s• Less opportunity for new NPOs• Protects privacy2/29/12 Nonprofit Webinars 20
  21. 21. Fundraising from Boomers• Mix both new & traditional strategies• Plan their giving• Consider operational & overhead costs• Use mainstream media as an entry point• Lifelong giving begins in their 30s2/29/12 Nonprofit Webinars 21
  22. 22. Fundraising from Gen X• Friends/family/peers are influencers• Stories have a greater impact than loyalty• Consistently give largest gift to the same charity annually• Donate the most through websites (30%)• Hard to recruit to your cause2/29/12 Nonprofit Webinars 22
  23. 23. Fundraising from Millenials• Philanthropy is time and money• Lower cost to recruit because they are online• Multi-communications approach• Engaged in fundraising for orgs• Donate in a variety of ways2/29/12 Nonprofit Webinars 23
  24. 24. Generational Philanthropy* *Courtesy of Understand Frame your Choose Your Elicit Their Say Thank their message Medium Response You philanthropyPre WWII Giving is the right Traditional Traditional org Check in the mail Thank you letter thing to do organizational methods or card messageBaby Giving makes me Tell a story focusing Telemarketing Over the phone Thank you letter feel good on impact from client orBoomers letter illustrating impact of their giftGen X Giving Use a formula: $X Peer to peer asks Online or thru Accounting of accomplishes my provides Y well for payroll deduction how funds were goals Z community used and results were achievedGen Y Giving is one tool I Discuss multiple Online gifts and Online gifts & Interactive thank use to make a methods of volunteer hours volunteer hours you that difference in the involvement encourages other world forms of involvement 2/29/12 Nonprofit Webinars 24
  25. 25. Where are they?• Existing donors• Volunteers• Young professional events• Media (i.e. 40 under 40)• Colleges & universities2/29/12 Nonprofit Webinars 25
  26. 26. Entry Points• Events – tiered fees • Giving Circles – tiered• Partner with young fees professionals’ groups • Volunteering• A-thons • Board and committee• Peer to peer networks participation• Family • Planned Giving• Philanthropic resources • Nonprofit Start Ups2/29/12 Nonprofit Webinars 26
  27. 27. Family Philanthropy• Major donors have children & grandchildren• Family legacy• Engage younger generations and older generations• Listen & learn about what the next gen wants• Provide resources & networks2/29/12 Nonprofit Webinars 27
  28. 28. Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking & resources• Bring on as volunteers, staff, board members• Listen and learn• Snowflakes2/29/12 Nonprofit Webinars 28
  29. 29. 6 Steps to a Next Gen Campaign or Event1. Identify young donors and volunteers as leaders.2. Use existing or create planning team.3. Ask team to design & implement fundraising event or activity.4. Provide support!5. Host a successful campaign/event.6. Evaluate campaign or event.2/29/12 Nonprofit Webinars 29
  30. 30. Assess Your Organization*• Mission appeal• Resources & capacity• Involvement• Track donor giving & participation• Ability to modify communications• Culture shift• Web presence• Champions• Campaigns for young donors• Current donors2/29/12 Nonprofit Webinars 30
  31. 31. Relationships Don’t Change• Cultivate, steward, and solicit• Recognize• Multi-channel communications• Meet one-on-one• Develop ambassadors• Use social media as stewardship, not for solicitation• Effective database2/29/12 Nonprofit Webinars 31
  32. 32. “This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet2/29/12 Nonprofit Webinars 32
  33. 33. 10 Tips About Social Media1. Social media is A tool, not THE tool.2. Social media is a plant3. Add value4. Listen & create dialogue5. Prospecting, cultivation, & stewardship2/29/12 Nonprofit Webinars 33
  34. 34. 6. It ain’t free7. Not everyone “Diggs” social media8. Have a plan9. Connect with other fundraising efforts10. Be patient2/29/12 Nonprofit Webinars 34
  35. 35. Taking the First Steps1. Pair up with someone in your organization2. Why do you want to work with next gen donors?3. What are 3 things you can do today?4. How will you make those happen?5. Share and brainstorm.2/29/12 Nonprofit Webinars 35
  36. 36. 5 Things To Do Today1. Make a Plan2. Watch other orgs3. Attend trainings & ask for support4. Invite participation5. Support new ideas2/29/12 Nonprofit Webinars 36
  37. 37. Resources• 21/64• Resource Generation• EPIP• National Center for Family Philanthropy•• Fundraising and the Next Generation• Working Across Generations• The Networked Nonprofit• The Next Generation of American Giving2/29/12 Nonprofit Webinars 37
  38. 38. Thank You! Emily Davis, MNM EDA Consulting (303) 652-7536 Twitter: @edaconsulting2/29/12 Nonprofit Webinars 38
  39. 39. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: