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Fundraising and the next gen 3.10.11


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Fundraising and the next gen 3.10.11

  1. 1. Fundraising and the Next Generation Colorado Nonprofit Association March 2011 Emily Davis, MNM EDA Consulting
  2. 2. Introduction <ul><li>Introductions </li></ul><ul><li>What is your org doing now to engage next donors? </li></ul><ul><li>What question do you want answered or discussed? </li></ul>Colorado Nonprofit Association 3/10/11
  3. 3. WHO ARE THE GENERATIONS? <ul><li>Generational Mix </li></ul><ul><li>Generational Myths </li></ul><ul><li>Generational Characteristics </li></ul><ul><li>Impact on Philanthropy </li></ul>Colorado Nonprofit Association 3/10/11
  4. 4. What is the Generational Mix? Colorado Nonprofit Association 3/10/11
  5. 5. What are our assumptions about each generation? <ul><li>Traditionalists </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Generation X </li></ul><ul><li>Generation Y </li></ul>Colorado Nonprofit Association 3/10/11
  6. 6. Gen Xers <ul><li>Self-reliant </li></ul><ul><li>Quick fix </li></ul><ul><li>Collaborative & independent </li></ul><ul><li>Direct communicators </li></ul><ul><li>Financially-motivated </li></ul><ul><li>Look for results </li></ul><ul><li>Appreciate reward through external recognition </li></ul>Colorado Nonprofit Association 3/10/11
  7. 7. Millennials <ul><li>Digital natives </li></ul><ul><li>Independent but interactive </li></ul><ul><li>Questions the status quo </li></ul><ul><li>Desire mutual respect </li></ul><ul><li>Celebrate diversity </li></ul><ul><li>Express to express -- not impress </li></ul><ul><li>Acknowledgement for being her </li></ul><ul><li>Civically-minded </li></ul>Colorado Nonprofit Association 3/10/11
  8. 8. What Tenured Professionals Want <ul><li>Next Gen Training </li></ul><ul><li>Acknowledgment </li></ul><ul><li>Engagement </li></ul><ul><li>Respect for legacy </li></ul><ul><li>Dialogue </li></ul>Colorado Nonprofit Association 3/10/11
  9. 9. What the Next Gen Wants <ul><li>Advice </li></ul><ul><li>Acknowledgment </li></ul><ul><li>Shared ownership </li></ul><ul><li>Opportunity to lead </li></ul><ul><li>Flexibility </li></ul><ul><li>Sector history </li></ul>Colorado Nonprofit Association 3/10/11
  10. 10. How has this affected philanthropy? <ul><li>Development office </li></ul><ul><li>Prospecting </li></ul><ul><li>Cultivation </li></ul><ul><li>Stewardship </li></ul><ul><li>Communication </li></ul><ul><li>Retention </li></ul><ul><li>Priorities </li></ul><ul><li>Respect </li></ul><ul><li>Trainings </li></ul>Colorado Nonprofit Association 3/10/11
  11. 11. MULTI-GEN PHILANTHROPY <ul><li>Why engage the next gen? </li></ul><ul><li>Next gen philanthropy style </li></ul><ul><li>Entry points and engagement </li></ul>Colorado Nonprofit Association 3/10/11
  12. 12. What age does lifelong giving start? <ul><li>Teens? </li></ul><ul><li>20s? </li></ul><ul><li>30s? </li></ul><ul><li>40s? </li></ul><ul><li>50s? </li></ul><ul><li>60s? </li></ul><ul><li>70s? </li></ul>3/10/11 Colorado Nonprofit Association
  13. 13. Why Engage the Next Gen? <ul><li>Transfer of wealth </li></ul><ul><li>Lifelong giving </li></ul><ul><li>Time, talent, and treasure </li></ul><ul><li>Networks </li></ul><ul><li>Enthusiastic </li></ul><ul><li>Ambassadors </li></ul>Colorado Nonprofit Association 3/10/11
  14. 14. Family Philanthropy <ul><li>Major donors have children & grandchildren </li></ul><ul><li>Family legacy </li></ul><ul><li>Engage younger generations and older generations </li></ul><ul><li>Listen & learn about what the next gen wants </li></ul><ul><li>Provide resources & networks </li></ul>Colorado Nonprofit Association 3/10/11
  15. 15. Fundraising from Gen X <ul><li>Friends/family/peers are influencers </li></ul><ul><li>Stories have a greater impact than loyalty </li></ul><ul><li>Consistently give largest gift to the same charity annually </li></ul><ul><li>Donate the most through websites (30%) </li></ul><ul><li>Hard to recruit to your cause </li></ul>Colorado Nonprofit Association 3/10/11
  16. 16. Fundraising from Millenials <ul><li>Philanthropy is time and money </li></ul><ul><li>Lower cost to recruit because they are online </li></ul><ul><li>Multi-communications approach </li></ul><ul><li>Engaged in fundraising for orgs </li></ul><ul><li>Donate in a variety of ways </li></ul>Colorado Nonprofit Association 3/10/11
  17. 17. <ul><li>* </li></ul>Colorado Nonprofit Association 3/10/11
  18. 18. Where are they? <ul><li>Existing donors </li></ul><ul><li>Volunteers </li></ul><ul><li>Young professional events </li></ul><ul><li>Media (i.e. 40 under 40) </li></ul><ul><li>Colleges & universities </li></ul>3/10/11 Colorado Nonprofit Association
  19. 19. Entry Points <ul><li>Events – tiered fees </li></ul><ul><li>Partner with young professionals’ groups </li></ul><ul><li>A-thons </li></ul><ul><li>Peer to peer networks </li></ul><ul><li>Family </li></ul><ul><li>Philanthropic resources </li></ul><ul><li>Giving Circles – tiered fees </li></ul><ul><li>Volunteering </li></ul><ul><li>Board and committee participation </li></ul><ul><li>Planned Giving </li></ul><ul><li>Nonprofit Start Ups </li></ul>3/10/11 Colorado Nonprofit Association
  20. 20. Next Gen Engagement <ul><li>Create ambassadors </li></ul><ul><li>Provide trainings </li></ul><ul><li>Offer networking </li></ul><ul><li>Bring on as staff, board members </li></ul><ul><li>Listen and learn </li></ul>Colorado Nonprofit Association 3/10/11
  21. 21. Relationships Don’t Change <ul><li>Cultivate, steward, and solicit </li></ul><ul><li>Recognize </li></ul><ul><li>Multi-channel communications </li></ul><ul><li>Meet one-on-one </li></ul><ul><li>Develop ambassadors </li></ul><ul><li>Use social media as stewardship, not for solicitation </li></ul><ul><li>Effective database </li></ul>3/10/11 Colorado Nonprofit Association
  22. 22. <ul><li>“ 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.” </li></ul><ul><li>- Ted Hart and Michael Johnston in Fundraising on the Internet </li></ul>Colorado Nonprofit Association 3/10/11
  23. 23. 10 Tips About Social Media <ul><li>Social media is A tool, not THE tool. </li></ul><ul><li>Social media is a plant </li></ul><ul><li>Add value </li></ul><ul><li>Listen & create dialogue </li></ul><ul><li>Prospecting, cultivation, & stewardship </li></ul>Colorado Nonprofit Association 3/10/11
  24. 24. <ul><li>6. It ain’t free </li></ul><ul><li>7. Not everyone “Diggs” social media </li></ul><ul><li>8. Have a plan </li></ul><ul><li>9. Connect with other fundraising efforts </li></ul><ul><li>10. Be patient </li></ul>3/10/11 Colorado Nonprofit Association
  25. 25. Exercise: Three Steps <ul><li>Pair up </li></ul><ul><li>Write down three things you can do today </li></ul><ul><li>How will you make those happen? </li></ul><ul><li>Share and brainstorm </li></ul>3/10/11 Colorado Nonprofit Association
  26. 26. Resources <ul><li>21/64 </li></ul><ul><li>Resource Generation </li></ul><ul><li>EPIP </li></ul><ul><li>National Center for Family Philanthropy </li></ul><ul><li>Fundraisinf and the Next Generation (coming in 2011!) </li></ul><ul><li>Working Across Generations </li></ul><ul><li>The Networked Nonprofit </li></ul><ul><li>The Next Generation of American Giving </li></ul>Colorado Nonprofit Association 3/10/11
  27. 27. Thank You! <ul><li>Emily Davis </li></ul><ul><li>EDA Consulting </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>(303) 652-7536 </li></ul><ul><li> </li></ul><ul><li>Twitter: @edaconsulting </li></ul><ul><li> </li></ul>3/10/11 Colorado Nonprofit Association