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Fundraising and the Next
Generation
Emily Davis, MNM, CGT
EDA Consulting LLC
@edaconsulting
#nextgendonors
3/4/13

emilydavisconsulting.com

2
Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy

WHO ARE THE GENERATIONS?

3/4/13
...
What is the Generational Mix?
GENERATION

TRADITIONALIST
S (1900-1945)

BOOMERS
(1946-1964)

GEN XERS
(19651980)

MILLENIA...
Generational Assumptions

3/4/13

emilydavisconsulting.com

5
Impact on Philanthropy
•
•
•
•
•
•
•
•
•
3/4/13

Development office
Prospecting
Cultivation
Stewardship
Communication
Rete...
What Tenured Professionals Want

Next Gen Training
Acknowledgment
Engagement
Respect for legacy
Dialogue

3/4/13

emilydav...
What the Next Gen Wants
Advice
Acknowledgment
Shared ownership
Opportunity to lead
Flexibility
Sector history
3/4/13

emil...
Multi-Gen Development Department
• Develop a pipeline
• Integrate new leadership
ideas & shift roles
• Evaluate & redesign...
Why engage the next gen
Next gen philanthropy style
Entry points and engagement

MULTI-GEN PHILANTHROPY

3/4/13

emilydavi...
Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• A...
Evolution of Communications
Every generation teaches us new technology… adapt or die!

3/4/13

emilydavisconsulting.com

1...
Generational Philanthropy

3/4/13

emilydavisconsulting.com

13
Fundraising from Traditionalists
• Direct mail & peer-to peer
fundraising is best
• Write checks
• Smaller group
• Lifelon...
Fundraising from Boomers
• Mix both new & traditional
strategies
• Plan their giving
• Consider operational &
overhead cos...
Fundraising from Gen X
• Friends/family/peers are
influencers
• Stories have a greater
impact than loyalty
• Consistently ...
Fundraising from Millenials
• Philanthropy is time and
money
• Lower cost to recruit
(online participation)
• Multi-commun...
Where are they?
• Existing donors
• Volunteers
• Young professional
events & groups
• Media (i.e. 40 under 40)
• Colleges ...
Entry Points
• Events – tiered fees
• Partner with young
professionals’ groups
• A-thons
• Peer to peer networks
• Family
...
Family Philanthropy
• Major donors have
children &
grandchildren
• Family legacy
• Engage all generations
• Listen & learn...
Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staf...
6 Steps to a Next
Gen Campaign or
Event

3/4/13

emilydavisconsulting.com

22
• Donor recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organizatio...
“This is not the first time that nonprofit
organizations and fundraisers have had to
adapt to new technologies. The radio,...
Relationships Don’t Change
•
•
•
•
•
•

Cultivate, steward, and solicit
Recognize
Multi-channel communications
Meet one-on...
3/4/13

emilydavisconsulting.com

26
Are We Ready?
Assess Your Organization










3/4/13

Mission appeal
Resources & capacity
Involvement
Track d...
5 Things To Do Today
1. Make a plan
2. Watch other orgs
3. Attend trainings & ask
for support
4. Invite participation
5. S...
Resources
•
•
•
•
•
•
•
•
•
•
•
•

Fundraising and the Next Generation
Next Gen Donors Report: Respecting Legacy,
Revoluti...
Thank You!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emil...
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Fundraising and the Next Generation 3.4.13

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Fundraising and the Next Generation 3.4.13

  1. 1. Fundraising and the Next Generation Emily Davis, MNM, CGT EDA Consulting LLC @edaconsulting #nextgendonors
  2. 2. 3/4/13 emilydavisconsulting.com 2
  3. 3. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS? 3/4/13 emilydavisconsulting.com 3
  4. 4. What is the Generational Mix? GENERATION TRADITIONALIST S (1900-1945) BOOMERS (1946-1964) GEN XERS (19651980) MILLENIALS (1981-1999) ALSO KNOWN AS… Veterans, Silent Generation, WWII Generation Baby Boomers Xers Gen Y, Nexters, Nintendo Generation INFLUENCERS World wars, The Depression Television, Vietnam War, Civil Rights Movements Internet, Madonna, Bill Gates, Friends, Rodney King Social media, iPods, 9/11, American Idol MARKETING Conservative imagery, legacy, family, wellknown brands Healthy lifestyle, hard work, team work Inclusive, straight talk, environment images, multichannel Multi-ethnic, green, sexier, celebrity 3/4/13 emilydavisconsulting.com 4
  5. 5. Generational Assumptions 3/4/13 emilydavisconsulting.com 5
  6. 6. Impact on Philanthropy • • • • • • • • • 3/4/13 Development office Prospecting Cultivation Stewardship Communication Retention Priorities Respect Trainings emilydavisconsulting.com 6
  7. 7. What Tenured Professionals Want Next Gen Training Acknowledgment Engagement Respect for legacy Dialogue 3/4/13 emilydavisconsulting.com 7
  8. 8. What the Next Gen Wants Advice Acknowledgment Shared ownership Opportunity to lead Flexibility Sector history 3/4/13 emilydavisconsulting.com 8
  9. 9. Multi-Gen Development Department • Develop a pipeline • Integrate new leadership ideas & shift roles • Evaluate & redesign current structures • Recruit from within • Welcome new leadership • Peer coaching • Prioritize inclusivity 3/4/13 emilydavisconsulting.com 9
  10. 10. Why engage the next gen Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY 3/4/13 emilydavisconsulting.com 10
  11. 11. Why Engage the Next Gen? • Transfer of wealth • Lifelong giving • Time, talent, and treasure • Networks • Enthusiastic • Ambassadors 3/4/13 emilydavisconsulting.com 11
  12. 12. Evolution of Communications Every generation teaches us new technology… adapt or die! 3/4/13 emilydavisconsulting.com 12
  13. 13. Generational Philanthropy 3/4/13 emilydavisconsulting.com 13
  14. 14. Fundraising from Traditionalists • Direct mail & peer-to peer fundraising is best • Write checks • Smaller group • Lifelong giving began in their 30s • Less opportunity for new NPOs • Protects privacy 3/4/13 emilydavisconsulting.com 14
  15. 15. 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 30s 3/4/13 emilydavisconsulting.com 15
  16. 16. 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 cause 3/4/13 emilydavisconsulting.com 16
  17. 17. Fundraising from Millenials • Philanthropy is time and money • Lower cost to recruit (online participation) • Multi-communications approach • Engaged in fundraising for orgs • Donate in a variety of ways 3/4/13 emilydavisconsulting.com 17
  18. 18. Where are they? • Existing donors • Volunteers • Young professional events & groups • Media (i.e. 40 under 40) • Colleges & universities 3/4/13 emilydavisconsulting.com 18
  19. 19. Entry Points • Events – tiered fees • Partner with young professionals’ groups • A-thons • Peer to peer networks • Family • Philanthropic resources 3/4/13 • Giving Circles – tiered fees • Volunteering • Board and committee participation • Planned Giving • Nonprofit Start Ups emilydavisconsulting.com 19
  20. 20. Family Philanthropy • Major donors have children & grandchildren • Family legacy • Engage all generations • Listen & learn from the next gen • Provide resources & networks 3/4/13 emilydavisconsulting.com 20
  21. 21. Next Gen Engagement • Create ambassadors • Provide trainings • Offer networking & resources • Bring on as volunteers, staff, board members • Listen and learn • Snowflakes 3/4/13 emilydavisconsulting.com 21
  22. 22. 6 Steps to a Next Gen Campaign or Event 3/4/13 emilydavisconsulting.com 22
  23. 23. • Donor recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy! 3/4/13 emilydavisconsulting.com 23
  24. 24. “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 Internet 3/4/13 emilydavisconsulting.com 24
  25. 25. 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 database 3/4/13 emilydavisconsulting.com 25
  26. 26. 3/4/13 emilydavisconsulting.com 26
  27. 27. Are We Ready? Assess Your Organization           3/4/13 Mission appeal Resources & capacity Involvement Track donor giving & participation Ability to modify communications Current donors Culture shift Web presence Champions & ambassadors Campaigns for young donors emilydavisconsulting.com 27
  28. 28. 5 Things To Do Today 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas 3/4/13 emilydavisconsulting.com 28
  29. 29. Resources • • • • • • • • • • • • Fundraising and the Next Generation Next Gen Donors Report: Respecting Legacy, Revolutionizing Philanthropy Working Across Generations Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy The Networked Nonprofit The Next Generation of American Giving Millenial Donors Report Young Nonprofit Professionals Network (YNPN) 21/64 Resource Generation Emerging Practitioners in Philanthropy (EPIP) National Center for Family Philanthropy 3/4/13 emilydavisconsulting.com 29
  30. 30. Thank You! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog www.Facebook.com/edanpocons ulting Twitter: @edaconsulting 3/4/13 Consulting for… •Nonprofits •Philanthropists Expertise in… •Board Governance •Digital Engagement •Fund Development •Philanthropy emilydavisconsulting.com 30

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