1.
Fundraising and the Next
Generation
May 22, 2012
Emily Davis, MNM
EDA Consulting

2.
About Emily Davis
Emily Davis has been working in the non-profit sector as a staff member,
Emily Davis has been working in the non-profit sector as a staff member,
consultant, founder, board member, and volunteer for over 15 years. She
consultant, founder, board member, and volunteer for over 15 years. She
currently serves as the President of EDA Consulting.
currently serves as the President of EDA Consulting.
EDA Consulting provides services to small businesses, nonprofits and
EDA Consulting provides services to small businesses, nonprofits and
philanthropists in the areas of leadership development, fundraising and
philanthropists in the areas of leadership development, fundraising and
integrated online communications. Her publication, Fundraising and the Next
integrated online communications. Her publication, Fundraising and the Next
Generation is now available for purchase.
Generation is now available for purchase.
Her passion for effective leadership has garnered numerous awards and
Her passion for effective leadership has garnered numerous awards and
nominations. Emily received her Masters in Nonprofit Management from
nominations. Emily received her Masters in Nonprofit Management from
Regis University.
Regis University.
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3.
Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy
WHO ARE THE GENERATIONS?
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4.
Generational Assumptions
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5.
What is the Generational Mix?
GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS
(1900-1945) (1946-1964) (1965- (1981-1999)
1980)
ALSO KNOWN Veterans, Silent Baby Xers Gen Y, Nexters,
AS… Generation, WWII Boomers Nintendo
Generation Generation
INFLUENCERS World wars, The Television, Internet, Social media,
Depression Vietnam War, Madonna, Bill iPods, 9/11,
Civil Rights Gates, American Idol
Movements Friends,
Rodney King
MARKETING Conservative Healthy Inclusive, Multi-ethnic,
imagery, legacy, lifestyle, hard straight talk, green, sexier,
family, well-known work, team environment celebrity
brands work images, multi-
channel
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6.
Impact on Philanthropy
• Development office
• Prospecting
• Cultivation
• Stewardship
• Communication
• Retention
• Priorities
• Respect
• Trainings
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7.
Multigenerational Nonprofits
GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS
(1900-1945) (1946-1964) (1965- (1981-1999)
1980)
MGMT STYLE Top down, Hierarchy, Flexible, Mutual respect,
conformist earn your inclusive, self- shared leadership
respect/ reliant
ladder
WORK STYLE Separate home & Flexibility, Collaborative Multi-tasking,
work, hard- workaholic, & Collaborative/ind
working, loyal, independent, ependent,
thrifty direct question status
communicati quo
on, quick fix,
virtual office
MOTIVATORS Authority, value Hierarchy, Healthy Relationships,
work for work’s respect, self- work/life challenges,
sake (less improvement, balance, feedback, causes,
personal work, flexibility, $ environment, $
meaning) materialism
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8.
What Tenured Professionals Want
Next Gen Training
Acknowledgment
Engagement
Respect for legacy
Dialogue
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9.
What the Next Gen Wants
Advice
Acknowledgment
Shared ownership
Opportunity to lead
Flexibility
Sector history
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10.
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
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11.
Questions?
Has this had
an impact on
your
organization?
If so how?
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12.
Why engage the next gen?
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
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13.
Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• Ambassadors
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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
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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
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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
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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
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18.
Generational Philanthropy*
*Courtesy of thoughtfulphilanthropy.wordpress.com
Understand Frame your Choose Your Elicit Their Say Thank
their message Medium Response You
philanthropy
Pre WWII Giving is the right Traditional Traditional org Check in the mail Thank you letter
thing to do organizational methods or card
message
Baby Giving makes me Tell a story focusing Telemarketing Over the phone Thank you letter
feel good on impact from client or
Boomers letter illustrating
impact of their
gift
Gen 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 achieved
Gen 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
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19.
Assess Your Organization
• 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
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20.
Where are they?
• Existing donors
• Volunteers
• Young professional
events & groups
• Media (i.e. 40 under 40)
• Colleges & universities
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21.
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 Ups
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22.
Family Philanthropy
• Major donors have
children &
grandchildren
• Family legacy
• Engage all generations
• Listen & learn from the
next gen
• Provide resources &
networks
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23.
Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen and learn
• Snowflakes
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24.
6 Steps to a Next Gen Campaign or Event
1. 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.
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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
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26.
“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
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27.
Taking the First Steps
1. Pair up with someone in your
organization
2. 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.
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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
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29.
Questions?
How do you
work with
multiple
generations?
What are some
successes and
challenges?
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30.
Resources
• Young Nonprofit Professionals Network
(YNPN)
• 21/64
• Resource Generation
• Emerging Practitioners in Philanthropy
(EPIP)
• National Center for Family Philanthropy
• Fundraising and the Next Generation
• Working Across Generations
• The Networked Nonprofit
• The Next Generation of American Giving
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31.
Thank You!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@edaconsulting.org
www.edaconsulting.org
www.edaconsulting.org/blogs
www.Facebook.com/edanpoconsulting
Twitter: @edaconsulting
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