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Fundraising and the Next Generation August 2011


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Presented for Young Nonprofit Professionals Network San Diego in August 2011.

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Fundraising and the Next Generation August 2011

  1. 1. Fundraising and the Next Generation YNPN San Diego August 2011 Emily Davis, MNM EDA Consulting
  2. 2. Introduction•What is your org doing now toengage next donors?•What question do you wantanswered or discussed? YNPN San Diego 2
  3. 3. Generational MixGenerational MythsGenerational CharacteristicsImpact on PhilanthropyWHO ARE THE GENERATIONS? YNPN San Diego 3
  4. 4. What is the Generational Mix? YNPN San Diego 4
  5. 5. Challenge our assumptions about each generation• Traditionalists• Baby Boomers• Generation X• Generation Y/Millenials YNPN San Diego 5
  6. 6. 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 YNPN San Diego 6
  7. 7. Boomers (1946-1964)• Formalized sector• Appreciate hierarchy & inclusion• All about respect• Self-improvement• Strong work ethic• Optimistic & idealistic• Desire flexibility• Workaholic• Appreciate recognition YNPN San Diego 7
  8. 8. Gen Xers (1965- 1980)• Self-reliant• Quick fix• Collaborative & independent• Direct communicators• Financially-motivated• Look for results• Appreciate reward through external recognition YNPN San Diego 8
  9. 9. 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 YNPN San Diego 9
  10. 10. How has this affected philanthropy? • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings YNPN San Diego 10
  11. 11. What Tenured Professionals Want • Next Gen Training • Acknowledgment • Engagement • Respect for legacy • Dialogue YNPN San Diego 11
  12. 12. What the Next Gen Wants • Advice • Acknowledgment • Shared ownership • Opportunity to lead • Flexibility • Sector history YNPN San Diego 12
  13. 13. 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 structures YNPN San Diego 13
  14. 14. Questions YNPN San Diego 14
  15. 15. Why engage the next gen?Next gen philanthropy styleEntry points and engagementMULTI-GEN PHILANTHROPY YNPN San Diego 15
  16. 16. What age does lifelong giving start?• Teens?• 20s?• 30s?• 40s?• 50s?• 60s?• 70s? YNPN San Diego 16
  17. 17. Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadors YNPN San Diego 17
  18. 18. 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 privacy YNPN San Diego 18
  19. 19. 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 YNPN San Diego 19
  20. 20. 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 YNPN San Diego 20
  21. 21. 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 ways YNPN San Diego 21
  22. 22. 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 YNPN San Diego 22
  23. 23. Where are they?• Existing donors• Volunteers• Young professional events• Media (i.e. 40 under 40)• Colleges & universities YNPN San Diego 23
  24. 24. 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 YNPN San Diego 24
  25. 25. 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 & networks YNPN San Diego 25
  26. 26. Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking & resources• Bring on as volunteers, staff, board members• Listen and learn• Snowflakes YNPN San Diego 26
  27. 27. 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. YNPN San Diego 27
  28. 28. 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 donors YNPN San Diego 28
  29. 29. 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 YNPN San Diego 29
  30. 30. “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 YNPN San Diego 30
  31. 31. 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, & stewardship YNPN San Diego 31
  32. 32. 6. It ain’t free7. Not everyone “Diggs” social media8. Have a plan9. Connect with other fundraising efforts10. Be patient YNPN San Diego 32
  33. 33. Questions YNPN San Diego 33
  34. 34. 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. YNPN San Diego 34
  35. 35. 5 Things To Do Today1. Make a Plan2. Watch other orgs3. Attend trainings & ask for support4. Invite participation5. Support new ideas YNPN San Diego 35
  36. 36. Resources• 21/64• Resource Generation• EPIP• National Center for Family Philanthropy•• Fundraising and the Next Generation (coming in 2012!)• Working Across Generations• The Networked Nonprofit• The Next Generation of American Giving YNPN San Diego 36
  37. 37. Thank You! Emily Davis, MNM EDA Consulting (303) 652-7536 Twitter: @edaconsulting YNPN San Diego 37