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Fundraising and the Next Generation March 2011


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Presented for the Colorado Nonprofit Association in March 2011.

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Fundraising and the Next Generation March 2011

  1. 1. Fundraising and the Next Generation Colorado Nonprofit Association March 2011 Emily Davis, MNM EDA Consulting
  2. 2. Introduction• Introductions• What is your org doing now to engage next donors?• What question do you want answered or discussed?3/10/11 Colorado Nonprofit Association 2
  3. 3. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS?3/10/11 Colorado Nonprofit Association 3
  4. 4. What is the Generational Mix?3/10/11 Colorado Nonprofit Association 4
  5. 5. What are our assumptions about each generation? • Traditionalists • Baby Boomers • Generation X • Generation Y3/10/11 Colorado Nonprofit Association 5
  6. 6. Gen Xers• Self-reliant• Quick fix• Collaborative & independent• Direct communicators• Financially-motivated• Look for results• Appreciate reward through external recognition3/10/11 Colorado Nonprofit Association 6
  7. 7. Millennials• 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 3/10/11 Colorado Nonprofit Association 7
  8. 8. What Tenured Professionals Want • Next Gen Training • Acknowledgment • Engagement • Respect for legacy • Dialogue3/10/11 Colorado Nonprofit Association 8
  9. 9. What the Next Gen Wants • Advice • Acknowledgment • Shared ownership • Opportunity to lead • Flexibility • Sector history3/10/11 Colorado Nonprofit Association 9
  10. 10. How has this affected philanthropy? • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings3/10/11 Colorado Nonprofit Association 10
  11. 11. Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY3/10/11 Colorado Nonprofit Association 11
  12. 12. What age does lifelong giving start?• Teens?• 20s?• 30s?• 40s?• 50s?• 60s?• 70s?3/10/11 Colorado Nonprofit Association 12
  13. 13. Why Engage the Next Gen?• Transfer of wealth• Lifelong giving• Time, talent, and treasure• Networks• Enthusiastic• Ambassadors3/10/11 Colorado Nonprofit Association 13
  14. 14. 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 & networks3/10/11 Colorado Nonprofit Association 14
  15. 15. 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 cause3/10/11 Colorado Nonprofit Association 15
  16. 16. 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 ways3/10/11 Colorado Nonprofit Association 16
  17. 17. * thoughtfulphilanthropy.wordpress.com3/10/11 Colorado Nonprofit Association 17
  18. 18. Where are they?• Existing donors• Volunteers• Young professional events• Media (i.e. 40 under 40)• Colleges & universities3/10/11 Colorado Nonprofit Association 18
  19. 19. 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 Ups3/10/11 Colorado Nonprofit Association 19
  20. 20. Next Gen Engagement• Create ambassadors• Provide trainings• Offer networking• Bring on as staff, board members• Listen and learn3/10/11 Colorado Nonprofit Association 20
  21. 21. 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 database3/10/11 Colorado Nonprofit Association 21
  22. 22. “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 Internet3/10/11 Colorado Nonprofit Association 22
  23. 23. 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, & stewardship3/10/11 Colorado Nonprofit Association 23
  24. 24. 6. It ain’t free7. Not everyone “Diggs” social media8. Have a plan9. Connect with other fundraising efforts10. Be patient3/10/11 Colorado Nonprofit Association 24
  25. 25. Exercise: Three Steps1. Pair up2. Write down three things you can do today3. How will you make those happen?4. Share and brainstorm3/10/11 Colorado Nonprofit Association 25
  26. 26. Resources• 21/64• Resource Generation• EPIP• National Center for Family Philanthropy• Fundraisinf and the Next Generation (coming in 2011!)• Working Across Generations• The Networked Nonprofit• The Next Generation of American Giving3/10/11 Colorado Nonprofit Association 26
  27. 27. Thank You! Emily Davis EDA Consulting (303) 652-7536 Twitter: @edaconsulting Colorado Nonprofit Association 27