1.
Fundraising and the Next
Generation
Colorado Nonprofit Association
March 2011
Emily Davis, MNM
EDA Consulting

2.
Introduction
• Introductions
• What is your org doing now
to engage next donors?
• What question do you want
answered or discussed?
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3.
Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy
WHO ARE THE GENERATIONS?
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4.
What is the Generational Mix?
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5.
What are our assumptions about
each generation?
• Traditionalists
• Baby Boomers
• Generation X
• Generation Y
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6.
Gen Xers
• Self-reliant
• Quick fix
• Collaborative &
independent
• Direct communicators
• Financially-motivated
• Look for results
• Appreciate reward
through external
recognition
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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
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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.
How has this affected philanthropy?
• Development office
• Prospecting
• Cultivation
• Stewardship
• Communication
• Retention
• Priorities
• Respect
• Trainings
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11.
Why engage the next gen?
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
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12.
What age does lifelong giving
start?
• Teens?
• 20s?
• 30s?
• 40s?
• 50s?
• 60s?
• 70s?
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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.
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
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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
cause
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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
ways
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17.
* thoughtfulphilanthropy.wordpress.com
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18.
Where are they?
• Existing donors
• Volunteers
• Young professional
events
• Media (i.e. 40 under
40)
• Colleges &
universities
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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 Ups
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20.
Next Gen Engagement
• Create
ambassadors
• Provide trainings
• Offer networking
• Bring on as staff,
board members
• Listen and learn
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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 database
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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 Internet
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23.
10 Tips About Social Media
1. Social media is A tool,
not THE tool.
2. Social media is a plant
3. Add value
4. Listen & create dialogue
5. Prospecting, cultivation,
& stewardship
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24.
6. It ain’t free
7. Not everyone “Diggs”
social media
8. Have a plan
9. Connect with other
fundraising efforts
10. Be patient
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25.
Exercise: Three Steps
1. Pair up
2. Write down three
things you can do
today
3. How will you make
those happen?
4. Share and brainstorm
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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
Giving
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27.
Thank You!
Emily Davis
EDA Consulting
emily@edaconsulting.org
www.edaconsulting.org
(303) 652-7536
www.edaconsultingcafe.blogspot.com
Twitter: @edaconsulting
www.Facebook.com/edaconsulting
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