Fundraising and the Next Generation (TREC)

@TRECEducation
#nextgendonors
#philanthropy/emilydavisconsulting /AskEmilyD
PHILANTHROPY’S NEXT
GENERATION NOW
TRAINING RESOURCES FOR THE
ENVIRONMENTAL COMMUNITY
October 1, 2015
Emily Davis, MNM, CGT
Emily Davis Consulting

@TRECEducation
#nextgendonors
TURN ON YOUR TECH
Follow the
conversation…
@AskEmilyD
@TRECEducation
#nextgendonors
#philanthropy

@TRECEducation
#nextgendonors

@TRECEducation
#nextgendonors
What’s a
QUESTION you
have?
What’s an
organizational
CHALLENGE
you’ve had?
POLL QUESTION

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OUTCOMES

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WHO ARE THE GENERATIONS?

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WHAT IS THE GENERATIONAL MIX?
GENERATION TRADITIONALISTS
(1900-1945)
BOOMERS
(1946-1964)
GEN XERS
(1965-1980)
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, well-
known brands
Healthy
lifestyle, hard
work, team
work
Inclusive,
straight talk,
environment
images,
multi-channel
Multi-ethnic,
green, sexier,
celebrity

@TRECEducation
#nextgendonors
POLL QUESTION
How many
generations do
you have
represented in
your org?
q One
q Two
q Three
q Four

@TRECEducation
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GENERATIONAL ASSUMPTIONS
$59 Trillion
Transfer of
Wealth

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WHO ARE THE GENERATIONS?*
GENERATION AGES IN MILLIONS BY PERCENTAGE
Traditionalists 68+ 35.2 11%
Boomers 48 – 67 80.3 25%
Gen X 38 – 47 40.9 13%
Millenials 18 – 37 86 27%
Gen Z / iGen 0 – 17 74 23%
* US Census Projections for 2013

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US WORKFORCE BY GENERATION

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PARTNERSNONPROFITS
BOARD
MEMBERS
DONORSSTAFF
VOLUNTEERS

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WHAT WE WANT

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WHY ENGAGE THE NEXT GEN?

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Ø  55% of Millennials donated
10 – 20 hours in the last
month.
4 - 10 hours in the last
month.
no volunteer time

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MILLENNIAL MOTIVATIONS*

@TRECEducation
#nextgendonors
WAYS TO WORK WITH EVERY
GENERATION
Know each
gen’s value
Recruit &
retain
Learn
motivations
Be flexible
Peer learning
Invest in
learning
Build trust
Encourage
connection
Communicate
accountability
Connect to
impact
Create
culture

@TRECEducation
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GENERATIONAL PHILANTHROPY
FourGenerations
Frame your messaging
Understand philanthropic motivations
Choose your platforms & tools
Cultivate contributions
Receive responses
Acknowledge gifts
Steward relationships

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TRADITIONALISTS

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BOOMERS
Philanthropy
Programs
Fundraising
Administration

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GEN X

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MILLENNIALS

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MILLENNIALS
“Give us a clear call to action, let’s
problem-solve together. Tell us what
you are working on and let’s work on
this together.”

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ENGAGEMENT
•  Giving circles, tiered
fees
•  Volunteerism
•  Board & committee
leadership
•  Planned giving
•  Nonprofit start ups
•  Events, tiered fees
•  Collaborate with
young professionals
groups
•  A-thons
•  Peer-to-peer networks
•  Family
•  Philanthropic
resources

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FAMILY PHILANTHROPY
•  Engage all
generations
•  Major donors have
children &
grandchildren
•  Family legacy
•  Listen to & learn
from next gen
•  Provide resources &
networks
Legacy &
History
Family
Systems
Theory
Financial
management
Impact &
Values

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1. Identify
young
volunteers as
leaders
2. Create or use
existing
planning team
3. Ask team to
design &
implement event
or campaign
4. Provide
support
5. Host a
successful
campaign/
event!
6. Debrief,
evaluate, revise
6 Steps to a
Next Gen
Campaign

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POWER OF SOCIAL MEDIA

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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to
create… social networks; they
exist all around us in a variety of
forms. Networked Nonprofits
strengthen and expand these
networks by building relationships
within them to engage and
activate them for their
organizations’ efforts.”
(Fine and Kanter, 2010)

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COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Adapt
or die!
Every
generation
teaches us new
technology

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THE GOOD AND THE BAD
VS.

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10 TIPS FOR SOCIAL MEDIA
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan

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Make sure the
person or people
who are
managing your
social media are
the same people
you would put in
front of the local
media.

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SOCIAL MEDIA POLICIES

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FUNDRAISING BASICS DON’T
CHANGE
Prospecting Identification Preparation
Cultivating Build the
Relationship
Engage the
Donor Ask for the Gift
Stewarding Recognition Reporting Communicating Engagement

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SPHERES OF INFLUENCE
New gifts
Annual donors
Midsize donors
Major donors
Planned
giving

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5 THINGS YOU CAN 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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ONE TAKE AWAY

@TRECEducation
#nextgendonors
Every
generation
brings value
Legacy
influences
giving
New
generation,
new giving
innovations
Find shared
passions
It takes ALL
kinds to
change the
world

@TRECEducation
#nextgendonors
Emily Davis, MNM
Emily Davis Consulting
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com

Fundraising and the Next Generation (TREC)

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