Engaging Millennials as Donors, Volunteers, and Employees

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Why is it important to engage Millennials in your organization? During this presentation and workshop, Nancy Dunleavy (Founder and CEO, Dunleavy & Associates) and Dave Gloss (Co-Founder and CEO, Here’s My Chance) discuss generational characteristics and talk about what it really means to have intergenerational and next-gen support within not-for-profit organizations.

Leadership & Management

ENGAGING THE YOUNGER GENERATIONS AS
EMPLOYEES, VOLUNTEERS AND DONORS
September 9, 2014

The Multigenerational Workforce
GENERATIONAL INFLUENCES
¨ Wars
¨ The Economy
¨ Terror
¨ Parental Influences
Prepared by Dunleavy & Associates

The Multigenerational Workforce
Traditionalists Baby Boomers Generation X Generation Y
Prepared by Dunleavy & Associates
• Disciplined
• Duty
before play
• Adhere to
the rules
• Efficient
• Logical
• Do what it
takes
• Task-oriented
• Self-reliant
• Independent
• Multitasking
• Group-oriented
• Explain why
WORK ETHIC
Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values
and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

The Multigenerational Workforce
Traditionalists Baby Boomers Generation X Generation Y
Prepared by Dunleavy & Associates
• Formal
• Written
• Chain-of-
Command
• Face time
• One-on-one
• In-person
• Direct
• As needed
• E-mail/Voice-mail
• Instant
Messaging/
texting
• Lots of cc’s
COMMUNICATION
Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values
and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

The Multigenerational Workforce
Traditionalists Baby Boomers Generation X Generation Y
Prepared by Dunleavy & Associates
• Avoid
Conflict
• No news is
good news
• Show me the
money
• Promotion /
Title
• Direct: “Tell
me how I am
doing”
• Instantaneous
• Seek
Approval/
Praise
FEEDBACK
Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values
and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

Observing Generational Characteristics
“They are ‘digital natives,’ meaning that they’ve largely grown up with technology and
social media, using these new tools as a natural, integral part of life and work.”*
“U.S. Millennials are all about instant gratification. They put a premium on speed, ease,
efficiency, and convenience in all their interactions…This preference for efficiency is even
reflected in how they participate in causes .”*
* Boston Consulting Group, “The Millennial Consumer,” 2012.
Prepared by Dunleavy & Associates

Defining Assumptions & Biases
“Non-Millennials tend to view them far less kindly, often
referring to them as ‘spoiled,’ ‘lazy,’ or ‘entitled.’ These
perceptions may be coloring how executives and co-workers
view the Millennial colleague”
* Boston Consulting Group, “The Millennial Consumer,” 2012.

THE BIG QUESTION:
How do you get
Millennials to care
enough to give?
THE END GOAL:
Gain their trust.
Prepared by Dunleavy & Associates

What do Millennials want?
Prepared by Dunleavy & Associates

To be inspired…
Millennials support causes they are PASSIONATE about
“It’s up to organizations to
inspire them and show them
that their support can make
a tangible difference on the
wider issue.”
The Question is: How?
Prepared by Dunleavy & Associates

To connect…
“Millennials prefer to share information about the cause”
Engaging the tech-savvy Millennial audience:
§ “Crafting mobile-friendly email
content that calls readers to
action”
§ “Write news or action-oriented
headlines to deliver
organizational news”
§ “Posting regularly on Facebook,
especially with images (the most
shared item)”
Prepared by Dunleavy & Associates

How do Millennials like to be asked?
“A generation definitely connected by technology and
social media, but more inspired to give and volunteer by
personal engagement and human connection.”
Achieve & JGA, 2010
Prepared by Dunleavy & Associates

WHY is it important to gain Millennials’ trust?
Long-term returns…CULTIVATING CHAMPIONS
“[Millennials] set high standards for themselves. They've been working on their résumés practically
since they were toddlers, because there are so many of them and so few (relatively speaking) spots at
top schools and top companies. They're used to overachieving academically and to making strong
personal commitments to community service. Keep them engaged, and they will be happy to
overachieve for you.”
“Mentoring Millennials” by Jeanne C. Meister & Karie Willyerd (HBR)

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“Every generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” – George Orwell “There is a problem in the workplace, a problem of values, ambitions, views, mind sets, demographics, and generations in conflict. The workplace we inhabit today is awash with the conflicting voices and views of the most age- and value-diverse workforce the world has known” (Zemke, Raines, & Filipczak, 2013, p. 11). At no time in our history have so many and such different generations with such diversity been asked to work together shoulder to shoulder, side-by-side, cubicle-to-cubicle. Though today it is not unusual for all of the 4 major generations to be working side by side. Each generation has different views on work ethic, and loyalty to the organization and its culture. Understanding the culture of an organization is a very important aspect in the continuity of leadership. Generational differences equate to differences in workplace characteristics and values of employees. Through experience and research, a key element in leading an organization is to understand and accept the values and beliefs of different generational gaps that make up today’s workplace. Not only is this key as a leader, but also it is crucial to the success of the organization. This research is intended to examine the four generations in the workplace, and research different management styles to be an effective leader in an ever-changing environment.

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Engaging Millennials as Donors, Volunteers, and Employees

1. ENGAGING THE YOUNGER GENERATIONS AS EMPLOYEES, VOLUNTEERS AND DONORS September 9, 2014

2. What is

3. The Multigenerational Workforce GENERATIONAL INFLUENCES ¨ Wars ¨ The Economy ¨ Terror ¨ Parental Influences Prepared by Dunleavy & Associates

4. The Multigenerational Workforce Traditionalists Baby Boomers Generation X Generation Y Prepared by Dunleavy & Associates • Disciplined • Duty before play • Adhere to the rules • Efficient • Logical • Do what it takes • Task-oriented • Self-reliant • Independent • Multitasking • Group-oriented • Explain why WORK ETHIC Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

5. The Multigenerational Workforce Traditionalists Baby Boomers Generation X Generation Y Prepared by Dunleavy & Associates • Formal • Written • Chain-of- Command • Face time • One-on-one • In-person • Direct • As needed • E-mail/Voice-mail • Instant Messaging/ texting • Lots of cc’s COMMUNICATION Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

6. The Multigenerational Workforce Traditionalists Baby Boomers Generation X Generation Y Prepared by Dunleavy & Associates • Avoid Conflict • No news is good news • Show me the money • Promotion / Title • Direct: “Tell me how I am doing” • Instantaneous • Seek Approval/ Praise FEEDBACK Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

7. Observing Generational Characteristics “They are ‘digital natives,’ meaning that they’ve largely grown up with technology and social media, using these new tools as a natural, integral part of life and work.”* “U.S. Millennials are all about instant gratification. They put a premium on speed, ease, efficiency, and convenience in all their interactions…This preference for efficiency is even reflected in how they participate in causes .”* * Boston Consulting Group, “The Millennial Consumer,” 2012. Prepared by Dunleavy & Associates

8. The “Do-it-yourself” Generation “….they research, they are practical, they are mobile, they are in a hurry, they care about your corporate culture, and they want to tell their friends about their experience with your brand.” Prepared by Dunleavy & Associates

9. Defining Assumptions & Biases “Non-Millennials tend to view them far less kindly, often referring to them as ‘spoiled,’ ‘lazy,’ or ‘entitled.’ These perceptions may be coloring how executives and co-workers view the Millennial colleague” * Boston Consulting Group, “The Millennial Consumer,” 2012.

10. THE BIG QUESTION: How do you get Millennials to care enough to give? THE END GOAL: Gain their trust. Prepared by Dunleavy & Associates

11. What do Millennials want? Prepared by Dunleavy & Associates

12. To be inspired… Millennials support causes they are PASSIONATE about “It’s up to organizations to inspire them and show them that their support can make a tangible difference on the wider issue.” The Question is: How? Prepared by Dunleavy & Associates

13. To connect… “Millennials prefer to share information about the cause” Engaging the tech-savvy Millennial audience: § “Crafting mobile-friendly email content that calls readers to action” § “Write news or action-oriented headlines to deliver organizational news” § “Posting regularly on Facebook, especially with images (the most shared item)” Prepared by Dunleavy & Associates

14. How do Millennials like to be asked? “A generation definitely connected by technology and social media, but more inspired to give and volunteer by personal engagement and human connection.” Achieve & JGA, 2010 Prepared by Dunleavy & Associates

15. WHY is it important to gain Millennials’ trust? Long-term returns…CULTIVATING CHAMPIONS “[Millennials] set high standards for themselves. They've been working on their résumés practically since they were toddlers, because there are so many of them and so few (relatively speaking) spots at top schools and top companies. They're used to overachieving academically and to making strong personal commitments to community service. Keep them engaged, and they will be happy to overachieve for you.” “Mentoring Millennials” by Jeanne C. Meister & Karie Willyerd (HBR)

16. Group Discussion Achieve & JGA, 2011

Engaging Millennials as Donors, Volunteers, and Employees

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