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Communicating Across the
Generations to Build
Relationships: How to Combine
Technology With Soft Skills
      Marty Jacobs...
Introductions
                                Marty Jacobs, President
Mark Scott, Account Executive Systems In Sync
eTapes...
Agenda/Overview
• The Four Generations
  – Generation Names and Dates
  – Generation Characteristics
  – Generation Quiz
Agenda/Overview
• The Four Generations
  – Generation Names and Dates
  – Generation Characteristics
  – Generation Quiz

...
Agenda/Overview
• The Four Generations
  – Generation Names and Dates
  – Generation Characteristics
  – Generation Quiz

...
Agenda/Overview
• The Four Generations
  – Generation Names and Dates
  – Generation Characteristics
  – Generation Quiz

...
Objectives
• Gain a greater understanding of generational
  differences
Objectives
• Gain a greater understanding of generational
  differences
• Discuss a variety of communication and
  relatio...
Objectives
• Gain a greater understanding of generational
  differences
• Discuss a variety of communication and
  relatio...
The Four Generations
• Builders, Veterans, Traditionalists, Silent
  Generation (1925-1945)
The Four Generations
• Builders, Veterans, Traditionalists, Silent
  Generation (1925-1945)
• Baby Boomers (1946-1964) - B...
The Four Generations
• Builders, Veterans, Traditionalists, Silent
  Generation (1925-1945)
• Baby Boomers (1946-1964) - B...
The Four Generations
• Builders, Veterans, Traditionalists, Silent
  Generation (1925-1945)
• Baby Boomers (1946-1964) - B...
The Builders (Born 1925 to 1945)

• Most in this generation grew up during the Great
  Depression and thus tend to be hard...
The Builders (Born 1925 to 1945)

• Most in this generation grew up during the Great
  Depression and thus tend to be hard...
The Builders (Born 1925 to 1945)

• Most in this generation grew up during the Great
  Depression and thus tend to be hard...
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
  technology w...
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
  technology w...
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
  technology w...
The Boom (Born 1946 to 1964)

• The “ME” generation will start to shift focus to its
  legacy
The Boom (Born 1946 to 1964)

• The “ME” generation will start to shift focus to its
  legacy

• Less willing to compariso...
The Boom (Born 1946 to 1964)

• The “ME” generation will start to shift focus to its
  legacy

• Less willing to compariso...
The Boom (Born 1946 to 1964)
Communication Focus

• Internet use on the rise but still might prefer face to
  face or snai...
The Boom (Born 1946 to 1964)
Communication Focus

• Internet use on the rise but still might prefer face to
  face or snai...
The Boom (Born 1946 to 1964)
Communication Focus

• Internet use on the rise but still might prefer face to
  face or snai...
The Bust (Generation X - born 1965 to 1979)

• Fewer in numbers, also having fewer children
 themselves
The Bust (Generation X - born 1965 to 1979)

• Fewer in numbers, also having fewer children
  themselves
• First generatio...
The Bust (Generation X - born 1965 to 1979)

• Fewer in numbers, also having fewer children
  themselves
• First generatio...
The Bust (Generation X - born 1965 to 1979)

• Fewer in numbers, also having fewer children
  themselves
• First generatio...
The Bust (Generation X - born 1965 to 1979)
Communication Focus

• This age cohort is more cynical and less idealistic;
  ...
The Bust (Generation X - born 1965 to 1979)
Communication Focus

• This age cohort is more cynical and less idealistic;
  ...
The Bust (Generation X - born 1965 to 1979)
Communication Focus

• This age cohort is more cynical and less idealistic;
  ...
The Bust (Generation X - born 1965 to 1979)
Communication Focus

• This age cohort is more cynical and less idealistic;
  ...
The Echo (Generation Y – born 1980 to 2000)

• Never knew a time before MTV and 50+ television
  channels
The Echo (Generation Y – born 1980 to 2000)

• Never knew a time before MTV and 50+ television
  channels
• Least religiou...
The Echo (Generation Y – born 1980 to 2000)

• Never knew a time before MTV and 50+ television
  channels
• Least religiou...
The Echo (Generation Y – born 1980 to 2000)

• Never knew a time before MTV and 50+ television
  channels
• Least religiou...
The Echo (Generation Y – born 1980 to 2000)

• Never knew a time before MTV and 50+ television
  channels
• Least religiou...
The Echo (Generation Y – born 1980 to 2000)

Communication Focus?

• Life revolves around internet & mobile
  devices
The Echo (Generation Y – born 1980 to 2000)

Communication Focus?

• Life revolves around internet & mobile
  devices
• Ve...
The Echo (Generation Y – born 1980 to 2000)

Communication Focus?

• Life revolves around internet & mobile
  devices
• Ve...
The Echo (Generation Y – born 1980 to 2000)

Communication Focus?

• Life revolves around internet & mobile
  devices
• Ve...
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Questions:
• What has your experience been with the
  different generations?
Questions:
• What has your experience been with the
  different generations?
• Does this fit?
Questions:
• What has your experience been with the
  different generations?
• Does this fit?
• Do you see something diffe...
Questions:
• What has your experience been with the
  different generations?
• Does this fit?
• Do you see something diffe...
The Soft Skills/Interpersonal Skills
•   Listening          • Inquiry
•   Reflecting         • Encouraging/Supporting
•   ...
The Tools
• Face-to-face         • Events: Galas,
  meetings               Auctions, etc.
• Telephone            • Website...
What Now?

    1. Take a look in the mirror

    How do you stack up?

-   Database
Examples of a database:
   Microsoft Excel
   Note/Index cards
   Legal Pads
   Microsoft Access
   QuickBooks or Pea...
What Now?

    1. Take a look in the mirror

    How do you stack up?

-   Database
-   Website
Do you have a website strategy?

What
is happening
when?



Get involved

Donate
online

Contact
us

Upcoming
events
What Now?

    1. Take a look in the mirror

    How do you stack up?

-   Database
-   Website
-   E-mail/Communications
Real Life Example….

Dec 11:
Subject line:
Urgent Appeal: Your gift
   to CRS is vitally
   important!
Straight Appeal
Sta...
Dec 29:
Subject line:
Only 48 hours left to
  make a tax-deductible
  gift!

Added “hotspot” text

Added video message
  f...
Dec 31:
Subject line:
Final Deadline: Last
   chance to make a
   tax-deductible gift

New “hotspot” text
Kept video messa...
What Now?
    1. Take a look in the mirror

    How do you stack up?

-   Database
-   Website
-   E-mail/Communications
-...
Building out your strategy with eTapestry:
                         Acquisition




                         Cultivation
What Now?

    2. Plan

    Make it a priority

-   Set Aside Time for Review
-   Add to Board Agenda
-   Seek Professiona...
What Now?
    3. Continuous Evaluation

    Must be Measurable

-   Website Hits
-   Fundraising
-   Donor Retention
-   C...
What Now?

    4. Have Fun!!!

-   Try New Things
-   Get Creative
-   Share your passion for your
    mission!
Resources
• Getting Started with Facebook
• Beth Kanter Blog – How Nonprofits Can Use Social Media
• Blackbaud – Raising M...
Question and Answer Time
• Do you have a success story you want to
  share?
Question and Answer Time
• Do you have a success story you want to
  share?
• What are some things you’re working on
  rig...
Question and Answer Time
• Do you have a success story you want to
  share?
• What are some things you’re working on
  rig...
Your Facilitators Today
Mark R. Scott III, MIS-MPA       Marty Jacobs, President
eTapestry                        Systems ...
Communicate Across the Generations to Build Relationships with Donors
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Communicate Across the Generations to Build Relationships with Donors

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Marty Jacobs (Systems In Sync) and Mark Scott (eTapestry) present Communicate Across the Generations to Build Relationships with Donors on Wednesday, June 30th fas part of the Common Good Vermont: Nonprofit Maven Series (http://commongoodvt.org)

For the first time in history, four generations are working together in many organizations. So what does that mean for how we communicate and build relationships? And what does this suggest in terms of building a donor base? This webinar helps participants gain a greater understanding of generational differences and relate that to how technology and soft skills can combine to build new relationships and strengthen existing ones.

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Communicate Across the Generations to Build Relationships with Donors

  1. 1. Communicating Across the Generations to Build Relationships: How to Combine Technology With Soft Skills Marty Jacobs, President Systems In Sync and Mark R. Scott III Account Executive at eTapestry
  2. 2. Introductions Marty Jacobs, President Mark Scott, Account Executive Systems In Sync eTapestry, a Blackbaud solution Consulting for nonprofits, Helping nonprofits with: government, and – Fundraising technology education in: – Constituent Relationship – Board governance Management (CRM) – Strategic planning – Online Giving – Organization – Website Development development – Community engagement
  3. 3. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz
  4. 4. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills
  5. 5. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills • The Tools
  6. 6. Agenda/Overview • The Four Generations – Generation Names and Dates – Generation Characteristics – Generation Quiz • The Soft Skills/Interpersonal Skills • The Tools • Q&A
  7. 7. Objectives • Gain a greater understanding of generational differences
  8. 8. Objectives • Gain a greater understanding of generational differences • Discuss a variety of communication and relationship building methods and their effectiveness with the different generations
  9. 9. Objectives • Gain a greater understanding of generational differences • Discuss a variety of communication and relationship building methods and their effectiveness with the different generations • Learn how technology and soft skills work together to build relationships
  10. 10. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
  11. 11. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom
  12. 12. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom • Generation X, Gen X, Xers (1965-1979) - Bust
  13. 13. The Four Generations • Builders, Veterans, Traditionalists, Silent Generation (1925-1945) • Baby Boomers (1946-1964) - Boom • Generation X, Gen X, Xers (1965-1979) - Bust • Generation Y, Gen Y, Millenial, Echo Boomers (1980-2000) - Echo
  14. 14. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers
  15. 15. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers • They place a great deal of value in institutional loyalty and conformity
  16. 16. The Builders (Born 1925 to 1945) • Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers • They place a great deal of value in institutional loyalty and conformity • More than 75 percent of the nation’s wealth is controlled by this generation, along with more than 80 percent of America’s savings.
  17. 17. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules
  18. 18. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules • Prefer formal written communication or one-on- one
  19. 19. The Builders (Born 1925 to 1945) Communication Focus • Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules • Prefer formal written communication or one-on- one • Respect authority and honor leaders
  20. 20. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy
  21. 21. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy • Less willing to comparison shop, they seek quality and high level of service
  22. 22. The Boom (Born 1946 to 1964) • The “ME” generation will start to shift focus to its legacy • Less willing to comparison shop, they seek quality and high level of service • Volunteerism should increase as relatively healthy individuals leave the workforce
  23. 23. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication
  24. 24. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication • Legacy and leaving the world a better place
  25. 25. The Boom (Born 1946 to 1964) Communication Focus • Internet use on the rise but still might prefer face to face or snail mail communication • Legacy and leaving the world a better place • Financial Planning Think  Planned Giving or Endowments
  26. 26. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves
  27. 27. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before
  28. 28. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before • Estimated that this generation will have on average three complete careers
  29. 29. The Bust (Generation X - born 1965 to 1979) • Fewer in numbers, also having fewer children themselves • First generation to have a lower quality of life than the one before • Estimated that this generation will have on average three complete careers • More action rather than idea oriented Think  Volunteerism, Board Members
  30. 30. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity
  31. 31. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving)
  32. 32. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving) • Want “proof” of monies well spent – results!
  33. 33. The Bust (Generation X - born 1965 to 1979) Communication Focus • This age cohort is more cynical and less idealistic; they seek authenticity • Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving) • Want “proof” of monies well spent – results! • Well positioned to be the most loyal group in decades
  34. 34. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels
  35. 35. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations
  36. 36. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with
  37. 37. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with • Young Cosmopolitans (“Yo-Co’s”) much sought after but offer little loyalty
  38. 38. The Echo (Generation Y – born 1980 to 2000) • Never knew a time before MTV and 50+ television channels • Least religious (loyalty) of all prior generations • Not a rebellious group – seldom had limits to start with • Young Cosmopolitans (“Yo-Co’s”) much sought after but offer little loyalty • Immediate satisfaction, short attention span
  39. 39. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices
  40. 40. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media
  41. 41. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media • Able to consume vast amounts of information
  42. 42. The Echo (Generation Y – born 1980 to 2000) Communication Focus? • Life revolves around internet & mobile devices • Very visual, prefer multi-media • Able to consume vast amounts of information • Very short attention spans
  43. 43. Which generation?
  44. 44. Which generation?
  45. 45. Which generation?
  46. 46. Which generation?
  47. 47. Which generation?
  48. 48. Which generation?
  49. 49. Which generation?
  50. 50. Which generation?
  51. 51. Questions: • What has your experience been with the different generations?
  52. 52. Questions: • What has your experience been with the different generations? • Does this fit?
  53. 53. Questions: • What has your experience been with the different generations? • Does this fit? • Do you see something different?
  54. 54. Questions: • What has your experience been with the different generations? • Does this fit? • Do you see something different? • How have you managed these differences?
  55. 55. The Soft Skills/Interpersonal Skills • Listening • Inquiry • Reflecting • Encouraging/Supporting • Facilitating • Communicating clearly • Developing trust (verbally and in writing) • Dialogue • Paraphrasing
  56. 56. The Tools • Face-to-face • Events: Galas, meetings Auctions, etc. • Telephone • Websites • Letters/snail mail • Social Media: • Email – LinkedIn • E-newsletters – Facebook Builders = Boomers = – Twitter Bust = Echo=
  57. 57. What Now? 1. Take a look in the mirror How do you stack up? - Database
  58. 58. Examples of a database:  Microsoft Excel  Note/Index cards  Legal Pads  Microsoft Access  QuickBooks or Peach Tree Are these programs adequate to track this type of information?
  59. 59. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website
  60. 60. Do you have a website strategy? What is happening when? Get involved Donate online Contact us Upcoming events
  61. 61. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website - E-mail/Communications
  62. 62. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112,000.00 Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
  63. 63. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull- quote Raised $112,000.00
  64. 64. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119,000.00 Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
  65. 65. What Now? 1. Take a look in the mirror How do you stack up? - Database - Website - E-mail/Communications - Social Media Presence
  66. 66. Building out your strategy with eTapestry: Acquisition Cultivation
  67. 67. What Now? 2. Plan Make it a priority - Set Aside Time for Review - Add to Board Agenda - Seek Professional Assistance
  68. 68. What Now? 3. Continuous Evaluation Must be Measurable - Website Hits - Fundraising - Donor Retention - Communications - Cost vs. Results - Social Media “Friends”
  69. 69. What Now? 4. Have Fun!!! - Try New Things - Get Creative - Share your passion for your mission!
  70. 70. Resources • Getting Started with Facebook • Beth Kanter Blog – How Nonprofits Can Use Social Media • Blackbaud – Raising Money During Challenging Times • Getting Started with Google Analytics • LotusJump – Website Marketing Made Easy • eTapestry Home Page • Contact eTapestry for Guidance • Seattle Young People’s Project Bowl-a-thon Event Fundraiser • School on Wheels – Sally’s 40th Birthday Fundraiser • Up Next: Generation Change and the Leadership of Nonprofit Organizations • Generational Characteristics • Mixing and Managing Four Generations of Employees
  71. 71. Question and Answer Time • Do you have a success story you want to share?
  72. 72. Question and Answer Time • Do you have a success story you want to share? • What are some things you’re working on right now?
  73. 73. Question and Answer Time • Do you have a success story you want to share? • What are some things you’re working on right now? • What are some things you struggle with?
  74. 74. Your Facilitators Today Mark R. Scott III, MIS-MPA Marty Jacobs, President eTapestry Systems In Sync 6107 W. Airport Blvd 360 Cadwell Rd. Greenfield, IN 46140 East Thetford, VT 05043 888.739.3827 ext 7229 (Office) 802-785-2611 (v) 317.336.3857 (Direct) 802-785-3151 (f) 317.509.9912 (Cell) 603-208-8200 (c) mark.scott@etapestry.com marty@systemsinsync.com www.etapestry.com www.systemsinsync.com

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