The document discusses strategies for non-profits to recruit and engage donors from different generations. It provides an overview of the characteristics of Traditionalists, Boomers, Generation X, and Millennials. Non-profits need to understand generational differences in management styles, work styles, and motivations to effectively recruit and retain volunteers and donors from multiple generations. The document also discusses the importance of social media and new technologies to engage younger generations and shares tips for implementing generational philanthropy strategies.

1. /emilydavisconsulting /AskEmilyD
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RECRUITING THE NEXT
GENERATION NOW
SVPI Audacious Philanthropy
October 2014
Emily Davis, MNM, CGT, SVP Boulder County
Emily Davis Consulting

2. /emilydavisconsulting /AskEmilyD
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TURN ON YOUR TECH
Follow the
conversation…
@AskEmilyD
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3. /emilydavisconsulting /AskEmilyD
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A LITTLE ABOUT ME

4. /emilydavisconsulting /AskEmilyD
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30 seconds or less
Name &
Title
1 Question
for Today
1 Recruitment
Challenge
A LITTLE ABOUT YOU…

5. /emilydavisconsulting /AskEmilyD
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WHO ARE THE GENERATIONS?

6. ✔
✔
✔
✔
/emilydavisconsulting /AskEmilyD
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GUESS THE GENERATION
q Traditionalist
q Boomer
q Generation X
q Millenial

7. /emilydavisconsulting /AskEmilyD
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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

8. /emilydavisconsulting /AskEmilyD
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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

9. /emilydavisconsulting /AskEmilyD
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GENERATIONAL ASSUMPTIONS
$59 Trillion
Transfer of
Wealth

10. /emilydavisconsulting /AskEmilyD
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TURN TO YOUR LEFT
1. Name and generation you are.
2. What were two social/economic/political/
world experiences that influenced you?
3. How did one of those experiences shape
your professional life?

11. /emilydavisconsulting /AskEmilyD
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IMPACT ON OUR WORK

12. /emilydavisconsulting /AskEmilyD
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WHAT IS THE
IMPACT?
PARTNERS
NONPROFITS
BOARD
MEMBERS
DONORS
STAFF
VOLUNTEERS

13. /emilydavisconsulting /AskEmilyD
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MULTIGENERATIONAL NONPROFITS
GENERATION TRADITIONALISTS
(1900-1945)
BOOMERS
(1946-1964)
GEN XERS
(1965-
1980)
MILLENIALS
(1981-1999)
MGMT STYLE Top down,
conformist
Hierarchy, earn
your respect/
ladder
Flexible, inclusive,
self-reliant
Mutual respect,
shared leadership
WORK
STYLE
Separate home &
work, hard-working,
loyal,
thrifty
Flexibility,
workaholic,
Collaborative &
independent,
direct
communication,
quick fix, virtual
office
Multi-tasking,
Collaborative/
independent,
question status
quo
MOTIVATORS Authority, value
work for work’s
sake (less
personal
meaning)
Hierarchy, respect,
self-improvement,
work, materialism
Healthy work/life
balance,
flexibility, $
Relationships,
challenges,
feedback, causes,
environment, $

14. /emilydavisconsulting /AskEmilyD
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WHAT TENURED PROFESSIONALS WANT

15. /emilydavisconsulting /AskEmilyD
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WHAT THE NEXT GEN WANTS

16. /emilydavisconsulting /AskEmilyD
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WHY ENGAGE THE NEXT GEN?
• Transfer of wealth
• Time, talent, treasure, and TIES
• Lifelong giving
• Hungry for leadership
• Want impact
• Ambassadors
• Lots of enthusiasm

17. /emilydavisconsulting /AskEmilyD
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In 2010, Millenials
volunteered 1.1
billion hours of
volunteer service

18. HOW WE RECRUIT
/emilydavisconsulting /AskEmilyD
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COACHING &
MENTORING
ENCOURAGE
LEADERSHIP
ROLES
DEVELOP
PIPELINE
RECRUIT FROM
WITHIN
INVEST IN
TRAINING
PRIORITIZE
INCLUSIVITY

19. /emilydavisconsulting /AskEmilyD
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10 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

20. /emilydavisconsulting /AskEmilyD
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21. /emilydavisconsulting /AskEmilyD
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GENERATIONAL PHILANTHROPY
Four Generations
Frame your messaging
Understand philanthropic motivations
Choose your platforms & tools
Cultivate contributions
Receive responses
Acknowledge gifts
Steward relationships

22. /emilydavisconsulting /AskEmilyD
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TRADITIONALISTS

23. Fundraising
/emilydavisconsulting /AskEmilyD
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BOOMERS
Administration
Programs
Philanthropy

24. /emilydavisconsulting /AskEmilyD
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GEN X

25. /emilydavisconsulting /AskEmilyD
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GENERATION X

26. /emilydavisconsulting /AskEmilyD
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MILLENNIALS

27. /emilydavisconsulting /AskEmilyD
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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.”

28. /emilydavisconsulting /AskEmilyD
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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

29. Impact &
Values
/emilydavisconsulting /AskEmilyD
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FAMILY PHILANTHROPY
Legacy &
History
Family
Systems
Theory
Financial
management

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

31. /emilydavisconsulting /AskEmilyD
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32. /emilydavisconsulting /AskEmilyD
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POWER OF SOCIAL MEDIA

33. /emilydavisconsulting /AskEmilyD
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HAVE A GIGGLE

34. /emilydavisconsulting /AskEmilyD
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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)

35. /emilydavisconsulting /AskEmilyD
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36. /emilydavisconsulting /AskEmilyD
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WHAT STINKS ABOUT SOCIAL MEDIA
#nptech
#nonprofit
#socialmedia

37. /emilydavisconsulting /AskEmilyD
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WHAT ROCKS ABOUT SOCIAL MEDIA
#nptech
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#socialmedia

38. /emilydavisconsulting /AskEmilyD
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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

39. /emilydavisconsulting /AskEmilyD
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Adapt
or die!
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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
???
Every
generation
teaches us new
technology

40. /emilydavisconsulting /AskEmilyD
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LADDER OF ENGAGEMENT
Awareness
about service
or giving
Interest in
learning
about service
or giving
Desire to
buy service
from org or
donate
Action when
service
purchased or
donation is
made
#nptech
#nonprofit
#socialmedia

41. /emilydavisconsulting /AskEmilyD
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BRING PEOPLE TO THE INNER CIRCLE
New Donors (Events,
Direct Mail)
Annual Donors (Direct
appeals, volunteers)
Major Donors
(Personal asks, Board &
committee)
Planned Gifts
(Personal
asks, anyone!)

42. /emilydavisconsulting /AskEmilyD
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SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)

43. /emilydavisconsulting /AskEmilyD
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#socialmedia
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44. /emilydavisconsulting /AskEmilyD
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SOCIAL MEDIA POLICIES
#nptech
#nonprofit
#socialmedia

45. /emilydavisconsulting /AskEmilyD
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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward,
& solicit
• Recognize
• Multi-channel
communications
• Meet one-on-one
• Develop
ambassadors
• Stewardship rather
than solicitation
• Effective database
#nptech
#nonprofit
#socialmedia

46. /emilydavisconsulting /AskEmilyD
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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

47. /emilydavisconsulting /AskEmilyD
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Every
generation
brings value
Legacy
influences
giving
New
generation,
new giving
innovations
Find shared
passions
It takes ALL
kinds to
change the
world

48. /emilydavisconsulting /AskEmilyD
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49. /emilydavisconsulting /AskEmilyD
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DRAWING!

50. /emilydavisconsulting /AskEmilyD
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BOOKS FOR PURCHASE

51. /emilydavisconsulting /AskEmilyD
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Emily Davis, MNM
Emily Davis Consulting
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog