Fundraising and the Next Generation 10.2012
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The document discusses strategies for nonprofit organizations to engage with different generations in fundraising and philanthropy. It outlines characteristics of Traditionalists, Boomers, Gen Xers, and Millennials and how their motivations and communication preferences vary. Successful multi-generational approaches include developing a pipeline of young leaders, integrating new ideas while respecting legacy approaches, and using a variety of online and offline engagement and fundraising methods tailored to each generation. The key is building long-term relationships across generations through inclusive strategies.
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Fundraising and the Next Generation 10.2012
- 1. Fundraising and the Next Generation Emily Davis, MNM EDA Consulting LLC October 16, 2012 @edaconsulting
- 2. October 2012 CNA Fall Conference 2012 2
- 3. Fundraising & the Next Gen Worksheet October 2012 CNA Fall Conference 2012 3
- 4. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS? October 2012 CNA Fall Conference 2012 4
- 5. Generational Assumptions October 2012 CNA Fall Conference 2012 5
- 6. What is the Generational Mix? GENERATION TRADITIONALIST BOOMERS GEN XERS MILLENIALS S (1900-1945) (1946-1964) (1965- (1981-1999) 1980) ALSO KNOWN Veterans, Silent Baby Boomers Xers Gen Y, Nexters, AS… Generation, WWII Nintendo Generation Generation INFLUENCERS World wars, The Television, Internet, Social media, iPods, Depression Vietnam War, Madonna, Bill 9/11, American Idol Civil Rights Gates, Friends, Movements Rodney King MARKETING Conservative imagery, Healthy lifestyle, Inclusive, straight Multi-ethnic, green, legacy, family, well- hard work, team talk, sexier, celebrity known brands work environment images, multi- channel October 2012 CNA Fall Conference 2012 6
- 7. Impact on Philanthropy • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings October 2012 CNA Fall Conference 2012 7
- 8. Multigenerational Nonprofits GENERATIO TRADITIONALIST BOOMERS GEN XERS MILLENIALS N S (1900-1945) (1946-1964) (1965- (1981-1999) 1980) MGMT STYLE Top down, Hierarchy, earn Flexible, Mutual respect, conformist your respect/ inclusive, self- shared leadership ladder reliant WORK STYLE Separate home & Flexibility, Collaborative & Multi-tasking, work, hard-working, workaholic, independent, Collaborative/indepen loyal, thrifty direct dent, question status communication, quo quick fix, virtual office MOTIVATORS Authority, value work Hierarchy, Healthy Relationships, for work’s sake (less respect, self- work/life challenges, feedback, personal meaning) improvement, balance, causes, environment, work, materialism flexibility, $ $ October 2012 CNA Fall Conference 2012 8
- 9. What Tenured Professionals Want Next Gen Training Acknowledgment Engagement Respect for legacy Dialogue October 2012 CNA Fall Conference 2012 9
- 10. What the Next Gen Wants Advice Acknowledgment Shared ownership Opportunity to lead Flexibility Sector history October 2012 CNA Fall Conference 2012 10
- 11. Multi-Gen Development Department • Develop a pipeline • Integrate new leadership ideas & shift roles • Evaluate & redesign current structures • Recruit from within • Welcome new leadership • Peer coaching • Prioritize inclusivity October 2012 CNA Fall Conference 2012 11
- 12. Questions? Has this had an impact on your organization? If so how? October 2012 CNA Fall Conference 2012 12
- 13. Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY October 2012 CNA Fall Conference 2012 13
- 14. Why Engage the Next Gen? • Transfer of wealth • Lifelong giving • Time, talent, and treasure • Networks • Enthusiastic • Ambassadors October 2012 CNA Fall Conference 2012 14
- 15. Evolution of Communications October 2012 CNA Fall Conference 2012 15
- 16. Fundraising from Traditionalists • Direct mail & peer-to peer fundraising is best • Write checks • Smaller group • Lifelong giving began in their 30s • Less opportunity for new NPOs • Protects privacy October 2012 CNA Fall Conference 2012 16
- 17. Fundraising from Boomers • Mix both new & traditional strategies • Plan their giving • Consider operational & overhead costs • Use mainstream media as an entry point • Lifelong giving begins in their 30s October 2012 CNA Fall Conference 2012 17
- 18. 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 October 2012 CNA Fall Conference 2012 18
- 19. Fundraising from Millenials • Philanthropy is time and money • Lower cost to recruit (online participation) • Multi-communications approach • Engaged in fundraising for orgs • Donate in a variety of ways October 2012 CNA Fall Conference 2012 19
- 20. Generational Philanthropy October 2012 CNA Fall Conference 2012 20
- 21. Where are they? • Existing donors • Volunteers • Young professional events & groups • Media (i.e. 40 under 40) • Colleges & universities October 2012 CNA Fall Conference 2012 21
- 22. 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 October 2012 CNA Fall Conference 2012 22
- 23. Family Philanthropy • Major donors have children & grandchildren • Family legacy • Engage all generations • Listen & learn from the next gen • Provide resources & networks October 2012 CNA Fall Conference 2012 23
- 24. Next Gen Engagement • Create ambassadors • Provide trainings • Offer networking & resources • Bring on as volunteers, staff, board members • Listen and learn • Snowflakes October 2012 CNA Fall Conference 2012 24
- 25. 6 Steps to a Next Gen Campaign or Event October 2012 CNA Fall Conference 2012 25
- 26. • Donor recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy! October 2012 CNA Fall Conference 2012 26
- 27. “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 October 2012 CNA Fall Conference 2012 27
- 28. 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 October 2012 CNA Fall Conference 2012 28
- 29. October 2012 CNA Fall Conference 2012 29
- 30. Online Fundraising Fundamentals October 2012 CNA Fall Conference 2012 30
- 31. Taking the Next steps 1. Pair up with someone in your organization. 2. Why do you want to work with next gen donors? 3. What are 3 things you can do today? 4. How will you make those happen? 5. Share and brainstorm. October 2012 CNA Fall Conference 2012 31
- 32. Organizational Assessment October 2012 CNA Fall Conference 2012 32
- 33. 5 Things To Do Today 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas October 2012 CNA Fall Conference 2012 33
- 34. Questions? How do you work with multiple generations? What are some successes and challenges? October 2012 CNA Fall Conference 2012 34
- 35. Resources • Fundraising and the Next Generation • Working Across Generations • The Networked Nonprofit • The Next Generation of American Giving • Millenial Donors Report • Young Nonprofit Professionals Network (YNPN) • 21/64 • Resource Generation • Emerging Practitioners in Philanthropy (EPIP) • National Center for Family Philanthropy October 2012 CNA Fall Conference 2012 35
- 36. Thank You! Emily Davis, MNM Consulting for… EDA Consulting LLC •Nonprofits (720) 515-0581 •Philanthropists emily@edaconsulting.org •Small businesses www.edaconsulting.org www.edaconsulting.org/blogs Expertise in… www.Facebook.com/edanpoco •Leadership Development nsulting •Philanthropy & Fundraising Twitter: @edaconsulting •Online Communications October 2012 CNA Fall Conference 2012 36
Editor's Notes
- October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- How did I come into this conversation? What are your names, organizations, and what brings you here? (Popcorn style if there are a lot of people) Start with an overview of the generations – define the generations for our conversation, the generations affect everything we do start looking at where your org is right now Break down fundraising communications by generation Organizational assessment Specific strategies for working with next gen givers Second part to your planning for your organization Next steps EDA Consulting LLC 2012 7/26/12 Fundraising & the Next Generation
- Emily ’s Comments: Engaging Tomorrow ’s Donors Today provides a great assessment for your organization to determine where you are in working with the next generation of donors. But ultimately way to develop a plan. Mission appeal Resources & capacity Involvement Track donor giving & participation Ability to modify communications Current donors Culture shift Web presence Champions & ambassadors Campaigns for young donors October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- We are influenced in these generations by key activities/shared reference points – world wars, 9/11, women ’s movement TRADITIONALISTS : This is the generation that really were responsible for creating the nonprofit sector and charitable giving in a formalized way in the US. Catalyst for NPOs Motivations: Leaving a legacy; Security defined as safety, money; Loyalty; Their health; God, duty and country; Education; Being useful; Pride; Fear Marketing: Conservative imagery; Legacy; Family; Healthy couples; Won ’t spend a lot; Well-known brands Management: Top down, respect for authority, separate home and work, conformist, value of work vs. personal meaning, hardworking, loyal, thrifty BOOMERS : Formalized sector, Appreciate hierarchy & inclusion, All about respect, Self-improvement, Strong work ethic, Optimistic & idealistic, Desire flexibility, Workaholic, Appreciate recognition Martin Luther King Jr., Gloria Steinam, The Beatles, TV, Vietnam War, War Protests appreciate hierarchy and inclusion; want to be recognized for their contributions to the sector both in the past and NOW. Want to be asked questions about their work in the sector, want the next generation to learn from them This generation was truly responsible for formalizing and implementing what the previous generation had created– learning by doing, improvisation – hasn ’t helped with transferring the knowledge and skills of the sector. Can be resentment from these folks who have worked SO hard for the sector and see the younger generations doing things in a more sustainable way. Motivations: Money; Status; Toys; Fear of failure; Guilt; Transformation; Making a Difference; Accomplishments; Being best in class; Having choices; Sharing shows up as teamwork; Respect; Service; Process Messaging: Work hard and deserve it; Keeping up with the Jones ’; Didn’t get it as a kid so I am taking care of myself; Living the good life defined by materialism Imagery: Healthy October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- How have generational differences affected your organization? October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- GENERATION X: Self-reliant: bend rules if they need to, Striving for work life balance, Lives for today, Distrust of corporate america, The boomers are a hard act to follow, More self reliant – like to solve own problems Quick fix – sound-byte processing and instant gratification Collaborative and independent – they work well independently, but also on teams You will find more movement between jobs with this group Direct communicators – don ’t want to read between the lines. Just tell me what you want to say. Financially-motivated – huge amounts of debt from school loans, housing, etc. Motivations: Money; Balancing work and home/family; Results; Efficiency; Money; Challenge; Flexibility; Healthy lifestyle; Hybrids – making things their own Messaging: Straight talk; Get to the benefit or result; No B.S or unsubstantiated claims; Informal; Reduce sexism; Increase Environmentally friendly verbiage; Humor; Thought provoking comments Imagery– Inclusive Bill Gates, internet, Rodney King, Berlin Wall, Apartheid, Madonna, children of divorced parents, Seinfeld, Friends MILLENIALS 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 9/11, Facebook, ipods, American idol Millenials are going to be second in size to Boomers – could rival the size depending where we call the end of the generation Digital natives/Civic minded- think globally because they have more global community access than any other generation. Use their practical know-how to make an impact, Independent but interactive – collaborative as well as independent, Multi-taskers, want customization Motivations: Relationships; Varied experiences; Celebrity; Feedback; Mutual respect; Happiness; Materialism; Cause; Creativity; Community; Environment; Money; Having experiences Messaging: Green and NOT green washing; Sexy Imagery: Multiracial imagery October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Advice from the older generations that will inform their leadership Acknowledgement: commitment to the sector, new leadership ideas, structures and vision for the sector. Shared ownership of the sector Flexibility from older generations about new leadership qualities and management styles The real stories behind organizations and the sector – the good, the bad, and the ugly. Challenges: long hours make it difficult to have a life outside of work, going back to school, change jobs, look at different interests, have families; more plugged in than previous generations Reasons for working for an NPO: Enjoy giving back to the community - 82% Personal sense of satisfaction - 81.5%) Positive work environment - 58.3% Professional challenges - 57.2% Co-workers - 56% Working with clients: 42.7% Encouraging and supportive leadership: 40% Professional development opportunities: 37% Other: 3.4% Financial compensation: 2.8% Sherri to look for emerging leader corporate stats October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Develop a pipeline thru training and recruitment Integrate new ideas of nonprofit leadership and shift Boomers’ roles Consider new models of leadership that distribute responsibilities Recruit from within Acknowledge new leadership Shift ideas about diversity, mentorship Evaluate and redesign current structures October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- This slides can be more about statistics that anything October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Reach your current supporters Reach new supporters Networking Be seen as an expert Advocacy Activism Petitions Multi-channel communications Need to connect to fundraising, programs, board development Colorado Nonprofit Association Fall Conference October 2012 Fundraising & the Next Generation
- These next few slides are really about raising money from small to midsize donors These slides really come from the Convio research on the Next Generation of American Giving October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Emily ’s Comments: Want to pay most attention to this group and Gen X because they have the most money in the near future… Grew up with being sold on 30 second TV clips so they are savvy October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Emily ’s Comments: Hard to recruit because they are viral Get email contacts from Facebook, mailing address from events May hear about your cause through direct mail or an event, but donate through a website or Facebook campaign October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Largest group next to boomers so they are a good group to focus on for lifetime giving Similar to Gen X they may hear about your cause one way and donate through another channel. Like websites like care2.com, stayclassy.org, change.org – allow them to be ambassadors for your organization. Make sure you offer trainings and networking events October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- 7/26/12 EDA Consulting LLC 2012 Fundraising & the Next Generation
- Here are some basic principles of fundraising that social media can help with. Social media is really related to individual donors Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network Colorado Nonprofit Association Fall Conference October 2012 Fundraising & the Next Generation
- Provide multi-generational families with resources like Resource Generation and 21/64 Junior boards October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Junior boards, next gen professional groups October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- POP Example 7/26/12 EDA Consulting LLC 2012 Fundraising & the Next Generation
- Fundraising & the Next Generation October 2012 Colorado Nonprofit Association Fall Conference
- It used to be simpler because there were fewer strategies to engage donors; now we have so many options due to social media that there needs to be more strategy. October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- 8/9/12 Nonprofit Social Media Training Series
- Fundraising & the Next Generation October 2012 Colorado Nonprofit Association Fall Conference
- Do this with board members as well. October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- Emily ’s Comments: Engaging Tomorrow ’s Donors Today provides a great assessment for your organization to determine where you are in working with the next generation of donors. But ultimately way to develop a plan. Mission appeal Resources & capacity Involvement Track donor giving & participation Ability to modify communications Current donors Culture shift Web presence Champions & ambassadors Campaigns for young donors October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation
- October 2012 Colorado Nonprofit Association Fall Conference Fundraising & the Next Generation