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Fundraising and the Next Generation 2.12.13
The document discusses engaging with different generations for fundraising and philanthropy. It provides information on the characteristics and philanthropic behaviors of Traditionalists, Boomers, Gen Xers, and Millennials. Fundraisers need to understand generational differences in order to effectively recruit, cultivate, and retain donors across age groups. The next generation is an important group to engage as they become more influential donors. Nonprofits should provide multiple entry points tailored to different generations in order to practice multi-generational fundraising and encourage lifelong philanthropic support.
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Fundraising and the Next Generation 2.12.13
- 1. Fundraising and theNext Generation Emily Davis, MNM, CGT EDA Consulting LLC @edaconsulting #nextgendonors
- 2. 30 Second Challenge Name Organization What brings you here? 2/12/13 emilydavisconsulting.com 2
- 3. 2/12/13 emilydavisconsulting.com 3
- 4. Fundraising & theNext Gen Worksheet 2/12/13 emilydavisconsulting.com 4
- 5. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS? 2/12/13 emilydavisconsulting.com 5
- 6. What is theGenerational 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 2/12/13 emilydavisconsulting.com 6
- 7. Generational Assumptions 2/12/13 emilydavisconsulting.com 7
- 8. Has this had an impact on your organization? If so how? 2/12/13 emilydavisconsulting.com 8
- 9. Impact on Philanthropy • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings 2/12/13 emilydavisconsulting.com 9
- 10. Multigenerational Nonprofits GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS (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, $ $ 2/12/13 emilydavisconsulting.com 10
- 11. What Tenured ProfessionalsWant Next Gen Training Acknowledgment Engagement Respect for legacy Dialogue 2/12/13 emilydavisconsulting.com 11
- 12. What the NextGen Wants Advice Acknowledgment Shared ownership Opportunity to lead Flexibility Sector history 2/12/13 emilydavisconsulting.com 12
- 13. 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 2/12/13 emilydavisconsulting.com 13
- 14. How do you work with multiple generations? What are some successes and challenges? 2/12/13 emilydavisconsulting.com 14
- 15. Why engage thenext gen Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY 2/12/13 emilydavisconsulting.com 15
- 16. Why Engage theNext Gen? • Transfer of wealth • Lifelong giving • Time, talent, and treasure • Networks • Enthusiastic • Ambassadors 2/12/13 emilydavisconsulting.com 16
- 17. Evolution of Communications Every generation teaches us new technology… adapt or die! 2/12/13 emilydavisconsulting.com 17
- 18. Generational Philanthropy 2/12/13 emilydavisconsulting.com 18
- 19. 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 2/12/13 emilydavisconsulting.com 19
- 20. 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 2/12/13 emilydavisconsulting.com 20
- 21. Fundraising from GenX • 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 2/12/13 emilydavisconsulting.com 21
- 22. 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 2/12/13 emilydavisconsulting.com 22
- 23. Where are they? •Existing donors • Volunteers • Young professional events & groups • Media (i.e. 40 under 40) • Colleges & universities 2/12/13 emilydavisconsulting.com 23
- 24. 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 2/12/13 emilydavisconsulting.com 24
- 25. Family Philanthropy • Majordonors have children & grandchildren • Family legacy • Engage all generations • Listen & learn from the next gen • Provide resources & networks 2/12/13 emilydavisconsulting.com 25
- 26. Next Gen Engagement •Create ambassadors • Provide trainings • Offer networking & resources • Bring on as volunteers, staff, board members • Listen and learn • Snowflakes 2/12/13 emilydavisconsulting.com 26
- 27. 6 Steps toa Next Gen Campaign or Event 2/12/13 emilydavisconsulting.com 27
- 28. • Donor recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy! 2/12/13 emilydavisconsulting.com 28
- 29. “This is notthe 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 2/12/13 emilydavisconsulting.com 29
- 30. 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 2/12/13 emilydavisconsulting.com 30
- 31. 2/12/13 emilydavisconsulting.com 31
- 32. Organizational Assessment 2/12/13 emilydavisconsulting.com 32
- 33. 5 Things ToDo Today 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas 2/12/13 emilydavisconsulting.com 33
- 34. Resources • Fundraising and the Next Generation • Working Across Generations • Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy • 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 2/12/13 emilydavisconsulting.com 34
- 35. Thank You! Emily Davis, MNM Consulting for… EDA Consulting LLC •Nonprofits (720) 515-0581 •Philanthropists emily@emilydavisconsulting.com emilydavisconsulting.com Expertise in… emilydavisconsulting.com/blog www.Facebook.com/edanpocons •Board Governance ulting •Digital Engagement Twitter: @edaconsulting •Fund Development •Philanthropy 2/12/13 emilydavisconsulting.com 35
Editor's Notes
- #2 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #3 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 emilydavisconsulting.com 2/12/13 Fundraising & the Next Generation
- #4 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 emilydavisconsulting.com 2/12/13 Fundraising & the Next Generation
- #5 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #6 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #7 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #8 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #9 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #10 How have generational differences affected your organization? 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #11 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #13 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #14 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #17 This slides can be more about statistics that anything 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #18 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 emilydavisconsulting.com 2/12/13 Fundraising & the Next Generation
- #19 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #20 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #21 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #22 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #23 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #25 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 emilydavisconsulting.com 2/12/13 Fundraising & the Next Generation
- #26 Provide multi-generational families with resources like Resource Generation and 21/64 Junior boards 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #27 Junior boards, next gen professional groups 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #28 POP Example 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #29 Fundraising & the Next Generation 2/12/13 emilydavisconsulting.com
- #30 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. 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #31 Fundraising & the Next Generation 2/12/13 emilydavisconsulting.com
- #32 2/12/13 Fundraising & the Next Generation
- #33 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 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation
- #36 2/12/13 emilydavisconsulting.com Fundraising & the Next Generation