Engaging Generations in Philanthropy
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This document discusses strategies for nonprofit organizations to engage younger generations of donors. It describes the characteristics and philanthropic tendencies of different generations, including Gen X and millennials. Some key recommendations are to provide training and networking opportunities to younger donors, engage them as volunteers, staff, or board members, and use a multi-channel approach to communications, including social media. Cultivating lifelong donor relationships across multiple generations is important for fundraising success.
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Engaging Generations in Philanthropy
- 1. Fundraising and the Next Generation Colorado Nonprofit Association March 2011 Emily Davis, MNM EDA Consulting
- 2. Introduction • Introductions • What is your org doing now to engage next donors? • What question do you want answered or discussed? 3/10/11 Colorado Nonprofit Association 2
- 3. Generational Mix Generational Myths Generational Characteristics Impact on Philanthropy WHO ARE THE GENERATIONS? 3/10/11 Colorado Nonprofit Association 3
- 4. What is the Generational Mix? 3/10/11 Colorado Nonprofit Association 4
- 5. What are our assumptions about each generation? • Traditionalists • Baby Boomers • Generation X • Generation Y 3/10/11 Colorado Nonprofit Association 5
- 6. Gen Xers • Self-reliant • Quick fix • Collaborative & independent • Direct communicators • Financially-motivated • Look for results • Appreciate reward through external recognition 3/10/11 Colorado Nonprofit Association 6
- 7. Millennials • 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 3/10/11 Colorado Nonprofit Association 7
- 8. What Tenured Professionals Want • Next Gen Training • Acknowledgment • Engagement • Respect for legacy • Dialogue 3/10/11 Colorado Nonprofit Association 8
- 9. What the Next Gen Wants • Advice • Acknowledgment • Shared ownership • Opportunity to lead • Flexibility • Sector history 3/10/11 Colorado Nonprofit Association 9
- 10. How has this affected philanthropy? • Development office • Prospecting • Cultivation • Stewardship • Communication • Retention • Priorities • Respect • Trainings 3/10/11 Colorado Nonprofit Association 10
- 11. Why engage the next gen? Next gen philanthropy style Entry points and engagement MULTI-GEN PHILANTHROPY 3/10/11 Colorado Nonprofit Association 11
- 12. What age does lifelong giving start? • Teens? • 20s? • 30s? • 40s? • 50s? • 60s? • 70s? 3/10/11 Colorado Nonprofit Association 12
- 13. Why Engage the Next Gen? • Transfer of wealth • Lifelong giving • Time, talent, and treasure • Networks • Enthusiastic • Ambassadors 3/10/11 Colorado Nonprofit Association 13
- 14. Family Philanthropy • Major donors have children & grandchildren • Family legacy • Engage younger generations and older generations • Listen & learn about what the next gen wants • Provide resources & networks 3/10/11 Colorado Nonprofit Association 14
- 15. 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 3/10/11 Colorado Nonprofit Association 15
- 16. Fundraising from Millenials • Philanthropy is time and money • Lower cost to recruit because they are online • Multi-communications approach • Engaged in fundraising for orgs • Donate in a variety of ways 3/10/11 Colorado Nonprofit Association 16
- 17. * thoughtfulphilanthropy.wordpress.com 3/10/11 Colorado Nonprofit Association 17
- 18. Where are they? • Existing donors • Volunteers • Young professional events • Media (i.e. 40 under 40) • Colleges & universities 3/10/11 Colorado Nonprofit Association 18
- 19. 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 3/10/11 Colorado Nonprofit Association 19
- 20. Next Gen Engagement • Create ambassadors • Provide trainings • Offer networking • Bring on as staff, board members • Listen and learn 3/10/11 Colorado Nonprofit Association 20
- 21. 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 3/10/11 Colorado Nonprofit Association 21
- 22. “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 3/10/11 Colorado Nonprofit Association 22
- 23. 10 Tips About Social Media 1. Social media is A tool, not THE tool. 2. Social media is a plant 3. Add value 4. Listen & create dialogue 5. Prospecting, cultivation, & stewardship 3/10/11 Colorado Nonprofit Association 23
- 24. 6. It ain’t free 7. Not everyone “Diggs” social media 8. Have a plan 9. Connect with other fundraising efforts 10. Be patient 3/10/11 Colorado Nonprofit Association 24
- 25. Exercise: Three Steps 1. Pair up 2. Write down three things you can do today 3. How will you make those happen? 4. Share and brainstorm 3/10/11 Colorado Nonprofit Association 25
- 26. Resources • 21/64 • Resource Generation • EPIP • National Center for Family Philanthropy • Fundraisinf and the Next Generation (coming in 2011!) • Working Across Generations • The Networked Nonprofit • The Next Generation of American Giving 3/10/11 Colorado Nonprofit Association 26
- 27. Thank You! Emily Davis EDA Consulting emily@edaconsulting.org www.edaconsulting.org (303) 652-7536 www.edaconsultingcafe.blogspot.com Twitter: @edaconsulting www.Facebook.com/edaconsulting 3/10/11 Colorado Nonprofit Association 27
Editor's Notes
- EDA Consulting
- We are influenced in these generations by key activities/shared reference points – world wars, 9/11, women ’s movement Boomers: Martin Luther king, Jr., Gloria Steinam, The Beatles, tv, vietnam war protests Gen X: Bill Gates, internet, Rodney King, Berlin Wall, Apartheid, Madonna, children of divorced parents, Seinfeld, Friends Gen Y: 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
- 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
- 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
- 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
- How have generational differences affected your organization?
- This slides can be more about statistics that anything
- Provide multi-generational families with resources like Resource Generation and 21/64 Junior boards
- 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
- 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
- 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 EDA Consulting
- Junior boards, next gen professional groups
- 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.
- One of the best things about social media is that there is potential for dialogue. A direct mail appeal can't do this in the same way that a blog can. Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions. This is how strong dialogue begins. You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable. First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships One of the great things about social media is that it is a low-cost way to communicate with your constituents. It's a great way to tell current donors and supporters how their participation impacted a goal, clients, or the mission. In fundraising, the closer we bring donors into the inner circle of our organization, the more likely they are to give and to give more dollars. Using social media is a great way to open that door to current and prospective donors, building closer relationships. Takes time – look at other successful campaigns. It is harder to track the ROI.