For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). Although each generation is philanthropic, they have individual preferences for how they are engaged by nonprofits. This session will demonstrate how important it is to create lifetime givers by reaching out to the younger generations (under age 40) now as well as define the key characteristics of the four current generations and their habits for charitable giving. Nonprofit professionals will learn strategic entry points to successfully engage these younger generations in philanthropy, both as donors and in the multigenerational development office. Ultimately, today’s annual donors are tomorrow’s major donors; we need to cultivate them today.

1. Fundraising and the Next Generation
Emily Davis
February 29, 2012
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4. Today’s Speaker
Emily Davis
President,
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5. Fundraising and the Next
Generation
February 29, 2012
Emily Davis, MNM
EDA Consulting

6. About Emily Davis
Emily Davis has been working in the non-profit sector as a
staff member, consultant, founder, board member, and
volunteer for over 15 years. She currently serves as the
Executive Director for the Colorado Chapter of the National
Hemophilia Foundation and as President of EDA Consulting.
She trains and consults on a number of different areas
including board development, transitional leadership, online
communications, multi-generational philanthropy, and
fundraising. Her publication, Fundraising and the Next
Generation is now available for purchase.
Her passion for effective leadership has garnered numerous
awards and nominations. Emily received her Masters in
Nonprofit Management from Regis University.
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7. Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy
WHO ARE THE GENERATIONS?
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8. What is the Generational Mix?
GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS
BIRTH YEARS 1900 – 1945 1946 – 1964 1965 – 1981 - 1999
1980
ALSO KNOWN Veterans Baby Boomers Xers Nexters
AS…
WWII Generation 77 Million 44 Million Gen Y
Silent Generation Nintendo
Generation
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9. Challenge our assumptions about
each generation
• Traditionalists
• Baby Boomers
• Generation X
• Generation
Y/Millenials
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10. Traditionalists (1900 – 1945)
• Catalyst for NPOs
• Top down management
• Respect for authority
• Separate home & work
• Conformist
• Value of work vs.
personal meaning
• Hardworking, loyal,
thrifty
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11. Boomers (1946-1964)
• Formalized sector
• Appreciate hierarchy &
inclusion
• All about respect
• Self-improvement
• Strong work ethic
• Optimistic & idealistic
• Desire flexibility
• Workaholic
• Appreciate recognition
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12. Gen Xers (1965- 1980)
• Self-reliant
• Quick fix
• Collaborative &
independent
• Direct communicators
• Financially-motivated
• Look for results
• Appreciate reward
through external
recognition
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13. Millennials (1980 – 2000)
• 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
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14. How has this affected philanthropy?
• Development office
• Prospecting
• Cultivation
• Stewardship
• Communication
• Retention
• Priorities
• Respect
• Trainings
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15. What Tenured Professionals Want
• Next Gen Training
• Acknowledgment
• Engagement
• Respect for legacy
• Dialogue
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16. What the Next Gen Wants
• Advice
• Acknowledgment
• Shared ownership
• Opportunity to lead
• Flexibility
• Sector history
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17. Multi-Gen Development Office Solutions
• 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
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18. Why engage the next gen?
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
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19. Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• Ambassadors
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20. Fundraising from Traditionalists
• Direct mail and peer-to
peer fundraising is best
• Write checks
• Smaller group
• Lifelong giving began in
their 30s
• Less opportunity for
new NPOs
• Protects privacy
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21. 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
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22. 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
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23. 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
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24. Generational Philanthropy*
*Courtesy of thoughtfulphilanthropy.wordpress.com
Understand Frame your Choose Your Elicit Their Say Thank
their message Medium Response You
philanthropy
Pre WWII Giving is the right Traditional Traditional org Check in the mail Thank you letter
thing to do organizational methods or card
message
Baby Giving makes me Tell a story focusing Telemarketing Over the phone Thank you letter
feel good on impact from client or
Boomers letter illustrating
impact of their
gift
Gen X Giving Use a formula: $X Peer to peer asks Online or thru Accounting of
accomplishes my provides Y well for payroll deduction how funds were
goals Z community used and results
were achieved
Gen Y Giving is one tool I Discuss multiple Online gifts and Online gifts & Interactive thank
use to make a methods of volunteer hours volunteer hours you that
difference in the involvement encourages other
world forms of
involvement
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25. Where are they?
• Existing donors
• Volunteers
• Young professional
events
• Media (i.e. 40 under
40)
• Colleges &
universities
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26. 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
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27. 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
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28. Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen and learn
• Snowflakes
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29. 6 Steps to a Next Gen
Campaign or Event
1. Identify young donors and
volunteers as leaders.
2. Use existing or create planning
team.
3. Ask team to design & implement
fundraising event or activity.
4. Provide support!
5. Host a successful
campaign/event.
6. Evaluate campaign or event.
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30. Assess Your Organization*
• Mission appeal
• Resources & capacity
• Involvement
• Track donor giving & participation
• Ability to modify communications
• Culture shift
• Web presence
• Champions
• Campaigns for young donors
• Current donors
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31. 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
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32. “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
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33. 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
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34. 6. It ain’t free
7. Not everyone “Diggs”
social media
8. Have a plan
9. Connect with other
fundraising efforts
10. Be patient
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35. Taking the First 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.
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36. 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
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37. Resources
• 21/64
• Resource Generation
• EPIP
• National Center for Family Philanthropy
• StayClassy.org
• Fundraising and the Next Generation
• Working Across Generations
• The Networked Nonprofit
• The Next Generation of American Giving
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38. Thank You!
Emily Davis, MNM
EDA Consulting
(303) 652-7536
emily@edaconsulting.org
www.edaconsulting.org
www.edaconsulting.org/blogs
www.Facebook.com/edaconsulting
Twitter: @edaconsulting
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39. Find listings for our current season
of webinars and register at:
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