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Fundraising in Flip Flops
Attracting the Next Generation of Fundraisers

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Who is this guy?
Introduce
Analyze
Work
Donate
Conclude

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Warm-up
Introduce
Analyze
Work
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Conclude

4. + How to ruin your celebrity career

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My commitment to you
From each other, we will learn…
 Who the next generation of fundraisers are
 How to attract and retain young talent
 What trends will affect how young people
donate/get involved
Introduce
Analyze
Work
Donate
Conclude

6. + Our future fundraisers

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One Step Back
 What generations are we talking about?
 Generation X: 1961 – 1981
 Millennial: 1982 – 1990
 Generation C: 1991 – present (or 2004?)
 Generational generalizations
 Many factors affect each individual, so there is no cookie
cutter solution to everyone of the same generation
Source - William Strauss and Neil Howe. Generations: The History of America's Future, 1584 to 2069. Perennial;
Reprint edition September 1, 1992
Friederich, Peterson, Koster, Blum. The Rise of Generation C: Implications for the world of 2020. Booz&Co. 2010
Introduce
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Work
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Conclude

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X vs. M vs. C
Generation X (30-40s)
 Many come from single parent or blended families
 Increasingly flexible gender roles
 First generation to use computers in school
 Drivers of the Internet revolution
 Video games and MTV played large role in
childhood
 Pragmatic, adaptable, diversity minded
Source – Deloitte Development LLC. Who Are Generation X? 2007.
Introduce
Analyze
Work
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Conclude

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X vs. M vs. C
Millennial Generation (20s)
 Subject to “Helicopter Parenting”
 Never experienced life without computers
 Go from user  creator at a very young age
 Reverse accumulation of knowledge - the younger you
are, the more you know
 All information is a click away – and so is the competition
 Innovative, collaborative, educated
Source – Deloitte Development LLC. Who Are The Millennials (aka Generation Y)? 2005.
Introduce
Analyze
Work
Donate
Conclude

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X vs. M vs. C
Generation C (<19)
 By 2020, will make up 40% of population in US, Europe,
and BRIC countries
 No difference between online and offline world
 Heavy reliance on mobile technology to stay connected
 E-mail is outdated
 Distance themselves from older generations
 Largest generation of entrepreneurs
 “The term early adopter is essentially meaningless”
Source – Booz&Co. Rise of Generation C: Implications for the World of 2020. 2010
Introduce
Analyze
Work
Donate
Conclude

11. + Where could we find them?

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What stops them
1. Don’t want to add another salary to the
organization’s expenses
2. Didn’t know it was a profession
3. Don’t see how it develops their skills
4. Wasn’t seen as valuable to those in the
profession, so didn’t want to be associated
with them
Introduce
Analyze
Work
Donate
Conclude

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How do you attract them
 Engage volunteer fundraisers
 Raise awareness of profession
 Highlight RM publically
 Develop a training program / curriculum for
young professionals
 Find ways to honour your smaller or first time
donors
Introduce
Analyze
Work
Donate
Conclude

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Type of work environment
Out Gen X Millennial
Slow and unwieldy
systems
Streamlined,
efficient
Efficient, flexible
Do it because I said
so / we always do that
It makes sense
Playing “games” Respect, trust, authentic behaviour
Passive learning Real-time info,
mentoring
Real-time info, partnering
with mentors
Getting “face time” Getting a challenge
& results
Getting to work on
something worthwhile
Corporate ladder Growth & Pro. Dev. Stellar resume
Official content Personal content Peer referrals
Source – Deloitte Development LLC. Who Are Generation X? 2007.
Deloitte Development LLC. Who Are The Millennials (aka Generation Y)? 2005.
Introduce
Analyze
Work
Donate
Conclude

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2 secrets of success
 Care about the whole person
 Develop management and leadership skills
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Conclude

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Affecting Their Donations
Source – Ringer and Garma. Does the Motivation to Help Differ Between Generation X and Y? 2007.
 Able to donate, but to specific purposes
 Want to know where it is going and who it benefits
 Desire to benefit themselves apparent for both
generations
 Want to feel important, liked, and needed
 “What’s in it for me?”
 Gen X more likely to donate towards social or
community needs
 Help those less fortunate than self
 Emotional appeals if there is affinity or personal experience
with the social issue
 Rising interest in global issues
Introduce
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Work
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Conclude

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2 (more) secrets of success
 Hire a connector
 They know people and people know them
 Hire someone who commands respect from your
target audience
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18. + Key Messages

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Any questions?
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Thanks for coming!
Matt Corker
 Leadership Trainer, lululemon athletica
 matthew.corker@gmail.com
 604-999-3961
Or, for the Millennials in the crowd:
 Facebook me
 Subscribe to my blog
 Connect with my on LinkedIn
 Follow me on Twitter
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