Generational Dynamics of Donors

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Introduction
Facts

60% of wealthy households who stopped
giving to charitable organizations did so
because:

“too frequently solicited”
or
“no longer felt connected to the
organization”


Introduction
High-wealth donor facts:

Top motivation = “believe their gift will
make a difference”

Expectations:

1. Transparency
2. Accountability
3. Protection of privacy


Introduction
Emerging Trends among high-wealth donors:

• Consulting legal & financial professionals
before making a charitable gift

• Making joint household decisions about giving

• 85% are raising philanthropic children


Introduction
How do we succeed in today’s market
with the additional challenge of
generational complexities – the
different demands, values and
preferences of today’s multi-generational
donors?


Introduction
No More Golden Rule -- Try WIIFM

• Give your donors their “gets”
• Arm yourself with knowledge
• Apply that knowledge; generationally
focus your outreach, marketing,
advertising and branding efforts

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The Four Generations


If you are... Then you are a...

66 years old + Civic / Silent Generation

47 years – 65 years old Baby Boomer

35 years – 46 years old Gen X’er

18 years – 34 years old Echo Boomer / Gen Y / Millennial


Your success…

Understanding the four generations and
their WIIFMs in order to gain their trust and
engage them in your organization/cause.

And get to know the 5th generation!


Civics

Civics
Basics

• Ages 66 and over
• AKA Matures, Seniors, GIs, Greatest
Generation, Builders
• 59 million


Civics
Civics are about …

• Dedication and Sacrifice
• Hard work
• Conformity
• Stability and Security
• Respect for Authority
• Delayed Gratification


Civics
So they want…

No hassle!
• Civics respect the rules and authority
but they’ve been abiding by rules for a
long, long time.
• A no hassle “I’ll take care of it”
experience will drive Civic loyalty.


Civics
So they want you to …

Be the purveyor of the ultimate
payoff!
• Think about “delayed gratification.”
• Marketing messages should include
things like “this is your time”, “you’ve
waited long enough”, “reward yourself.”

Tell them – “You’ve earned it!”
• YOU can provide the “fruits of their
life’s labor!”

Civics
Give respect, loyalty, honesty

• Build a face-to-face relationship
• They are referral builders
• Communicate authentically and
understand HOW they want to be
communicated with
• Deliver on your promises
• Use storytelling as a way to reinforce

Civics
Donor outreach messaging:

• Stress history and credibility of your
organization
• Include titles of position and
responsibility when appropriate
• Provide updates on your success as
relates to their previous donations
• Include personal stories


Baby Boomers

Baby Boomers
Basics

• Ages 47-65
• AKA Boomers, “Me” Generation
• 78 million – largest generation


Baby Boomers
Boomers are about…

• Personal gratification
• Optimism
• Satisfying the “self” first
• Community involvement
• The “team” win
• Rewards


Baby Boomers
So they want…

To feel like part of the team.
• You are on the same team.
• “Your team” will work toward their
success.
• Your organization is based on
teamwork.
• “Our organization has a team of
professionals that work toward…”

Baby Boomers
So they want…

This to be about them.
• Provide individualized service to them.
• Don’t discuss all of the other things you
need to do.
• Keep the focus on them.
• Make them feel like servicing them is
the center of your universe.
• When you are with them, limit any
external interruptions.

Baby Boomers
So they want…

To know that you are part of their
community.
• This is the original “involved”
generation -- Protesters,
environmentalists, etc.
To know that your organization will be
an integral part of their journey
towards “what’s next.”

Baby Boomers
Donor outreach messaging:

Optimism!
• Speak of things in positive terms –
• “There’s no challenge too great.”
• “We will move any obstacle to get this
done.”
• “We are committed to winning
together.”
• “It’s just the beginning.”

Baby Boomers
Quick Boomer Fact

Today’s 50-65 crowd is flush with over
$1,000,000,000,000
In spending power per year.

They should be a part of your
outreach strategy!


Generation X

Generation X
Basics

• Ages 35-46
• AKA X’ers, Baby Busters
• 48 million
• Original “latchkey” kids


Generation X
Values and Preferences

• Fierce Independence
• Change
• Techno-literacy
• Skepticism
• Work is “just a job”
• Need Autonomy


Generation X
Their heroes?

• No heroes or icons other than –
themselves!
• Much of Gen X has spent a lot of time
alone, figuring things out themselves.
• Why idolize anyone?


Generation X
Gen X’ers are about…

• Seeking a sense of family
• Desiring fun/freedom
• Technoliteracy
• Seeking balance
• Fierce independence
• Skepticism


Generation X
Philanthropy characterized by…
• Demand more info before giving
• Skeptical/less willing to trust
bureaucracy
• Men crave more family time = less time
on civic activities
• Question ideological/civic orientations
of previous generations
• Grew up during high unemployment,
low wages, little advancement
• Disenchanted with politics – work hard
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Generation X
So Gen X’ers want…

You to respect their skepticism
• Create lasting loyalty through extreme
candor.
• Tell them everything they need to know
– really.
• Be authentic, honest and upfront.


Generation X

You to recognize and address the role
“the home plays in the family”
• X’ers are starting and growing
families – most are products of
divorces. Their families are
important to them.
• You are helping them build a family
– embrace that vital role!


Generation X

Empowerment with technology.
• Utilize technology to drive the
transaction.
• Provide a useful, info-rich website.
• Communicate and respond
immediately!


Generation X

Hands off!
• Embrace the “latch-key within” and give
them space
• Understand and acknowledge fierce
X’er independence
• The DIY mentality – Home Depot &
IKEA generation
• Be there when needed AND get-gone
when you are not (on-demand)!

Generation X
Donor outreach messaging …

Fun and Freedom
• Provide a fun, light experience
• Offer freedom of choice – communicate
options at every opportunity
• Volunteer opportunities for self and with
their kids
• Provide planning contingency – what
are the options if this doesn’t work

Generation Y

Generation Y
Basics

• Ages 18-34
• aka Gen Y, Echo Boomers, Millennials
• 73 million – 2nd largest generation


Generation Y
Gen Y’ers are about…

• Optimism and fun
• Morals
• Confidence (strong ego’s)
• Community
• Techno-fusion
• Collaboration
• Civic engagement


Generation Y
Philanthropic Characteristics …

The relationship generation
• Will be a civic generation – great
promise for the future of philanthropy
• Drawn to hometown/local causes
• Do respond to “crisis”
• Give using technology
• Will give smaller donations – but will
repeat

Generation Y
So Gen Y’ers want…

To be special and unique
• It’s uncool to be “cookie cutter.”
• Show your personality and expect them
to act like individuals.
• No comparing them to “other donors.”
• Loosen up a little.
• Don’t judge a book by it’s cover!


Generation Y

To start and finish everything online.
• Without internet marketing, you won’t
capture the Gen Y consumer.
• Their social life is DRIVEN BY the
internet.
• Life is done with the phone.
• Response is expected IMMEDIATELY.

Generation Y

To be guided and led, but not told.
(democratic nature will be offended).
• Affirm their confidence.
• They ARE inexperienced and
WON’T ask for help – but they do
expect it on THEIR TERMS.

• Resist the parenting impulse!

Generation Y
Donor outreach messaging …

• No comparisons to other
groups/causes
• Provide FYI, or “just in case” gentle
messages vs. in your face appeal.
• Be a part of the community you serve
and “stand for something.”


Generation Y

Quick Gen Y’ers fact …

• Help them get what they want and they
will be your social advocates.
• Referrals will come from this group.


5th Generation: the “net” generation

Generation Z

Quick Gen Z’ers facts …
• Rather text than talk
• Very short attention span
• Growing up fast: behavior beyond their years
• Growing up in smaller households; with older parents
• Parents are more advisors than traditional parent roles
• Very collaborative and creative
• Very concerned about the environment

Thank you!

Generational Dynamics of Donors

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