Philanthropy's Next Generation Now
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For the first time in history, there are four generations in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials)… and coming soon Gen Z. 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 these four generations and their habits for charitable giving. 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. Learning Objectives: • Find out how and where to find and cultivate young philanthropists • Identify myths and realities of multigenerational philanthropy • Learn what your organization needs to be aware of to manage a multi-generational development office. Presented in February 2015 for Denver Young Nonprofit Professionals Network
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Philanthropy's Next Generation Now
- 1. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit PHILANTHROPY’S NEXT GENERATION NOW YNPN Denver February 2015 Emily Davis, MNM, CGT Emily Davis Consulting
- 2. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit TURN ON YOUR TECH Follow the conversation… @AskEmilyD @YNPNDenver #nextgendonors #nonprofit
- 4. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit 30 seconds or less Name & Role Question for Today Recruitment Challenge A LITTLE ABOUT YOU…
- 5. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHO ARE THE GENERATIONS?
- 6. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit GUESS THE GENERATION q Traditionalist q Boomer q Generation X q Millenial ✔ ✔ ✔ ✔
- 7. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHAT IS THE GENERATIONAL MIX GENERATION TRADITIONALISTS (1900-1945) BOOMERS (1946-1964) GEN XERS (1965-1980) MILLENIALS (1981-1999) ALSO KNOWN AS… Veterans, Silent Generation, WWII Generation Baby Boomers Xers Gen Y, Nexters, Nintendo Generation INFLUENCERS World wars, The Depression Television, Vietnam War, Civil Rights Movements Internet, Madonna, Bill Gates, Friends, Rodney King Social media, iPods, 9/11, American Idol MARKETING Conservative imagery, legacy, family, well-known brands Healthy lifestyle, hard work, team work Inclusive, straight talk, environment images, multi-channel Multi-ethnic, green, sexier, celebrity
- 8. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHO ARE THE GENERATIONS?* GENERATION AGES IN MILLIONS BY PERCENTAGE Traditionalists 68+ 35.2 11% Boomers 48 – 67 80.3 25% Gen X 38 – 47 40.9 13% Millenials 18 – 37 86 27% Gen Z / iGen 0 – 17 74 23% * US Census Projections for 2013
- 9. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit GENERATIONAL ASSUMPTIONS $59 Trillion Transfer of Wealth
- 10. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit TURN TO YOUR LEFT 1. Name and generation you are. 2. What were two social/economic/political/ world experiences that influenced you? 3. How did one of those experiences shape your professional life?
- 12. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHAT IS THE IMPACT? PARTNERS NONPROFITS BOARD MEMBERS DONORS STAFF VOLUNTEERS
- 13. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit MULTIGENERATIONAL NONPROFITS GENERATION TRADITIONALISTS (1900-1945) BOOMERS (1946-1964) GEN XERS (1965- 1980) MILLENIALS (1981-1999) MGMT STYLE Top down, conformist Hierarchy, earn your respect/ ladder Flexible, inclusive, self-reliant Mutual respect, shared leadership WORK STYLE Separate home & work, hard- working, loyal, thrifty Flexibility, workaholic, Collaborative & independent, direct communication, quick fix, virtual office Multi-tasking, Collaborative/ independent, question status quo MOTIVATORS Authority, value work for work’s sake (less personal meaning) Hierarchy, respect, self-improvement, work, materialism Healthy work/life balance, flexibility, $ Relationships, challenges, feedback, causes, environment, $
- 14. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHAT TENURED PROFESSIONALS WANT
- 16. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHY ENGAGE THE NEXT GEN? • Transfer of wealth • Time, talent, treasure, and TIES • Lifelong giving • Hungry for leadership • Want impact • Ambassadors • Lots of enthusiasm
- 17. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit In 2010, Millenials volunteered 1.1 billion hours of volunteer service
- 18. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit COACHING & MENTORING ENCOURAGE LEADERSHIP ROLES DEVELOP PIPELINE HOW WE RECRUIT RECRUIT FROM WITHIN INVEST IN TRAINING PRIORITIZE INCLUSIVITY
- 19. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit 10 WAYS TO WORK WITH EVERY GENERATION Know each gen’s value Recruit & retain Learn motivations Be flexible Peer learning Invest in learning Build trust Encourage connection Communicate accountability Connect to impact
- 21. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit GENERATIONAL PHILANTHROPY FourGenerations Frame your messaging Understand philanthropic motivations Choose your platforms & tools Cultivate contributions Receive responses Acknowledge gifts Steward relationships
- 26. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit MILLENNIALS “Give us a clear call to action, let’s problem-solve together. Tell us what you are working on and let’s work on this together.”
- 27. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit FAMILY PHILANTHROPY Legacy & History Family Systems Theory Financial management Impact & Values
- 28. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit ENGAGEMENT • Giving circles, tiered fees • Volunteerism • Board & committee leadership • Planned giving • Nonprofit start ups • Events, tiered fees • Collaborate with young professionals groups • A-thons • Peer-to-peer networks • Family • Philanthropic resources
- 29. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit 1. Identify young donors and volunteers as leaders 2. Create or use existing planning team 3. Ask team to design & implement campaign 4. Provide support 5. Host a successful campaign! 6. Debrief, evaluate, revise 6 Steps to a Next Gen Campaign
- 33. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts.” (Fine and Kanter, 2010)
- 35. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHAT STINKS ABOUT SOCIAL MEDIA
- 36. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit WHAT ROCKS ABOUT SOCIAL MEDIA
- 37. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit 10 TIPS FOR SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
- 38. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology
- 39. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit BRING PEOPLE TO THE INNER CIRCLE New Donors (Events, Direct Mail) Annual Donors (Direct appeals, volunteers) Major Donors (Personal asks, Board & committee) Planned Gifts (Personal asks, anyone!)
- 40. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create)
- 43. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit RELATIONSHIPS DON’T CHANGE • Cultivate, steward, & solicit • Recognize • Multi-channel communications • Meet one-on-one • Develop ambassadors • Stewardship rather than solicitation • Effective database
- 44. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit 5 THINGS YOU CAN DO TODAY 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas
- 45. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit Every generation brings value Legacy influences giving New generation, new giving innovations Find shared passions It takes ALL kinds to change the world
- 49. /emilydavisconsulting /AskEmilyD @YNPNDenver #nextgendonors #nonprofit Emily Davis, MNM Emily Davis Consulting (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog