Marty Jacobs (Systems In Sync) and Mark Scott (eTapestry) present Communicate Across the Generations to Build Relationships with Donors on Wednesday, June 30th fas part of the Common Good Vermont: Nonprofit Maven Series (http://commongoodvt.org)
For the first time in history, four generations are working together in many organizations. So what does that mean for how we communicate and build relationships? And what does this suggest in terms of building a donor base? This webinar helps participants gain a greater understanding of generational differences and relate that to how technology and soft skills can combine to build new relationships and strengthen existing ones.
Communicate Across the Generations to Build Relationships with Donors
1. Communicating Across the
Generations to Build
Relationships: How to Combine
Technology With Soft Skills
Marty Jacobs, President
Systems In Sync
and
Mark R. Scott III
Account Executive at eTapestry
2. Introductions
Marty Jacobs, President
Mark Scott, Account Executive Systems In Sync
eTapestry, a Blackbaud solution Consulting for nonprofits,
Helping nonprofits with: government, and
– Fundraising technology education in:
– Constituent Relationship – Board governance
Management (CRM) – Strategic planning
– Online Giving – Organization
– Website Development development
– Community engagement
3. Agenda/Overview
• The Four Generations
– Generation Names and Dates
– Generation Characteristics
– Generation Quiz
4. Agenda/Overview
• The Four Generations
– Generation Names and Dates
– Generation Characteristics
– Generation Quiz
• The Soft Skills/Interpersonal Skills
5. Agenda/Overview
• The Four Generations
– Generation Names and Dates
– Generation Characteristics
– Generation Quiz
• The Soft Skills/Interpersonal Skills
• The Tools
6. Agenda/Overview
• The Four Generations
– Generation Names and Dates
– Generation Characteristics
– Generation Quiz
• The Soft Skills/Interpersonal Skills
• The Tools
• Q&A
8. Objectives
• Gain a greater understanding of generational
differences
• Discuss a variety of communication and
relationship building methods and their
effectiveness with the different generations
9. Objectives
• Gain a greater understanding of generational
differences
• Discuss a variety of communication and
relationship building methods and their
effectiveness with the different generations
• Learn how technology and soft skills work
together to build relationships
10. The Four Generations
• Builders, Veterans, Traditionalists, Silent
Generation (1925-1945)
11. The Four Generations
• Builders, Veterans, Traditionalists, Silent
Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom
12. The Four Generations
• Builders, Veterans, Traditionalists, Silent
Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom
• Generation X, Gen X, Xers (1965-1979) -
Bust
13. The Four Generations
• Builders, Veterans, Traditionalists, Silent
Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom
• Generation X, Gen X, Xers (1965-1979) -
Bust
• Generation Y, Gen Y, Millenial, Echo
Boomers (1980-2000) - Echo
14. The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great
Depression and thus tend to be hard workers and
savers
15. The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great
Depression and thus tend to be hard workers and
savers
• They place a great deal of value in institutional
loyalty and conformity
16. The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great
Depression and thus tend to be hard workers and
savers
• They place a great deal of value in institutional
loyalty and conformity
• More than 75 percent of the nation’s wealth is
controlled by this generation, along with more than
80 percent of America’s savings.
17. The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
technology was radio, rotary phones, mimeograph,
and slide rules
18. The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
technology was radio, rotary phones, mimeograph,
and slide rules
• Prefer formal written communication or one-on-
one
19. The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their
technology was radio, rotary phones, mimeograph,
and slide rules
• Prefer formal written communication or one-on-
one
• Respect authority and honor leaders
20. The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its
legacy
21. The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its
legacy
• Less willing to comparison shop, they seek quality
and high level of service
22. The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its
legacy
• Less willing to comparison shop, they seek quality
and high level of service
• Volunteerism should increase as relatively healthy
individuals leave the workforce
23. The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to
face or snail mail communication
24. The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to
face or snail mail communication
• Legacy and leaving the world a better place
25. The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to
face or snail mail communication
• Legacy and leaving the world a better place
• Financial Planning
Think Planned Giving or Endowments
26. The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children
themselves
27. The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children
themselves
• First generation to have a lower quality of life
than the one before
28. The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children
themselves
• First generation to have a lower quality of life
than the one before
• Estimated that this generation will have on
average three complete careers
29. The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children
themselves
• First generation to have a lower quality of life
than the one before
• Estimated that this generation will have on
average three complete careers
• More action rather than idea oriented
Think Volunteerism, Board Members
30. The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic;
they seek authenticity
31. The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic;
they seek authenticity
• Return on investment is more important than
material – don’t dwell on benefits (“gifts” for giving)
32. The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic;
they seek authenticity
• Return on investment is more important than
material – don’t dwell on benefits (“gifts” for giving)
• Want “proof” of monies well spent – results!
33. The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic;
they seek authenticity
• Return on investment is more important than
material – don’t dwell on benefits (“gifts” for giving)
• Want “proof” of monies well spent – results!
• Well positioned to be the most loyal group in
decades
34. The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television
channels
35. The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television
channels
• Least religious (loyalty) of all prior generations
36. The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television
channels
• Least religious (loyalty) of all prior generations
• Not a rebellious group – seldom had limits to start
with
37. The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television
channels
• Least religious (loyalty) of all prior generations
• Not a rebellious group – seldom had limits to start
with
• Young Cosmopolitans (“Yo-Co’s”) much sought after
but offer little loyalty
38. The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television
channels
• Least religious (loyalty) of all prior generations
• Not a rebellious group – seldom had limits to start
with
• Young Cosmopolitans (“Yo-Co’s”) much sought after
but offer little loyalty
• Immediate satisfaction, short attention span
39. The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile
devices
40. The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile
devices
• Very visual, prefer multi-media
41. The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile
devices
• Very visual, prefer multi-media
• Able to consume vast amounts of
information
42. The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile
devices
• Very visual, prefer multi-media
• Able to consume vast amounts of
information
• Very short attention spans
52. Questions:
• What has your experience been with the
different generations?
• Does this fit?
53. Questions:
• What has your experience been with the
different generations?
• Does this fit?
• Do you see something different?
54. Questions:
• What has your experience been with the
different generations?
• Does this fit?
• Do you see something different?
• How have you managed these differences?
55. The Soft Skills/Interpersonal Skills
• Listening • Inquiry
• Reflecting • Encouraging/Supporting
• Facilitating • Communicating clearly
• Developing trust (verbally and in writing)
• Dialogue • Paraphrasing
56. The Tools
• Face-to-face • Events: Galas,
meetings Auctions, etc.
• Telephone • Websites
• Letters/snail mail • Social Media:
• Email – LinkedIn
• E-newsletters – Facebook
Builders =
Boomers =
– Twitter
Bust =
Echo=
57. What Now?
1. Take a look in the mirror
How do you stack up?
- Database
58. Examples of a database:
Microsoft Excel
Note/Index cards
Legal Pads
Microsoft Access
QuickBooks or Peach Tree
Are these programs adequate to track this
type of information?
59. What Now?
1. Take a look in the mirror
How do you stack up?
- Database
- Website
60. Do you have a website strategy?
What
is happening
when?
Get involved
Donate
online
Contact
us
Upcoming
events
61. What Now?
1. Take a look in the mirror
How do you stack up?
- Database
- Website
- E-mail/Communications
62. Real Life Example….
Dec 11:
Subject line:
Urgent Appeal: Your gift
to CRS is vitally
important!
Straight Appeal
Static donation form
Raised $112,000.00
Source: Laura Durington: CRS Social
Media Presentation-AFP Maryland
63. Dec 29:
Subject line:
Only 48 hours left to
make a tax-deductible
gift!
Added “hotspot” text
Added video message
from our president
(that plays right on the
donation form)
Added a strong pull-
quote
Raised $112,000.00
64. Dec 31:
Subject line:
Final Deadline: Last
chance to make a
tax-deductible gift
New “hotspot” text
Kept video message
from our president
New pull quote
Raised $119,000.00
Source: Laura Durington: CRS Social Media
Presentation-AFP Maryland
65. What Now?
1. Take a look in the mirror
How do you stack up?
- Database
- Website
- E-mail/Communications
- Social Media Presence
67. What Now?
2. Plan
Make it a priority
- Set Aside Time for Review
- Add to Board Agenda
- Seek Professional Assistance
68. What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits
- Fundraising
- Donor Retention
- Communications
- Cost vs. Results
- Social Media “Friends”
69. What Now?
4. Have Fun!!!
- Try New Things
- Get Creative
- Share your passion for your
mission!
70. Resources
• Getting Started with Facebook
• Beth Kanter Blog – How Nonprofits Can Use Social Media
• Blackbaud – Raising Money During Challenging Times
• Getting Started with Google Analytics
• LotusJump – Website Marketing Made Easy
• eTapestry Home Page
• Contact eTapestry for Guidance
• Seattle Young People’s Project Bowl-a-thon Event Fundraiser
• School on Wheels – Sally’s 40th Birthday Fundraiser
• Up Next: Generation Change and the Leadership of Nonprofit
Organizations
• Generational Characteristics
• Mixing and Managing Four Generations of Employees
72. Question and Answer Time
• Do you have a success story you want to
share?
• What are some things you’re working on
right now?
73. Question and Answer Time
• Do you have a success story you want to
share?
• What are some things you’re working on
right now?
• What are some things you struggle with?
74. Your Facilitators Today
Mark R. Scott III, MIS-MPA Marty Jacobs, President
eTapestry Systems In Sync
6107 W. Airport Blvd 360 Cadwell Rd.
Greenfield, IN 46140 East Thetford, VT 05043
888.739.3827 ext 7229 (Office) 802-785-2611 (v)
317.336.3857 (Direct) 802-785-3151 (f)
317.509.9912 (Cell) 603-208-8200 (c)
mark.scott@etapestry.com marty@systemsinsync.com
www.etapestry.com www.systemsinsync.com
Editor's Notes
•Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
•Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
•Technology is rapidly changing how we do our work•Each generation has it’s own characteristic way of using technology at work and at home•Understanding the differences in the generations will help you determine the right balance between soft skills and technology
•This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
•This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
•This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
•This is the first time in history where there have been four generations in the workplace•Important to note that the following descriptions are generalizations•Mention which generation we belong to
•Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
•Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
•Many worked entire lives in one company•Most remained in their first marriages•Dress formally•More committed to their denominations than successive generations•Tend to be fairly private people•Prefer to pay with cash
•Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
•Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
•Believe in law and order•Duty before pleasure•Delayed reward•Tend to be directive
•More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
•More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
•More highly educated than previous generation•Question authority•Spenders•High rate of divorce; families disintegrating•Self-absorbed•Optimistic
•Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
•Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
•Cause oriented•Fitness conscious•More likely to resort to using phone•Tend to be more collegial and focused on consensus; team player
•Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
•Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
•Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
•Many were latch key kids/from single parent or blended homes•Avoid leadership•Cautious and conservative in money management•Loyal to relationships•Value diversity; think globally
•Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
•Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
•Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
•Tend to be informal•Levels the playing field; everyone the same•Not very rule bound – do it own way
•Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
•Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
•Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
•Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
•Focus on life long learning•Loose family structure•Always changing careers•Defer to team rather than leader•Earn to spend•Thrive on flexibility•Socially conscious and civic minded
•Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
•Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
•Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social media
•Believe they are effective at multi-tasking•Very comfortable with email and voicemail, along with many other technologies and social mediaTRANSITION to MARTY ASKING THE POLLING QUESTIONS
9/11: Gen Y, Echo
WWII – Iwo Jima: Builders
Apollo Moon Landing: Boom
iPod: Gen Y, Echo
Nintendo: Gen X, Bust
Radio: Builders
Space Shuttle: Gen X, Bust
Vietnam War: Boom
How can you use these skills to understand generational differences?How would you apply them differently to the different generations?
Questions:Which of these do you currently use?Which challenge you?What soft skills help make the above tools more effective?Which technologies work best for which generation?For Mark to discuss on this slide:Role of TechnologySocial Media, Email, Online Donations, Online RegistrationEvaluate frequency of all touches (mail, phone, in-person)Track responses and use them to personalize messagesSay thank you often and sincerelySeekbalance between asking and providing informationBe as transparent as possible about challenges and opportunities and avoid crisis fundraisingRecognize that not all donors will stay with you for a lifetimeAsk your donors how they would like to interact and Respect their Wishes!
What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
As you can see, there are many ways to interact with those who are visiting your website. You want to be able to give your visitors something but also get something from them in return. Imagine how big your donor base would be if you had the contact information for everyone who visited your website. A simple ‘ask’ is sometimes all you need.
What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
Catholic Relief Services
A week later, they changed the Subject Line (gave sense of urgency)Added hotspot text (taking end-user back to online giving page)Added emotional video appeal (Only a link to the video – on Youtube)Raised $112K
Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
What are you doing with your website? Do you just provide information or do you allow people to interact. Do you ask them to get involved, donate, volunteer or sign-up?How are you keeping track of all these preferences? Is your rolodex overflowing or is it all between your ears?Are you a courteous e-mailer or do you just send everything and anything out? How many of you are only serious about this webinar because you forwarded the invitation to all your contacts?Social media is not about you, it’s about the people that like your organization. It’s about them sharing and bragging about you, maybe even putting you down a little. [Tell story about – Now I Twitterstand on Beth’s Blog (Beth Kanter) and Marc Chardon]
Social Media is about creating a cycle of acquisition and cultivation. It’s not about you, it’s about letting those who care about you brag on you a little bit.
All of us know that nonprofits is about one thing. Relationships. And we know that if you are serious about your relationship with a friend, spouse, significant other or family, it’s going to be a priority. You are going to invest time, energy and money into things that you consider a priority. Board’s don’t want to spend money these days, but they do have an opportunity to get significant returns on their investment when they allow themselves to get all the knowledge and experience they have between their ears into something that people can run with. If you lost two or three key Board members, would you be able to recreate events, vendors, sponsors, etc?We’re not saying you have to figure out how to do this on your own. Ask us, we’ve helped several organizations turn things around, make improvements, and become self-sustaining again. This is about you having control and mapping out your next steps. It’s always easier to get from Point A to B when you know you’re supposed to be going from Point A to B!
Subjective and qualitative goals are necessary and important. But they have to be quantified in some capacity. Some of these numbers are free and easy to find, if you have the right tools. Would any of you spend $5.00 to raise $1.00? You say no, but how do you know? Can you run a campaign analysis to see cost per $ raised? Do you know which approaches raise the most money, have the highest average dollar raised? Can you tell me how many lapsed donors you had from January to June 2010?How would it work if you raised $1.2 million every year? We worked with an organization who raised $1.2 million every year for 6 consecutive years. Pretty proud of those results? Would you like to see that return on investment for your campaigns? The only problem was, when we looked at donor retention, they were at 22% year after year. They dealt with 78% new people almost every year. We showed them that if they would simply retain 48% of their donors, year after year, they could raise $5.2 million each year. For them, an extra $4 million was worth getting their information off spreadsheets and into something that could make their data give them information.
Have you done birthday fundraising? School on Wheels’ Executive Director was going to turn 40 and they organization wanted to raise $40,000 in 40 days for Sally’s 40th Birthday. In 40 days with this non-event fundraising event, they raised $38,000. Seattle Young People’s Project raised $14,100 in 30 days with their annual Bowl-A-Thon. Because of the online giving technology, they raised twice as much money as any of the previous 15 Bowl-a-thons and added 350 new donors to their database. That’s 350 people to cultivate a more meaningful relationship with because someone they care about is passionate about Seattle Young People’s Project. And none of the staff had to know or manually enter their data, it all came in automatically from the website.
Mark: I don’t think I can enter additional resources without messing up the slide, so here are some more with links:“Up Next: Generation Change and the Leadership of Nonprofit Organizations” http://www.aecf.org/KnowledgeCenter/Publications.aspx?pubguid=%7B4756F522-E7B4-4940-ABB3-BDA345917235%7D“Generational Characteristics” http://www.dhss.mo.gov/LPHA/New2008MCHI/GenerationalDifferences_Worksheet_GalenHoff.pdf“Mixing and Managing Four Generations of Employees” http://www.fdu.edu/newspubs/magazine/05ws/generations.htm
Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?
Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?
Three questions to fill time at the end – Maybe Lauren-Glenn can send these out as discussion questions towards the end?