Presentation from the 2012 WVDO Conference by Graeme Byrd and Scott Stein about the future of philanthropy.

1. WVDO 2012 Conference
Portland, OR
THE FUTURE OF
MILLENNIAL GIVING:
WHEELS OF ENGAGEMENT
Graeme Byrd Scott Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin.com/in/scotthmstein

2. What resonates more to you?
The Beatles, Pearl Jam or High School Musical?
In 2011 a “silver tsunami” hit the US: the oldest baby
boomers reach the US legal retirement age of 65.
76% of baby boomers get their news from the TV.
Do you sleep with your cell phone?
68% of Gen Xers do. 50% of boomers.
@WVDO_OR | #wvdoconf12 @graemefbyrd | @scotthmstein

3. Our Background
• 10 years experience engaging millennials
• Technology, marketing, education, non-profit,
sustainability, culture
• Triple Bottom Line
• 10 years of experience engaging millennials
• Political, non-profit, social entrepreneurship,
social enterprise, sustainability
• Triple Bottom Line

4. Why now?

5. The Four Questions
•How to engage the younger generation in giving and
community?
•How to involve/engage this generation of change
agents?
•Why does this generation give?
•How to raise funds from this generation?

6. Landscape Examples Case Future
Who are the
millennials? ?

7. Who are we?
Millennials
• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next
• Born between late 1970s to late 1990s
• Characteristics: increased use and familiarity with communications,
media, and digital technologies
• Tendency to be more culturally liberal
• Phrase Generation Y first appeared in an August 1993 Ad Age editorial
to describe teenagers of the day
• Subset: Generation Hot (born after June 23, 1988)
Generation Connected (Gen C)
• Born after 2000

8. The Generations
Matures Boomers Gen X
Born: 1945 or earlier Born: 1946 -1964 Born: 1965 - 1980
US Pop: 39 million US Pop: 78 million US Pop: 62 million
Technology Technology Technology
6% on social networks 30% on social networks 50% on social networks
Send 0 SMS in 24 hours Send 5 SMS in 24 hours Send 12 SMS in 24 hours
Giving Giving Giving
79% give to orgs 67% give to orgs 58% give to orgs
Annual Contribution: $1066 Annual Contribution: $901 Annual Contribution: $796

9. The Millennials
Diversity
• 20% of the millennials are Hispanic
• 14% of the millennials is African-American
Technology
• 75% have a profile on a social network
• 20 texts in 24 hours
• 41% of millennials have made a purchase using their smartphone
• 64% believe new technologies make people more efficient
Community
• 61% of 13-25ers feel personally responsible for making a difference in the world
• 21% of Millennials say helping people in need is one of the most important things
• 56% give to organizations
• Average contribution/year: $341

10. The Millennial Segments
Hip-ennial Gadget Guru
“I can make the world a better place.” “It’s a great day to be me.”
Clean + Green Millennial
Millennial Mom
“I take care of myself and
“I love to work out, travel, and
pamper my baby.” the world around me.”
Anti-Millennial Old-School Millennial
“I’m too busy taking care of my “Connecting on Facebook is too
business and my family to worry impersonal, let’s meet up
about much else.” for coffee instead.”
Source: BCG Analysis

11. Business Environment
• Workforce: Millennials will make up over 50% by 2014
• Sustainable: 96% want an environmentally aware
workplace
• Flexible: 56% prefer to work flexibly and choose when
to work
• Mobile: 79% prefer to be mobile rather than static
workers
• Collaborative: 41% prefer to have access to a team
space; 32% prefer breakout spaces rather than
meeting rooms

12. Technology
161 million users
901 million users 2 new users each second
Over 58% sign in each day Over 60% outside U.S.
Average of 130 friends Execs from all Fortune 500
200 million users 11.7 million users
140m Tweets per day 60% women
1,200 Tweets per second (tps) 51% between 25-44

13. Behavior
• Life is better in disorder - mix things up; not expected life
progression “It is no coincidence
that the rise of global
• Better together - collaborative philanthropy mirrors
• Success is not measured in dollars - emotional challenges/ the growth of the
rewards inspire as much as money Millennial generation.
• Real deals are free - give a little, get more in return Millennials are more
• The life of luxury doesn’t have to wait - quality is important connected, cognizant,
and committed to
• No intention of waiting for the world to come to an end - not tackling society’s
going to wait; do what works for them ongoing challenges of
a global scope than any
• “Flexible Loyalists” generation before
• Make a living and do good for the world them...”
• Less likely to take recommendations from friends/family; Andrew Ho
Manager of Global Philanthropy
more likely to utilize User Generated Content Council on Foundations
• Global Economy
Do good. Do well.

14. Definition
philanthropy
Traditional
noun
•The desire to promote the welfare of others, expressed esp. by the
generous donation of money to good causes.
•A philanthropic institution; a charity.
philanthropy
noun
•That the "love of what it is to be human" is the essential nature and
Millennial
purpose of humanity, culture and civilization.
•Asserts that our nature and purpose in life is educational—to make
ourselves more fully humane through self-development, pursuing
excellence (arete) of body, mind and spirit.

15. Landscape Examples Case Future
Who are the
millennials? ?

16. Collective Grant Making
# of donors
Gift size

17. The Millennial Segments
Hip-ennial Gadget Guru
“I can make the world a better place.” “It’s a great day to be me.”
Clean + Green Millennial
Millennial Mom
“I take care of myself and
“I love to work out, travel, and
pamper my baby.” the world around me.”
Anti-Millennial Old-School Millennial
“I’m too busy taking care of my “Connecting on Facebook is too
business and my family to worry impersonal, let’s meet up
about much else.” for coffee instead.”
Source: BCG Analysis

18. Collective Grant Making
• Founded 1929; San Francisco, CA
• Volunteer led
• Social and philanthropic focus
• Reinvented over time
• Founded 2004; Portland, Oregon
• Volunteer led
• Annual event focused
• Mission: Actively a difference in our local community
• 2012 WVDO Crystal Award: Community Hero Award
Hip-ennial
“I can make the world a better place.”

19. Collective Grant Making
• Founded 2007; San Francisco, CA
• Engaging young adults in philanthropy; giving
circle to strengthen their communities
• Founded 1998; New York, NY | Seattle, WA
• Organize young people with financial wealth to leverage
resources and privilege for social change
• Founded 2007; New York, NY
• Mission is to strengthen innovation in Jewish life by developing
next-generation funders and providing resources to leverage their
impact in the Jewish community
Gadget Guru Old-School Millennial
“It’s a great day to be me.” “Connecting on Facebook is too impersonal,
let’s meet up for coffee instead.”

20. Institutional / Traditional

21. Institutional / Traditional
• Founded 1968; Portland, OR
• Statewide
• The Oregon Environmental Council advances
innovative, collaborative solutions to Oregon’s
environmental challenges for today and future
generations.
Millennials Engagement
• BPA-Free Oregon
• Emerging Leaders Board
Millennial Mom Clean + Green Millennial
“I love to work out, travel, and pamper my baby.” “I take care of myself and the world around me.”

22. Institutional / Traditional
• Founded 1916; Portland, OR
• Portland Metro
• To inform its members and the community in
public matters, and to arouse in them the
realization of the obligations of citizenship.
Millennials Engagement
• New Leaders Council
o f
c h Anti-Millennial Old-School Millennial
o u “I’m too busy taking care of my business and “Connecting on Facebook is too impersonal,
T my family to worry about much else.” let’s meet up for coffee instead.”

23. Involvement Focused / Filling the Gap
issue specificity
Time involvement

24. Involvement Focused / Filling the Gap
• Founded 2008; Portland, OR
• National
• Focus the Nation accelerates our transformation to a
clean energy future by fostering connections between
generations, and empowering young people through
education, civic engagement, and action.
Millennials Engagement
• Academic programs
• Fellowships
• Local community programs
Gadget Guru Clean + Green Millennial
“It’s a great day to be me.” “I take care of myself and the world around me.”

25. Involvement Focused / Filling the Gap
• Founded 2002; Portland, OR
• Statewide
• Drive votes. Driver leaders. Drive change.
Millennials Engagement
• Academic programs
• Fellowships / public sector job placement
• Political participation / education
Hip-ennial Clean + Green Millennial
“I can make the world a better place.” “I take care of myself and the world around me.”

26. Involvement Focused / Filling the Gap
• Founded 2007*
• National
• Helping to improve their local communities by
giving, advocating and volunteering in the areas
of education, income and health.
Millennials Engagement
• Volunteer reader, tutor, mentor
• Leadership retreat
• Alternative Spring Breaks
*United Way founded 1887
Hip-ennial Old-School Millennial
“Connecting on Facebook is too impersonal,
“I can make the world a better place.”
let’s meet up for coffee instead.”

27. Landscape Examples Case Future
Who are the
millennials? ?

28. The Case
Mindset
Imagine you are all board members for an organization and are tasked
with engaging millennials to sustain the organization for the future?
Pick an Organization
Someone in the group picks an org that you are a employee/donor/member of?
The Problem
The board's job is to increase Millennial participation and giving in the organization?

29. The Millennial Segments
Hip-ennial - “I can make the world a better place.” Gadget Guru - “It’s a great day to be me.”
• Cautious consumer, globally aware, charitable + information Successful, wired, free spirited, confident, and at ease
hungry • Feels this is his best decade
• Uses social media, but does not push/contribute content • Greatest device ownership, pushes/contributes to content
• Female dominated, below-average employment (many are • Male dominated, above-average income, single
students and homemakers)
Millennial Mom - “I love to work out, travel, and Clean + Green Millennial - “I take care of myself
pamper my baby.” and the world around me.”
• Wealthy, family oriented, works out, confident, and digitally • Impressionable, cause driven, healthy, green and positive
savvy • Feels this is his best decade
• High online intensity; highly social and information hungry • Greatest contributor of content, usually cause related
• Older, highest income • Male dominated, youngest, likely Hispanic, full-time student
Anti-Millennial - “I’m too busy taking care of my Old-School Millennial - “Connecting on Facebook
business and my family to worry about much else.” is too impersonal, let’s meet up for coffee instead.”
• Locally minded, conservative; seeks comfort and familiarity • Not wired, cautious consumer, and charitable
• Does not spend more for green products, services • Confident, independent, and self-directed
• Slightly more females, more lightly to be hispanic and from • Spends least amount of time online, reads
the western US • Older, more likely to be Hispanic
Source: BCG Analysis

30. Case Discussion
•What is your strategy?
•What tactics will you take?
•What are the road blocks?
•How will you integrate millennials into the mission?

31. Landscape Examples Case Future
Who are the
millennials? ?

32. Mashup
http://youtu.be/3zJqihkLcGc

33. Collective Grant Making
# of donors
Gift size

34. Talking the Old + New
Direct mail
Phonathon ?
Email

35. We Can Be Heroes
http://youtu.be/3zJqihkLcGc

36. Brave New World

37. The Answers
Involvement /Engagement of millennial
•Determine segments
•Seek Change Agents / Champions
•Focus tactics to build relationships

38. The Answers
Why they give to you
•Make it relevant to them
•Provide results (ROI + incentives)
•Connection (online, in person, community)

39. The Answers
How you get in their pockets
•Campaigns with that have a sharable component
•Small monthly donations
•Events that encourage networking
•Show that there donation is valuable
(either alone or in groups)
•Other Millenials are involved - “The thing to do.”

40. Recap
•Facebook alone is not the answer.
•Giving grows over time.
•Relationships do matter (no matter how old you are).
•Tax deduction not always relevant.
•Try new things - be innovative and flexible.

41. The Millennial Segments
Hip-ennial Gadget Guru
“I can make the world a better place.” “It’s a great day to be me.”
Millennial Mom Clean + Green Millennial
“I love to work out, travel, and pamper my baby.” “I take care of myself and the world around me.”
Anti-Millennial Old-School Millennial
“I’m too busy taking care of my business and “Connecting on Facebook is too impersonal,
my family to worry about much else.” let’s meet up for coffee instead.”
Source: BCG Analysis

42. It’s a wrap
“The world doesn’t change one person at a
time. It changes as networks of relationships
form among people who share a common
vision of what’s possible.”
Margaret Wheatley
Graeme Byrd Scott Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin.com/in/scotthmstein