For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). 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 to define the key characteristics of the four current generations and their charitable giving habits. Nonprofit professionals will 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.
8. 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
11. • Development office
• Board service
• Prospecting
• Cultivating
• Stewarding
• Communication
• Retention
• Priorities
• Training
IMPACT ON PHILANTHROPY
12. 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, $
13. • Training & experience for
next generation
• Acknowledgment
• Engagement
• Respect for legacy
• Dialogue
WHAT TENURED
PROFESSIONALS WANT
17. • Why engage the next
generation
• Philanthropic styles
• Entry points &
engagement
MULTIGEN PHILANTHROPY
18. • Transfer of wealth
• Lifelong giving
• Time, talent, treasure &
TIES
• Enthusiastic & passionate
• Ambassadors
WHY ENGAGE THE NEXT GEN?
19. THE 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
20. GENERATIONAL PHILANTHROPY
FourGenerations
Understand their philanthropic motivations
Frame your messaging
Choose your platforms & tools
Cultivate their contributions
Receive their responses
Acknowledge their gifts
Steward relationships
21. • Direct mail & peer-to-peer
• Donation by check
• Protective of privacy
• Smaller population
• Charity loyalty began in
30s
• Less opps for new orgs
TRADITIONALISTS
22. • Use mainstream media
• New & traditional
donations
• Plan their giving
• Consider operations/
overhead
• Lifelong giving began in
their 30s
BOOMERS
23. • Friends/family/peers
influence
• Donate the most through
websites (30%)
• Stories have greater
impact than loyalty
• Consistently give largest
gift to same org annually
• Harder to recruit
GENERATION X
24. • Philanthropy is time and
money
• Fundraise for orgs
• Donate a variety of ways
• Lower cost to recruit
(online)
• Multi-communications
approach
MILLENIALS
25. • Existing donors
• Volunteers
• Young professionals
events & groups
• Media (i.e. 40 under 40)
• Colleges and universities
WHERE ARE THEY?
27. • Engage all generations
• Major donors have
children & grandchildren
• Family legacy
• Listen to & learn from
next gen
• Provide resources &
networks
FAMILY PHILANTHROPY
28. • Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen & learn
• Snowflakes
NEXT GEN ENGAGEMENT
29. 1. Identify
young donors
and volunteers
as leaders
2. Create or
use existing
planning team
3. Ask team to
design &
implement
fundraising
event or activity
4. Provide
support
5. Host a
successful
campaign/
event!
6. Debrief,
evaluate,
revise
6 STEPS TO NEXT GEN
CAMPAIGN OR EVENT
31. 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)
32.
33. WHAT STINKS ABOUT SOCIAL MEDIA
• Time investment
• New communication tool
• Always changing
• Boundaries are grey
between personal &
professional
• Transparency, exposure
• Loss of control
34. WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool
• Stewardship
• Brand development
• Build relationships
• Tell your story
• Transparency
• Get feedback
• Cost effective
• Quick & easy!
35. “This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies. The
radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more successful
than others, and not all of them have
been used with equal success by all
nonprofits.”
- Ted Hart and Michael Johnston
in Fundraising on the Internet
36. 10 TIPS FOR USING 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.
NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals,
volunteer involvement
MAJOR DONORS
Personal asks
Committee and board
involvement
PLANNED GIFTS
Personal asks,
personal involvement,
Could be anyone!
43. PRINT RESOURCES
• Fundraising and the Next
Generation
• Next Gen Donors: Respecting
Legacy, Revolutionizing
Philanthropy
• The Next Generation of
American Giving
• Millenial Donors Report
• Philanthropy Heirs and Values
44. ORGANIZATIONAL RESOURCES
• 21/64
• Resource Generation
• Emerging Practitioners in Philanthropy (EPIP)
• One Percent Foundation
• Bolder Giving
• Young Philanthropists Foundation
• Youth Give
• The Acme Sharing Company
• JustGive
• National Center for Family Philanthropy
• Johnson Center for Philanthropy
45.
46. DRAWING & SIGNING
Books for sale & signing
with a 30% discount:
$34.95 for nonprofits
Credit card & check