Presentation given by Dave Tinker, CFRE, Lisa Chmiola, CFRE, Dan Blakemore, CFRE and Emily Reed at AFP International Conference 2015 in Baltimore, MD. There's young donors behind the wall ? you can hear the beating of their generous hearts, but don't know how to communicate with them and reach them. Connecting with the next generations of donors doesn?t have to inspire fear in fundraisers the way an Edgar Allen Poe tale might! Find out how to reach out to these audiences from a panel of Gen Xers and Millenials who will share how to effectively communicate with younger donors and prospects. Learn to create meaningful messages for younger audiences without recreating the wheel.

1. The #telltaledonor:
Communicating with Younger Donors
Lisa M. Chmiola, CFRE
David Tinker, CFRE
Dan Blakemore, CFRE
Emily Reed

2. • Generational differences
• Popular communications by generation
• Integration of communication and
fundraising initiatives
• What is working – samples of success
What We’ll Go Over
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#telltaledonor

3. How familiar are you with songs from
your generation, and from others?
Name that Tune!
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#telltaledonor

4. Represent 26% of total
giving
27.1 million donors in the
U.S.
88% give
$1,367 average annual gift
6.2 charities supported
Source: Next Generation of
American Giving
Talkin’ ‘Bout My Generation
4
#telltaledonor
Represent 25% of total giving
2.4 million donors in Canada
87% give
$1,507 average annual gift
7 charities supported
Source: Next Generation of
Canadian Giving
Matures/Civics (70+)

5. Born 1946 – 1964
Represent 43% of total
giving
51.0 million donors in the
U.S.
72% give
$1,212 average annual gift
4.5 charities supported
Source: Next Generation of
American Giving
Talkin’ ‘Bout My Generation
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#telltaledonor
Born 1946 – 1964
Represent 32% of total
giving
5 million donors in Canada
78% give
$942 average annual gift
4.9 charities supported
Source: Next Generation of
Canadian Giving
Boomers (51-69)

6. Born 1965 – 1980
Represent 20% of total giving
39.5 million donors in the
U.S.
59% give
$732 average annual gift
3.9 charities supported
Source: Next Generation of
American Giving
Talkin’ ‘Bout My Generation
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#telltaledonor
Born 1965 – 1980
Represent 27% of total
giving
4.8 million donors in Canada
79% give
$831 average annual gift
4.5 charities supported
Source: Next Generation of
Canadian Giving
Gen X (35-50)

7. Born 1981 – 1995
Represent 11% of total giving
32.8 million donors in the U.S.
60% give
$481 average annual gift
3.3 charities supported
Source: Next Generation of
American Giving
Talkin’ ‘Bout My Generation
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#telltaledonor
Born 1981 – 1995
Represent 15% of total giving
3.4 million donors in Canada
62% give
$639 average annual gift
4 charities supported
Source: Next Generation of
Canadian Giving
Millennials (20-34)

8. #telltaledonor
Source: Next Generation of American Giving
American

9. #telltaledonor
Source: Next Generation of Canadian Giving
Canadian

10. Millennial Trends in Philanthropy
• Millennials engage with causes to help other people, not institutions.
• Millennials support issues rather than organizations.
• Millennials prefer to perform smaller actions before fully committing to a
cause.
• Millennials are influenced by the decisions and behaviors of their peers.
• Millennials treat all their assets (time, money, network, etc.) as having equal
value.
• Millennials need to experience an organization’s work without having to be on
site.
- Source: Millennial Impact Report 2014
Talkin’ ‘Bout My Generation
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#telltaledonor

11. Vs.
Learning the Language
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#telltaledonor

12. Texting/Instant Messaging
Blogging
Social Media
Learning the Language
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#telltaledonor

13. Texting/Instant Messaging
• 9% of Americans have made a
donation via text. (Pew Internet Project, 2014)
• Offers constant connection, ways to
document conversation.
• Challenges include missed context,
other generations’ reluctance to use.
Learning the Language
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#telltaledonor

14. Texting example
Learning the Language
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#telltaledonor

15. Blogging
• Online journaling, “blog” evolved
from the term “weblog”
• Dynamic: can be quickly updated with
new posts (content)
• Various tools exist, but Tumblr is one
widely used by nonprofits
Learning the Language
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#telltaledonor

16. Tumblr
• Average user is 34; more than half of
users are under 25
• Can be used as a hub for content
sharing to other social media
• Offers mobile optimization via an
app, customization features
Frontstream, “Five reasons why your nonprofit should be on
Tumblr!”
Learning the Language
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#telltaledonor

17. Planned Parenthood
Learning the Language
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#telltaledonor

18. Planned Parenthood
Learning the Language
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#telltaledonor

19. Social Media – think visual
● Pinterest
○ Usage across age groups, but gaining with
Millennials
● Snapchat
○ Photo messaging; storytelling feature
● Crowdfunding
○ Option for quick online fundraising; not
limited to nonprofit uses
Learning the Language
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#telltaledonor

20. Social media examples
Learning the Language
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#telltaledonor

21. What’s keeping YOU from
reaching the tell-tale hearts of
Generations X and/or Y
“behind the wall?”
Tell Us:
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#telltaledonor

22. How can you address the
challenges keeping your
organization from reaching
Gens X & Y?
Work with Your Group
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#telltaledonor

23. What ideas did your group
come up with for addressing
your challenge?
Share and win awesome prizes!
Tell Us:
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#telltaledonor

24. Just like any other
time in history, new
technology has made
communicating
easier, and the
nonprofit world
adapts.
Just remember...
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#telltaledonor

25. Younger donors get philanthropic
inspiration from their parents, but
they also want to “explore new
philanthropic and investing tools” to
accomplish impact.
NextGen Donors: Respecting Legacy, Revolutionizing Philanthropy
Dorothy A. Johnson Center for Philanthropy at Grand Valley State University
Integration
25
#telltaledonor

26. Explore your volunteer base and your
donor base:
• Who are you trying to reach?
• What message would you like them to receive?
• What tool is most likely to get the right message
to the right people?
Integration
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#telltaledonor

27. • Make digital marketing a separate topic on event
planning meeting agendas.
• Designate volunteers to capture videos and pictures
and share them in timely and creative ways.
-BONUS: Millennials prefer skills-based volunteering.
2014 Millennial Impact Report, Achieve
• Set specific and realistic goals for digital marketing
and fundraising within your annual campaign goals.
• Leverage board members, major donors, and
volunteers to create content.
Integration Ideas
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#telltaledonor

28. Don’t be afraid to try something new!
Have multiple goals for new
communications
If it doesn’t work, don’t be afraid to
change things up/try again/re-evaluate.
Most Importantly...
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#telltaledonor

29. Lisa: Lisa.Chmiola@st-agnes.org
@houdatlisa
Dave: DTinker@achieva.info
@davethecfre
Dan: DanBlakemore1@gmail.com
@dan_blakemore
Emily: emilya.mapes@gmail.com
@emthesooner
Contact Us!
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#telltaledonor