I don’t understand why we Baby Boomers aren’t called the greatest generation. After all, we’re...

I don’t understand why we

Baby Boomers aren’t called

the greatest generation. After

all, we’re the largest, the best

educated, healthiest and the

wealthiest adult generation in

American history. We give

more dollars to charity than

any other generation. We

volunteer at the highest rates

of any American generation —

past or present. We launch

and lead more start-ups than

any other generation. Today

Boomers run the vast majority

of the Fortune 500; we control

Congress. Boomers have

occupied the White House for

the last two decades.

So why aren’t we called the

greatest generation?”

— Baby Boomer, age 60

“

The large and in-charge Baby Boomers are poised to become the greatest generation for giving ever. But tapping into their coming-of-age and enormous economic clout requires new strategies and approaches.

Tapping Into America’s Wealthiest Generation

Sept 15 2015

In 2014, for every 100

new and/or recovered

donors, 102 were lost

through attrition, in the

same year.

Much more difficult today

than five years ago to

convince donors to give to

a cause for the first time.

Five-Year Overall Index Donor TrendsCumulative Rolling 12-Month Median Change from Q3 2007

1984 1988 1992 1996 2000 2004 2008 2012 2016 0

2010 – 2014Acquisition is down a cumulative 14.4%.

2007 – 2012Acquisition is down a cumulative 22.6%.

Donor Acquisition Trending, 1984 – 2015

Only 11% of donors said

that a single solicitation

alone inspired their first

gift to a charity.

11%

In the past two years, nearly

half of all donors stopped giving

for reasons unrelated to their

personal finances.

48%

81% of donors said they would

stop giving or reduce support if

they perceive high administrative

overhead.

81%

75% of donors said they

would stop giving or reduce

support if they perceive cost

of fundraising is too high.

75%

64% of donors said they

would stop giving or reduce

support to nonprofits that

over-solicit. [41% in 2005]

64%

75% of first-time donors do

not give a second gift.

75%

Massive demographic shifts are redefining participation and reshaping philanthropy.

$111.2b

$28.4b

$51.7b

$67.2b

2014: Boomers are giving the most

80m 80m

$258.5 billion

$62.5b

2014: Boomers are giving the most

80m 80m

74%

$111.2b

$28.4b

$51.7b

$26.5b

$62.5b

2014: Boomers are giving the most

80m 80m

43%33% more generous

$111.2b

Just over 2/3rds of all Boomers gave to

charity in 2010 … representing 20 million

more donors than the Matures.

52 million

$111.2b in 2014 = 136.0% increase in just 4 years.

At the height of recessionary psychology

Boomers …

Highest volunteer rates of any generation,

past and present. When surveyed, 48%

say they will volunteer at some point.

Among Boomers,

volunteers to the

Peace Corps have

more than doubled

in the last three

years.

Boomers give, far and

away, more time than

any other generation.

Boomers…24 million

prefer to donate

financially to the

same orgs where

they volunteer.

24 million

67% Tentimes more dollars

are donated by

Baby Boomers

who volunteer time

compared to

people who don’t

volunteer.

Highest volunteer rates of any generation,

past and present. When surveyed, 48%

say they will volunteer at some point.

Boomers…

Giving by generations …

Charities looking to bolster their fundraising efforts should

focus their attention on the Baby Boomers, from whom the

bulk of money will come ...”

— Forbes Magazine, August 12, 2013

“

MATURES BOOMERS

Comfortable with status quo

Attentive consumers

Long attention spans

Happy to be “spectators”

Trust in organizations

Give to 12-15 charities

Altruistic giving

Direct mail plays a central role

Acquired by a single solicitation

Responsive to direct marketing

approaches

A lifetime rejecting status quo

“Empowered Consumers” / 6Cs

ADD

Engaged “participators”

No/low trust in organizations

Give to 3-5 charities

Benevolent giving

@everywhere and always on

Small actions lead to giving

Giving flows from engagement w/

cause and relationship w/ org

MATURES BOOMERS

Comfortable with status quo

Attentive consumers

Long attention spans

Happy to be “spectators”

Trust in organizations

Give to 12-15 charities

Altruistic giving

Direct mail plays a central role

Acquired by a single solicitation

Responsive to direct marketing

approaches

A lifetime rejecting status quo

“Empowered Consumers” / 6Cs

ADD

Engaged “participators”

No/low trust in organizations

Give to 3-5 charities

Benevolent giving

@everywhere and always on

Small actions lead to giving

Giving flows from engagement w/

cause and relationship w/ org

25

3 core interactions to drive revenue

26

fund-raising

passion-raising

brand-raising

3 core interactions to drive revenue

27

3 core interactions to drive revenue

Z-type interactions deepen

passion for cause

Passive Z interactions: Read Watch View Explore Learn more Sign up for email Create a profile Join our “conversation”

Active Z interactions: Advocate Rally your following Be an “ambassador” Discuss Blog Share Act

28

3 core interactions to drive revenue

Y-type interactions

deepen relationship

1. Personalized, brand-aligned communications

2. 6Cs, especially control

3. Access to/interaction with org leaders

4. Being heard

5. Meaningful recognition

6. Being able to give input

7. Prayer requests

8. Being invited to events and “experiences”

9. Brand enhancement interactions

10. Frequent updates on donor’s project

11. Personalized URLs

12. Regular email touches (Y only)

13. Mobile text updates

14. Voice broadcasts to cell phone

15. Personal preference survey

29

3 core interactions to drive revenue

X-type interactions

deepen donor value

30

X = maxY = maxZ = max

3 core interactions to drive revenue

LIF

ET

IME

DO

NO

R V

AL

UE

ENGAGEMENTSporadic Continuous

Hig

h$

Lo

w$

Awareness of your cause and brand

Interest

Identification with cause and your brand

Involvement

CredibilityPride of association with cause and brand

3 core interactions to drive revenue

Passion: “I’m telling all my friends about your cause and brand.”

LIF

ET

IME

DO

NO

R V

AL

UE

ENGAGEMENTSporadic Continuous

Hig

h$

Lo

w$

Awareness of your cause and brand

Interest

Identification with cause and your brand

Involvement

CredibilityPride of association with cause and brand

Z+Y+X

3 core interactions to drive revenue

Z+Y

Z+Y

Z+Y

Z+Y+XZ+Y+X

Z+Y+X

Passion: “I’m telling all my friends about your cause and brand.”

LIF

ET

IME

DO

NO

R V

AL

UE

ENGAGEMENTSporadic Continuous

Hig

h$

Lo

w$

Awareness of your cause and brand

Interest

Identification with cause and your brand

Involvement

CredibilityPride of association with cause and brand

Passion: “I’m telling all my friends about your cause and brand.”

Attraction

3 core interactions to drive revenue

Z+Y+X

Z+Y

Z+Y

Z+Y

Z+Y+XZ+Y+X

Z+Y+X

Dating

MeetingFamily

Partnering

Flirting

Intimacy

Exclusivity

Seven Relationship Phases

Prison Fellowship

Objectives: Increase online donations, online volunteers,

online church recruitment. Optimize for Boomers.

Case study

Prison Fellowship

Objectives: Increase online donations, online volunteers,

online church recruitment. Optimize for Boomers.

2013 results:

Church recruitment up 464%, from 1,000 new

churches in 2012 to 5,600 new churches in 2013

Volunteer recruitment up 250%

Non-campaign motivated revenue up 56% to $480K

Engagement with online content more than doubled

Case study

THE OLD FUNDRAISING MANTRA

SHOUT AT STRANGERS. DEMAND THEIR ATTENTION.

GET THEM TO PARTICIPATE WITH THEIR WALLETS.

THE NEW FUNDRAISING MANTRA FOR BOOMERS

STOP SHOUTING AT STRANGERS.

GIVE THEM OPPORTUNITIES TO TAKE SMALL ACTIONS

THAT DEEPEN THEIR PASSION FOR YOUR CAUSE AND

THEIR RELATIONSHIP WITH YOUR BRAND.

WHEN THEY ARE READY, GIVE THEM OPPORTUNITIES

TO PARTICIPATE WITH THEIR TIME, TALENT, AND TREASURE.