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Presentation offered through Compass Point Nonprofit Services for their Webinar Week.
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Fundraising and the Next Generation
Emily Davis, MNM, CGTEDA Consulting LLC
@edaconsulting#nextgendonors
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WHO ARE THE GENERATIONS?
Generational MixGenerational MythsGenerational CharacteristicsImpact on Philanthropy
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What is the Generational Mix?GENERATION TRADITIONALIS
TS (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
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Generational Assumptions
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Impact on Philanthropy
• Development office
• Prospecting• Cultivation• Stewardship• Communication• Retention• Priorities• Respect • Trainings
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What Tenured Professionals Want
Next Gen TrainingAcknowledgment
Engagement Respect for
legacyDialogue
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What the Next Gen Wants
AdviceAcknowledgmentShared ownership
Opportunity to lead
FlexibilitySector history
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Multi-Gen Development Department
• Develop a pipeline • Integrate new
leadership ideas & shift roles
• Evaluate & redesign current structures
• Recruit from within• Welcome new
leadership• Peer coaching• Prioritize inclusivity
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MULTI-GEN PHILANTHROPY
Why engage the next genNext gen philanthropy styleEntry points and engagement
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Why Engage the Next Gen?
• Transfer of wealth• Lifelong giving• Time, talent, and
treasure• Networks• Enthusiastic• Ambassadors
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Evolution of Communications
Every generation teaches us new technology… adapt or die!
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Generational Philanthropy
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Fundraising from Traditionalists
• Direct mail & peer-to peer fundraising is best
• Write checks• Smaller group• Lifelong giving began in
their 30s• Less opportunity for
new NPOs• Protects privacy
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Fundraising from Boomers
• Mix both new & traditional strategies
• Plan their giving• Consider operational &
overhead costs• Use mainstream media
as an entry point• Lifelong giving begins in
their 30s
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Fundraising from Gen X• Friends/family/peers are
influencers• Stories have a greater
impact than loyalty• Consistently give
largest gift to the same charity annually
• Donate the most through websites (30%)
• Hard to recruit to your cause
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Fundraising from Millenials
• Philanthropy is time and money
• Lower cost to recruit (online participation)
• Multi-communications approach
• Engaged in fundraising for orgs
• Donate in a variety of ways
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Where are they?
• Existing donors• Volunteers• Young professional
events & groups• Media (i.e. 40 under
40)• Colleges &
universities3/4/13 emilydavisconsulting.com 18
Entry Points
• Events – tiered fees• Partner with young
professionals’ groups
• A-thons• Peer to peer
networks• Family • Philanthropic
resources
• Giving Circles – tiered fees
• Volunteering• Board and
committee participation
• Planned Giving• Nonprofit Start Ups
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Family Philanthropy
• Major donors have children & grandchildren
• Family legacy• Engage all
generations• Listen & learn from
the next gen• Provide resources
& networks
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Next Gen Engagement
• Create ambassadors
• Provide trainings• Offer networking &
resources• Bring on as
volunteers, staff, board members
• Listen and learn• Snowflakes3/4/13 emilydavisconsulting.com 21
6 Steps to a Next Gen Campaign or
Event
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• Donor recruitment, cultivation, STEWARDSHIP
• Build relationships• Tell your story• Bring people into
your organization• Transparency • Get feedback• Cost effective &
green• Quick & easy!
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“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
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Relationships Don’t Change
• Cultivate, steward, and solicit• Recognize• Multi-channel communications• Meet one-on-one• Develop ambassadors• Use social media as
stewardship, not for solicitation
• Effective database
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Are We Ready?
Mission appeal Resources & capacity Involvement Track donor giving & participation Ability to modify communications Current donors Culture shift Web presence Champions & ambassadors Campaigns for young donors
Assess Your Organization
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5 Things To Do Today
1. Make a plan2. Watch other orgs3. Attend trainings &
ask for support4. Invite
participation5. Support new
ideas
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Resources• Fundraising and the Next Generation• Next Gen Donors Report: Respecting Legacy,
Revolutionizing Philanthropy• Working Across Generations• Next Gen Donors: Respecting Legacy,
Revolutionizing Philanthropy• The Networked Nonprofit• The Next Generation of American Giving• Millenial Donors Report • Young Nonprofit Professionals Network (YNPN)• 21/64• Resource Generation• Emerging Practitioners in Philanthropy (EPIP)• National Center for Family Philanthropy
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Thank You!Emily Davis, MNM
EDA Consulting LLC(720) 515-0581
emilydavisconsulting.comemilydavisconsulting.com/
blogwww.Facebook.com/
edanpoconsulting Twitter: @edaconsulting
Consulting for…•Nonprofits•Philanthropists
Expertise in…•Board Governance•Digital Engagement•Fund Development•Philanthropy
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