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Engaging the Next Generation of Leadership
Association of Fundraising Professionals St. Louis Annual Conference
Yvette LeGear Hartsfield
St. Andrew’s Charitable Foundation
Mike Hart
Isle of Capri Casinos, Inc.
Panel: Launch St. Louis Board Members
Only 2 percent of U.S. nonprofits have
board directors under the age of 30,
And just 12 percent have directors who are 30-49
BoardSource’s 2010 Nonprofit Governance Index
WHO ARE WE TALKING ABOUT?
Age: High School, College, Recent Graduates, Young Professionals
• Younger likely looking for hands on opportunities.• Older may be more interested in strategy and planning
development of the board and membership.• Both should be involved in fundraising.
Transitional
• Change jobs • Get Promoted• Move out of town• Get married
• Milliennials report that they have a great vision of the world.
• They consider the world as something positive with a lot of opportunities.
• They are attracted to fast-paced environments and their self-confidence allows them to handle multiple tasks without a problem.
• It is important to find a balance regarding workload. Too much of a workload could turn them off, but not enough could reduce their enthusiasm.
• Tech savvy, ambitious, team-oriented, creative and generous with their time.
WHO ARE THEY?
· New enthusiastic perspective
· Best practices for board development
· New skill sets and resources
· Mission awareness to a new audience
· Potential Loyalty
WHY SHOULD NONPROFITS DEVELOP THE NEXT GENERATION OF LEADERS?
WHY DO THEY VOLUNTEER?
Philanthropic responsibility• Sense of wanting to give back, young professionals and college
students are looking to get involved and give back. They just need
some direction!
• A cause in which they are passionate or friends/family are
passionate OR are looking for something in which to be passionate
WHY DO THEY VOLUNTEER?
Socializing/ networking• Volunteering creates a connection to the organization that will keep
the volunteer involved and engaged at a higher level.
• Networking very important for those out-of-towners
WHY DO THEY VOLUNTEER?
Professional/personal development• Gain experience or learn new hobbies
WHY DO WE NEED THEM?
• A feeder to the board of directors
• A committed group of volunteers dedicated
to having a direct impact
• An opportunity for young professionals to
gain leadership experience and participate in
volunteer activities
• Set clear expectations and explain why something needs to be done
• Hold them accountable• Encourage them to share ideas• Invest in personal development• Challenge them• Think creatively• Make plans, have deadlines
HOW TO HELP THEM BE SUCCESSFUL AND ENGAGED
• Board of Directors informally mentor young leaders helping them address professional development and networking interests.
• Ask board of directors to attend fundraisers and other events put on by the Young Professionals
ENGAGE THE GOVERNING BOARD
• Businesses are trying to figure out the best way to meet the requests of their younger employees to give back and make a difference, something that the millennial generation has grown up with and is part of who they are.
• Corporations may not have ability to give financial support but can lend their young talent
• Establishes roots in the community encouraging young talent to remain in the area.
YOUNG PROFESSIONAL GROUPS ARE IMPORTANT TO COMPANIES
BUILDING A YOUNG FRIENDS GROUP
WHAT IS THE PURPOSE OF YOUR GROUP?
Define your vision
• Volunteerism
• Awareness
• Fundraising
• Cultivation of Leadership
RECRUIT KEY LEADERSHIP
Choose someone with leadership ability and community connections
Sit down over coffee or lunch to propose your idea and solicit their ideas.
If you can identify 2-3 of these key individuals, you are doing great!
Who in your organization is active?
• Development Committee
• Board Member
• Volunteer/Donor
RECRUIT KEY LEADERSHIP
Work with your 2-3 newly recruited leaders to recruit another 3-4 interested individuals
Ask them to reach out to friends, colleagues, neighbors, churches
Search your donor and volunteer database
The key is to recruit each one individually. Meet with them personally to explain your organization, what you are trying to accomplish with an auxiliary board and the expectations of being a member. Remember to solicit their input and ideas and be willing to adapt as you move forward.
WHAT TO LOOK FOR IN A YOUNG FRIEND BOARD MEMBER
• Offers a unique skill set. It’s
probably not a good idea to have a
young friends board filled only with
accountants.
• Has a passion for the organization.
• Has the time to get involved.
• Enjoys working with the board.
DEVELOP THE YOUNG FRIENDS BOARD
• Bring your new recruits together for a planning/strategy meeting
• Clarify the Board’s Purpose
• Identify Activities
• Define Board Roles
• Bylaws
• Formal Leadership Roles
• Identify and Define Committees
DEVELOP THE YOUNG FRIENDS BOARD
1. Volunteer Recruitment
2. Membership
3. Fundraising
4. Event(s)
5. Marketing/Communications
Some Committee Options:
RECRUIT MEMBERS
You now have identified committees and board roles
Recruit Committee Members
Recruit Additional Board Members
Recruit Membership
RECRUIT MEMBERS
Develop your engagement plan and timeline
Who is your target audience
Recruit with specific skill sets in mind
How will you meet them
How will you engage them
RECRUIT MEMBERS
1. Search your donor/volunteer database
2. Reach out to the Junior League and other community/civic organizations
3. Reach out to large corporate employers in your town
4. Blast out in social media and your website
5. Don’t forget to continue to personally ask
6. Hold a Recruitment Party
RECRUIT MEMBERS
Recruitment Party
• Happy Hour at a new Restaurant/Bar
• Cocktail Party at a Private Home
• Cooking Class/Painting Class
1. Any place where you can make a 15-20 minute presentation on your
organization, introduce your new auxiliary board members and make
the case for joining your new group
2. Ask your current members to invite 3-5 friends, send invites to the top
prospects in your database
3. Follow up on everyone who attended, make appointments to meet with
everyone who expressed interest in participation in your new group
EXECUTE THE PLAN
• Your board structure is done
• You have recruited members
• Start implementing active committees
• Have tasks for everyone to keep them engaged
• Follow up with a call/text/email a week prior to meetings and
follow up a week after meetings to keep them on track
• Plan on one-on-one meetings to ensure they are engaged and will
fit in with the mission
SOME NOTES ON EVENT COMMITTEES
Everyone wants to join the events committee, but…
Event planning does not just mean decorating and throwing a fun party
Event planning experience is key
Aim for four specific skill sets
1. Strategist/Project Manager
2. Development (has connections; in kind donations, etc)
3. Creative/Designer (theme concepts, décor, etc)
4. Go-To People(run errands, task-oriented, etc.)
SOME NOTES ON EVENT COMMITTEES
• 3rd Party Events—where your organizations gets a percentage of
the proceeds
• Community Partner Events
• Signature event for the group. Choose something that reflects the
mission or reflects the nature of the organizations, and something
relatively unique…no golf tournaments, dinner auctions or
walks/runs
SOME NOTES ON EVENTS: 3RD PARTY
• Little work needed from the nonprofit
• Volunteers put on the entire event and donate
proceeds to the nonprofit
• Great way to raise funds and awareness for the
organization
• Requires dedicated and informed volunteers and
business connections
• Examples: Trivia nights, school/classroom
fundraisers, Dress Down Days
SOME NOTES ON EVENTS: COMMUNITY PARTNER
• Percentage of an organization’s proceeds are donated to the
nonprofit
• Little if any work is required by the nonprofit, usually help promote
the night, possibly staff an info table to spread awareness
• Examples: Restaurant donates 10% of sales on a particular night,
baseball team donated $10 from every ticket sold
SOME NOTES ON EVENTS: SIGNATURE
• Event the organization plans and executes every year
• Most time and labor intensive of events, but often offers the most
reward
• Examples: That 80’s Prom, Green Tie Gala, Glow Ball Golf
Tournament, HopeFest
• Example: Derby Brunch
• Tasting, raised $25,000 first year
• Easy, unique event
Regardless of what projects your group decides to implement
Celebrate the
SUCCESSES!
ASSESS
Take time to sit down with young friends board and
evaluate the activities of the group of the last year
• Retool some, maybe all
• Eliminate if it does not advance the mission, do
not keep doing something just because you
have done it in the past
• Move forward and be successful next year
ASSESS
Create a new annual plan internally as to how you are moving this group
forward.
Work with the young friends board to identify annual goals.
Implement recruitment plan annually.
QUESTIONS?
Yvette LeGear Hartsfield
Mike Hart
Launchstlouis.org For more information and blogs aimed at growing your
young professionals groups
PANEL
1. Why have you been involved in charity work?
2. For the organizations in which you are involved, how were they able to recruit you and what effective recruitment tactics have they used?
3. How do you feel you're rewarded for your time and money? What have you seen as effective tactics to keep young people engaged?
4. If you left an organization at any point, why did you leave? What could they have done to keep you around?
