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Millennial Donors capturing engagement from the next generation June 28, 2010

Milldonorpresentation capturing engagement

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Page 1: Milldonorpresentation capturing engagement

Millennial Donors

capturing engagement from the next generationJune 28, 2010

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the next generation of givers

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of donors under the age of

35 are professionals, academics, owners,

managers or entrepreneurs

69%

Statistics from Cygnus Research 09Copyright Achieve 2010

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earn over $70,00052%

Statistics from Cygnus Research 09Copyright Achieve 2010

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are not supporting

dependents

70%

Statistics from Cygnus Research 09Copyright Achieve 2010

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Donations Last Year

23%42%

$0 - $49

$300+

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Largest Gift Last Year

43%15%

$0 - $99

$1,000+

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Volunteer Hrs. Last Year

36%29%

0-5 Hrs.

30+ Hrs.

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key findings

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a seat at the table: give me a voice

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Access

53%61%

Have It.

Want It.

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Value Opinions

75%25%

Yes.

No.

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Strategic Thinking

75%25%

Yes.

No.

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two-faced: find me on Facebook, meet me face-to-face

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Receive Information

93%23%27%

Email.

Facebook.

Print.

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Likely to Donate

81%66%

Email.

Face to Face.

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emerging evangelists: help me spread the word

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Willingness – Family/Friend

70%30%

Yes.

No.

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What Do You Need?

91%Specific Information& Website Links

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what does this mean?

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Millennial Donor FocusMajor

Donors

Intermediate Donors

Annual Donors

Constituency

Followers

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The engagement gap is the space or void between a transactional donor/volunteer and someone who sits on its board. The engagement gap blocks people from opportunities to hear, participate in and contribute to the betterment of the organization.

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The Holidays are a perfect time to give, and I will probably always send a check to this organization – they’re doing a great job.

I ran in the 5K once, it’s a good cause, and I had friends going as well. It was a great time for a great cause, I’d love to do more!

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Institution Commitments

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Engagement

First

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Together Not Separate

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Social is an Aspect Not

the FocusCopyright Achieve 2010

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Focus on Pull Fundraising

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Technology is a Support Not a Crutch

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Strategies

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Information Please!

Millennials look for more information when they first hear about organizations. Through website and Google. Ensure that you are

ready to inform and create easy calls of action.

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Answer Options Not LikelySome-what

LikelyLikely Very Likely

Volunteer 60.4% 34% 0.5% 0.4%

Donate 69.0% 28% 0.3% 0.2%

Obtain more information before donating/volunteering 8.5% 26% 37.0% 28.2%

Do Nothing 18.0% 49% 22.0% 12.0%

information first, do nothing second, volunteer third, &donate last

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Access to the Leadership

A need to feel that they have the ability to access the leadership of the

organization. This means a system must be in place for Millennial donors to voice opinions, provide counsel, and develop solutions with and for the board/executive leadership.

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Involve Throughout the Process

Involve in the decision making process

and keep informed throughout the process overall. Our work is not a

secret – if you treat it that way they will not respond.

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Organized Creativity

Millennial donors that develop solutions for the institution will respond more than those that are told the solution has been created.

Provide an organized approach for Millennial donors to develop solutions.

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Engage Friends and Family

The friends made during the college years and their early professional careers.

Opportunities to engage the friends and family they have while pursuing a call to action will be the most important.

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Exclusiveness

Blanket messaging for participation will be less effective.

Providing opportunities to Millennial alumni

that feel or offer exclusiveness will spark excitement and engagement.

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Language

Capacity, community, impact, empowers, collaboration, partnership, engages, challenges, ability, connects, and committed. 

To a Millennial donor, these words are so hard to understand - especially when multiple organizations use these words. 

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Call to Action

Millennial donors respond to calls of

action. A specific goal, needed input, and/or assistance with developing a

solution. Drive with content. Simple calls to contribute or donate tend to fall on deaf ears.

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Be Specific…Be Clear…Be Honest…

Answer Options Not LikelySome-what

LikelyLikely Very Likely

Specific request to support a particular project 5.2% 39.5% 43.6% 11.6%

Organization specifies a particular amount 43.4% 41.7% 13.1% 1.7%

Organization specifies where the donation is going5.7% 31.5% 47.1% 15.5%

Annual donation call 56.3% 30.0% 11.4% 2.1%

Emergency situation 11.1% 37.3% 36.6% 14.8%

Emergency call for specific amount 34.9% 39.5% 19.9% 5.5%

General non-specific request 55.7% 36.5% 6.8% 0.9%

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Donor

Profiling

Brochures

Messaging

Collateral

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Influencers

Messages for participation from the organization may get small results.

Work through “influencers” to communicate messaging in a peer to peer approach. Utilization of “influencers” will help deliver messaging, spark a call to action, and influence peer engagement.

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Easy

Engagement is easy and is turn-key. Messages to Millennial donor have easy entry points, clicks, opportunities to

immediately involve.

Work through “influencers” to ask what is their network like to see immediately from organizations.

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Find Where People Are Going and Where They Came From

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Millennial Levels of Engagement

Engagement Step 5: Philanthropic Organizer

Engagement Step 4: Support Organization

Engagement Step 3: Role Definition

Engagement Step 2: Consumption

Engagement Step 1: Introduction

Site Visitor

Content Consumer

Contributor

Supporter

Peer Fundraiser

Evangelist

Supporter

Peer Fundraiser

Promoter

Supporter

Peer Fundraiser

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Scenarios and Response

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StewardshipSolicitation Cultivation Step 4

Cultivation Step 3

Cultivation Step 2

Cultivation Step 1Acquisition

Site Visitor Joins Community

Receives Email 1 Call to Action

Engages in Call to Action 1

Receives Call to Action 2

Receives Donor Information Email

1

Receives Call to Action 3

Solicitation

Stewardship Email/Call – Gift

Impact 1

Stewardship Email/Call - Gift

Impact 2

No Response Receives Alt. Call to Action 1

Receives Donor Information Email

2

Receives Call to Action 4

Solicitation

Stewardship Email/Call – Gift

Impact 1

Stewardship Email/Call - Gift

Impact 2

Receives Email 2 Call to Action

Engages in Call to Action 2

Receives Call to Action 3

Receives Donor Information Email

1

Receives Call to Action 4

Solicitation

Stewardship Email/Call – Gift

Impact 1

Stewardship Email/Call - Gift

Impact 2

No ResponseReceives

Alternate Email 3 Call to Action

Receives Donor Information Email

2

Receives Call to Action 4

Solicitation

Stewardship Email/Call – Gift

Impact 1

Stewardship Email/Call - Gift

Impact 2

Millennial Engagement Map: Acquisition to Donation

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Conversations• Be Honest About Meeting• Understand Experience or Interest• Understand Life Issues• Understand Connections/Networks• Understand Communication Preference• Understand Willingness to Connect

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a quick recap!

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realign volunteer and staff resources for face to face

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be specific

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multichannel approach

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long-term investment

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download

discuss

contribute

participate

engage

chat

Derrick Feldmann

[email protected]

@achieve_consult

317-637-3000

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www.millennialdonors.com