Strategies for Engaging Next Gen Philanthropists

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June 4, 2014

Emily Davis, MNM, CGT Emily Davis Consulting

STRATEGIES FOR ENGAGING NEXT GEN PHILANTHROPISTS



FOLLOW THE CONVERSATION @AskEmilyD #nextgendonors #nonprofit #fundraising #philanthropy #socialmedia

TURN ON YOUR TECH



➙ Name ➙ Organization & title ➙ Favorite philanthropic

buzzword

30 SECOND CHALLENGE





WORKSHEET 1



•  Generational Mix •  Generational Myths •  Generational

Characteristics •  Impact on

Philanthropy

WHO ARE THE GENERATIONS?



GUESS THE GENERATION

q Traditionalist q Boomer q Generation X q Millenial

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WHAT IS THE GENERATIONAL MIX?

GENERATION TRADITIONALISTS (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



GENERATIONAL ASSUMPTIONS



Has this impacted your organization?

If so, how?



•  Development office •  Board service •  Prospecting •  Cultivating •  Stewarding •  Communication •  Retention •  Priorities •  Training

IMPACT ON PHILANTHROPY



MULTIGENERATIONAL NONPROFITS

GENERATION TRADITIONALISTS (1900-1945)

BOOMERS (1946-1964)

GEN XERS (1965- 1980)

MILLENIALS (1981-1999)

MGMT STYLE Top down, conformist

Hierarchy, earn your respect/

ladder

Flexible, inclusive, self-reliant

Mutual respect, shared leadership

WORK STYLE

Separate home & work, hard-

working, loyal, thrifty

Flexibility, workaholic,

Collaborative & independent,

direct communication, quick fix, virtual

office

Multi-tasking, Collaborative/independent,

question status quo

MOTIVATORS Authority, value work for work’s

sake (less personal meaning)

Hierarchy, respect, self-improvement, work, materialism

Healthy work/life balance,

flexibility, $

Relationships, challenges,

feedback, causes, environment, $



•  Training & experience for next generation

•  Acknowledgment •  Engagement •  Respect for legacy •  Dialogue

WHAT TENURED PROFESSIONALS WANT



•  Advice •  Acknowledgment •  Opportunities •  Ownership •  Flexibility •  History

WHAT NEXT GEN WANTS



•  Develop a pipeline •  Integrate new leadership,

shift strategies •  Evaluate & adjust

structure •  Recruit from within •  Welcome new leadership •  Peer coaching •  Prioritize inclusivity

MULTIGEN FUNDRAISING



What is a challenge or success in

working with a multigenerational

office?



•  Why engage the next generation

•  Philanthropic styles •  Entry points &

engagement

MULTIGEN PHILANTHROPY



•  Transfer of wealth •  Lifelong giving •  Time, talent, treasure &

TIES •  Enthusiastic &

passionate •  Ambassadors

WHY ENGAGE THE NEXT GEN?



THE COMMUNICATIONS EVOLUTION

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

???

Adapt or die!

Every generation

teaches us new technology



GENERATIONAL PHILANTHROPY

Fou

r G

ener

atio

ns

Understand their philanthropic motivations

Frame your messaging

Choose your platforms & tools

Cultivate their contributions

Receive their responses

Acknowledge their gifts

Steward relationships



•  Direct mail & peer-to-peer •  Donation by check •  Protective of privacy •  Smaller population •  Charity loyalty began in

30s •  Less opps for new orgs

TRADITIONALISTS



•  Use mainstream media •  New & traditional

donations •  Plan their giving •  Consider operations/

overhead •  Lifelong giving began in

their 30s

BOOMERS



•  Friends/family/peers influence

•  Donate the most through websites (30%)

•  Stories have greater impact than loyalty

•  Consistently give largest gift to same org annually

•  Harder to recruit

GENERATION X



•  Philanthropy is time and money

•  Fundraise for orgs •  Donate a variety of ways •  Lower cost to recruit

(online) •  Multi-communications

approach

MILLENIALS



•  Existing donors •  Volunteers •  Young professionals

events & groups •  Media (i.e. 40 under 40) •  Colleges and universities

WHERE ARE THEY?



ENTRY POINTS

•  Events, tiered fees •  Collaborate with young

professionals groups •  A-thons •  Peer-to-peer networks •  Family •  Philanthropic resources

•  Giving circles, tiered fees

•  Volunteerism •  Board & committee

leadership •  Planned giving •  Nonprofit start ups



•  Engage all generations •  Major donors have

children & grandchildren •  Family legacy •  Listen to & learn from

next gen •  Provide resources &

networks

FAMILY PHILANTHROPY



•  Create ambassadors •  Provide trainings •  Offer networking &

resources •  Bring on as volunteers,

staff, board members •  Listen & learn •  Snowflakes

NEXT GEN ENGAGEMENT



1. Identify young donors

and volunteers as leaders

2. Create or use existing

planning team

3. Ask team to design &

implement fundraising

event or activity

4. Provide support

5. Host a successful campaign/

event!

6. Debrief, evaluate,

revise

6 STEPS TO NEXT GEN CAMPAIGN OR EVENT



POWER OF SOCIAL MEDIA



UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create… social networks; they exist all

around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by

building relationships within them to engage and activate them for

their organizations’ efforts.” (Fine and Kanter, 2010)





WHAT STINKS ABOUT SOCIAL MEDIA

•  Time investment •  New communication tool •  Always changing •  Boundaries are grey

between personal & professional

•  Transparency, exposure •  Loss of control



WHAT ROCKS ABOUT SOCIAL MEDIA

•  Additional tool •  Stewardship •  Brand development •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective •  Quick & easy!



“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



10 TIPS FOR USING SOCIAL MEDIA

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan



SOCIAL MEDIA LADDER OF ENGAGEMENT

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

*© 2010 Beth Kanter



NEW DONORS direct mail, events

ANNUAL DONORS Direct appeals,

volunteer involvement

MAJOR DONORS Personal asks

Committee and board involvement

PLANNED GIFTS Personal asks,

personal involvement, Could be anyone!



RELATIONSHIPS DON’T CHANGE

•  Cultivate, steward, & solicit •  Recognize •  Multi-channel

communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than

solicitation •  Effective database



WORKSHEET 2



5 THINGS TO DO TODAY

1.  Make a plan 2.  Watch other orgs 3.  Attend trainings & ask

for support 4.  Invite participation 5.  Support new ideas



HAVE A GIGGLE!



PRINT RESOURCES

•  Fundraising and the Next Generation

•  Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy

•  The Next Generation of American Giving

•  Millenial Donors Report •  Philanthropy Heirs and Values



ORGANIZATIONAL RESOURCES

•  21/64 •  Resource Generation •  Emerging Practitioners in Philanthropy (EPIP) •  One Percent Foundation •  Bolder Giving •  Young Philanthropists Foundation •  Youth Give •  The Acme Sharing Company •  JustGive •  National Center for Family Philanthropy •  Johnson Center for Philanthropy





DRAWING & SIGNING

Books for sale & signing with a 30% discount:

$34.95 for nonprofits

Credit card & check



Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 [email protected]

emilydavisconsulting.com emilydavisconsulting.com/blog

Government & Nonprofit

Strategies for Engaging Next Gen Philanthropists