Fundraising and the Next Generation

Colorado Nonprofit AssociationMarch 2011

Emily Davis, MNMEDA Consulting

Introduction

• Introductions• What is your org doing now

to engage next donors?• What question do you want

answered or discussed?

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WHO ARE THE GENERATIONS?

Generational MixGenerational MythsGenerational CharacteristicsImpact on Philanthropy

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What is the Generational Mix?

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What are our assumptions about each generation?

• Traditionalists• Baby Boomers• Generation X• Generation Y

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Gen Xers

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• Self-reliant• Quick fix• Collaborative &

independent• Direct communicators• Financially-motivated• Look for results• Appreciate reward

through external recognition

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Millennials

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• Digital natives• Independent but

interactive• Questions the status quo• Desire mutual respect• Celebrate diversity• Express to express -- not

impress• Acknowledgement for

being her• Civically-minded

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What Tenured Professionals Want

• Next Gen Training• Acknowledgment• Engagement • Respect for legacy• Dialogue

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What the Next Gen Wants

• Advice• Acknowledgment• Shared ownership• Opportunity to lead• Flexibility• Sector history

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How has this affected philanthropy?

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• Development office• Prospecting• Cultivation• Stewardship• Communication• Retention• Priorities• Respect • Trainings

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MULTI-GEN PHILANTHROPY

Why engage the next gen?Next gen philanthropy styleEntry points and engagement

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What age does lifelong giving start?

• Teens?• 20s?• 30s?• 40s?• 50s?• 60s?• 70s?3/10/11 Colorado Nonprofit Association 12

Why Engage the Next Gen?

• Transfer of wealth• Lifelong giving• Time, talent, and

treasure• Networks• Enthusiastic• Ambassadors

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Family Philanthropy

• Major donors have children & grandchildren

• Family legacy• Engage younger

generations and older generations

• Listen & learn about what the next gen wants

• Provide resources & networks

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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 because they are online

• Multi-communications approach

• Engaged in fundraising for orgs

• Donate in a variety of ways

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* thoughtfulphilanthropy.wordpress.com

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Where are they?

• Existing donors• Volunteers• Young professional

events• Media (i.e. 40 under

40)• Colleges &

universities

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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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Next Gen Engagement

• Create ambassadors

• Provide trainings• Offer networking• Bring on as staff,

board members• Listen and learn

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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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“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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10 Tips About Social Media

1. Social media is A tool, not THE tool.

2. Social media is a plant3. Add value4. Listen & create dialogue5. Prospecting, cultivation,

& stewardship

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6. It ain’t free7. Not everyone “Diggs”

social media8. Have a plan9. Connect with other

fundraising efforts10. Be patient

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Exercise: Three Steps

1. Pair up2. Write down three

things you can do today

3. How will you make those happen?

4. Share and brainstorm

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Resources

• 21/64• Resource Generation• EPIP• National Center for Family

Philanthropy• Fundraisinf and the Next

Generation (coming in 2011!)• Working Across Generations• The Networked Nonprofit• The Next Generation of American

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Thank You!

Emily DavisEDA Consulting

emily@edaconsulting.orgwww.edaconsulting.org

(303) 652-7536www.edaconsultingcafe.blogspot.com

Twitter: @edaconsultingwww.Facebook.com/edaconsulting

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