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Fundraising and the Next Generation

Emily Davis

February 29, 2012

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Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

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Today’s Speaker

Emily DavisPresident,

EDA Consulting

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Fundraising and the Next GenerationFebruary 29, 2012

Emily Davis, MNM

EDA Consulting

About Emily DavisEmily Davis has been working in the non-profit sector as a staff member, consultant, founder, board member, and volunteer for over 15 years. She currently serves as the Executive Director for the Colorado Chapter of the National Hemophilia Foundation and as President of EDA Consulting.

She trains and consults on a number of different areas including board development, transitional leadership, online communications, multi-generational philanthropy, and fundraising. Her publication, Fundraising and the Next Generation is now available for purchase.

Her passion for effective leadership has garnered numerous awards and nominations. Emily received her Masters in Nonprofit Management from Regis University.

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WHO ARE THE GENERATIONS?

Generational Mix

Generational Myths

Generational Characteristics

Impact on Philanthropy

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What is the Generational Mix?

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GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS

BIRTH YEARS 1900 – 1945 1946 – 1964 1965 –1980

1981 - 1999

ALSO KNOWN AS…

Veterans

WWII Generation

Silent Generation

Baby Boomers

77 Million

Xers

44 Million

Nexters

Gen Y

Nintendo Generation

Challenge our assumptions about each generation

• Traditionalists

• Baby Boomers

• Generation X

• Generation Y/Millenials

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Traditionalists (1900 – 1945)

• Catalyst for NPOs

• Top down management

• Respect for authority

• Separate home & work

• Conformist

• Value of work vs. personal meaning

• Hardworking, loyal, thrifty

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Boomers (1946-1964)

• Formalized sector

• Appreciate hierarchy & inclusion

• All about respect

• Self-improvement

• Strong work ethic

• Optimistic & idealistic

• Desire flexibility

• Workaholic

• Appreciate recognitionNonprofit Webinars 112/29/12

Gen Xers (1965- 1980)

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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 (1980 – 2000)

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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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How has this affected philanthropy?

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• Development office

• Prospecting

• Cultivation

• Stewardship

• Communication

• Retention

• Priorities

• Respect

• Trainings

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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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Multi-Gen Development Office Solutions

• Develop a pipeline thru training and recruitment

• Integrate new ideas of nonprofit leadership and shift Boomers’ roles

• Consider new models of leadership that distribute responsibilities

• Recruit from within

• Acknowledge new leadership

• Shift ideas about diversity, mentorship

• Evaluate and redesign current structures

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MULTI-GEN PHILANTHROPY

Why engage the next gen?

Next gen philanthropy style

Entry 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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Fundraising from Traditionalists

• Direct mail and 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 because they are online

• Multi-communications approach

• Engaged in fundraising for orgs

• Donate in a variety of ways

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Generational Philanthropy*

Understandtheir philanthropy

Frame your message

Choose YourMedium

Elicit Their Response

Say Thank You

Pre WWII Giving is the right thing to do

Traditionalorganizational message

Traditional org methods

Check in the mail Thank you letter or card

Baby Boomers

Giving makes me feel good

Tell a story focusing on impact

Telemarketing Over the phone Thank you letter from client or letter illustrating impact of their gift

Gen X Givingaccomplishes my goals

Use a formula: $X provides Y well for Z community

Peer to peer asks Online or thru payroll deduction

Accounting of how funds were used and resultswere achieved

Gen Y Giving is one tool I use to make a difference in the world

Discuss multiple methods of involvement

Online gifts and volunteer hours

Online gifts & volunteer hours

Interactive thank you that encourages other forms of involvement

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*Courtesy of 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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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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Next Gen Engagement

• Create ambassadors

• Provide trainings

• Offer networking & resources

• Bring on as volunteers, staff, board members

• Listen and learn

• Snowflakes

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6 Steps to a Next Gen Campaign or Event

1. Identify young donors and volunteers as leaders.

2. Use existing or create planning team.

3. Ask team to design & implement fundraising event or activity.

4. Provide support!

5. Host a successful campaign/event.

6. Evaluate campaign or event.

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Assess Your Organization*• Mission appeal

• Resources & capacity

• Involvement

• Track donor giving & participation

• Ability to modify communications

• Culture shift

• Web presence

• Champions

• Campaigns for young donors

• Current donors

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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 plant

3. Add value

4. Listen & create dialogue

5. Prospecting, cultivation, & stewardship

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6. It ain’t free

7. Not everyone “Diggs”social media

8. Have a plan

9. Connect with other fundraising efforts

10. Be patient

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Taking the First Steps

1. Pair up with someone in your organization

2. Why do you want to work with next gen donors?

3. What are 3 things you can do today?

4. How will you make those happen?

5. Share and brainstorm.

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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

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Resources

• 21/64

• Resource Generation

• EPIP

• National Center for Family Philanthropy

• StayClassy.org

• Fundraising and the Next Generation

• Working Across Generations

• The Networked Nonprofit

• The Next Generation of American Giving

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Thank You!

Emily Davis, MNM

EDA Consulting

(303) 652-7536

emily@edaconsulting.org

www.edaconsulting.org

www.edaconsulting.org/blogs

www.Facebook.com/edaconsulting

Twitter: @edaconsulting

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