Fundraising and the Next Generation 3.4.13

Fundraising and the Next Generation

Emily Davis, MNM, CGTEDA Consulting LLC

@edaconsulting#nextgendonors

3/4/13 emilydavisconsulting.com 2

WHO ARE THE GENERATIONS?

Generational MixGenerational MythsGenerational CharacteristicsImpact on Philanthropy


What is the Generational Mix?GENERATION TRADITIONALIS

TS (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


Impact on Philanthropy

• Development office

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


What Tenured Professionals Want

Next Gen TrainingAcknowledgment

Engagement Respect for

legacyDialogue


What the Next Gen Wants

AdviceAcknowledgmentShared ownership

Opportunity to lead

FlexibilitySector history


Multi-Gen Development Department

• Develop a pipeline • Integrate new

leadership ideas & shift roles

• Evaluate & redesign current structures

• Recruit from within• Welcome new

leadership• Peer coaching• Prioritize inclusivity


MULTI-GEN PHILANTHROPY

Why engage the next genNext gen philanthropy styleEntry points and engagement


Why Engage the Next Gen?

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

treasure• Networks• Enthusiastic• Ambassadors


Evolution of Communications

Every generation teaches us new technology… adapt or die!


Generational Philanthropy


Fundraising from Traditionalists

• Direct mail & peer-to peer fundraising is best

• Write checks• Smaller group• Lifelong giving began in

their 30s• Less opportunity for

new NPOs• Protects privacy


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


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


Fundraising from Millenials

• Philanthropy is time and money

• Lower cost to recruit (online participation)

• Multi-communications approach

• Engaged in fundraising for orgs

• Donate in a variety of ways


Where are they?

• Existing donors• Volunteers• Young professional

events & groups• Media (i.e. 40 under

40)• Colleges &

universities3/4/13 emilydavisconsulting.com 18

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


Family Philanthropy

• Major donors have children & grandchildren

• Family legacy• Engage all

generations• Listen & learn from

the next gen• Provide resources

& networks


Next Gen Engagement

• Create ambassadors

• Provide trainings• Offer networking &

resources• Bring on as

volunteers, staff, board members

• Listen and learn• Snowflakes3/4/13 emilydavisconsulting.com 21

6 Steps to a Next Gen Campaign or

Event


• Donor recruitment, cultivation, STEWARDSHIP

• Build relationships• Tell your story• Bring people into

your organization• Transparency • Get feedback• Cost effective &

green• 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


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



Are We Ready?

Mission appeal Resources & capacity Involvement Track donor giving & participation Ability to modify communications Current donors Culture shift Web presence Champions & ambassadors Campaigns for young donors

Assess Your Organization


5 Things To Do Today

1. Make a plan2. Watch other orgs3. Attend trainings &

ask for support4. Invite

participation5. Support new

ideas


Resources• Fundraising and the Next Generation• Next Gen Donors Report: Respecting Legacy,

Revolutionizing Philanthropy• Working Across Generations• Next Gen Donors: Respecting Legacy,

Revolutionizing Philanthropy• The Networked Nonprofit• The Next Generation of American Giving• Millenial Donors Report • Young Nonprofit Professionals Network (YNPN)• 21/64• Resource Generation• Emerging Practitioners in Philanthropy (EPIP)• National Center for Family Philanthropy


Thank You!Emily Davis, MNM

EDA Consulting LLC(720) 515-0581

[email protected]

emilydavisconsulting.comemilydavisconsulting.com/

blogwww.Facebook.com/

edanpoconsulting Twitter: @edaconsulting

Consulting for…•Nonprofits•Philanthropists

Expertise in…•Board Governance•Digital Engagement•Fund Development•Philanthropy


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Fundraising and the Next Generation 3.4.13