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46th AFP International Conference on Fundraising
March 29 – April 1, 2009New Orleans, Louisiana
46th AFP International Conference on Fundraising
March 29 – April 1, 2009New Orleans, Louisiana
From Boomers to Echo Boomers:Finding Major Donors Across the Generations
June Bradham, CFREPresident and Founder, Corporate DevelopMint
Tucker BranhamConsultant, Corporate DevelopMint
Rachel HutchissonDirector of Corporate Relations and PhilanthropyBlackbaud
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Reaching Donors—Current and New
Meet the Generations Baby Boomer Generation X Millennial
Review Case Study
Practical Strategies
Q & A
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Boomers
Provide useful information Demonstrate your prestige and sound reputation Assure them their gift will be used ethically and usefully Give them the tools to make an informed decision Build social events around the mission/story Show them they are in good company Give them an opportunity to leave a legacy
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Generation X
Build a forum for people with shared experiences Allow people to tell their stories (which is really YOUR story) Provide searchable info (like google) Support their work/life balance—offer good things for their kids to do Tie need to an issue, not a building/project Demonstrate ROI Help them teach their kids to give Help them establish or grow their social networks
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Millennials
Make it real and personal Create opportunity to build/add to a social network Give them ways to retell the story Offer opportunity to give in small amounts Introduce them to volunteer opportunities Make giving fun, it needs to have an impact Invite young people to join boards Encourage young people to give social, intellectual, and creative “gifts” too Create multiple avenues for giving (website, Facebook,YouTube, text messages,
paper invitations, personal contact) and record giving/communications preferences
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Practical Strategies: Plan
Plan
Data
Technology
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
www.beth.typepad.com
Practical Strategies: Plan
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Invest in Data: Propensity to Give – Major Gifts
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
Practical Strategies: Things You Can Do Today
Keep your data clean
Record (or estimate) ages
Target by generation
Adapt case for support to specific segment
Modify website to appeal to multiple generations
46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
June BradhamPresident and FounderCorporate DevelopMint49 Calhoun Street – Suite CCharleston, SC 29401
843.853.9999jbradham@corporatedevelopmint.comwww.corporatedevelopmint.com
Tucker BranhamConsultanttbranham@corporatedevelopmint
Rachel HutchissonDirector, Corporate Relations and PhilanthropyBlackbaud, Inc. 2000 Daniel Island DriveCharleston, SC 29492
843.216.6200, ext. [email protected]