Strategies for Engaging Next Gen Philanthropists

For the first time in history, there are four generations involved in philanthropy: Traditionalists, Baby Boomers, Gen X and Gen Y (Millenials). Although each generation is philanthropic, they have individual preferences for how they are engaged by nonprofits. This session will demonstrate how important it is to create lifetime givers by reaching out to the younger generations (under age 40) now as well as define the key characteristics of the four currents generations and their habits for charitable giving. Nonprofit professionals will learn strategic entry points to successfully engage these younger generations in philanthropy, both as donors and in the multigenerational development office. Ultimately, today’s annual donors are tomorrow’s major donors; we need to cultivate them today.

1. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
Habitat for Humanity of Colorado
Camp Colorado: Sustainability Save the Day!
June 4, 2014

Emily Davis, MNM, CGT
Emily Davis Consulting

STRATEGIES FOR ENGAGING
NEXT GEN PHILANTHROPISTS

2. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
FOLLOW THE CONVERSATION

@AskEmilyD

#nextgendonors
#nonprofit
#fundraising
#philanthropy
#socialmedia
TURN ON YOUR TECH

3. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
➙ Name
➙ Organization & title
➙ Favorite philanthropic
buzzword
30 SECOND CHALLENGE

4. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising

5. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
WORKSHEET 1

6. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Generational Mix
• Generational Myths
• Generational
Characteristics
• Impact on
Philanthropy
WHO ARE THE GENERATIONS?

7. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
GUESS THE GENERATION
! Traditionalist

! Boomer

! Generation X

! Millenial
✔!
✔!
✔!
✔!

8. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

9. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
GENERATIONAL ASSUMPTIONS

10. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
Has this
impacted your
organization?

If so, how?

11. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Development office
• Board service
• Prospecting
• Cultivating
• Stewarding
• Communication
• Retention
• Priorities
• Training
IMPACT ON PHILANTHROPY

12. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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, $

13. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Training & experience for
next generation
• Acknowledgment
• Engagement
• Respect for legacy
• Dialogue
WHAT TENURED
PROFESSIONALS WANT

14. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Advice
• Acknowledgment
• Opportunities
• Ownership
• Flexibility
• History
WHAT NEXT GEN WANTS

15. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Develop a pipeline
• Integrate new leadership,
shift strategies
• Evaluate & adjust
structure
• Recruit from within
• Welcome new leadership
• Peer coaching
• Prioritize inclusivity
MULTIGEN FUNDRAISING

16. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
What is a
challenge or
success in
working with a
multigenerational
office?

17. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Why engage the next
generation
• Philanthropic styles
• Entry points &
engagement
MULTIGEN PHILANTHROPY

18. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Transfer of wealth
• Lifelong giving
• Time, talent, treasure &
TIES
• Enthusiastic &
passionate
• Ambassadors
WHY ENGAGE THE NEXT GEN?

19. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

20. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
GENERATIONAL PHILANTHROPY
Four Generations
Understand their philanthropic motivations
Frame your messaging
Choose your platforms & tools
Cultivate their contributions
Receive their responses
Acknowledge their gifts
Steward relationships

21. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Direct mail & peer-to-peer
• Donation by check
• Protective of privacy
• Smaller population
• Charity loyalty began in
30s
• Less opps for new orgs
TRADITIONALISTS

22. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Use mainstream media
• New & traditional
donations
• Plan their giving
• Consider operations/
overhead
• Lifelong giving began in
their 30s
BOOMERS

23. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• 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

24. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Philanthropy is time and
money
• Fundraise for orgs
• Donate a variety of ways
• Lower cost to recruit
(online)
• Multi-communications
approach
MILLENIALS

25. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Existing donors
• Volunteers
• Young professionals
events & groups
• Media (i.e. 40 under 40)
• Colleges and universities
WHERE ARE THEY?

26. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

27. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Engage all generations
• Major donors have
children & grandchildren
• Family legacy
• Listen to & learn from
next gen
• Provide resources &
networks
FAMILY PHILANTHROPY

28. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen & learn
• Snowflakes
NEXT GEN ENGAGEMENT

29. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

30. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
POWER OF SOCIAL MEDIA

31. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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)

32. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising

33. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
WHAT STINKS ABOUT SOCIAL MEDIA
• Time investment
• New communication tool
• Always changing
• Boundaries are grey
between personal &
professional
• Transparency, exposure
• Loss of control

34. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool
• Stewardship
• Brand development
• Build relationships
• Tell your story
• Transparency
• Get feedback
• Cost effective
• Quick & easy!

35. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
“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

36. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

37. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)
*© 2010 Beth Kanter

38. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
!!
!
!
!
!
!
!
!
!
!
!
!
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!

39. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, & solicit
• Recognize
• Multi-channel
communications
• Meet one-on-one
• Develop ambassadors
• Stewardship rather than
solicitation
• Effective database

40. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
WORKSHEET 2

41. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

42. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
HAVE A GIGGLE!

43. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

44. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
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

45. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising

46. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
DRAWING & SIGNING
Books for sale & signing
with a 30% discount:

$34.95 for nonprofits

Credit card & check

47. /emilydavisconsulting /AskEmilyD

#habitatforhumanity
#colorado
#nextgendonors
#fundraising
Emily Davis, MNM
Emily Davis Consulting
[phone]
[email protected]
emilydavisconsulting.com
emilydavisconsulting.com/blog