1. Webinar
Young Professionals: Cultivating
the Next Generation of Donors

2. About
Bringing together nonprofit fundraising, development
and marketing professionals
•Go to: http://twebevent.com/fundchat to participate in
this webinar/tweetchat
•Moderator: @brendankinney
•Please follow @fundchat on twitter!
© 2011 Vivanista Inc.

3. About Layne Gray
•Founder of
•Volunteer Fundraiser
•Nonprofit Fundraising Consultant
•Background:
•Technical Marketing
•Conference Producer
© 2011 Vivanista Inc.

4. What You’ll Learn
• Why Gen Y’s join Young Professional
organizations
• How to create a YP organization
• Structure of the organization & its events
• How to drive YP donations

5. Background
• National organizations
– Professional networking: YNPN (over 40 chapters)
– Specific organizations: St. Judes Hospital (over 20 chapters)
• Regional organizations
– Nonprofits
• Performing Arts
• Museums
• Hospitals
• Zoos
– Professional networking
• YPN
• Specific Industries i.e. Energy

6. Q1: Why do
Young Professionals
join?
© 2011 Vivanista Inc.

7. Why Young Professionals Join?
Social
Give Back
recognition
Gen Y
Fun parties Cool factor

8. Driving Forces To Join?
• People Involved
• Cause
• Social Aspect
…but what percentage?

9. Driving Forces To Join?
Social
Aspect
People 35%
Involved
50%
Cause
15%

10. Q2: What steps to
follow to set up a
Young Professional
group?
© 2011 Vivanista Inc.

11. Creating a YP Organization
1. Identify a key 5. Create Founding YP
influencer Advisory Council or Board
6. Set up first
2. Get them involved
membership drive
3. Develop YP org 7. Promote event &
structure attendees in social press
4. Introduce to Board of 8. Cultivate fundraising
Trustees event chair(s)

12. Q3: Are all
Young Professionals
the same?
© 2011 Vivanista Inc.

13. Stages of Young Professionals
Late 20’s – early 30’s YP3
YP2
Fresh out of
college YP1

14. Stages of Young Professionals
YP3
YP2
- Join for cool factor
YP1
- Followers
Entry - Main tix buyers
- Donate in
conjunction
with events

15. Stages of Young Professionals
YP3
- Influential over YP1s
- Occasionally donate directly
Workers YP2 - Event Chairs & Leaders
- In the press
- Interested in the Cause
YP1

16. Stages of Young Professionals
- Benefactor tix buyers
- Mentors to YP1s & YP2s
VIPs YP3 - Donate directly to cause
- Ready for more involvement
in this Cause & others
YP2
YP1

17. YP Development Strategies
• YP1s: Develop influence and leadership
opportunities
• YP2s: Mentor Influencers
• YP3: Cultivate VIPs

18. Q4: How does pricing
differ for
Young Professionals?
© 2011 Vivanista Inc.

19. Membership
• Membership is annual
– Annual dues: Under $100
• Includes at least 4 parties/year
– Free cocktails, music and light food
– Parties are usually not fundraisers
• Non-members
– Must pay for each event
– Opportunity to sell memberships

20. Fundraising Events
• Price Structure:
– Thurs-Sat:
• YP1: $80 - $120
• YP2: $200
• YP3: $400+
– Mon-Wed: Half the price
• Types of Event:
– Specific to Young Professionals
– In conjunction with larger fundraiser i.e. Opening Gala
• Member responsibilities:
– Spread the word
– Attend
– Bring friends

21. Social Events
• Price Structure:
– Complementary to members (4x/yr)
– $15 - $30 to non-members
• Timing and Location:
– Usually mid-week at public venue
• Helps promote venue and/or new product i.e. vodka
– Educational sessions in-home

22. Q5: What motivates
Young Professionals
to give?
© 2011 Vivanista Inc.

23. Approach to Events Giving
Member of the organization
Committee Friend request
Member
Friend involvement
Influencer involvement
Cannot attend; but will make a
donation

24. Approach to Direct Donations
Friend crowdsourcing Indirect friend Increased Membership Benefits

25. Summary
• YPs participate for different reasons at
different ages
• Creating a YP group starts with an influencer
• Keep pricing low
• Add value to programs
• Integrate the cause
• Identify and cultivate YP3s

26. Resources
• Vivanista Resource Library:
– Copy of the presentation
– Guide to Starting a Young Professional organization
• Videos:
- Fundraising Events: http://youtu.be/fRZk2vIm8r0
- Fundraising Fundamentals: http://youtu.be/owKj_rzVTsc
- Social Media for Fundraising: http://youtu.be/NHxB40oq-iw

27. Thank you!
#Fundchat Attendees:$79
(must be purchased by November 4th)
Go to: http://vivanista-summit.eventbrite.com/
Use code: Fundchat
© 2011 Vivanista Inc.