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, including the use of social media. The use of social media is an important part of stewarding your next generation donors, but does your organization have a clear understanding and plan of how social media can be used to raise funds? Learning ways to leverage multi-channel communications (including social media) across generations for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization. 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 of philanthropists and their habits for charitable giving. Participants will learn strategic entry points to successfully engage across generations in philanthropy, both as donors and within the fundraising functions. Ultimately, we need to cultivate every generation for the mission sustainability.

1. Fundraising Across
Generations
Emily Davis, MNM
EDA Consulting LLC
@edaconsulting

2. About Emily Davis
edaconsulting.org Fundraising and the Next Generation

3. What This Morning Will Bring…
• Overview of the generations
• Generational impact on philanthropy
• How to engage and fundraise with and from
multiple generations
• Communications evolution
• Social media as a fundraising tool
edaconsulting.org Fundraising and the Next Generation

4. Generational Mix
Generational Myths
Generational Characteristics
Impact on Philanthropy
WHO ARE THE GENERATIONS?
edaconsulting.org Fundraising and the Next Generation

5. Generational Assumptions
edaconsulting.org Fundraising and the Next Generation

6. What is the Generational Mix?
GENERATION TRADITIONALISTS BOOMERS GEN XERS MILLENIALS
(1900-1945) (1946-1964) (1965- (1981-1999)
1980)
ALSO KNOWN Veterans, Silent Baby Boomers Xers Gen Y, Nexters,
AS… Generation, WWII Nintendo
Generation Generation
INFLUENCERS World wars, The Television, Internet, Social media, iPods,
Depression Vietnam War, Madonna, Bill 9/11, American Idol
Civil Rights Gates, Friends,
Movements Rodney King
MARKETING Conservative imagery, Healthy Inclusive, Multi-ethnic, green,
legacy, family, well- lifestyle, hard straight talk, sexier, celebrity
known brands work, team environment
work images, multi-
channel
edaconsulting.org Fundraising and the Next Generation

7. Impact on Philanthropy
• Development office
• Prospecting
• Cultivation
• Stewardship
• Communication
• Retention
• Priorities
• Respect
• Trainings
edaconsulting.org Fundraising and the Next Generation

8. Multigenerational Nonprofits
GENERATIO TRADITIONALISTS BOOMERS GEN XERS MILLENIALS
N (1900-1945) (1946-1964) (1965- (1981-1999)
1980)
MGMT STYLE Top down, conformist Hierarchy, Flexible, Mutual respect,
earn your inclusive, self- shared leadership
respect/ ladder reliant
WORK STYLE Separate home & work, Flexibility, Collaborative & Multi-tasking,
hard-working, loyal, workaholic, independent, Collaborative/indepen
thrifty direct dent, question status
communication, quo
quick fix, virtual
office
MOTIVATOR Authority, value work Hierarchy, Healthy Relationships,
S for work’s sake (less respect, self- work/life challenges, feedback,
personal meaning) improvement, balance, causes, environment,
work, flexibility, $ $
materialism
edaconsulting.org Fundraising and the Next Generation

9. What Tenured Professionals Want
Next Gen Training
Acknowledgment
Engagement
Respect for legacy
Dialogue
edaconsulting.org Fundraising and the Next Generation

10. What the Next Gen Wants
Advice
Acknowledgment
Shared ownership
Opportunity to lead
Flexibility
Sector history
edaconsulting.org Fundraising and the Next Generation

11. 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
edaconsulting.org Fundraising and the Next Generation

12. edaconsulting.org Fundraising and the Next Generation

13. Why engage the next gen?
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
edaconsulting.org Fundraising and the Next Generation

14. Why?
1. Turn to the person
next to you
2. Say hello
3. 1 – 2 reasons why
you/org wants to
engage the next gen
4. Challenges
5. Switch!
edaconsulting.org Fundraising and the Next Generation

15. Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• Ambassadors
edaconsulting.org Fundraising and the Next Generation

16. Generational Philanthropy
edaconsulting.org Fundraising and the Next Generation

17. Fundraising from Traditionalists*
*The Next Generation of American Giving
edaconsulting.org Fundraising and the Next Generation

18. Fundraising from Boomers*
*The Next Generation of American Giving
edaconsulting.org Fundraising and the Next Generation

19. Fundraising from Gen X*
*The Next Generation of American Giving
edaconsulting.org Fundraising and the Next Generation

20. Fundraising from Millenials*
*The Next Generation of American Giving
edaconsulting.org Fundraising and the Next Generation

21. Evolution of Communications
edaconsulting.org Fundraising and the Next Generation

22. Where are they?
• Existing donors
• Volunteers
• Young professional
events & groups
• Media (i.e. 40 under
40)
• Colleges &
universities
edaconsulting.org Fundraising and the Next Generation

23. Entry Points
• Events – tiered fees • Giving Circles –
• Partner with young tiered fees
professionals’ groups • Volunteering
• A-thons • Board and
• Peer to peer networks committee
• Family participation
• Philanthropic • Planned Giving
resources • Nonprofit Start Ups
edaconsulting.org Fundraising and the Next Generation

24. Family Philanthropy
• Major donors have
children &
grandchildren
• Family legacy
• Engage all generations
• Listen & learn from the
next gen
• Provide resources &
networks
edaconsulting.org Fundraising and the Next Generation

25. Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as
volunteers, staff,
board members
• Listen and learn
• Snowflakes
edaconsulting.org Fundraising and the Next Generation

26. 6 Steps to a Next
Gen Campaign or
Event
edaconsulting.org Fundraising and the Next Generation

27. What Are Your Next Steps
1. Turn to the person on
the OTHER side of you
2. Say hello
3. 1 – 2 steps you can take
in the next week
4. How will that happen?
5. Switch!
edaconsulting.org Fundraising and the Next Generation

28. 5 Things To Do Today
1. Complete an org
assessment
2. Make a plan
3. Host a training
4. Invite participation
5. Support new ideas
edaconsulting.org Fundraising and the Next Generation

29. edaconsulting.org Fundraising and the Next Generation

30. Resources
• Young Nonprofit • Fundraising and the Next
Professionals Network Generation
(YNPN) • Next Generation
• 21/64 Philanthropy
• Resource Generation • Working Across
Generations
• Emerging
Practitioners in • The Networked Nonprofit
Philanthropy (EPIP) • The Next Generation of
• National Center for American Giving
Family Philanthropy • Millenial Donors Report
edaconsulting.org Fundraising and the Next Generation

31. Social Media as a Fundraising
Tool
edaconsulting.org Fundraising and the Next Generation

32. The Power of Social Media
edaconsulting.org Fundraising and the Next Generation

33. Raise Your Hand
How many…
Blog?
Facebook?
Twitter
LinkedIn?
Crowd Sourcing or
Funding?
Book marking?
Other?
edaconsulting.org Fundraising and the Next Generation

34. Blogging Stats for Fundraisers*
* Mobilizing Generation 2.0
• 12 million in US blog • Online 6% more
• Over ½ read blogs than average
• 11% more likely to Internet user
purchase online then • Incomes greater
the average Internet than $75,000
user • 55% more visitors
• Make more • 97% more links to
purchases online website – drives
traffic & SEO
edaconsulting.org Fundraising and the Next Generation

35. What are your fears?
edaconsulting.org Fundraising and the Next Generation

36. Cons to Using Social Media
• Loss of control
• Time investment
• New communication
• Investment in new
technology
• Transparency/vulnera
bility
edaconsulting.org Fundraising and the Next Generation

37. • Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
edaconsulting.org Fundraising and the Next Generation

38. Social Media Lifecycle*
edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter

39. Crawl*
Characteristics Areas of Improvement First Steps
 Not using social media  Need basic marketing 1. Develop
consistently plan (i.e. branding, print communications
materials, online strategy (audience,
 Resistant to change outreach, etc.) goals & objectives,
etc.)
 Struggle with control  Leadership-driven
change in culture to 1. Listen & develop online
adopt online presences
engagement
1. Leadership initiated
discussion about
engagement
edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter

40. Walk*
Characteristics Areas of Improvement First Steps
 Using 1 or more  Learn & use best practices 1. Low-risk pilot program
social media to demonstrate ROI
platforms, but not  Focus on 1 – 2 social
consistently media platforms 1. Build implementation
capacity internally
 Online presence  Need to link to campaign,
connected to program(s), objective(s) 1. Create/revise social
marketing goals media policy
 Need to link goals,
objectives, and activities 1. Integrate and
document
 Need to identify audiences measurement data
 Collect data for
measurement
edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter

41. Run*
Characteristics Areas of First Steps
Improvement
 Strategic use of multiple  Need more 1. Social media staff
social media tools sophisticated trains & coaches other
measurement tools org staff
 Part time of full time staff
for digital communications  Find ways to increase 1. Research more
more involvement sophisticated
 Board using social media from staff across the measurement data,
in governance organization tools, and processes
 Social media usage 1. Evaluate, revise
integrated throughout org strategies
 Has developed 1. Share success stories
relationships & with other orgs
technology integration
edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter

42. Fly*
Characteristics
 Embracing culture of learning
 Use social media data to help the leadership guide decisions
 Demonstrate clear and compelling results
 Networked with other organizations showing similar success
 Internalized social media communication best practices including:
 Strategy
 Implementation
 Integration
 Evaluation
edaconsulting.org Fundraising and the Next Generation * Courtesy of Beth Kanter

43. Where are you?
edaconsulting.org Fundraising and the Next Generation

44. TEN TIPS FOR USING SOCIAL
MEDIA
edaconsulting.org Fundraising and the Next Generation

45. 1. Social media is A tool not
THE tool
edaconsulting.org Fundraising and the Next Generation

46. 2. Social Media is a Plant
edaconsulting.org Fundraising and the Next Generation

47. 3. Adding Value
edaconsulting.org Fundraising and the Next Generation

48. 4.Two – Way Street
edaconsulting.org Fundraising and the Next Generation

49. 5. Prospecting, Cultivation &
Stewardship
edaconsulting.org Fundraising and the Next Generation

50. 6.The Next Generation of Donors
edaconsulting.org Fundraising and the Next Generation

51. 7. It Ain’t Free
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
edaconsulting.org Fundraising and the Next Generation

52. 8. Not Everyone “Diggs” Social
Media
edaconsulting.org Fundraising and the Next Generation

53. 9. Selling Social Media
edaconsulting.org Fundraising and the Next Generation

54. 10. Have a Plan
edaconsulting.org Fundraising and the Next Generation

55. Why Plan?
• Map for activities
• Explain why you are using social
media
• Measurement
• Clear guidelines, expectations
• Other?
edaconsulting.org Fundraising and the Next Generation

56. Social Media Planning
edaconsulting.org Fundraising and the Next Generation

57.  There is NO judgment about where your organization
falls on the spectrum. Social media is a process!
 Social media is as much art as it is science.
 Social media is always evolving – emerging technology
is always changing as is our learning.
 Ten Tips to Using Social Media are a foundation for
any social media.
edaconsulting.org Fundraising and the Next Generation

58. Please Don’t
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
edaconsulting.org Fundraising and the Next Generation

59. Social Media Examples
edaconsulting.org Fundraising and the Next Generation

60. Questions?
edaconsulting.org Fundraising and the Next Generation

61. Print Resources
• The Networked Nonprofit
• Measuring the Networked Nonprofit
• I’m on Facebook, Now What?
• I’m on LinkedIn, Now What?
• Mobilizing Youth 2.0
• Facebook for Dummies
• The Complete Facebook Guide for
Small Nonprofits
• Twitter Jump Start: The Complete
Guide for Small Nonprofits
edaconsulting.org Fundraising and the Next Generation

62. Online Resources
• Beth Kanter
• Nonprofit Technology Network (NTEN)
• IdealWare
• Socialbrite.com
• Mashable.com
• Alltop Nonprofit
• IdeaEncore
• A. Fine Blog
• frogloop
edaconsulting.org Fundraising and the Next Generation

63. Thank You!
Contact Me! Services…
Emily Davis, MNM Consulting for…
EDA Consulting LLC ⇢Small businesses
(720) 515-0581 ⇢Nonprofits
emily@edaconsulting.org ⇢Philanthropists
www.edaconsulting.org
Expertise in…
www.edaconsulting.org/blogs
⇢Leadership Development
www.Facebook.com/edanpoco ⇢Philanthropy & Fundraising
nsulting
⇢Online Communications
Twitter: @edaconsulting
edaconsulting.org Fundraising and the Next Generation