4. What is the Generational Mix?
GENERATION
TRADITIONALIST
S (1900-1945)
BOOMERS
(1946-1964)
GEN XERS
(19651980)
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, wellknown brands
Healthy lifestyle,
hard work, team
work
Inclusive, straight
talk,
environment
images, multichannel
Multi-ethnic, green,
sexier, celebrity
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7. What Tenured Professionals Want
Next Gen Training
Acknowledgment
Engagement
Respect for legacy
Dialogue
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8. What the Next Gen Wants
Advice
Acknowledgment
Shared ownership
Opportunity to lead
Flexibility
Sector history
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9. 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
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10. Why engage the next gen
Next gen philanthropy style
Entry points and engagement
MULTI-GEN PHILANTHROPY
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11. Why Engage the Next Gen?
• Transfer of wealth
• Lifelong giving
• Time, talent, and
treasure
• Networks
• Enthusiastic
• Ambassadors
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14. 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
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15. 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
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16. 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
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17. 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
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18. Where are they?
• Existing donors
• Volunteers
• Young professional
events & groups
• Media (i.e. 40 under 40)
• Colleges & universities
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19. Entry Points
• Events – tiered fees
• Partner with young
professionals’ groups
• A-thons
• Peer to peer networks
• Family
• Philanthropic resources
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• Giving Circles – tiered
fees
• Volunteering
• Board and committee
participation
• Planned Giving
• Nonprofit Start Ups
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20. Family Philanthropy
• Major donors have
children &
grandchildren
• Family legacy
• Engage all generations
• Listen & learn from the
next gen
• Provide resources &
networks
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21. Next Gen Engagement
• Create ambassadors
• Provide trainings
• Offer networking &
resources
• Bring on as volunteers,
staff, board members
• Listen and learn
• Snowflakes
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22. 6 Steps to a Next
Gen Campaign or
Event
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23. • Donor recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
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24. “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
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25. 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
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27. Are We Ready?
Assess Your Organization
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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
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28. 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
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29. 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
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