Fundraising and the Next Generation (VFRI)

PHILANTHROPY’S NEXT
GENERATION NOW!

Emily Davis, MNM, CGT

EDA Consulting LLC

@edaconsulting

#nextgendonors

TURN ON YOUR TECH
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@edaconsulting

#nextgendonors

#fundraising

#philanthropy

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#nonproﬁt

7/19/13

emilydavisconsulting.com

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30 Second Challenge

Ø Name

Ø Organization

Ø Favorite philanthropic buzz word

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FUNDRAISING AND THE NEXT GENERATION

•  Primer on the generations

•  Points for engaging next
generation(s)

•  How Gen X and Y view
volunteering

•  Next generation of grant makers

•  Harnessing online communications

•  Worksheets, plans, templates

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Generational Mix

Generational Myths

Generational Characteristics

Impact on Philanthropy

WHO ARE THE GENERATIONS?

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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, wellknown brands

Healthy lifestyle,
hard work, team
work

Inclusive, straight
talk, environment
images, multichannel

Multi-ethnic, green,
sexier, celebrity

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GUESS THE GENERATION

✔
q Traditionalist

✔
q Boomer

✔
q Generation X

✔
q Millenial

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GENERATIONAL ASSUMPTIONS

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LET’S TAKE A POLL

How many generations are involved in your
organization?

q One?

q Two?

q Three?

q Four?

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Has this had
an impact on
your
organization?

If so how?

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IMPACT ON PHILANTHROPY

• 
• 
• 
• 
• 
• 
• 
• 
• 

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Development ofﬁce

Prospecting

Cultivation

Stewardship

Communication

Retention

Priorities

Respect

Trainings


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MULTIGENERATIONAL NONPROFITS

GENERATION

TRADITIONALISTS

MGMT
STYLE

Top down, conformist

WORK
STYLE

Separate home &
work, hard-working,
loyal, thrifty

MOTIVATORS

Authority, value work
for work’s sake (less
personal meaning)

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BOOMERS

(1946-1964)

MILLENIALS
(1981-1999)

Hierarchy, earn
your respect/
ladder

Flexible,
inclusive, selfreliant

Mutual respect,
shared leadership

Flexibility,
workaholic,

(1900-1945)

GEN XERS

(1965-

1980)

Collaborative &
independent,
direct
communication,
quick fix, virtual
office

Multi-tasking,
Collaborative/
independent, question
status quo

Hierarchy,
respect, selfimprovement,
work, materialism

Healthy work/
life balance,
flexibility, $

Relationships,
challenges, feedback,
causes, environment,
$


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WHAT TENURED PROFESSIONALS WANT

Next Gen Training

Acknowledgment

Engagement

Respect for legacy

Dialogue

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WHAT THE NEXT GEN WANTS

Advice

Acknowledgment

Shared ownership

Opportunity to lead

Flexibility

Sector history

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MULTI-GEN DEVELOPMENT FUNCTION

•  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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POLL TIME!
•  Is your organization engaging
generation X and Y as
organizational leaders such as
board members?

•  Do you have strategies for
fundraising from next gen,
individual donors?

•  Do you work with any multigen family foundations?

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Why engage the next gen

Next gen philanthropy style

Entry points and engagement

MULTI-GEN PHILANTHROPY

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WHY ENGAGE THE NEXT GEN?

•  Transfer of wealth

•  Lifelong giving

•  Time, talent, treasure,
& ties

•  Networks

•  Enthusiastic

•  Ambassadors

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1. OUR COMMUNICATIONS TOOLBOX

Every generation teaches us new technology… adapt or die!

Traditionalists

Postal
Mail

Boomers

Generation X

Television

Phone calls

Facebook

Websites

EEmail

newsletters

Email

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Millenials (Gen Y)

Social
Media

Websites

Mobile


Generation Z

???

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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

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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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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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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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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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WHERE ARE THEY?

•  Existing donors

•  Volunteers

•  Young professional
events & groups

•  Media (i.e. 40 under 40)

•  Colleges & universities

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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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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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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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GREAT EXAMPLE

• 
• 
• 
• 
• 
• 
• 
• 

Prepare investment & resources

Service learning

Regular professional development

Unique networking events

Communications

Leadership

Staff support

Pipeline to greater engagement

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1. Identify
young donors
and volunteers
as leaders

6. Debrief,
evaluate,
revise

2. Create or
use existing
planning team

6 STEPS TO A NEXT
GEN CAMPAIGN OR
EVENT
3. Ask team to
design &
implement
fundraising event
or activity

5. Host a
successful
campaign/
event!

4. Provide
support

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ARE YOU READY TO ROCK?

How many of you feel ready
to take the ﬁrst step
toward meaningful
engagement with and from
the next generation?

ü Worksheets

ü Assessment tool

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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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RESOURCES

•  Fundraising and the Next Generation

•  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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DRAWING & SIGNING!

Books for sale &
signing with a 30%
discount:

$34.95 for nonproﬁts

Credit card & check

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Emily Davis, MNM

EDA Consulting LLC

WHO

Nonproﬁts & Philanthropy

WHAT

Communications

Governance

Philanthropy

HOW

Speaking

Training

Consulting

(720) 515-0581

emily@emilydavisconsulting.com


emilydavisconsulting.com/blog

Facebook.com/emilydavisconsulting

twitter.com/edaconsulting

linkedin.com/in/emilylariedavis

7/19/13


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Fundraising and the Next Generation (VFRI)

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