Pop Culture and Giving Presentation - AFP Dallas · Pop Culture and Giving AFP Dallas, Texas August 22, 2012 Presented by: Align fund-raising approach with your audience... ... Rocky

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Pop Cultureand Giving

AFPDallas, Texas

August 22, 2012

Presented by:

Align fund-raising approachwith your audience...

Silent Generation?

Baby Boomers?

GenXers?

Millennials/GenY?

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Generational populations:

Silent Generation = 42 million

Boomers = 76 million

GenXers= 48 million

Millennials/GenY= 80 million

HOWEVER...

According to a study by Campbell & Company

at the Center on Philanthropy at Indiana University...

donors across all generations give roughly the same amount to charity...

when controlled for factors such as income, education and religiosity.

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Align fund-raising approachwith your audience

Silent Generation: (67-87 years old)

Soft-spoken

Conventional/Unadventurous

Basic expectations

Believe in fairness and inclusion

Believe sacrifice is a given

Respect authority

Align fund raising approachwith your audience


Key Shaper: The Great Depression

Tag Line: We’ll muddle through somehow

Physical Characteristic: The wistful sigh

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Silent Generation Poster Children

ClintEastwood

JacquelineKennedy

Other Silent Generation Poster Children

WalterMondale

PatNixon

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Pop Culture Role Model:

Mildred Pierce

I struggle and I strive and I sacrifice...because that’s just what you do for your child...even if she is a heartless shrew.”


Baby Boomers: (47-66 years old)

Individualistic

Status-conscious

Into climbing the ladder

Competitive

Happy/fun/forever young

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Key Shaper: Sputnik/Man on the Moon

Tag Line: I am the greatest!

Physical Characteristic: The fist pump

Boomer Generation Poster Children

BillClinton

OprahWinfrey

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Other Boomer Generation Poster Children

Madonna George Lopez

Pop Culture Role Model:

Rocky Balboa

“Gonna fly NOW...and for 12 more sequels right up to when I am in my 90s!!”

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GenXers: (33-46 years old)

Blase

Suspect of institutions/hierarchy

More impressed with performance than reputation

Highly self-reliant

Not very compromising

Find mockery/accidents humorous (negative irreverence)



Key Shaper: Watergate/Iran hostage mess

Tag Line: You don’t REALLY expect me to believe that, do you?

Physical Characteristic: The roll of the eyes

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Generation X Poster Children

Julian Assange(Founder of WikiLeaks)

Angelina Jolie(Oscar® Winning Actress)

Other GenX Poster Children

Charlie Sheen Tiger Woods

Rachel Maddow

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Pop Culture Icon:

Jason Bourne

“I’m pretty much all alone and I can’t really trust anyone, but I am a survivor and I will prove myself to be incredibly resourceful as I try to figure out just what the hell is going on here.”


Millennials: (13-32 years old)

Positive (overly?) optimistic

Mega-connected and group-oriented

Diversity is a fundamental

Believe they deserve the best

Happy to compromise

Into fun/inventive twists (positive irreverent)

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Key Shaper: PCs and Internet are ubiquitous

Tag Line: Together, we can do ANYTHING!!!!

Physical Characteristic: The fist bump

Millennial Generation Poster Children

Mark Zuckerburg(Founder of Facebook)

Gabby Douglas(Olympic Gold Medalist)

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Other Millennial Generation Poster Children

Justin Bieber

Pop Culture Icon:

Harry Potter, Hermione and Ron

“We did it, we bashed them, wee Potter's the one, And Voldy's gone moldy, so now let's have fun!”

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So how do youapply all this tofund raising?

Are you usingthe rightMEDIUM?

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Mailing in a check is #1 choice

Donating at checkout is another popular option

Donating via Web site or email...very little

Donating via text or social media...not at all

Very premeditated in donations and mostly interested in giving money

*from a study by Convio, Edge Research and Sea Change Strategies


Mailing in a check is still common


Donating via Web site or email...a fair amount but less than by snail mail

Donating via text or social media...some but not a lot

Premeditated in donations andinterested in giving money and volunteering


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As likely to mail in a check as donate via a Web site


Donating via Web site as often as via the mail

Increasingly donating via text or social media...

A mix of premeditated and random in their givingand interested in donating time, energy and money


Millennials/GenY: (13-32 years old)

Mailing in checks far less than donating online


Donating via Web site or email far more than by mail

Increasingly donating by text or email

Far more influenced by friends/family than the mediaand willing to help on any and all fronts


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Are you usingthe right

MESSAGING?


Soft-spoken

Conventional/Unadventurous

Basic expectations

Believe in fairness and inclusion

Believe sacrifice is a given

Respect authority

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Therefore...

Traditional/conservative approach to imagery

Use celebrities who look like the donor and project trustworthiness

Emphasize fairness, what is just, no one should be left out

Phrases like ‘challenge,’ ‘daunting’, ‘sacrifice’, are appealing

DO NOT use an activist call to arms...keep it low key

Investing in today’s volatile market is a real challenge. But with 135 years of experience,

this is a challenge we can meet.

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Baby Boomers: (46 -66 years old)

Individualistic

Status-conscious

Into climbing the ladder

Competitive

Happy/fun/forever young

Baby Boomers: (46 -66 years old)

Therefore:

Emphasize any way they can express their individuality

Emphasize how their status might grow as a result of their donation

Make it competitive somehow (can your team beat that one?)

Emphasize an enduring legacy

Point out how it might keep them young/around those younger

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Blase

Suspect of institutions/hierarchy

Don’t equate label/brand with quality

Highly self-reliant

Not very compromising

Find mockery/accidents humorous (negative irreverence)


Therefore...

Play to their cynicism/doubt

Less marketing blah blah...more proof of performance

DON’T emphasize who you are, your track record...they don’t care

If you want them to volunteer, offer them autonomy

Appeal to their distaste for compromise

Negative contractions (don’t, shouldn’t, can’t) appeal to them

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Positive (overly?) optimistic

Mega-connected and group-oriented

Diversity is a fundamental

Believe they deserve the best

Happy to compromise

Into fun/inventive twists (positive irreverent)

Millennials/GenY: (13-32 years old)

Therefore:

Offer an optimistic, ‘we can change the planet’ tone

Emphasize ‘we’/’you, and your friends’, more than ‘you’

Ensure imagery/text reflect diversity to the max

Weave in mentions of technology where you can

Emphasize the fun they will provide others or have as a volunteer

Learning from mentors, being part of a team, be special, all appeal

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[email protected]

jeffherrington.com

Pop Culture and Giving Presentation - AFP Dallas · Pop Culture and Giving AFP Dallas, Texas August 22, 2012 Presented by: Align fund-raising approach with your audience... ... Rocky

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