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Habitat for Humanity of Colorado Camp Colorado: Sustainability Save the Day!
June 4, 2014
Emily Davis, MNM, CGT Emily Davis Consulting
STRATEGIES FOR ENGAGING NEXT GEN PHILANTHROPISTS
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FOLLOW THE CONVERSATION @AskEmilyD #nextgendonors #nonprofit #fundraising #philanthropy #socialmedia
TURN ON YOUR TECH
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➙ Name ➙ Organization & title ➙ Favorite philanthropic
buzzword
30 SECOND CHALLENGE
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WORKSHEET 1
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• Generational Mix • Generational Myths • Generational
Characteristics • Impact on
Philanthropy
WHO ARE THE GENERATIONS?
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GUESS THE GENERATION
q Traditionalist q Boomer q Generation X q Millenial
✔
✔
✔
✔
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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, well-known brands
Healthy lifestyle, hard work, team
work
Inclusive, straight talk, environment
images, multi-channel
Multi-ethnic, green, sexier,
celebrity
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GENERATIONAL ASSUMPTIONS
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Has this impacted your organization?
If so, how?
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• Development office • Board service • Prospecting • Cultivating • Stewarding • Communication • Retention • Priorities • Training
IMPACT ON PHILANTHROPY
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MULTIGENERATIONAL NONPROFITS
GENERATION TRADITIONALISTS (1900-1945)
BOOMERS (1946-1964)
GEN XERS (1965- 1980)
MILLENIALS (1981-1999)
MGMT STYLE Top down, conformist
Hierarchy, earn your respect/
ladder
Flexible, inclusive, self-reliant
Mutual respect, shared leadership
WORK STYLE
Separate home & work, hard-
working, loyal, thrifty
Flexibility, workaholic,
Collaborative & independent,
direct communication, quick fix, virtual
office
Multi-tasking, Collaborative/independent,
question status quo
MOTIVATORS Authority, value work for work’s
sake (less personal meaning)
Hierarchy, respect, self-improvement, work, materialism
Healthy work/life balance,
flexibility, $
Relationships, challenges,
feedback, causes, environment, $
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• Training & experience for next generation
• Acknowledgment • Engagement • Respect for legacy • Dialogue
WHAT TENURED PROFESSIONALS WANT
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• Advice • Acknowledgment • Opportunities • Ownership • Flexibility • History
WHAT NEXT GEN WANTS
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• Develop a pipeline • Integrate new leadership,
shift strategies • Evaluate & adjust
structure • Recruit from within • Welcome new leadership • Peer coaching • Prioritize inclusivity
MULTIGEN FUNDRAISING
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What is a challenge or success in
working with a multigenerational
office?
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• Why engage the next generation
• Philanthropic styles • Entry points &
engagement
MULTIGEN PHILANTHROPY
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• Transfer of wealth • Lifelong giving • Time, talent, treasure &
TIES • Enthusiastic &
passionate • Ambassadors
WHY ENGAGE THE NEXT GEN?
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THE COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail Phone calls
Boomers
Television Facebook Email
Generation X
Websites E-newsletters Email
Millenials (Gen Y)
Social Media Websites Mobile
Generation Z
???
Adapt or die!
Every generation
teaches us new technology
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GENERATIONAL PHILANTHROPY
Fou
r G
ener
atio
ns
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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• Direct mail & peer-to-peer • Donation by check • Protective of privacy • Smaller population • Charity loyalty began in
30s • Less opps for new orgs
TRADITIONALISTS
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• Use mainstream media • New & traditional
donations • Plan their giving • Consider operations/
overhead • Lifelong giving began in
their 30s
BOOMERS
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• Friends/family/peers influence
• Donate the most through websites (30%)
• Stories have greater impact than loyalty
• Consistently give largest gift to same org annually
• Harder to recruit
GENERATION X
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• Philanthropy is time and money
• Fundraise for orgs • Donate a variety of ways • Lower cost to recruit
(online) • Multi-communications
approach
MILLENIALS
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• Existing donors • Volunteers • Young professionals
events & groups • Media (i.e. 40 under 40) • Colleges and universities
WHERE ARE THEY?
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ENTRY POINTS
• Events, tiered fees • Collaborate with young
professionals groups • A-thons • Peer-to-peer networks • Family • Philanthropic resources
• Giving circles, tiered fees
• Volunteerism • Board & committee
leadership • Planned giving • Nonprofit start ups
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• Engage all generations • Major donors have
children & grandchildren • Family legacy • Listen to & learn from
next gen • Provide resources &
networks
FAMILY PHILANTHROPY
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• Create ambassadors • Provide trainings • Offer networking &
resources • Bring on as volunteers,
staff, board members • Listen & learn • Snowflakes
NEXT GEN ENGAGEMENT
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1. Identify young donors
and volunteers as leaders
2. Create or use existing
planning team
3. Ask team to design &
implement fundraising
event or activity
4. Provide support
5. Host a successful campaign/
event!
6. Debrief, evaluate,
revise
6 STEPS TO NEXT GEN CAMPAIGN OR EVENT
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POWER OF SOCIAL MEDIA
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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create… social networks; they exist all
around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by
building relationships within them to engage and activate them for
their organizations’ efforts.” (Fine and Kanter, 2010)
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WHAT STINKS ABOUT SOCIAL MEDIA
• Time investment • New communication tool • Always changing • Boundaries are grey
between personal & professional
• Transparency, exposure • Loss of control
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WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool • Stewardship • Brand development • Build relationships • Tell your story • Transparency • Get feedback • Cost effective • Quick & easy!
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“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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10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A tool not THE tool
2. Social media is a plant
3. Add value
4. Two way street
5. Prospecting, cultivation, stewardship
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
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SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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NEW DONORS direct mail, events
ANNUAL DONORS Direct appeals,
volunteer involvement
MAJOR DONORS Personal asks
Committee and board involvement
PLANNED GIFTS Personal asks,
personal involvement, Could be anyone!
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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, & solicit • Recognize • Multi-channel
communications • Meet one-on-one • Develop ambassadors • Stewardship rather than
solicitation • Effective database
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WORKSHEET 2
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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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HAVE A GIGGLE!
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PRINT RESOURCES
• Fundraising and the Next Generation
• Next Gen Donors: Respecting Legacy, Revolutionizing Philanthropy
• The Next Generation of American Giving
• Millenial Donors Report • Philanthropy Heirs and Values
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ORGANIZATIONAL RESOURCES
• 21/64 • Resource Generation • Emerging Practitioners in Philanthropy (EPIP) • One Percent Foundation • Bolder Giving • Young Philanthropists Foundation • Youth Give • The Acme Sharing Company • JustGive • National Center for Family Philanthropy • Johnson Center for 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 Emily Davis Consulting
(720) 515-0581 [email protected]
emilydavisconsulting.com emilydavisconsulting.com/blog