#Telltaledonor Communicating with Generation X & Y donors

The #telltaledonor: Communicating with Younger Donors

Lisa M. Chmiola, CFREDavid Tinker, CFREDan Blakemore, CFREEmily Reed

• Generational differences

• Popular communications by generation

• Integration of communication and

fundraising initiatives

• What is working – samples of success

What We’ll Go Over

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How familiar are you with songs from your generation, and from others?

Name that Tune!

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Represent 26% of total giving 27.1 million donors in the U.S. 88% give $1,367 average annual gift 6.2 charities supported

Source: Next Generation of American Giving

Talkin’ ‘Bout My Generation

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Represent 25% of total giving2.4 million donors in Canada87% give$1,507 average annual gift7 charities supported

Source: Next Generation of Canadian Giving

Matures/Civics (70+)

Born 1946 – 1964Represent 43% of total giving51.0 million donors in the U.S.

72% give $1,212 average annual gift4.5 charities supported

Source: Next Generation of American Giving

Talkin’ ‘Bout My Generation

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Born 1946 – 1964Represent 32% of total giving5 million donors in Canada78% give$942 average annual gift4.9 charities supported

Source: Next Generation of Canadian Giving

Boomers (51-69)

Born 1965 – 1980Represent 20% of total giving 39.5 million donors in the U.S. 59% give

$732 average annual gift 3.9 charities supported

Source: Next Generation of American Giving

Talkin’ ‘Bout My Generation

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Born 1965 – 1980Represent 27% of total

giving4.8 million donors in Canada79% give $831 average annual gift4.5 charities supported

Source: Next Generation of Canadian Giving

Gen X (35-50)

Born 1981 – 1995 Represent 11% of total giving 32.8 million donors in the U.S. 60% give$481 average annual gift3.3 charities supported

Source: Next Generation of American Giving

Talkin’ ‘Bout My Generation

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Born 1981 – 1995Represent 15% of total giving3.4 million donors in Canada 62% give$639 average annual gift4 charities supported

Source: Next Generation of Canadian Giving

Millennials (20-34)

#telltaledonor

Source: Next Generation of American Giving

American

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Source: Next Generation of Canadian Giving

Canadian

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Millennial Trends in Philanthropy

• Millennials engage with causes to help other people, not institutions.

• Millennials support issues rather than organizations.

• Millennials prefer to perform smaller actions before fully committing to a cause.

• Millennials are influenced by the decisions and behaviors of their peers.

• Millennials treat all their assets (time, money, network, etc.) as having equal value.

• Millennials need to experience an organization’s work without having to be on site.

Source: Millennial Impact Report 2014

Talkin’ ‘Bout My Generation

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Vs.

Learning the Language

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Texting/Instant Messaging

Blogging

Social Media

Learning the Language

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Texting/Instant Messaging• 9% of Americans have made a

donation via text. (Pew Internet Project, 2014)

• Offers constant connection, ways to document conversation.

• Challenges include missed context, other generations’ reluctance to use.

Learning the Language

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Texting successes

Learning the Language

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Blogging• Online journaling, “blog” evolved

from the term “weblog”• Dynamic: can be quickly updated with

new posts (content)• Various tools exist, but Tumblr is one

widely used by nonprofits

Learning the Language

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Tumblr• Average user is 34; more than half of

users are under 25• Can be used as a hub for content

sharing to other social media• Offers mobile optimization via an app,

customization features

Frontstream, “Five reasons why your nonprofit should be on Tumblr!”

Learning the Language

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Tumblr success: Planned Parenthood

Learning the Language

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Planned Parenthood

Learning the Language

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Social Media – think visual● Pinterest

○ Usage across age groups, but gaining with Millennials

● Snapchat○ Photo messaging; storytelling feature

● Crowdfunding○ Option for quick online fundraising; not

limited to nonprofit uses

Learning the Language

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Snapchat success: go2ou• 600 followers• Post a weekly Story for followers to view

over 24-hour period• Post engagement strategy:

1. hold viewer’s attention2. be entertaining3. deliver relevant information

Source: OU Communications staff

Learning the Language

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Snapchat – U. of Oklahoma

Learning the Language

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What’s keeping YOU from reaching the tell-tale hearts of

Generations X and/or Y “behind the wall?”

Tell Us:

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How can you address the challenges keeping your

organization from reaching Gens X & Y?

Work with Your Group

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What ideas did your group come up with for addressing

your challenge?

Share and win awesome prizes!

Tell Us:

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Just like any other time in history, new

technology has made communicating easier, and the nonprofit world

adapts.

Just remember...

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Younger donors get philanthropic inspiration from their parents, but

they also want to “explore new philanthropic and investing tools” to

accomplish impact.

NextGen Donors: Respecting Legacy, Revolutionizing Philanthropy

Dorothy A. Johnson Center for Philanthropy at Grand Valley State University

Integration

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Explore your volunteer base and your donor base:

• Who are you trying to reach?

• What message would you like them to receive?

• What tool is most likely to get the right message

to the right people?

Integration

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• Make digital marketing a separate topic on event planning meeting agendas.

• Designate volunteers to capture videos and pictures and share them in timely and creative ways.

-BONUS: Millennials prefer skills-based volunteering.2014 Millennial Impact Report, Achieve

• Set specific and realistic goals for digital marketing and fundraising within your annual campaign goals.

• Leverage board members, major donors, and volunteers to create content.

Integration Ideas

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Don’t be afraid to try something new!

Have multiple goals for new communications

If it doesn’t work, don’t be afraid to change things up/try again/re-evaluate.

Most Importantly...

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Lisa: [email protected]

@houdatlisa

Dave: [email protected]

@davethecfre

Dan: [email protected]

@dan_blakemore

Emily: [email protected]

@emthesooner

Contact Us!

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