philanthropy's next generation now

Philanthropy’s Next Generation Now!

Emily Davis, MNM, CGT

Emily Davis Consulting LLC

@edaconsulting

#nextgendonors

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30 Second Challenge Name Organization Favorite philanthropic buzz word

FUND DEVELOPMENT

• What are your fundraising goals?

• What are your current strategies?

• What activities are in place for fundraising?

• What resources do you have?


FUND DEVELOPMENT

Challenges? Opportunities?


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


WHO ARE THE GENERATIONS?

Generational Mix

Generational Myths

Generational Characteristics

Impact on Philanthropy


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

GENERATIONAL ASSUMPTIONS


IMPACT ON PHILANTHROPY

• Development office

• Prospecting

• Cultivation

• Stewardship

• Communication

• Retention

• Priorities

• Respect

• Trainings


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, $

WHAT TENURED PROFESSIONALS WANT

Next Gen Training

Acknowledgment

Engagement

Respect for legacy

Dialogue


WHAT THE NEXT GEN WANTS

Advice

Acknowledgment

Shared ownership

Opportunity to lead

Flexibility

Sector history


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


POLL TIME!

• Is your organization

engaging generation X and

Y as organizational leaders

such as board members?

• Do you have any strategies

for fundraising from next

gen, individual donors?

• Do you work with any

multi-gen family

foundations?


MULTI-GEN PHILANTHROPY

Why engage the next gen

Next gen philanthropy style

Entry points and engagement


WHY ENGAGE THE NEXT GEN?

• Transfer of wealth

• Lifelong giving

• Time, talent, treasure, & ties

• Networks

• Enthusiastic

• Ambassadors


GENERATIONAL PHILANTHROPY


Four

Genera

tions

Understand their philanthropic motivations

Frame your messaging

Choose your platforms & tools

Cultivate their contributions

Receive their responses

Acknowledge their gifts

Steward relationships

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


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


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


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


WHERE ARE THEY?

• Existing donors

• Volunteers

• Young professional events & groups

• Media (i.e. 40 under 40)

• Colleges & universities


ENTRY POINTS

• Events – tiered fees

• Partner with young

professionals’ groups

• A-thons

• Peer to peer

networks

• Family

• Philanthropic

resources

• Giving Circles –

tiered fees

• Volunteering

• Board and

committee

participation

• Planned Giving

• Nonprofit Start Ups


FAMILY PHILANTHROPY

• Major donors have children & grandchildren

• Family legacy

• Engage all generations

• Listen & learn from the next gen

• Provide resources & networks


NEXT GEN ENGAGEMENT

• Create ambassadors

• Provide trainings

• Offer networking & resources

• Bring on as volunteers, staff, board members

• Listen and learn

• Snowflakes


GREAT EXAMPLE

• Prepare investment & resources

• Service learning

• Regular professional development

• Unique networking events

• Communications

• Leadership

• Staff support

• Pipeline to greater engagement


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 A NEXT GEN CAMPAIGN OR

EVENT


ARE YOU READY TO ROCK?

What else would be helpful in taking the first steps towards fundraising with and from the next generation?


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


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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