the #telltaledonor - communicating with younger donors
TRANSCRIPT
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
2#telltaledonor
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
4#telltaledonor
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
#telltaledonor
Source: Next Generation of Canadian Giving
Canadian
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 example
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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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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Social media examples
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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