![Page 1: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/1.jpg)
The #telltaledonor: Communicating with Younger Donors
Lisa M. Chmiola, CFREDavid Tinker, CFREDan Blakemore, CFREEmily Reed
![Page 2: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/2.jpg)
• 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
![Page 3: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/3.jpg)
How familiar are you with songs from your generation, and from others?
Name that Tune!
3#telltaledonor
![Page 4: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/4.jpg)
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+)
![Page 5: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/5.jpg)
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
5#telltaledonor
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)
![Page 6: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/6.jpg)
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
6#telltaledonor
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)
![Page 7: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/7.jpg)
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
7#telltaledonor
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)
![Page 8: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/8.jpg)
#telltaledonor
Source: Next Generation of American Giving
American
![Page 9: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/9.jpg)
#telltaledonor
Source: Next Generation of Canadian Giving
Canadian
![Page 10: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/10.jpg)
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
10#telltaledonor
![Page 11: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/11.jpg)
Vs.
Learning the Language
11#telltaledonor
![Page 12: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/12.jpg)
Texting/Instant Messaging
Blogging
Social Media
Learning the Language
12#telltaledonor
![Page 13: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/13.jpg)
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
13#telltaledonor
![Page 14: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/14.jpg)
Texting example
Learning the Language
14#telltaledonor
![Page 15: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/15.jpg)
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
15#telltaledonor
![Page 16: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/16.jpg)
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
16#telltaledonor
![Page 17: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/17.jpg)
Planned Parenthood
Learning the Language
17#telltaledonor
![Page 18: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/18.jpg)
Planned Parenthood
Learning the Language
18#telltaledonor
![Page 19: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/19.jpg)
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
19#telltaledonor
![Page 20: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/20.jpg)
Social media examples
Learning the Language
20#telltaledonor
![Page 21: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/21.jpg)
What’s keeping YOU from reaching the tell-tale hearts of
Generations X and/or Y “behind the wall?”
Tell Us:
21#telltaledonor
![Page 22: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/22.jpg)
How can you address the challenges keeping your
organization from reaching Gens X & Y?
Work with Your Group
22#telltaledonor
![Page 23: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/23.jpg)
What ideas did your group come up with for addressing
your challenge?
Share and win awesome prizes!
Tell Us:
23#telltaledonor
![Page 24: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/24.jpg)
Just like any other time in history, new
technology has made communicating easier, and the nonprofit world
adapts.
Just remember...
24#telltaledonor
![Page 25: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/25.jpg)
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
25#telltaledonor
![Page 26: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/26.jpg)
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
26#telltaledonor
![Page 27: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/27.jpg)
• 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
27#telltaledonor
![Page 28: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/28.jpg)
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...
28#telltaledonor
![Page 29: The #Telltaledonor - Communicating with Younger Donors](https://reader030.vdocuments.net/reader030/viewer/2022032421/55a70b891a28ab100b8b4881/html5/thumbnails/29.jpg)
Lisa: [email protected]
@houdatlisa
Dave: [email protected]
@davethecfre
Dan: [email protected]
@dan_blakemore
Emily: [email protected]
@emthesooner
Contact Us!
29#telltaledonor