Upload
waggener-edstrom
View
1.056
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Suzanne Zurn, Waggener Edstrom VP Digital Advocacy at the National Association of Business Political Action Committee’sPAC Management Conference
Citation preview
This Isn’t Your Father’s Oldsmobile: Planning Ahead For Soliciting a New Generation Of DonorsMulti-Generational Workforce Channel Marketing StrategiesSuzanne Zurn, VP Digital ConsultingWaggener Edstrom Worldwide
Presentation delivered to theNational Association of Business Political Action Committee’s
PAC Management Conference
Washington, DC | July 27, 2011
2
TOPICS
Operating Environment – Changing Landscape– Multi-Generational Workforce
Strengths
− Execs are Getting Social
Weakness– Fundraiser’s Generational Divide
Opportunities– Know Your Audience– Understand Communications Preferences– Identify New Technology Use– Pinpoint Interest in Civic Engagement
Tips– Multi-Platform & Channel Campaigns– Communicate Across Generations
3
SITUATION ANALYSIS
4
A CHANGING LANDSCAPE
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
5
DEMOGRAPHY
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
6
IDENTITY, PRIORITIES & OUTLOOK
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
7
STRENGTHS
8
EXECS ARE GETTING SOCIAL
Jive study conducted by Penn Schoen Berland, May 2011Twitter Data from NetProspex Social Business Report, Summer 2011
Top 20 Jobs on Twitter
Rank JobPenn Schoen Berland Survey:
• 83% of executives use at least one social network in the workplace
• 73% of executives agree that social platforms will fundamentally change the way people share, connect and learn at work…
− 73% of millennials − 64% of general knowledge workers
9
WEAKNESS
10
FUND RAISING’S GENERATIONAL DIVIDE
• PAC Managers are predominantly from Gen X (1965-1980)
• PAC eligible audience are largely Boomers (1946-1964)
11
OPPORTUNITIES
The Greatest Generation
The Silent Generation
The Baby Boomer
Generation X The Millennial Generation
Gen 2020
Born Before 1928 1928-1945 1946-1964 1965-1980 1981-1996 1997-current
Age Range 65+ 46-64 30-45 18-29 0-17
Brief “Saved the world when it was young”
“Conformist and civic instincts”
“Noisy, anti-establishment; demography driven”
“Savvy, entrepreneurial loners”
“Confident, self-expressive, liberal, upbeat and open to change”
Unique WW II, Depression, Smarter, Honest
Work ethic, Respectful, Values/Morals
Technology use, Work ethic, Conservative/ Traditional
Technology use, Music/Pop culture, Liberal/tolerant
SM Profile 6% 30% 50% 75%
Sleep w/ Cell Phone
20% 50% 68% 83%
Internet Use 40% 79% 87% 90%
Text in past day
4% 35% 63% 80%
GENERATIONAL BREAKDOWN – KEY TAKEAWAYS
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
12
13
SILENTS
MARY
Key Facts:
Born: 1928-1945 (65+) Internet: 40%Social Media: 6%Texting: 4%
14
BOOMERS
JAMES
Key Facts:
Born: 1946-1964 (46-64)Internet: 79%Social Media: 30%Texting: 35%
15
GEN X
JENNIFER
Key Facts:
Born: 1965-1980 (30-45)Internet: 87%Social Media: 50%Texting: 63%
16
MILLENNIALS
JACOB
Key Facts:
Born: 1981-1996 (18-29)Internet: 90%Social Media: 75%Texting: 80%
17
GEN 2020
EMMA
Key Facts:
Born: 1997-2000 (0-17) Facebook AccountEligibility: age 13
TECHNOLOGY & SOCIAL MEDIA: INTERNET BEHAVIORS
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
The Silent Generation
The Baby Boomer
Generation X
The Millennial Generation
Have SM Profile 6% 30% 50% 75%
Use Wireless Internet away from home
11% 35% 48% 62%
Posted video of themselves online
1% 2% 6% 20%
Use Twitter 1% 6% 10% 14%
18
TECHNOLOGY & SOCIAL MEDIA: CELL PHONES & TEXTING
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
The Silent Generation
The Baby Boomer
Generation X
The Millennial Generation
Use cell to text 9% 51% 77% 88%
Texted in past 24 hours
4% 35% 63% 80%
Texted while driving 1% 21% 46% 64%
Have a cell phone, and no landline
5% 13% 24% 41%
19
POLITICS, IDEOLOGY, AND CIVIC ENGAGEMENT
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
20
TECHNOLOGY & SOCIAL MEDIA ACTIVITY
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
21
POLITICS, IDEOLOGY& CIVIC ENGAGEMENT
Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009
22
23
TIPS
ONE SIZE DOES NOT FIT ALL
•Channel / Platform
•Message
•Messenger
•Frequency
•Value Proposition
25
TIPS FOR COMMUNICATING WITHALL GENERATIONS
BEST PRACTICE PAC APPLICATION
1. All generations have similar values
1. Show them the “love” for their participation
2. Everyone wants respect 2. Provide opportunity for a voice in the process
3. Trust matters 3. Use peer-to-peer solicitations
4. People want leaders who are credible and trustworthy
4. PAC Chair with positive reputation
26
TIPS FOR COMMUNICATING WITHALL GENERATIONS
BEST PRACTICE PAC APPLICATION
5. Organizational politics is a problem—no matter how old or young you are
5. Transparency in PAC governance
6. No one really likes change
6. Over communicate when strategy shifts
7. Provide opportunitiesfor advancement and recognition
7. Hall of fame, leadership, VIP access
8. Everyone wants to learn 8. Nourish members with information, opportunities
Best Practice List (left) from Center for Creative Leadership, Emerging Leaders Research Survey Summary Report, 2003
THANKYOU
© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
SUZANNE ZURN202.261.7807 | @SuzZurn
www.slideshare.net/SlideShareWE
28
LEARN MORE
Pew Research Center Report “Millennials: A Portrait of Generation Next,” 2009
Harvard Business Review, “Are Your Ready to Manage Five Generations,” Oct 2009
Jive study conducted by Penn Schoen Berland,May 2011
NetProspex Social Business Report, Summer 2011
Center for Creative Leadership, “Emerging Leaders Research Survey Summary Report,” 2003
Chronicle of Philanthropy, “Fund Raising’s Generational Divide,” June 5, 2007