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Fundraising in Flip FlopsAttracting the Next Generation of
Fundraisers
+Who is this guy?
Introduce
Analyze
Work
Donate
Conclude
+Warm-up
Introduce
Analyze
Work
Donate
Conclude
+How to ruin your celebrity career
+My commitment to you
From each other, we will learn…
Who the next generation of fundraisers are
How to attract and retain young talent
What trends will affect how young people donate/get involved
Introduce
Analyze
Work
Donate
Conclude
+Our future fundraisers
+One Step Back
What generations are we talking about? Generation X: 1961 – 1981 Millennial: 1982 – 1990 Generation C: 1991 – present (or 2004?)
Generational generalizations Many factors affect each individual, so there is no
cookie cutter solution to everyone of the same generation
Source - William Strauss and Neil Howe. Generations: The History of America's Future, 1584 to 2069. Perennial; Reprint edition September 1, 1992 Friederich, Peterson, Koster, Blum. The Rise of Generation C: Implications for the world of 2020. Booz&Co. 2010
Introduce
Analyze
Work
Donate
Conclude
+X vs. M vs. C
Generation X (30-40s)
Many come from single parent or blended families
Increasingly flexible gender roles
First generation to use computers in school Drivers of the Internet revolution
Video games and MTV played large role in childhood
Pragmatic, adaptable, diversity minded
Source – Deloitte Development LLC. Who Are Generation X? 2007.
Introduce
Analyze
Work
Donate
Conclude
+X vs. M vs. C
Millennial Generation (20s)
Subject to “Helicopter Parenting”
Never experienced life without computers Go from user creator at a very young age
Reverse accumulation of knowledge - the younger you are, the more you know
All information is a click away – and so is the competition
Innovative, collaborative, educated
Source – Deloitte Development LLC. Who Are The Millennials (aka Generation Y)? 2005.
Introduce
Analyze
Work
Donate
Conclude
+X vs. M vs. C
Generation C (<19)
By 2020, will make up 40% of population in US, Europe, and BRIC countries
No difference between online and offline world
Heavy reliance on mobile technology to stay connected
E-mail is outdated
Distance themselves from older generations
Largest generation of entrepreneurs
“The term early adopter is essentially meaningless”
Source – Booz&Co. Rise of Generation C: Implications for the World of 2020. 2010
Introduce
Analyze
Work
Donate
Conclude
+Where could we find them?
+What stops them
1. Don’t want to add another salary to the organization’s expenses
2. Didn’t know it was a profession
3. Don’t see how it develops their skills
4. Wasn’t seen as valuable to those in the profession, so didn’t want to be associated with them
Introduce
Analyze
Work
Donate
Conclude
+How do you attract them
Engage volunteer fundraisers
Raise awareness of profession Highlight RM publically
Develop a training program / curriculum for young professionals
Find ways to honour your smaller or first time donors
Introduce
Analyze
Work
Donate
Conclude
+Type of work environment
Out Gen X Millennial
Slow and unwieldy systems
Streamlined, efficient
Efficient, flexible
Do it because I said so / we always do that
It makes sense
Playing “games” Respect, trust, authentic behaviour
Passive learning Real-time info, mentoring
Real-time info, partnering with mentors
Getting “face time” Getting a challenge & results
Getting to work on something worthwhile
Corporate ladder Growth & Pro. Dev.
Stellar resume
Official content Personal content Peer referralsSource – Deloitte Development LLC. Who Are Generation X? 2007.Deloitte Development LLC. Who Are The Millennials (aka Generation Y)? 2005.
Introduce
Analyze
Work
Donate
Conclude
+2 secrets of success
Care about the whole person
Develop management and leadership skills
Introduce
Analyze
Work
Donate
Conclude
+Affecting Their Donations
Source – Ringer and Garma. Does the Motivation to Help Differ Between Generation X and Y? 2007.
Able to donate, but to specific purposes Want to know where it is going and who it benefits
Desire to benefit themselves apparent for both generations Want to feel important, liked, and needed “What’s in it for me?”
Gen X more likely to donate towards social or community needs Help those less fortunate than self Emotional appeals if there is affinity or personal
experience with the social issue
Rising interest in global issues
Introduce
Analyze
Work
Donate
Conclude
+2 (more) secrets of success
Hire a connector They know people and people know them
Hire someone who commands respect from your target audience
Introduce
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Work
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Conclude
+Key Messages
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Any questions?
Introduce
Analyze
Work
Donate
Conclude
+Thanks for coming!
Matt Corker Leadership Trainer, lululemon athletica [email protected] 604-999-3961
Or, for the Millennials in the crowd: Facebook me Subscribe to my blog Connect with my on LinkedIn Follow me on Twitter
Introduce
Analyze
Work
Donate
Conclude
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