Marty Jacobs, President
Systems In Syncand
Mark R. Scott III
Account Executive at eTapestry
Communicating Across the Generations to Build Relationships: How to Combine Technology With Soft Skills
IntroductionsMarty Jacobs, PresidentSystems In SyncConsulting for nonprofits,
government, and education in:– Board governance– Strategic planning– Organization
development– Community engagement
Mark Scott, Account Executive
eTapestry, a Blackbaud solution
Helping nonprofits with:– Fundraising technology– Constituent Relationship
Management (CRM)– Online Giving– Website Development
Agenda/Overview• The Four Generations
– Generation Names and Dates– Generation Characteristics– Generation Quiz
Agenda/Overview• The Four Generations
– Generation Names and Dates– Generation Characteristics– Generation Quiz
• The Soft Skills/Interpersonal Skills
Agenda/Overview• The Four Generations
– Generation Names and Dates– Generation Characteristics– Generation Quiz
• The Soft Skills/Interpersonal Skills
• The Tools
Agenda/Overview• The Four Generations
– Generation Names and Dates– Generation Characteristics– Generation Quiz
• The Soft Skills/Interpersonal Skills
• The Tools
• Q & A
Objectives
• Gain a greater understanding of generational differences
Objectives
• Gain a greater understanding of generational differences
• Discuss a variety of communication and relationship building methods and their effectiveness with the different generations
Objectives
• Gain a greater understanding of generational differences
• Discuss a variety of communication and relationship building methods and their effectiveness with the different generations
• Learn how technology and soft skills work together to build relationships
The Four Generations
• Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
The Four Generations
• Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom
The Four Generations
• Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom• Generation X, Gen X, Xers (1965-1979) -
Bust
The Four Generations
• Builders, Veterans, Traditionalists, Silent Generation (1925-1945)
• Baby Boomers (1946-1964) - Boom• Generation X, Gen X, Xers (1965-1979) -
Bust• Generation Y, Gen Y, Millenial, Echo
Boomers (1980-2000) - Echo
The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers
The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers
• They place a great deal of value in institutional loyalty and conformity
The Builders (Born 1925 to 1945)
• Most in this generation grew up during the Great Depression and thus tend to be hard workers and savers
• They place a great deal of value in institutional loyalty and conformity
• More than 75 percent of the nation’s wealth is controlled by this generation, along with more than 80 percent of America’s savings.
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules
• Prefer formal written communication or one-on-one
The Builders (Born 1925 to 1945)
Communication Focus
• Use of technology and social media is limited; their technology was radio, rotary phones, mimeograph, and slide rules
• Prefer formal written communication or one-on-one
• Respect authority and honor leaders
The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its legacy
The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its legacy
• Less willing to comparison shop, they seek quality and high level of service
The Boom (Born 1946 to 1964)
• The “ME” generation will start to shift focus to its legacy
• Less willing to comparison shop, they seek quality and high level of service
• Volunteerism should increase as relatively healthy individuals leave the workforce
The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to face or snail mail communication
The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to face or snail mail communication
• Legacy and leaving the world a better place
The Boom (Born 1946 to 1964)
Communication Focus
• Internet use on the rise but still might prefer face to face or snail mail communication
• Legacy and leaving the world a better place
• Financial Planning Think Planned Giving or Endowments
The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children themselves
The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children themselves
• First generation to have a lower quality of life than the one before
The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children themselves
• First generation to have a lower quality of life than the one before
• Estimated that this generation will have on average three complete careers
The Bust (Generation X - born 1965 to 1979)
• Fewer in numbers, also having fewer children themselves
• First generation to have a lower quality of life than the one before
• Estimated that this generation will have on average three complete careers
• More action rather than idea orientedThink Volunteerism, Board Members
The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic; they seek authenticity
The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic; they seek authenticity
• Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving)
The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic; they seek authenticity
• Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving)
• Want “proof” of monies well spent – results!
The Bust (Generation X - born 1965 to 1979)
Communication Focus
• This age cohort is more cynical and less idealistic; they seek authenticity
• Return on investment is more important than material – don’t dwell on benefits (“gifts” for giving)
• Want “proof” of monies well spent – results!• Well positioned to be the most loyal group in
decades
The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television channels
The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television channels
• Least religious (loyalty) of all prior generations
The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television channels
• Least religious (loyalty) of all prior generations• Not a rebellious group – seldom had limits to start
with
The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television channels
• Least religious (loyalty) of all prior generations• Not a rebellious group – seldom had limits to start
with• Young Cosmopolitans (“Yo-Co’s”) much sought after
but offer little loyalty
The Echo (Generation Y – born 1980 to 2000)
• Never knew a time before MTV and 50+ television channels
• Least religious (loyalty) of all prior generations• Not a rebellious group – seldom had limits to start
with• Young Cosmopolitans (“Yo-Co’s”) much sought after
but offer little loyalty• Immediate satisfaction, short attention span
The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile devices
The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile devices
• Very visual, prefer multi-media
The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile devices
• Very visual, prefer multi-media• Able to consume vast amounts of
information
The Echo (Generation Y – born 1980 to 2000)
Communication Focus?
• Life revolves around internet & mobile devices
• Very visual, prefer multi-media• Able to consume vast amounts of
information• Very short attention spans
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Which generation?
Questions:
• What has your experience been with the different generations?
Questions:
• What has your experience been with the different generations?
• Does this fit?
Questions:
• What has your experience been with the different generations?
• Does this fit?• Do you see something different?
Questions:
• What has your experience been with the different generations?
• Does this fit?• Do you see something different?• How have you managed these differences?
The Soft Skills/Interpersonal Skills
• Listening• Reflecting• Facilitating• Developing trust• Dialogue
• Inquiry• Encouraging/Supporting• Communicating clearly
(verbally and in writing)• Paraphrasing
The Tools• Face-to-face
meetings• Telephone• Letters/snail mail• Email• E-newslettersBuilders = Boomers =Bust =Echo=
• Events: Galas, Auctions, etc.
• Websites• Social Media:
– LinkedIn– Facebook– Twitter
What Now?
1. Take a look in the mirror
How do you stack up?
- Database
Examples of a database: Microsoft Excel Note/Index cards Legal Pads Microsoft Access QuickBooks or Peach Tree
Are these programs adequate to track this type of information?
What Now?
1. Take a look in the mirror
How do you stack up?
- Database- Website
Do you have a website strategy?
Whatis happeningwhen?
Get involved
Donateonline
Contactus
Upcoming events
What Now?
1. Take a look in the mirror
How do you stack up?
- Database- Website- E-mail/Communications
Real Life Example….
Dec 11:Subject line: Urgent Appeal: Your gift
to CRS is vitally important!
Straight Appeal Static donation formRaised $112,000.00
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
Dec 29:Subject line: Only 48 hours left to
make a tax-deductible gift!
Added “hotspot” text
Added video message from our president (that plays right on the donation form)
Added a strong pull-quote
Raised $112,000.00
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
Dec 31:Subject line: Final Deadline: Last
chance to make a tax-deductible gift
New “hotspot” textKept video message
from our presidentNew pull quoteRaised $119,000.00
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
What Now?
1. Take a look in the mirror
How do you stack up?
- Database- Website- E-mail/Communications- Social Media Presence
Building out your strategy with eTapestry:Acquisition
Cultivation
What Now?
2. Plan
Make it a priority
- Set Aside Time for Review- Add to Board Agenda- Seek Professional Assistance
What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits- Fundraising- Donor Retention- Communications
- Cost vs. Results- Social Media “Friends”
What Now?
4. Have Fun!!!
- Try New Things- Get Creative- Share your passion for your
mission!
Resources• Getting Started with Facebook• Beth Kanter Blog – How Nonprofits Can Use Social Media• Blackbaud – Raising Money During Challenging Times• Getting Started with Google Analytics• LotusJump – Website Marketing Made Easy• eTapestry Home Page• Contact eTapestry for Guidance• Seattle Young People’s Project Bowl-a-thon Event Fundraiser• School on Wheels – Sally’s 40th Birthday Fundraiser• Up Next: Generation Change and the Leadership of Nonprofit Organization
s• Generational Characteristics• Mixing and Managing Four Generations of Employees
Question and Answer Time
• Do you have a success story you want to share?
Question and Answer Time
• Do you have a success story you want to share?
• What are some things you’re working on right now?
Question and Answer Time
• Do you have a success story you want to share?
• What are some things you’re working on right now?
• What are some things you struggle with?
Mark R. Scott III, MIS-MPAeTapestry6107 W. Airport BlvdGreenfield, IN 46140888.739.3827 ext 7229 (Office)317.336.3857 (Direct)317.509.9912 (Cell)[email protected]
Your Facilitators Today
Marty Jacobs, PresidentSystems In Sync360 Cadwell Rd.East Thetford, VT 05043802-785-2611 (v)802-785-3151 (f)603-208-8200 (c)[email protected]