Generational Dynamics of Donors

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Introduction
Facts

60% of wealthy households who stopped
giving to charitable organizations did so
because:

“too frequently solicited”
or
“no longer felt connected to the
organization”


Introduction
High-wealth donor facts:

Top motivation = “believe their gift will
make a difference”

Expectations:

7.Transparency
8.Accountability
9.Protection of privacy


Introduction
Emerging Trends among high-wealth donors:

•Consulting legal & financial professionals before
making a charitable gift

•Making joint household decisions about giving

•85% are raising philanthropic children


Introduction
How do we succeed in today’s market
with the additional challenge of
generational complexities – the
different demands, values and
preferences of today’s multi-generational
donors?


Introduction
No More Golden Rule -- Try WIIFM

•Give your donors their “gets”
•Arm yourself with knowledge
•Apply that knowledge; generationally
focus your outreach, marketing,
advertising and branding efforts


The Four Generations


If you are... Then you are a...

66 years old + Civic / Silent Generation

47 years – 65 years old Baby Boomer

35 years – 46 years old Gen X’er

18 years – 34 years old Echo Boomer / Gen Y / Millennial


Your success…

Understanding the four generations and
their WIIFMs in order to gain their trust and
engage them in your organization/cause.

And get to know the 5th generation!


Civics

Civics
Basics

• Ages 66 and over
•AKA Matures, Seniors, GIs, Greatest
Generation, Builders
• 59 million


Civics
Civics are about …

•Dedication and Sacrifice
•Hard work
•Conformity
•Stability and Security
•Respect for Authority
•Delayed Gratification


Civics
So they want…

No hassle!
•Civics respect the rules and authority
but they’ve been abiding by rules for a
long, long time.
• A no hassle “I’ll take care of it”
experience will drive Civic loyalty.


Civics
So they want you to …

Be the purveyor of the ultimate
payoff!
• Think about “delayed gratification.”
• Marketing messages should include
things like “this is your time”, “you’ve
waited long enough”, “reward yourself.”

Tell them – “You’ve earned it!”
• YOU can provide the “fruits of their
republication without the prior consent of 3fold
life’s labor!” 3foldcomm.com

Civics
Give respect, loyalty, honesty

•Build a face-to-face relationship
•They are referral builders
•Communicate authentically and
understand HOW they want to be
communicated with
•Deliver on your promises
•Use storytelling as a way to reinforce

Civics
Donor outreach messaging:

•Stress history and credibility of your
organization
•Include titles of position and
responsibility when appropriate
•Provide updates on your success as
relates to their previous donations
•Include personal stories


Baby Boomers

Baby Boomers
Basics

•Ages 47-65
•AKA Boomers, “Me” Generation
•78 million – largest generation


Baby Boomers
Boomers are about…

•Personal gratification
•Optimism
•Satisfying the “self” first
•Community involvement
•The “team” win
•Rewards


Baby Boomers
So they want…

To feel like part of the team.
•You are on the same team.
•“Your team” will work toward their
success.
•Your organization is based on
teamwork.
•“Our organization has a team of
professionals that work toward…”

Baby Boomers
So they want…

This to be about them.
•Provide individualized service to them.
•Don’t discuss all of the other things you
need to do.
•Keep the focus on them.
•Make them feel like servicing them is
the center of your universe.
•When you are with them, limit any
external interruptions.

Baby Boomers
So they want…

To know that you are part of their
community.
• This is the original “involved”
generation -- Protesters,
environmentalists, etc.
To know that your organization will
be an integral part of their journey
towards “what’s next.”

Baby Boomers
Donor outreach messaging:

Optimism!
•Speak of things in positive terms –
•“There’s no challenge too great.”
•“We will move any obstacle to get this
done.”
•“We are committed to winning
together.”
•“It’s just the beginning.”

Baby Boomers
Quick Boomer Fact

Today’s 50-65 crowd is flush with over
$1,000,000,000,000
In spending power per year.

They should be a part of your
outreach strategy!


Generation X

Generation X
Basics

•Ages 35-46
•AKA X’ers, Baby Busters
•48 million
•Original “latchkey” kids


Generation X
Values and Preferences

•Fierce Independence
•Change
•Techno-literacy
•Skepticism
•Work is “just a job”
•Need Autonomy


Generation X
Their heroes?

•No heroes or icons other than –
themselves!
•Much of Gen X has spent a lot of time
alone, figuring things out themselves.
•Why idolize anyone?


Generation X
Gen X’ers are about…

•Seeking a sense of family
•Desiring fun/freedom
•Technoliteracy
•Seeking balance
•Fierce independence
•Skepticism


Generation X
Philanthropy characterized by…
•Demand more info before giving
•Skeptical/less willing to trust
bureaucracy
•Men crave more family time = less time
on civic activities
•Question ideological/civic orientations of
previous generations
•Grew up during high unemployment,
low wages, little advancement
•Disenchanted with politics – work hard
for charitable causes

Generation X
So Gen X’ers want…

You to respect their skepticism
•Create lasting loyalty through extreme
candor.
•Tell them everything they need to know
– really.
•Be authentic, honest and upfront.


Generation X

You to recognize and address the role
“the home plays in the family”
• X’ers are starting and growing
families – most are products of
divorces. Their families are
important to them.
• You are helping them build a family
– embrace that vital role!


Generation X

Empowerment with technology.
•Utilize technology to drive the
transaction.
•Provide a useful, info-rich website.
•Communicate and respond
immediately!


Generation X

Hands off!
•Embrace the “latch-key within” and give
them space
•Understand and acknowledge fierce
X’er independence
•The DIY mentality – Home Depot &
IKEA generation
•Be there when needed AND get-gone
when you are not (on-demand)!

Generation X
Donor outreach messaging …

Fun and Freedom
•Provide a fun, light experience
•Offer freedom of choice – communicate
options at every opportunity
•Volunteer opportunities for self and with
their kids
•Provide planning contingency – what
are the options if this doesn’t work

Generation Y

Generation Y
Basics

•Ages 18-34
•aka Gen Y, Echo Boomers, Millennials
•73 million – 2nd largest generation


Generation Y
Gen Y’ers are about…

•Optimism and fun
•Morals
•Confidence (strong ego’s)
•Community
•Techno-fusion
•Collaboration
•Civic engagement


Generation Y
Philanthropic Characteristics …

The relationship generation
•Will be a civic generation – great
promise for the future of philanthropy
•Drawn to hometown/local causes
•Do respond to “crisis”
•Give using technology
•Will give smaller donations – but will
repeat

Generation Y
So Gen Y’ers want…

To be special and unique
•It’s uncool to be “cookie cutter.”
•Show your personality and expect them
to act like individuals.
•No comparing them to “other donors.”
•Loosen up a little.
•Don’t judge a book by it’s cover!


Generation Y

To start and finish everything online.
•Without internet marketing, you won’t
capture the Gen Y consumer.
•Their social life is DRIVEN BY the
internet.
•Life is done with the phone.
•Response is expected IMMEDIATELY.

Generation Y

To be guided and led, but not told.
(democratic nature will be offended).
• Affirm their confidence.
• They ARE inexperienced and
WON’T ask for help – but they do
expect it on THEIR TERMS.

•Resist the parenting impulse!

Generation Y
Donor outreach messaging …

•No comparisons to other groups/causes
•Provide FYI, or “just in case” gentle
messages vs. in your face appeal.
•Be a part of the community you serve
and “stand for something.”


Generation Y

Quick Gen Y’ers fact …

•Help them get what they want and they
will be your social advocates.
•Referrals will come from this group.


5th Generation: the “net” generation

Generation Z

Quick Gen Z’ers facts …
•Rather text than talk
•Very short attention span
•Growing up fast: behavior beyond their years
•Growing up in smaller households; with older parents
•Parents are more advisors than traditional parent roles
•Very collaborative and creative
•Very concerned about the environment

Thank you!

Generational Dynamics of Donors

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