This document discusses how different generations prefer to engage with nonprofit organizations and how organizations can utilize social media for fundraising. It notes that millennials and Gen X are more interested in volunteering and social sharing over monetary donations compared to older generations. Additionally, people are more likely to donate if they can directly see the impact of their donation. Successful social media fundraising campaigns utilize visual content, storytelling, peer influence, and showing the tangible impact of donations. The document encourages nonprofits to embrace new technologies, be transparent about impact, and cultivate millennial donors to meet current and future donor expectations.
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Finding The Social In Fundraising: AFP Northern New England Keynote Address
1. Finding the “Social” In Fundraising
AFP – NNE
2014 Conference
Debra Askanase
Community Organizer 2.0
https://www.flickr.com/photos/64097751@N00/5582859337/
17. Make An Impact
33%
37%
50%
60%
70%
60%
50%
40%
30%
20%
10%
0%
Agree
Matures Boomers Gen X Millennials
Would the ability to directly see the impact of you donation have a significant bearing on
your decision to give?
32. What made #icebucketchallenge take
off?
• People + medium + fun
• Easy to do!
• Want to share what’s important to you
• Peer influence at play: tagging, challenge
• Entirely played out on Facebook
• Video
• It’s authentic – not imposed
• Even my own kids had heard of it and were doing
it in a hotel pool
37. Is There An Ideal
Social Fundraising Elixir?
Peer element
Leverages social
Visual
Makes people feel
heard & valued
Involves millennials
START
NOW
GET
READY
https://www.flickr.com/photos/15923063@N00/3096935004/
39. Millennials showed significant
interest in using their network
of family and friends to
fundraise on behalf of causes
they were passionate about.
- Millennial Impact Report 2013
41. Are You Ready?
• Show evidence that giving is making an impact
• Offer regular updates of successful projects and
programs
• Think “visual first”
• Offer data and transparency
• Create sharing opportunities for fans get involved
and share the love of your org
• Create community, prep for peer-to-peer $
• Updated, responsive website
• Invest in your social media
• Cultivate millennials
42. Are You Ready?
• Embrace the people
– Create a conversation & community online
– Embrace millennials
– Create stories the inspire
– Offer transparency and show impact
• Don’t ignore technology or new media
– Try a crowdfunding or other social-powered
fundraising campaign
– Updated, responsive website
– Social fundraising is here, and it will be baked into
every new tech app, tool, channel and trend
46. Resources
The Next Generation of American Giving: The Charitable Habits of Generations X, Y, Baby Boomers, and
Matures:
https://www.blackbaud.com/nonprofit-resources/generational-giving-report
Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes
http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/
Millennial Impact Report:
http://afpinclusivegiving.ca/wp-content/uploads/2013/03/Millennial-Impact-Research-Dec-2013.pdf
http://www.themillennialimpact.com/2013research
How Nonprofits Can Leverage Crowdfunding
http://www.bethkanter.org/crowdfunding-info/
http://craigconnects.org/crowdfundinginfographic [infographic on crowdfunding]
Ice Bucket Challenge
http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
Dedicated in 1971 as an intimate sanctuary available to people of every belief. A tranquil meditative environment.
Founded by Dominque and John de Menil
Artist Mark Rothko had free rein to create a modern, meditative space, and created 14 panels
Still about stories, donors, personal connection
How you connect with donors: it’s personal, it’s about the personal story, the personal connection. It’s a bit about influence.
The medium powers the story and the connection. After that, it’s all YOU.
The medium has changed, and influenced culture– immediacy, conversant, shareable, viral, and visual
The population mix has changed and influenced culture – millennials are the makers of our culture
The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
Credit: Humans of New York
Next Gen Giving Report Aug 2013
https://www.blackbaud.com/nonprofit-resources/generational-giving-report
88% of Matures give. Represent 26% of total giving World War II and Depression
More likely to support veterans, arts, advocacy, and election causes than others
They are looking to be contacted by USPS mail, and they want to know that you count on them. They are on social media to communicate with family, but they are not highly influenced by it.
Shaped by their parents’ generation, Watergate, and Vietnam
72% of Boomers give: Representing roughly one-third of all adults who give, Boomers contribute 43 percent of all the dollars donated.
Most likely to give via direct mail, but also give online. Most likely to contribute to monthly giving.
They are using social media actively, and are influenced by social media peers to donate, but not driven by social to donate.
More likely to support veteran’s causes (along with Matures)
59% of Gen Xers give. Represent 20% of total giving
More likely to support emergency relief, human rights, animal rescue.
Younger Gen Xers were early social media adopters, and Gen Xers are inventing a lot of online apps. They (mostly) love the social web, but aren’t (generally) avid app users.
½ would give through a smartphone or mobile device. Actively influenced by peers online and want to influence peers online. They want to be told that they matter to the organization, the younger ones via social media.
Shaped by AIDS, Ronald Reagan, and the end of the cold war
They are shaping our culture, and have shaped our adoption of social media. They lead, we follow.
60% of Millennials give. Represent 11% of total giving
Give: focus on how the gift will be used, fundraise via email and online giving (web).
Significant effort in using their network to fundraise on behalf of causes they are passionate about. Donations instead of birthday presents is beginning to trend
Multicultural, international, tolerant in outlook
Shaped by 9/11, downward mobility, world economic crisis, social tolerance
Less likely to support local social services than baby boomers and Gen Xers. Less likely to support environmental causes. More likely to support human rights, children’s charities, & international development causes
Far more likely to demand accountability and transparency than older donors
2/3 would give through a smartphone or mobile device.
Millennials want visual, want stories, want to see people on web and social networks.
They want accountability, and to give to a cause, not an organization.
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/
Next Gen Am Giving Report 2013
https://www.blackbaud.com/nonprofit-resources/generational-giving-report
There are a number of trends we see in social citizens.
About the Waggener Edstrom report: 2,004 digitally engaged cause supporting adults, ages 18 and older. Specifically, qualified partic-
ipants were online or offline supporters of a charity or cause during the previous 12 months;
Waggener Edstrom report
Waggener Edstrom report
*also, younger donors are more likely to say the ability to restrict their gift to a specific project might matter to them
Which has led to:
The rise of importance of the perception of influence
The ability to reach more people than ever before
The ability to
They’re influencing the entire social web
https://www.flickr.com/photos/89334594@N07/9138930735/
Waggener Edstrom report
Primed by storytelling- it’s a visual medium
Waggener Edstrom report
The mere rise of crowdfunding sites is a result of influence of people and media.
And what they want: Transparency, communication, results.
Crowdfunding raised more than $5.1B in 2013 (craigconnects.org/crowdfundinginfographic)
60% increase in funds raised through crowdfunding from 2012-2013 for nonprofits
30% of the $5 billion crowdfunded went to social causes according the “Cracking the Crowd Funding Code“
Next Gen Am Giving Report 2013
Next Gen Am Giving Report 2013
So much of how nonprofits interact is powered by the medium.
https://www.blackbaud.com/nonprofit-resources/generational-giving-report
Blackbaud Online Giving Report
Rise of social media – immediacy, conversant, shareable, viral, and visual
The people have changed – millennials are the makers of our culture
The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
Our colleagues at the Virginia Veterinary Medical Association (VVMA) hosted the DVM Class of 2018 welcome cookout, Aug. 2014
Amyotrophic lateral sclerosis (ALS)
Either golfer Chris Kennedy or Pete Frates (former BC baseball team captain and ALS patient)
Kennedy challenged a cousin with ALS, whose network overlapped with someone’s who overlapped with Frates’
Over $100M raised from 3 million donors
9.66 million videos shared on FB, 112mil engaged with those vids on FB
Medium, people, transparency
http://www.bethkanter.org/icebucket-challenge/
Also -- A downer news cycle? (Israel/Palestine, Robin Williams, Malaysian Airlines plane, Ukraine civil war)
http://www.givingdayplaybook.org/10lessons/
NOT FINISHED. DO I NEED THIS??
Rise of social media – immediacy, conversant, shareable, viral, and visual
The people have changed – millennials are the makers of our culture
The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
Gen Z: pre-teens and teens
“Querty Monsters” because they text all the time!
Starting crowdfunding campaigns: http://www.bethkanter.org/kids-crowd-funding/
Dedicated in 1971 as an intimate sanctuary available to people of every belief. A tranquil meditative environment.
Founded by Dominque and John de Menil
Artist Mark Rothko had free rein to create a modern, meditative space, and created 14 panels
Still about stories, donors, personal connection
How you connect with donors: it’s personal, it’s about the personal story, the personal connection. It’s a bit about influence.
The medium powers the story and the connection. After that, it’s all YOU.