Generational Dynamics of Donors
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This document discusses generational differences in charitable giving and how to engage different age groups as donors. It covers the four main generations: Civics/Silent Generation (ages 66+), Baby Boomers (ages 47-65), Generation X (ages 35-46) and Generation Y/Millennials (ages 18-34). Each generation values different things and has different expectations from non-profit organizations. The document provides tips on tailoring donor outreach and messaging to each generation to strengthen engagement.
Generational Dynamics of Donors
- 1. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 2. Generational Dynamics of Donors We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 3. 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” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 4. Introduction High-wealth donor facts: Top motivation = “believe their gift will make a difference” Expectations: 1. Transparency 2. Accountability 3. Protection of privacy We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 5. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 6. 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? We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 7. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited. 3foldcomm.com 3foldcomm.com
- 8. The Four Generations We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 9. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 10. The Four Generations 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! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 11. Civics We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 12. Civics Basics • Ages 66 and over • AKA Matures, Seniors, GIs, Greatest Generation, Builders • 59 million We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 13. Civics Civics are about … • Dedication and Sacrifice • Hard work • Conformity • Stability and Security • Respect for Authority • Delayed Gratification We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 14. 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. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 15. 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 life’s labor!” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 16. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 17. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 18. Baby Boomers We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 19. Baby Boomers Basics • Ages 47-65 • AKA Boomers, “Me” Generation • 78 million – largest generation We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 20. Baby Boomers Boomers are about… • Personal gratification • Optimism • Satisfying the “self” first • Community involvement • The “team” win • Rewards We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 21. 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…” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 22. 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. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 23. 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.” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 24. 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.” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 25. 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! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 26. Generation X We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 27. Generation X Basics • Ages 35-46 • AKA X’ers, Baby Busters • 48 million • Original “latchkey” kids We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 28. Generation X Values and Preferences • Fierce Independence • Change • Techno-literacy • Skepticism • Work is “just a job” • Need Autonomy We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 29. 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? We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 30. Generation X Gen X’ers are about… • Seeking a sense of family • Desiring fun/freedom • Technoliteracy • Seeking balance • Fierce independence • Skepticism We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 31. 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 We love to share -- however, please ask us • Disenchanted with politics – work hard first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited. for charitable causes 3foldcomm.com
- 32. 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. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 33. Generation X So Gen X’ers want… 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! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 34. Generation X So Gen X’ers want… Empowerment with technology. • Utilize technology to drive the transaction. • Provide a useful, info-rich website. • Communicate and respond immediately! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 35. Generation X So Gen X’ers want… 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)! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 36. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 37. Generation Y We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 38. Generation Y Basics • Ages 18-34 • aka Gen Y, Echo Boomers, Millennials • 73 million – 2nd largest generation We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 40. Generation Y Gen Y’ers are about… • Optimism and fun • Morals • Confidence (strong ego’s) • Community • Techno-fusion • Collaboration • Civic engagement We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 41. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 42. 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! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 43. Generation Y So Gen Y’ers want… 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. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 44. Generation Y So Gen Y’ers want… 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! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 45. 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.” We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 46. 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. We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 47. 5th Generation: the “net” generation We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 48. 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 We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.
- 49. Thank you! We love to share -- however, please ask us first. Reproduction, modification, distribution or republication without the prior consent of 3fold 3foldcomm.com Communications, LLC is strictly prohibited.