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Boomers, X-er's, Millennials, Oh My! Surfing the Next Wave of Philanthropy

Published on Aug 02, 2018

In the philanthropic community now, we have the greatest span of generations in recent memory—as donors, volunteers and professional practitioners. As we develop our fundraising programs, we must consider that each generation has different motivations for philanthropy, different modes of communication, and different ways that they will take action. So how do we engage Baby Boomers, Generation X, Millennials and the activist Gen Z in our causes? In this session, Alice Ferris will talk about characteristics of the generations, communication methods, and do's and don't's in intergenerational development.

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PRESENTATION OUTLINE

1.

Boomers, X-er's, Millennials, Oh My!

Surfing the Next Wave of Philanthropy
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Gen X, born 1970, founder, GoalBusters Consulting, @aliceferris

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Boomer/Gen X "cusper," born 1963,
GoalBusters Consulting, @goalbustersjim

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Talking about Generations

  • Define
  • Connect and communicate
  • Motivate and activate
Photo by Liane Metzler
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Why do we care?

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Definitions

Photo by Sebastián León Prado
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Matures

  • Born 1945 or earlier (generally 73+)
  • Core values: respect for authority, conformance to social norms, discipline
  • Money: SAVE and pay with cash
  • Communication: one to one, or write a memo
  • 26% of US giving in 2013
  • 88% of this generation gives
Photo by Willy D
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Untitled Slide

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Baby Boomers

  • Born 1946-1964 (ages 54-72)
  • Core values: optimism, active involvement
  • Money: Buy now, pay later
  • Communication: Call me anytime
  • 43% of giving; 72% give
Photo by Randy Durrum
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Untitled Slide

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Generation X

  • Born 1965-1980 (ages 38-53)
  • Core values: skepticism, fun, informality
  • Money: cautious
  • Communication: call me at work or email
  • 20% of giving; 59% give
Photo by txinkman
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Untitled Slide

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Millennials

  • Born 1981-1996 (ages 22-37)
  • Core values: confidence, fun, social
  • Money: earn to spend
  • Communication: text messages, always connected
  • 11% of giving; 60% give; 62% would give via mobile
Photo by Hugh Han
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Untitled Slide

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Generation Z/"iGen"

  • Born 1997-2011
  • Core values: independent, direct and immediate impact—children of 9/11
  • Money: means to an end
  • Communication: Snapchat, Skype, Instagram, emojis, what's email?
  • Question assumptions
Photo by Joe Shlabotnik
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Generation Alpha

  • Born 2012+
  • Look out world...
Photo by pan xiaozhen
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Untitled Slide

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Untitled Slide

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Young Philanthropists

  • Immediate attention
  • Instant impact
  • No boundaries
  • Hate bureacracy
  • Endorsement by someone they know
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How to Connect

Photo by katypang
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Matures

  • Mail
  • Face to face
Photo by Álvaro Serrano
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Boomers

  • Mail
  • In person
  • Phone
  • Events
Photo by Minneapolis Institute of Art
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Gen X

  • Phone
  • Email
  • Social Media
Photo by Glenn Carstens-Peters
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Millennials

  • Social Media
  • Text
  • Mail
  • Events
Photo by Oliur
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Gen Z

  • Social Messaging
  • Text
  • No email
Photo by Christian Wiediger
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Motivation

Photo by burrows.nichole28
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Untitled Slide

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Principle or Ideals

  • Strong sense of right and wrong
  • Should
  • What IS good
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Status or Achievement

  • Role conscious
  • Peer affirmation
  • What LOOKS good
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Action or Emotion

  • Gut feeling
  • Make me feel something
  • What FEELS good
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Matures

  • Principle
  • Need proof or connection to common social code
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Boomers

  • Status
  • Competition has been fierce their whole lives
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Gen X

  • Principle, maybe status
  • Can be paralyzed by need for information
  • Gut decisions are usually status
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Millennial

  • Action and principle
  • Make them feel good about themselves
  • Want to see direct impact
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Gen Z

  • Not sure yet
  • Relationships are important
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How does this affect strategy?

Photo by Mukumbura
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Strategy Ideas

  • Who is your target audience?
  • What is the preferred communication tool?
  • What motivates them?
Photo by Mukumbura
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Everyone wants...

  • Donor focused
  • Customized experience
  • Good relationships
Photo by hien_it
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Alice Ferris, MBA, CFRE, ACFRE
Jim Anderson, CFRE
GoalBusters Consulting

Alice Ferris

Haiku Deck Pro User
http://goalbusters.net