Lifelong giving begins in the 30s
I just had the pleasure of co-hosting our latest virtual book club, Management Cafe, and wanted to remind you of three take-aways that came up in our conversation about working with the next generation. Author Emily Davis and her book, “Fundraising and the Next Generation” was featured. Emily reminded everyone on the call that:
Lifelong giving begins in the 30s. Because Gen Y or Millennials view volunteering as an additional form of philanthropy, this is a great entry point for organizations. Consider how you’ll engage your 20- and 30-somethings now so you have them connected to your cause throughout their lifetime. If you don’t have services that naturally translate to volunteer work, recruit a committee of Millennials plan a social event in support of your cause and build from there.
Nonprofits make the mistake of launching their presence on social media channels as a way of connecting with the younger set and calling it good. While social media is a natural tool to consider for engaging Gen Y or Milliennials, Davis reminds us that social media is a tool, not the tool. Be sure to blend your social media activity with other forms of communication and engagement.
This is the first time we’ve had all four generations in the nonprofit space (Traditionalists, Boomers, Gen X and Gen Y). Look around your office and consider who you have in-house to offer feedback about what each generation prefers with supporting causes they care about. When creating your plan, remember Traditionalists, for example, prefer a well-written letter while Boomers were influenced by the onset of television.
Read more about Emily’s fundraising recommendations in her book by visiting www.wiley.com or downloading our Page to Practice summary at the store or through a subscription. If you’re interested in learning more about Management Cafe, visit the Nonprofit Cultivation Center.
by Denise McMahan