nabpac generational marketing strategies

This Isn’t Your Father’s Oldsmobile: Planning Ahead For Soliciting a New Generation Of DonorsMulti-Generational Workforce Channel Marketing StrategiesSuzanne Zurn, VP Digital ConsultingWaggener Edstrom Worldwide

Presentation delivered to theNational Association of Business Political Action Committee’s

PAC Management Conference

Washington, DC | July 27, 2011

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TOPICS

Operating Environment – Changing Landscape– Multi-Generational Workforce

Strengths

− Execs are Getting Social

Weakness– Fundraiser’s Generational Divide

Opportunities– Know Your Audience– Understand Communications Preferences– Identify New Technology Use– Pinpoint Interest in Civic Engagement

Tips– Multi-Platform & Channel Campaigns– Communicate Across Generations

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SITUATION ANALYSIS

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A CHANGING LANDSCAPE

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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DEMOGRAPHY

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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IDENTITY, PRIORITIES & OUTLOOK

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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STRENGTHS

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EXECS ARE GETTING SOCIAL

Jive study conducted by Penn Schoen Berland, May 2011Twitter Data from NetProspex Social Business Report, Summer 2011

Top 20 Jobs on Twitter

Rank JobPenn Schoen Berland Survey:

• 83% of executives use at least one social network in the workplace

• 73% of executives agree that social platforms will fundamentally change the way people share, connect and learn at work…

− 73% of millennials − 64% of general knowledge workers

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WEAKNESS

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FUND RAISING’S GENERATIONAL DIVIDE

• PAC Managers are predominantly from Gen X (1965-1980)

• PAC eligible audience are largely Boomers (1946-1964)

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OPPORTUNITIES

The Greatest Generation

The Silent Generation

The Baby Boomer

Generation X The Millennial Generation

Gen 2020

Born Before 1928 1928-1945 1946-1964 1965-1980 1981-1996 1997-current

Age Range 65+ 46-64 30-45 18-29 0-17

Brief “Saved the world when it was young”

“Conformist and civic instincts”

“Noisy, anti-establishment; demography driven”

“Savvy, entrepreneurial loners”

“Confident, self-expressive, liberal, upbeat and open to change”

Unique WW II, Depression, Smarter, Honest

Work ethic, Respectful, Values/Morals

Technology use, Work ethic, Conservative/ Traditional

Technology use, Music/Pop culture, Liberal/tolerant

SM Profile 6% 30% 50% 75%

Sleep w/ Cell Phone

20% 50% 68% 83%

Internet Use 40% 79% 87% 90%

Text in past day

4% 35% 63% 80%

GENERATIONAL BREAKDOWN – KEY TAKEAWAYS

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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SILENTS

MARY

Key Facts:

Born: 1928-1945 (65+) Internet: 40%Social Media: 6%Texting: 4%

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BOOMERS

JAMES

Key Facts:

Born: 1946-1964 (46-64)Internet: 79%Social Media: 30%Texting: 35%

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GEN X

JENNIFER

Key Facts:

Born: 1965-1980 (30-45)Internet: 87%Social Media: 50%Texting: 63%

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MILLENNIALS

JACOB

Key Facts:

Born: 1981-1996 (18-29)Internet: 90%Social Media: 75%Texting: 80%

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GEN 2020

EMMA

Key Facts:

Born: 1997-2000 (0-17) Facebook AccountEligibility: age 13

TECHNOLOGY & SOCIAL MEDIA: INTERNET BEHAVIORS

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

The Silent Generation

The Baby Boomer

Generation X

The Millennial Generation

Have SM Profile 6% 30% 50% 75%

Use Wireless Internet away from home

11% 35% 48% 62%

Posted video of themselves online

1% 2% 6% 20%

Use Twitter 1% 6% 10% 14%

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TECHNOLOGY & SOCIAL MEDIA: CELL PHONES & TEXTING

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

The Silent Generation

The Baby Boomer

Generation X

The Millennial Generation

Use cell to text 9% 51% 77% 88%

Texted in past 24 hours

4% 35% 63% 80%

Texted while driving 1% 21% 46% 64%

Have a cell phone, and no landline

5% 13% 24% 41%

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POLITICS, IDEOLOGY, AND CIVIC ENGAGEMENT

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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TECHNOLOGY & SOCIAL MEDIA ACTIVITY

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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POLITICS, IDEOLOGY& CIVIC ENGAGEMENT

Millennials: A Portrait of Generation Next, Pew Research Center Report, 2009

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TIPS

ONE SIZE DOES NOT FIT ALL

•Channel / Platform

•Message

•Messenger

•Frequency

•Value Proposition

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TIPS FOR COMMUNICATING WITHALL GENERATIONS

BEST PRACTICE PAC APPLICATION

1. All generations have similar values

1. Show them the “love” for their participation

2. Everyone wants respect 2. Provide opportunity for a voice in the process

3. Trust matters 3. Use peer-to-peer solicitations

4. People want leaders who are credible and trustworthy

4. PAC Chair with positive reputation

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TIPS FOR COMMUNICATING WITHALL GENERATIONS

BEST PRACTICE PAC APPLICATION

5. Organizational politics is a problem—no matter how old or young you are

5. Transparency in PAC governance

6. No one really likes change

6. Over communicate when strategy shifts

7. Provide opportunitiesfor advancement and recognition

7. Hall of fame, leadership, VIP access

8. Everyone wants to learn 8. Nourish members with information, opportunities

Best Practice List (left) from Center for Creative Leadership, Emerging Leaders Research Survey Summary Report, 2003

THANKYOU

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

SUZANNE ZURN202.261.7807 | @SuzZurn

szurn@waggeneredstrom.com

www.slideshare.net/SlideShareWE

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LEARN MORE

Pew Research Center Report “Millennials: A Portrait of Generation Next,” 2009

Harvard Business Review, “Are Your Ready to Manage Five Generations,” Oct 2009

Jive study conducted by Penn Schoen Berland,May 2011

NetProspex Social Business Report, Summer 2011

Center for Creative Leadership, “Emerging Leaders Research Survey Summary Report,” 2003

Chronicle of Philanthropy, “Fund Raising’s Generational Divide,” June 5, 2007