i don’t understand why we baby boomers aren’t called the greatest generation. after all, we’re...
TRANSCRIPT
I don’t understand why we
Baby Boomers aren’t called
the greatest generation. After
all, we’re the largest, the best
educated, healthiest and the
wealthiest adult generation in
American history. We give
more dollars to charity than
any other generation. We
volunteer at the highest rates
of any American generation —
past or present. We launch
and lead more start-ups than
any other generation. Today
Boomers run the vast majority
of the Fortune 500; we control
Congress. Boomers have
occupied the White House for
the last two decades.
So why aren’t we called the
greatest generation?”
— Baby Boomer, age 60
“
The large and in-charge Baby Boomers are poised to become the greatest generation for giving ever. But tapping into their coming-of-age and enormous economic clout requires new strategies and approaches.
Tapping Into America’s Wealthiest Generation
Sept 15 2015
In 2014, for every 100
new and/or recovered
donors, 102 were lost
through attrition, in the
same year.
Much more difficult today
than five years ago to
convince donors to give to
a cause for the first time.
Five-Year Overall Index Donor TrendsCumulative Rolling 12-Month Median Change from Q3 2007
1984 1988 1992 1996 2000 2004 2008 2012 2016 0
2010 – 2014Acquisition is down a cumulative 14.4%.
2007 – 2012Acquisition is down a cumulative 22.6%.
Donor Acquisition Trending, 1984 – 2015
Only 11% of donors said
that a single solicitation
alone inspired their first
gift to a charity.
11%
In the past two years, nearly
half of all donors stopped giving
for reasons unrelated to their
personal finances.
48%
81% of donors said they would
stop giving or reduce support if
they perceive high administrative
overhead.
81%
75% of donors said they
would stop giving or reduce
support if they perceive cost
of fundraising is too high.
75%
64% of donors said they
would stop giving or reduce
support to nonprofits that
over-solicit. [41% in 2005]
64%
75% of first-time donors do
not give a second gift.
75%
Massive demographic shifts are redefining participation and reshaping philanthropy.
$111.2b
$28.4b
$51.7b
$67.2b
2014: Boomers are giving the most
80m 80m
$258.5 billion
$62.5b
2014: Boomers are giving the most
80m 80m
74%
$111.2b
$28.4b
$51.7b
$26.5b
$62.5b
2014: Boomers are giving the most
80m 80m
43%33% more generous
$111.2b
Just over 2/3rds of all Boomers gave to
charity in 2010 … representing 20 million
more donors than the Matures.
52 million
$111.2b in 2014 = 136.0% increase in just 4 years.
At the height of recessionary psychology
Boomers …
Highest volunteer rates of any generation,
past and present. When surveyed, 48%
say they will volunteer at some point.
Among Boomers,
volunteers to the
Peace Corps have
more than doubled
in the last three
years.
Boomers give, far and
away, more time than
any other generation.
Boomers…24 million
prefer to donate
financially to the
same orgs where
they volunteer.
24 million
67% Tentimes more dollars
are donated by
Baby Boomers
who volunteer time
compared to
people who don’t
volunteer.
Highest volunteer rates of any generation,
past and present. When surveyed, 48%
say they will volunteer at some point.
Boomers…
Giving by generations …
Charities looking to bolster their fundraising efforts should
focus their attention on the Baby Boomers, from whom the
bulk of money will come ...”
— Forbes Magazine, August 12, 2013
“
MATURES BOOMERS
Comfortable with status quo
Attentive consumers
Long attention spans
Happy to be “spectators”
Trust in organizations
Give to 12-15 charities
Altruistic giving
Direct mail plays a central role
Acquired by a single solicitation
Responsive to direct marketing
approaches
A lifetime rejecting status quo
“Empowered Consumers” / 6Cs
ADD
Engaged “participators”
No/low trust in organizations
Give to 3-5 charities
Benevolent giving
@everywhere and always on
Small actions lead to giving
Giving flows from engagement w/
cause and relationship w/ org
MATURES BOOMERS
Comfortable with status quo
Attentive consumers
Long attention spans
Happy to be “spectators”
Trust in organizations
Give to 12-15 charities
Altruistic giving
Direct mail plays a central role
Acquired by a single solicitation
Responsive to direct marketing
approaches
A lifetime rejecting status quo
“Empowered Consumers” / 6Cs
ADD
Engaged “participators”
No/low trust in organizations
Give to 3-5 charities
Benevolent giving
@everywhere and always on
Small actions lead to giving
Giving flows from engagement w/
cause and relationship w/ org
25
3 core interactions to drive revenue
26
fund-raising
passion-raising
brand-raising
3 core interactions to drive revenue
27
3 core interactions to drive revenue
Z-type interactions deepen
passion for cause
Passive Z interactions: Read Watch View Explore Learn more Sign up for email Create a profile Join our “conversation”
Active Z interactions: Advocate Rally your following Be an “ambassador” Discuss Blog Share Act
28
3 core interactions to drive revenue
Y-type interactions
deepen relationship
1. Personalized, brand-aligned communications
2. 6Cs, especially control
3. Access to/interaction with org leaders
4. Being heard
5. Meaningful recognition
6. Being able to give input
7. Prayer requests
8. Being invited to events and “experiences”
9. Brand enhancement interactions
10. Frequent updates on donor’s project
11. Personalized URLs
12. Regular email touches (Y only)
13. Mobile text updates
14. Voice broadcasts to cell phone
15. Personal preference survey
29
3 core interactions to drive revenue
X-type interactions
deepen donor value
30
X = maxY = maxZ = max
3 core interactions to drive revenue
LIF
ET
IME
DO
NO
R V
AL
UE
ENGAGEMENTSporadic Continuous
Hig
h$
Lo
w$
Awareness of your cause and brand
Interest
Identification with cause and your brand
Involvement
CredibilityPride of association with cause and brand
3 core interactions to drive revenue
Passion: “I’m telling all my friends about your cause and brand.”
LIF
ET
IME
DO
NO
R V
AL
UE
ENGAGEMENTSporadic Continuous
Hig
h$
Lo
w$
Awareness of your cause and brand
Interest
Identification with cause and your brand
Involvement
CredibilityPride of association with cause and brand
Z+Y+X
3 core interactions to drive revenue
Z+Y
Z+Y
Z+Y
Z+Y+XZ+Y+X
Z+Y+X
Passion: “I’m telling all my friends about your cause and brand.”
LIF
ET
IME
DO
NO
R V
AL
UE
ENGAGEMENTSporadic Continuous
Hig
h$
Lo
w$
Awareness of your cause and brand
Interest
Identification with cause and your brand
Involvement
CredibilityPride of association with cause and brand
Passion: “I’m telling all my friends about your cause and brand.”
Attraction
3 core interactions to drive revenue
Z+Y+X
Z+Y
Z+Y
Z+Y
Z+Y+XZ+Y+X
Z+Y+X
Dating
MeetingFamily
Partnering
Flirting
Intimacy
Exclusivity
Seven Relationship Phases
Prison Fellowship
Objectives: Increase online donations, online volunteers,
online church recruitment. Optimize for Boomers.
Case study
Prison Fellowship
Objectives: Increase online donations, online volunteers,
online church recruitment. Optimize for Boomers.
2013 results:
Church recruitment up 464%, from 1,000 new
churches in 2012 to 5,600 new churches in 2013
Volunteer recruitment up 250%
Non-campaign motivated revenue up 56% to $480K
Engagement with online content more than doubled
Case study
THE OLD FUNDRAISING MANTRA
SHOUT AT STRANGERS. DEMAND THEIR ATTENTION.
GET THEM TO PARTICIPATE WITH THEIR WALLETS.
THE NEW FUNDRAISING MANTRA FOR BOOMERS
STOP SHOUTING AT STRANGERS.
GIVE THEM OPPORTUNITIES TO TAKE SMALL ACTIONS
THAT DEEPEN THEIR PASSION FOR YOUR CAUSE AND
THEIR RELATIONSHIP WITH YOUR BRAND.
WHEN THEY ARE READY, GIVE THEM OPPORTUNITIES
TO PARTICIPATE WITH THEIR TIME, TALENT, AND TREASURE.