Embracing New Approaches to Philanthropy

1. Embracing New Approaches to Philanthropy Final Presentation for Prof.ssa Giuliana Gemelli Storia della Filantropia 17 May 2012

2. Generations in Philanthropy • Possibility of Donations from Every Generation • Defining the Generations • Leading Multigenerational Fundraising Efforts

3. Traditionalists (Pre WWII) • Born: 1900-1945 • Characteristics: Loyal, respect for authority, separate work and personal life, value work • Capacity to Give: Planned giving, lifelong donors, major donors • Understand Their Philanthropy: Giving is the right thing to do • Frame Your Message: Traditional organizational message • Choose Your Medium: Traditional organizational methods • Elicit Their Response: Check in the mail • Say Thank You: Send thank you letter or card

4. Baby Boomers • Born: 1946-1964 • Characteristics: Strong work ethic, optimistic, idealistic, self-improvement, flexibility, recognition, respect • Capacity to Give: Major donors, planned giving, legacy philanthropy through children • Understand Their Philanthropy: Giving makes me feel good • Frame Your Message: Tell a story focusing on impact • Choose Your Medium: Telemarketing • Elicit Their Response: Over the phone • Say Thank You: Thank you letter from client or letter illustrating impact of the gift

5. Generation X • Born: 1965-1980 • Characteristics: Self-reliant/independent, quick fix, results-oriented, short and concise communication, direct communication, public recognition • Capacity to Give: Lifelong givers, annual giving, future major donors • Understand Their Philanthropy: Giving accomplishes my goals • Frame Your Message: Use formula: $X provies Y well for Z community • Choose Your Medium: Peer-to-peer asks • Elicit Their Response: Online or through payroll deduction • Say Thank You: Accounting of how funds were used and results were achieved

6. Millenials (Generation Y) • Born: 1980-2000 • Characteristics: Diverse, networked, entrepreneurial, challenge status quo, look for transparency, service-learning experience • Capacity to Give: New philanthropists, annual giving, online giving, future donors • Understand Their Philanthropy: Giving is one tool I use to make a difference in the world • Frame Your Message: Discuss multiple methods of involvement • Choose Your Medium: Build a web presence outlining causes and they will find you • Elicit Their Response: Online gifts and volunteer hours • Say Thank You: Interactive thank you that encourages other forms of involvement

7. Engaging Philanthropy’s Next Generation • Opportunities of Seeking Funds from Young Philanthropists • Cultivating the Next Generation of Donors • Relationships Don’t Change

8. Working Across Generations • 1. The Replacement Theory • 2. The Staying on Top Theory • 3. The Redefining the Position Theory • 4. The Recognition Problem Theory • 5. The New Structures and Practices Theory

9. 1. The Replacement Theory • Not enough people in line to fill roles • Need to create a pipeline of new staff • Hasn’t been motivating or inspiring for non-profits to recruit and retain emerging leaders

10. 2. The Staying on Top Theory • Lack of leadership opportunities for next gen professionals • Young professionals will start their own organizations if there aren’t spots for them in existing non-profits • Result: market saturation, funds even less accessible • Existing leadership roles / those in them will need to shift

11. 3. The Redefining the Position Theory • New leadership models to challenge traditional non-profit hierarchy • Distribution of responsibility to co-directorship and team approaches • Appealing to next gen staff

12. 4. The Recognition Problem Theory • Next gen professionals feel invisible to current and tenured leadership • This path requires a shift in leadership styles and communication

13. 5. The New Structures and Practices Theory • Perspective of organizational structure and systems • There are new structures that will support the long-term sustainability of organizations, recruit new talent and disperse power • Organizations that embrace innovation and create fun workspaces may have a better chance at recruiting and retaining talent under this theory

14. Volunteering Is Philanthropy • Creating Volunteer Opportunities Increases Prospective Donors • Committee Participation • Board Service

15. The Next Generation of Grant Makers • Investing in Professional Development • How Social Media Changes Grant Making • Understanding Family Philanthropy • What Nonprofits Can Do

16. Harnessing the Power of Online Communications • Going Where the Givers Are • Social Media: a Tool, Not the Tool • Listen to Your Fans and Followers • Social Media is… a Plant, Stewardship, Two-Way Street • Adding Value through Social Media • Build and Implement a Social Media Plan • Evaluating Social Media Strategies

17. Using Twitter to T.W.E.E.T. • T (Target): Why Tweet? • W (Write): Why You Should Tweet Like Kanye • E (Engage): Tools to Win • E (Explore): Finding and Bringing Everybody to You • T (Track): Making Sure You’ve Hit Your Mark

18. T (Target): Why Tweet? • The Three Most Common Targets • Information Accounts: Room to Read, Blackbaud • The Personalized Account: National Wildlife Federation, Stop Bullying, and Room to Read • The Fundraising Account: Twestival and Surfrider • Account Target or Campaign Target? • Making and Reaching Goals

19. W (Write): Why You Should Tweet Like Kanye • The Written Word (What You Can Learn From Kanye West) • Using Multimedia in Your Tweets • Connect Your Target with Your Writing Strategy

20. E (Engage): Tools to Win • Built-in Functionality Worth Using: #Hashtags, Lists, @Reply, Retweets • Using Twitter in Haiti and Japan • Tweets as Data: The Present and Future of Crisis Mapping

21. E (Explore): Finding and Bringing Everybody to You • Finding Yourself • Finding Key Endorsements and New Leads • New Examples of Success

22. T (Track): Making Sure You’ve Hit Your Mark • Do You Remember Your Target? • Tools to Track Effectively • Becoming Streamlined

23. Where to Go from Here • Embrace Change, Ask Questions • Opportunity, Not Obligation • Becoming a Learning Organization

24. Sources • Davis, Emily. Fundraising and the Next Generation: Tools for Engaging the Next Generation of Philanthropists. Hoboken: John Wiley & Sons, 2012. Print. • Diaz-Ortiz, Claire. Twitter for Good: Change the World One Tweet at a Time. San Francisco: Jossey-Bass, 2011. Print. • Wakefield, Daisy, Aphra Sklair, and Andy Gibson. “Philanthropy and Social Media.” Institute for Philanthropy: Helping donors achieve impact. September 2011. Web. 14 May 2012 .