Fundraising and the Next Generation, + Website

Step-by-step guidance to key fundraising methods to attract, engage, and retain donors of all ages

Fundraising and the Next Generation brings readers up to date on cases, research, opportunities, and challenges regarding philanthropy's next generation. Readers will learn practical strategies for cultivation, solicitation, and stewardship of Gen X and Y philanthropists using new technologies and traditional tools. Fundraising and the Next Generation covers the behaviors, key characteristics, and approaches for working with philanthropists under the age of forty. In addition, other age cohorts will be discussed to provide perspective, comparison, and related strategies.

• Includes step-by-step tools for setting up next gen technology in your organization and engaging Gen X and Y as donors
• Features a glossary of social media terms, a list of academic resources for development and professional advancement, and an assessment toolkit
• Defines the key characteristics of the four current generations, their habits for charitable giving, and how every development office can successfully engage them in philanthropy
• Provides a website with additional information beyond the book

Savvy fundraising leaders understand that successful and sustained philanthropy is not just an issue for today. Long-term planning and diversified strategies allow fundraisers to access every prospective contribution possible. Timely and relevant, Fundraising and the Next Generation brings readers up to date on cases, research, opportunities, and challenges regarding philanthropy's next generation.

Acknowledgments xv

CHAPTER 1 Introduction 1

Embracing New Approaches 1

How This Book Is Organized 3

Getting Started 6

CHAPTER 2 Generations in Philanthropy 7

Setting the Stage 7

Defining the Generations 8

Leading Multigen Fundraising Efforts 16

Conclusion 37

Notes 40

CHAPTER 3 Engaging Philanthropy’s Next Generation 43

The Opportunities of Seeking Funds from Young Philanthropists 43

Cultivating the Next Generation of Donors 45

Relationships Don’t Change 60

Conclusion 63

Notes 70

CHAPTER 4 Volunteering Is Philanthropy 73

Creating Volunteer Opportunities Increases Prospective Donors 74

Committee Participation 80

Board Service 82

Conclusion 92

Notes 93

CHAPTER 5 The Next Generation of Grant Makers 95

Investing in Professional Development 96

Networking Resources 100

How Social Media Changes Grant Making 101

Understanding Family Philanthropy 102

What Nonprofits Can Do 113

Notes 115

CHAPTER 6 Harnessing the Power of Online Communications 117

Going Where the Givers Are 117

Social Media Is a Tool, Not the Tool 119

Listen to Your Fans and Followers 120

Social Media Is a Plant 122

Social Media Is Stewardship 123

Adding Value through Social Media 124

Social Media Is a Two-Way Street 124

Not Everyone ‘‘Diggs’’ Social Media 125

It Ain’t Free 126

Build a Social Media Plan 126

Implementing the Social Media Plan 129

Evaluating Social Media Strategies 135

Social Media Policies 135

Conclusion 138

Notes 139

CHAPTER 7 Conclusion 141

Where to Go from Here 141

Becoming a Learning Organization 143

APPENDIX A Worksheets, Plans, and Templates 145

Fundraising and the Next Generation Worksheet 146

Organizational Readiness Assessment 148

Stewardship Plan Worksheet 155

Sample Memorandum of Understanding (MOU) 160

Sample Board Recruitment Plan 162

Social Media Plan Worksheet 165

Social Media Plan Outline 167

Blog Post Template 171

Notes 172

APPENDIX B Selected Interviews 173

Next Gen Philanthropist: Mike Gast, Resource Generation 174

Next Gen Grant Maker: Jason Franklin, Bolder Giving 179

Multigen Family Philanthropy: Sharna Goldseker, 21/64 184

Family Philanthropy Consultant: Lisa Parker, Family Circle Advisors 190

Family Foundation: Mary Galeti, The Tecovas Foundation 193

Giving Circles: Alan Frosh, The Gordian Fund 196

Giving Tiers: Jennie Arbogash, Social Venture Partners of Boulder County 202

Notes 206

APPENDIX C Survey Summaries 207

Multigenerational Development Office Survey Results 208

Philanthropy’s Next Generation Survey Results 230

About the Author 289

Index 291

EMILY DAVIS has been working in the non-profit sector as an executive director, staff member, consultant, founder, board member, and volunteer for over fifteen years. She currently serves as the President of EDA Consulting in addition to many board and advisory roles in Colorado as well as nationally. She trains and consults on a number of different areas including board development, online communications, multigenerational philanthropy, and fundraising. Her passion for effective leadership has garnered numerous awards and nominations. Emily received her master's in nonprofit management from Regis University.

FUNDRAISING AND THE NEXT GENERATION
Tools for Engaging the Next Generation of Philanthropists

As a savvy fundraising leader, you understand that successful and sustained philanthropy is an issue for all generations. To access every prospective contribution possible, long-term planning and diversified strategies are necessary to allow you to engage younger donors and staff. Packed with worksheets and handouts, Fundraising and the Next Generation brings you up to date on the cases, research, opportunities, and challenges for reaching philanthropy's next generation.

Starting with an introduction to fundraising from multiple generations, in particular Generation X and the Millennials/Generation Y, Fundraising and the Next Generation shows you how to engage your staff and volunteers in conversations about fundraising across the generations and equips you with the tools you need to:

• Use social media as an entry point to new donors
• Ask the hard questions, self-examine, and integrate strategies that will better serve your organization's mission for long-term sustainability
• Give everyone in your organization—not just the board and staff leadership—a voice
• Invite the feedback of your donors, your "junior" staff, and your volunteers
• Go on a listening tour to pinpoint your organizational strengths and weaknesses
• Gain insight into the motivations and opinions of next-generation givers to help expand the focus of your fundraising efforts
• Explore how your organization can better use the next generation of volunteers to support the mission of your organization

Multigenerational prospecting, cultivation, and stewardship is a process; it doesn't come simply because you clicked a button, conducted a happy hour, or invited one young person onto your organization's board of directors. Now you can discover practical strategies for cultivation, solicitation, and stewardship of Gen X and Y philanthropists using the new technologies and traditional tools found in Fundraising and the Next Generation.

Praise for FUNDRAISING AND THE NEXT GENERATION
Tools for Engaging the Next Generation of Philanthropists

"Emily Davis is the expert on the next wave of donors. Fundraising and the Next Generation needs to be in the library of every fundraising professional. Emily Davis has written the definitive guide to fundraising across generations."
—Trista Harris, coauthor of How to Become a Nonprofit Rockstar Executive Director, Headwaters Foundation for Justice

"This book provides an excellent blueprint and practical suggestions on how nonprofits can cultivate the next generation of philanthropists."
—Beth Kanter, Beth's Blog, and coauthor of The Networked Nonprofit

"Think you've got the next generation figured out? Think again. This book is packed with studies, stories, and stats to help you effectively engage Gen X and Y in meaningful giving. Read it and you'll get more than a few new dollars today. You'll build new levels of support that last for years to come."
—Deirdre Maloney, author of The Mission Myth and President of Momentum

"I've dog-eared nearly half of the pages in this treasure of a book. At once it is an insider's guide to the motivations of the next generation of givers, a tool box for engaging them, and the best primer on social media and fundraising I have seen to date. While full of practical wisdom, it is also a collection of stories and interviews with a host of thoughtful young donors. A must-read for donors and fundraisers alike."
—Lisa Parker, President, Lawrence Welk Family Foundation Principal, Family Circle Advisors

"Emily Davis shows us that in philanthropy there can be no 'kids table' at Thanksgiving! Fundraising and the Next Generation gives us the road map for how to engage multiple generations of staff, donors, board members, and community leaders and achieve a much better philanthropic outcome for all. A must-read!"
—Josie Heath, President, The Community Foundation Serving Boulder County