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Cultivating Generations of Donors

10/16/2014

3 Comments

 
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Most fundraising activities target older donors. This makes sense; they have supported organizations for years and continue to be the sector’s greatest source of donations. However, as this segment of the population shrinks, nonprofits need to create effective donor pipelines. Here are some quick tips to ensure your organization is cultivating donors for generations to come:

It’s a family affair

Large donors are often the bread and butter of nonprofits. It is critical that organizations steward these donors well. These practices should extend to the whole family. Look for opportunities to invite the children of donors to events, for tours, or to take on roles inside the organization.  Asking the child of a major donor to join a Young Professionals board, or attend a site visit, could ensure philanthropic support for years to come.

Target your strategy

Yesterday, there was yet another article on my LinkedIn feed about generations in the work place. While the corporate sector is a buzz with this, many nonprofits are still using a one-size fits all approach to their cultivation efforts. Different generations have preferences for how and when they give. Millennials, for example, might not attend a high priced gala. Save your stamps and throw a trivia night or create a crowd funding campaign for them. Take some time to understand the needs and preferences of your donors.  It’ll pay off. 


Beef Up Bequests


This can be a sensitive topic for some fundraisers. I get it; people don’t like to talk about death. But the reality is Boomers are growing older, and often want to continue to support the organizations they care about.  Here's a great, quick outline on legacy giving.

All generations want to give, to engage in their community and to support work that is meaningful to them. Be nimble in your fundraising efforts. Stop asking and Listen. Be creative. These extra efforts will ensure diverse funding streams for years to come.


How do you engage different generations in philanthropy?

Kerri Drumm
from Purpose Aligned Consulting, LLC can help!
3 Comments
Bryan Balch link
10/16/2014 07:11:15 am

Hi, Kerri,
I commend you on the work you are doing. Most non-profits are struggling to stay afloat as the governmental and foundational funds diminish. From grassroots to nationally recognized non-profits, some are in denial, others fear change and most don't know how to change, when they finally reach the point of desperation, realizing they have to change. I see that you are connected to Kristin Bodiford. She is a remarkable woman. She has relentless energy, passion and a wealth of knowledge. The connections she works with are always on the cutting edge of something new to help organizations. I just finished publishing a book, "How to Create Value First and Other Lessons: Moving Organizations from Surviving to Thriving." It has several lessons on how non-profits can turn donors into sponsors; get them to buy-in to your vision, make long term commitments; and like you said, if a child or someone gets involved as a volunteer or simply participates in some events, sees the work being done live, they will connect. When they do, you are creating sustainability. Non-profits everywhere must figure out how they can demonstrate value to individuals and businesses, besides those they serve. Having your name listed on the back of fundraising programs doesn't cut it anymore. The book shares ideas and will create new perspective, which will lead to new ideas that will create new programs and long-term stability. There is a link on my website and you can also search by the title or my name on amazon.com.
I wish you continuing success. If you ever want to bounce an idea around, I'm happy to listen. Keep making a difference in the lives of others. Thank you.

Reply
Emily Davis link
10/18/2014 04:51:25 am

You may also find our publication, Fundraising and the Next Generation, valuable to this conversation. Emily is on slideshare, 4Good, and other social media with her training, speaking, consulting, and research.

Reply
Kerri link
10/20/2014 03:33:22 am

Thanks you both for your comments and for sharing your valuable resources! Looking forward to digging in!

Reply



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