What hasn’t changed …
- People don’t give gifts, they support causes
- Bad data base/list results in bad annual fund – clean and segment files
- If you don’t ask, you don’t get
- If you don’t thank, you don’t get renewal
What’s not working anymore with Gen X/Y…
- Standard line phone, address, email aren’t enough … Need cell phone numbers for text messaging. Ask for mobile numbers on website donation form and telemarketing forms
- Regular unrestricted annual fund campaigns … Push for choice/restricted gifts, activism through social networking
- Past communication technique … Use social media and send message to campaign list and ask for people to follow
General Marketing has been …
- Developing message
- Identifying channels
- Conducting transactions
- Being good stewards of contributions
- Building giving amounts and renewals
In addition, need to understand and build in data mining to accommodate Generation X and Y (19-37 years) as …
- Tech savvy and caffeinated by multi-media
- Of the mind that activism, volunteerism and donating go hand-in-hand as one unit, not separate
- Communication patterns spike in – Early am with face-to-face; Mid-day with postings, tweets and texts; Evening with face-to-face
- Social relevance is key – make your desired impact clear
- Peer/customer reviews are desired — adopt star-like system such as iTunes rating
- Make it easy … American Red Cross and its online 2009 holiday gift catalog giving approach modeled after shopping cart.
- Make it cool and sorta “underground” where Millennials share “I discovered a really cool giving catalog, etc.” and pass it on.
- Ask for advice and let constituents help you improve organization.
- Address millennial known procrastination tendencies by building in micro-goals — breakdown overall annual goal into monthly and weekly micro goals
Understand and adjust to young donors wanting things their way … Some similarities with Boomers.
by: Linda Brown Rivelis, President