America is Changing

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America is Changing

• Are You Ready?

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Portraits

• You
• Your Board Members
• Your Donors
• America

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Touchstones?

• Hit songs or Top Recording Artists
• Popular Movies, TV shows or Stars
• Major Political Events
• Defining Moments

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Agenda

• America Forever Young
• The New American Landscape
• Challenges to Fundraising
• Exploring the Markets
• The Big Tent Action Plan

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America Forever Young
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Forever Young

• America has always been a magnet for
  immigration. And those who move here rarely
  leave, creating two interesting dynamics an
  aging Majority population and a growing
  population of Minority newcomers. Eventually,
  wealth often changes hands.

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The Grecian Formula Effect

• As historical Majority populations enjoy a
  greater share of national wealth and income,
  birth rates decline and the median age rises. In
  contrast, newly arrived populations tend to
  expand with higher birth rates. The net result
  is that America is not growing as old as fast as
  other developed and developing economies with
  more limited immigration.

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Whos Expecting?
Percentage of U.S. children ages 017 by race and
Hispanic origin, 19802003 and projected 20042020
(Source U.S. Census Bureau and ChildStats.gov)
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The Immigration Factor
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Winnebago Land Rush
At the same time, aging boomersespecially white
malesare still a dominant force in contemporary
philanthropy. They are living longer, and acting
younger, than any prior American population. And
they are inheriting and preparing to transfer 41
trillion over the next few decades! Should we
adjust our strategy for this wealthy market?
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Which Way Do We Go?
I shall be telling this with a sigh Somewhere
ages and ages hence Two roads diverged in a
wood, and I I took the one less traveled by,
And that has made all the difference. - The
Road Not Taken, Robert Frost
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The New American Landscape Aging Traditional
Markets and Younger More Diverse Markets
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Stop Watching Your Waistline!
Matures Prior to 1946 20.2 million
Gen X 1965 1979 19.1 million
Boomers 1946 1964 26.7 million
Gen Y 1980 1999 26.7 million
Millennials 2000 20.2 million
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Age and Diversity

• The minority population will account for nearly
  90 of US population growth between 1995 and
  2050.
• Minority population will surpass the non-Hispanic
  White population after 2050.
• Minority population aged 5 and under will exceed
  non-Minority by 2030.
• By 2050, there will be 18 million more Minority
  persons under age 35 than non-Minority persons of
  the same age.
• By 2015, for there will be more elderly than
  youth among non-Hispanic Whites and more youth
  than elderly among all minority groups.

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Changing Ethnicity
Interesting Note The U.S. is already the third
largest Spanish-speaking country in the world.
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Challenges to Fundraisingin a More Diverse
Environment
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Formal Giving by Ethnicity

Source Charitable Giving How Much, by Whom, to
What, and How?, Havens, OHerlihy and Schervish,
Social Welfare Research Institute
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Formal Giving by Age

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Twin Challenges

• Motivating a new generation of socially-conscious
  but institutionally skeptical people to give for
  the first timeand to bond with us for giving
  over time
• Building bridges with individuals, both young and
  old, from cultures previously outside the
  community of our organizations

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Market Breakdown
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Exploring the Markets

• Wealth and High Income
• Generations
• Gender
• Ethnicity
• Focus on Latinos, African Americans and Asians

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Wealth at the Top

• There were about 2.6 million individuals in
  North America with investable assets of 1
  million or more.
• There are only about 90,000 Ultra High Net Worth
  individuals with assets of over 30 million on
  the planet, approximately ¼ of whom live in the
  U.S. and Canada.

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Income at the Top
Only 12.29 of households earned over 100,000 as
of the last Census. And just 2.37, or 2.5
million households, had income in excess of
200,000.
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Giving by the Wealthy

• The richest 5 percent of households (those with
  an adjusted gross income of 140,000 or more)
  contribute 40 percent or 61 billion of the 152
  billion a year given by individuals.
• And the top 1 contributed 22 of charitable
  dollars.
• The 2 percent of estates valued at 3 million
  or more made 75 percent or 12 billion of the 16
  billion in charitable bequests.

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Areas of Charitable Interest for the Wealthy
Source U.S. Trust Survey of Affluent Americans
2007
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Mature America

• Approximately 35 million Americans are age 65
  or older. Three in five people in this age group
  are women.
• Over the next forty years, the number of people
  age 65 and older is expected to double and the
  number of people age 85 and older is expected to
  triple.
• Along with general trends for Americas
  population, minority populations are living
  longer, getting older, and becoming more racially
  diverse.
• The percentage of older persons, who now
  comprise over 16 of the older population, is
  expected to grow to 22 by 2020.

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Boomers in the Batter Box

• 26.8 of the US population80 million
  peoplewas born during the baby boom.
• 51 of boomers are women.
• 16.9 of boomers are people of color.
• Boomers age 45 to 54 have the highest average
  household income (68,028 before taxes) of any
  age group.
• (Source www.civicventures.org)

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Voluntarism by the Aging

• Volunteers over 65 devote double the amount of
  time to community activities of any other age
  group.
• Participation of seniors in volunteering could
  be expanded substantially if more were asked to
  volunteer or were offered an incentive to serve.
  
• Just 17 percent of adults age 55 and over who
  were not directly asked to volunteer did
  volunteer on their own.
• 83 of those who were asked to volunteer did
  somore than four times the number who had to
  approach organizations uninvited.
• (Source Civic Ventures)

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The Millennials

• Confident
• Hopeful
• Goal and achievement oriented
• Civic-minded
• Inclusive
• 1/3 are non-white
• 90 of children under 12 have friends of a
  different ethnicity than their own.

Source Generationsatwork.com
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Millennial Latinos
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Women in the Economy

• Forty percent of privately held U.S. firms are
  owned or controlled by women. In addition,
  womens businesses
• Grew at twice the pace of all other firms
  between 1997 and 2004
• Create jobs at twice the rate of all other
  firms
• Grow faster than all other firms
• Are more likely than others to stay in
  business.
• And women of color do even better! Their
  businesses are four times as likely to stay in
  business as any other!
• (Source How She Does It, Margaret Heffernan)

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Why Women Give

• Altruism, accompanied by a sense of self
  empowerment.
• Being part of a larger community.
• Finding like-minded peoplemeeting others who
  share interests and values.
• Participating in the process and watching a
  project unfold.
• (Source Forum of Regional Association of
  Grantmakers)

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Hispanic/Latino Wealth Income

• The number of Hispanic households with incomes
  of over 100,000 rose 137 between 1990 and 2000
• The net worth of U.S. Hispanics increased 30
  since 1998, exceeding 534 billion in 2000
• 1 out of every 10 small businesses will be
  Hispanic by this year
• There are approximately 2 million
  Hispanic-owned businesses generating nearly 300
  billion in annual gross receipts. That is
  expected to rise to 3.2 million firms with over
  465 billion by the end of the decade.
• The number of Hispanic-owned companies grew 82
  since 1997
• (Sources U.S. Census Bureau Hispanic Trends
  Small Business Administration HispanTelligence)

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Fun Facts Hispanic/Latina Women on the Move!

• Hispanic women-owned Businesses number 553,618,
  employ 320,000 and generate 44.4 billion in
  sales nationwide.
• More than one-third of all Hispanic owned firms
  are owned by women.
• Latinas control 39 of the 1.4 million
  companies owned by minority women in the United
  States, which generate nearly 147 billion in
  sales.
• Four in ten minority women-owned firms are
  owned by Latinas.
• Between 1987 and 1996, the number of
  Latina-owned businesses grew by 206, compared
  with 47 percent of all businesses.
• Between 1997 and 2004, the number of firms
  owned by Hispanic women increased by nearly 64,
  to 553,618, and their combined revenue climbed by
  more than 62, to 44.4 billion.
• (Sources Center for Women's Business Research
  Center for Women¹s Policy United States Hispanic
  Chamber of Commerce)
•  

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Key Features of Hispanic/Latino Philanthropy

• Hispanic/Latino philanthropy is largely
  informal.
• Giving within Hispanic/Latino communities is
  largely affected by generational position and
  immigrant status.
• Hispanic/Latino giving and volunteering is
  highly personal and often occurs through extended
  household and kinship networks.
• Hispanic/Latinos often give to and volunteer
  through churches.
• A great deal of Hispanic/Latino philanthropy
  involves sending money to aid family members in a
  country of origin.

Source Engaging Communities of Color, WS
Associates, LLC and Communities of Color
Engaging in Philanthropic Activities, W.K.
Kellogg Foundation, 2002
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African American Philanthropy
Documented giving dating back to the 1700s,
responsible for the creation of the African
Methodist Episcopal Church (1800), the Tuskegee
Institute (1860), the Urban League (1910) and
many other venerable organizations. The
following chart highlights community giving
priorities
Source Communities of Color Engaging in
Philanthropic Activities, W.K. Kellogg
Foundation, 2002
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African American Generosity

• According to an analysis of IRS records by the
  Chronicle of Philanthropy, African Americans with
  incomes of more than 50,000 give a higher
  percentage of discretionary income than most
  Americans.
• Most African Americans give to multiple causes
  and most giving is local (79).

Source Communities of Color Engaging in
Philanthropic Activities, W.K. Kellogg
Foundation, 2002
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Key Features of African American Philanthropy

• Studies show that African American philanthropy
  occurs most often in the context of religious
  organizations.
• The urge to give back is a significant
  motivation among African American donors.
• African American donors seem to prefer to give
  in interpersonal contexts.
• African American donors seem to forgo endowment
  building in favor of donating time and money to
  assist with more immediate community needs.

Source Engaging Communities of Color, WS
Associates, LLC and Communities of Color
Engaging in Philanthropic Activities, W.K.
Kellogg Foundation, 2002
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Asian American Philanthropy
Within Asian America, the most vibrant,
broad-based traditions of giving and volunteering
are the informal and indigenous forms practiced
in various immigrant communities. American-style
philanthropy, with its custom of giving discrete
gifts of money to nonprofits in return for tax
deductions and recognition beyond the
Asian-American community, is a relatively new
concept for Asian Americans.
Source Asian American Philanthropy Expanding
Circles of Participation, Jessica Chao, 2003
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Key Features of Asian American Philanthropy

• Asian-American philanthropic practices vary
  widely, reflecting the diversity of the
  population itself
• Donor characteristics depend on both generation
  and country of origin and,
• Successful fundraising efforts require a
  personal touch, including asks made by a
  prestigious member of the community or family.

Source Asian American Philanthropy Expanding
Circles of Participation, Jessica Chao, 2003
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The Big Tent Action Plan
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Engaging the New Community
Engaging communities of color in the
philanthropy and volunteerism field is more
challenging than engaging women or youth, for
several reasons. First communities of color tend
to give informally. Formal and structured
programs or initiatives engaging communities of
color are not directly suited to their
philanthropic and volunteering practices.
Second, communities of color have rich giving and
sharing cultures that are somewhat difference
from the mainstream. In order for a philanthropy
and volunteerism initiative to work effectively
in communities of color, the initiative must be
integrated with those communities cultures
Source Engaging Communities of Color, WS
Associates, LLC and Communities of Color
Engaging in Philanthropic Activities, W.K.
Kellogg Foundation, 2002
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A Bit of Advice
If formal philanthropy is something that whites
are involved in more than members of other
ethnicities, what are the implications for
nonprofits in a country where in the coming
decades, whites will increasingly constitute a
minority of the population in many cities and
states across the country. The impac on
nonprofits can be reduced if they manage to
suitably engage donors of diverse cultures. -
Havens, OHerlihy and Schervish in Charitable
Giving How Much, by Whom, to What, and How?
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A Deceptively Simple Solution

• The Independent Sector considers the power of
  the ask as one of the strongest motivators of
  charitable giving.
• 67 of Hispanic households and 68 of African
  American households said they had not volunteered
  or given because they were not asked.
• Personal networks are keenly important since
  much of Minority giving is through informal
  channels. In fact, when both are combined,
  differences in charitable giving between whites
  and other ethnicities disappear.
• (Sources Independent Sector Social Welfare
  Research Institute
• Giving and Volunteering in California)

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Use the Medium of Today to Build Brand Awareness
for Tomorrow

• Nearly 233 million users in the U.S.
• Usage increased by over 115 in last seven years
• Globally, users number nearly 1.2 billion
• Global growth rate has been 225

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Online Giving in 2007

• One out of ten people make donations online
• 50 of online donors are aged 35 to 54
• The average gift is 172, the median is 50 and
  2/3 of gifts are under 100
• Although those under 35 are more likely to give
  online (15), their giving rates are lower
  overall
• The most common reason cited for giving online
  was the marketing of that feature by charities
  themselves
• The single large reason for not giving online no
  giving site could be found
• Donors who give both online and offline give
  nearly twice as much as offline

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To Do List

• Assess the demography of your organization today
• Identify underrepresented populations
• Discuss who in your current universe of board,
  staff and supporters has ties to any of the
  identified communities
• Meet with those individuals and design a
  blueprint for outreach to every identified
  population
• Use the outreach plan as a document for
  discussions with those outside your network,
  especially social and fraternal organizations,
  houses of worship, business associations and the
  specialized media
• Invite new community stakeholders to participate
  in activities both among members of their
  defining communities and with other leaders
• Develop volunteer programs matching the interests
  and needs of new stakeholders and invite them to
  participate
• Ask for their support so that they have will have
  a stake in your success
• Work to incorporate those with a demonstrated
  interest in every level of staffing, leadership
  and support
•  

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THANK YOU!
Jay Frost Vice President FundraisingInfo.com 571-4
26-6214 jay_at_fundraisinginfo.com www.fundraisinginf
o.com