MARKETING YOUR FUNDRAISING

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MARKETING YOUR FUNDRAISING TO POST WWII
DONORS Boomers, Busters, Boomlets (oh my!)
AFP Dallas/Ft. Worth Chapter August 27,
2008 Judith E. Nichols, Ph.D., CFRE
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• Somewhere in the population is a group of people
  who would love to be part of your organization if
  only you could reach them.
• The task of finding the right prospects and
  getting the message to them is the major
  challenge facing todays marketers.
• Paraphrased fromPeter Francese,
• American Demographics magazine

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Today, more Americans are alive who were born
AFTER World War II rather than before.
U.S. Census Bureau
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DIVERSITY REDEFINES OUR BEST PROSPECTS

• GENERATIONALLY
• Mature Civics
• Middle-aging Boomers
• Young Adults Generation X
• First Wave Generation Y (Net)
• ETHNICALLY/RACIALLY
• White, African American, Hispanic, Asian
  or
• HOUSEHOLD
• Male or Female
• Straight or Gay
• Married or Single

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GENERATION DIFFERENCES LEAD TO

• DIFFERENT MONEY PERSONALITIES
• Eighty-five percent of the population is not old
  enough to remember the 1929 stock market crash
  and worldwide depression.
• DIFFERENT COMMUNICATION STYLES
• Seventy percent don't remember "before tv".
• DIFFERENT IDEAS ABOUT LEADERSHIP
• Fifty percent are too young to remember
  the chaos of the sixties seventies.

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We form our money personalities in our youth.

• EXAMPLES
• What was the cost of bread in the 1920s? What is
  it today? (ANNUAL GIVING)
• What was the cost of a starter house in the
  1920s? What is it today? (MAJOR GIVING)

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The goal is not to obliterate other good causes
or get into hand-to-hand combat with
private-sector competitors. The goal is to
understand our competition and then innovate,
differentiate, or find a partner to achieve a
strong and unique position in our audiences
minds. By finding the right niche, we spend
less time and energy fighting for dollars and
duplicating effort. Robin Hood Marketing
Stealing Corporate Savvy to Sell Just Causes,
Katya Andersen, Jossey-Bass 2006.
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RETHINKING YOUR GIVING AUDIENCES

• Loyal and Predictable
• Civic Elders
• Diversified Populations
• Idealistic and Affluent
• Boomer Mid-Lifers
• Todays Working Women
• Influential and Emerging
• Pragmatic Generation Xers
• Global Gen Netters

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Loyal and PredictableCIVIC ELDERS

• Security
• Safety
• Stability
• We
• the good of the American whole
• No Sweat
• Worked hard
• A dollars worth a dollar

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Loyal and PredictableCIVIC ELDERS

• The GI Generation 56.6 million, born between
  1905 and 1924. Immigration swelled their ranks to
  70.4 million. The oldest living generation in the
  U.S., the GI Generation is defined by the Great
  Depression, their participation in World War II,
  and their enormous personal wealthnearly 11
  trillionamassed through saving. Living longer
  because they can afford the best health care, GI
  members continue to wield influence. They are the
  last of many generations characterized by racial
  and gender intolerance.
• The remaining GI Generation survivorsfewer
  than five millionare age 84 and over.

• The Silent Generation 52.5 million, born between
  1925 and 1944. The smallest generation of the
  century, the Silent Generation lived in the
  shadow of the GI Generation. Despite the Korean
  War, the sacrifices of the Silent Generation have
  been largely forgotten. Just as the hardy GI
  Generation gave us the false impression that we
  are all going to live past 100, the remnants of
  this tiny generation will give us the false
  impression that the longevity trend has reversed.
  This generation will shut down the
  assisted-living industry.
• Surviving Silents are 64 to 83 years old.
  

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Loyal and PredictableDIVERSIFIED POPULATIONS

• First and second generations are extremely
  civic.
• Increasingly, younger generations are peer
  driven.

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Idealistic and AffluentBOOMER MID-LIFERS

• Not 37, but 76 million births!And, today in
  mid life
• the baby boomer is 81 million Americans.

• Identity
• Personal Growth
• Meaning
• Me
• self fulfillment
• Change it!
• No Problem
• All kinds of problems
• Play, then pay

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Idealistic and AffluentBOOMER MID-LIFERS

• Born in abundance during post-war prosperity, the
  Boomers set out to change the world. Rebels for
  womens rights and racial equality, Boomers are
  surprisingly intolerant of those who dont think
  like them. As the Boomers march on, expect to see
  strong opposition to the religious right and the
  legalization of marijuana.
• Dont expect Boomers to stop spending beyond
  their means or get old without a fight. Still hip
  and cool at 44 to 63, these Babies arent graying
  at warp speedregardless of what the AARP says.
  Marketers have bet everything on the abiding
  presence of this huge active mass of consumers.
  Many forget that Boomers are steadily moving past
  their prime buying years.

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UNDERSTANDING BABY BOOMERS

• KEY CONCERNS
• Held back 10 years economically
• Their own aging and retirement
• Education and beyond for their kids
• Their parents aging

• Grow up being told they were special yet
  overwhelmed by the numbers
• Dont trust anyone
• No loyalty
• Very nostalgic (pre-63)
• Need recognition

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Idealistic and Affluent TODAYS WORKING WOMAN

• Women comprise 54 of the worlds population.
• Women outlive men.
• Women have increasing economic power.
• Women tend to save more of their incomes.
• Women have a new awareness of the power of the
  dollars they control.
• Women are more charitably inclined than men.

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Womens affluence is on the rise.

• Prudential Securities estimates 40 of American
  women have investable assets of 100,000.
• Estate Legacy Vaults estimates women control
  51.3 of private wealth in the U.S.
• And since Baby Boomer women are expected to
  outlive their husbands by an average of 15 years,
  they stand to inherit more over the course of
  their lifetimes.
• Marketing to Women, March 2007

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Influential and EmergingPRAGMATIC GEN-Xers

• GENERATION X A Definition
• "You can do two or more of the following hum the
  theme from S.W.A.T., sing all the words to run
  Joey Run, the Slinky commercial and Billy Don't
  Be a Hero, name all the Banana Spilts, at least
  one of the Kongs from Captain Kool and the Kongs
  and all six of Charlie's Angels, remember the
  character names of both The Six Million Man and
  the Bionic Woman, know the real names of the
  Hardy Boys and Nancy Drew, recall at least one
  character (and the theme song) from Love,
  American Style, name at least one member of the
  DeFranco Family, comprehend the significance of
  Hanna-Barbera, remember at least six of the
  guests from the Scooby-Doo carton, know the
  regular panelists from Match Game '77 or name at
  least three of the sweathogs."

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Influential and EmergingPRAGMATIC GEN-Xers

• Generation X 69.5 million, born between 1965 and
  1984. Pegged as slackers, Generation X is
  unfairly maligned because pundits fail to do the
  math. There are 11 percent fewer Gen Xers than
  Boomers. Yet, Gen Xers attended college at double
  the rate of Boomers. Given their education and
  their numbers, Xers have extremely favorable
  employment prospects.
• Oddly, marketers are persistently puzzled by this
  generations diminutive consumption. The simple
  fact is smaller generations buy less stuff than
  larger ones. The housing market is tanking
  because Xers lack the critical mass to buy up the
  Boomers starter castles. Before long, Xers will
  torpedo Social Security. At 24 to 43, Generation
  Xers have rarely had to compete for advantages.
  They tend to be seen as arrogant.

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GEN Xers grew up in the "shadow of the Boom".

• As a result, many are- Cautious
• - Anti-intellectual/pessimistic
• - Conformist
• - Fearful, frustrated, angry
• Key Concerns are "quality of life" issues
• The Environment
• Parenting
• Positive Self-issues
• Ongoing Education
• Put Friends first - extended family the tribe.

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Influential and Emerging GLOBAL GEN NETTERS

• Generation Y 100 million (or more), born between
  1985 and 2010. The products of pregnancy
  postponement, second and third marriages, and
  fertility drugs, these kids will stretch
  generational patterns to a full 25 years. Gen Y
  has an appetite for consumption five times
  stronger than its parents generations.
• Because of their massive numbers and the small
  infrastructure left behind by the Xers, this
  generation will need to create its own world just
  as the Boomers did. Driven by necessity, Yers
  will become entrepreneurs and start a sea of
  businesses to meet their own needs. As a
  homegrown labor force of epic size, they will
  stop immigration cold and restore manufacturing.
  Gen Y has already redesigned the automobile and
  forced companies to act greener.

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DIVVYING UP THE GEN Y POOL
Influential and Emerging GLOBAL GEN NETTERS

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GEN NET VALUES

• RACIAL HARMONY
• 73 have friends of another race
• 63 welcome someone of another race as a
  next-door neighbor
• 61 want to go to school with someone from
  another country
• CHARITABLE GIVING
• 61 would give up some of their pocket money to
  help feed kids in poverty-stricken countries
• 50would go without some presents at Christmas
• 37 would give up money for summer vacations

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GENERATION DIFFERENCE Marketing Online
Heath Information

• CIVIC Seniors are concerned about the accuracy of
  online health information. Information should be
  marketed as being "expert-created and
  expert-approved.
• BOOMERS are generally wary of onsite doctors and
  nurses, due to concerns over privacy, yet they
  still value online health content.

• GEN X communicates 24/7 via mobile phone, and
  like things to be stylish, fun and on the cutting
  edge of technology.
• GEN NET seeks health content mainly out of
  curiosity. They are impatient, and crave positive
  feedback and validation. Build in a
  community feature and rewards for participation.

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FROM GENERATION TO GENERATION
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THANK YOU!

• Judith E. Nichols, Ph.D., CFRE
• New Directions in Philanthropy
• 417 Grand Street, D1301
• New York, New York 10002 USA
• Phone [phone]
• Email judnich_at_aol.com
• Subscribe to my free E-newsletter at
  www.moderndonor.com