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Generational Giving Tom Carroll

Today’s Topics How Generations Develop Today’s Four Generations Historical Events and Impacts Highlights on Charitable Behavior Communications – Methods and Messages

Developing a Generation World Events Wars, Disasters, Famine, Disease Economics Financial safety, beliefs about money, delayed gratification Information Access Pace of information exchanged Perception of proximity Tools available Culture Elements Community, family, schools, danger

Four Generations Traditionalists Baby Boomers Generation X Millennials Over age 67; 75 million born Baby Boomers Over age 48; 80 million born Generation X Over age 32; 46 million born Millennials Over age 13; 75 million born

Events and Impacts Traditionalists Boomers Generation X Millenials Wars, scarcity, sacrifice, conservative, duty before pleasure, newspaper and radio Boomers Greatest retail generation, live to work, civil rights, culture change and television Generation X Broken homes, latch-key kids, resourceful, independent, and rapid changing technology Millenials Technology as a way of life, virtual world, civic minded, helicopter parents and mobile connections

Charitable Behaviors Traditionalists – 77% households give Tends to give local, to religious organizations, and to trusted people or organizations Boomers – 69% households give Tends to give to make a difference, stand-out or leave a legacy Generation X – 59% households give Tends to give to global causes, organization they touched in childhood and wants to see results Millennials – 33% households give Tends to be influenced by peers, emotional giving, wants to be engaged and volunteers time as money is limited The “ASK” influences all

Communications Direct Mail Mainstream Media Online Peers Social Media Mobile Media

Messages Personalized Balance Requests with Impact Formal and Informal Paper and Electronic General Ask and Specific Need Frequency Fatigue

Thank You…. ….See you in April