Generations: The Challenge of a Lifetime for Your Nonprofit Based on the widely acclaimed new book by Peter C. Brinckerhoff February 7, 2008 National Kidney Foundation

Your Presenter Peter Brinckerhoff Peter Brinckerhoff Corporate Alternatives, inc. Corporate Alternatives, inc. 125 Sailboat Lane 125 Sailboat Lane Union Hall, VA Union Hall, VA

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Generation Change Generation change is something you can’t hide from. No demographic change is avoidable. Generation change is something you can’t hide from. No demographic change is avoidable. Nonprofits are challenged with generation change on the staff level, in board and volunteer recruitment, with marketing and tech changes, and in significant financial impacts. Nonprofits are challenged with generation change on the staff level, in board and volunteer recruitment, with marketing and tech changes, and in significant financial impacts.

Who Are We Talking About? “Greatest Generation”-Born Thumbnail: Size: 20 million Thumbnail: Size: 20 million When working with this generation, emphasize: Tradition, helping others, being part of a large-scale, valuable change. When working with this generation, emphasize: Tradition, helping others, being part of a large-scale, valuable change. “Silent Generation”: Born Thumbnail: Size: 30 million Thumbnail: Size: 30 million When working with this generation, emphasize: Tradition, loyalty to a key issue in their lives, value of joint work ethic. When working with this generation, emphasize: Tradition, loyalty to a key issue in their lives, value of joint work ethic.

And… “ Boomer Generation”: Born “ Boomer Generation”: Born Thumbnail: Size: 80 million:. Thumbnail: Size: 80 million:. When working with this generation, emphasize: Their value to the team, your need for them, their ability to improve your services, that your workplace is young and “cool.” Publicly recognize them whenever possible. Tell them that they can help “change the world” by working with you. When working with this generation, emphasize: Their value to the team, your need for them, their ability to improve your services, that your workplace is young and “cool.” Publicly recognize them whenever possible. Tell them that they can help “change the world” by working with you. “Generation X” Born “Generation X” Born Thumbnail: Size: 45 Million. Thumbnail: Size: 45 Million. When working with this generation, emphasize: Their value to the work of the organization, the value of independent thinking, that your organization focuses on work-life balance. When working with this generation, emphasize: Their value to the work of the organization, the value of independent thinking, that your organization focuses on work-life balance.

And most recently… (GenY, Millenials) Born (GenY, Millenials) Born Thumbnail: Size: 75 million Thumbnail: Size: 75 million When working with this generation, emphasize: The good that they and their peers can do by working with you, the challenge of doing good in the community and doing it well, the need for their new perspective and ideas. When working with this generation, emphasize: The good that they and their peers can do by working with you, the challenge of doing good in the community and doing it well, the need for their new perspective and ideas.

Trends that Matter 1) Financial stress 2) Technological acceleration 3) Diversity of population 4) Redefining the family 5) MeBranding 6) Work-life balance

Trend One: Financial Stress First, there’s not enough money. First, there’s not enough money. What there is will trend toward the Boomers. What there is will trend toward the Boomers. Not just Medicare/Medicaid, also withdrawal from 401K’s. And remember as we age, we vote more! Not just Medicare/Medicaid, also withdrawal from 401K’s. And remember as we age, we vote more! And then, there’s the Federal Debt. And then, there’s the Federal Debt. Finally, financial stress on families and students (read: current and future employees) from the cost of higher education) Finally, financial stress on families and students (read: current and future employees) from the cost of higher education)

Trend Two: Tech Acceleration A reality, not up for debate. A reality, not up for debate. How you feel about tech acceleration is, in large part, defined by your generation. How you feel about tech acceleration is, in large part, defined by your generation. Boomers see tech through bifocals: some good, some bad. Boomers see tech through bifocals: some good, some bad. GenXers see it through tinted lenses: how can tech work for me? GenXers see it through tinted lenses: how can tech work for me? They really don’t “see” tech at all-it’s invisible to them, like air. It’s always been there. And, like air, it’s part of their environment. They really don’t “see” tech at all-it’s invisible to them, like air. It’s always been there. And, like air, it’s part of their environment. Remember this—it’s really important. Remember this—it’s really important.

Trend Three: Diversity We’re in our fifth great wave of immigration. We’re in our fifth great wave of immigration. This is an issue in all parts of our country, urban-rural, coastal, central, north, south. This is an issue in all parts of our country, urban-rural, coastal, central, north, south. We HAVE to be able to accommodate this diversity in our marketing, services, hiring and fundraising. We HAVE to be able to accommodate this diversity in our marketing, services, hiring and fundraising. Remember, it’s not just about language fluency. It’s about cultural knowledge, sensitivity and competence. Remember, it’s not just about language fluency. It’s about cultural knowledge, sensitivity and competence.

Trend Four: Redefining Family More Mobile: more spread out and more connected. In past generations, families moved, but they all moved together. Now, generations spread out. More Mobile: more spread out and more connected. In past generations, families moved, but they all moved together. Now, generations spread out. More “stepped”. “Blended” families are more and more ubiquitous, but have a different set of wants and needs than “traditional” families. More “stepped”. “Blended” families are more and more ubiquitous, but have a different set of wants and needs than “traditional” families. More multi-racial. Sometimes from marriage, sometimes from adoption, multi-racial families are also increasingly common. More multi-racial. Sometimes from marriage, sometimes from adoption, multi-racial families are also increasingly common. And your organization doesn’t deal with families? Think again. And your organization doesn’t deal with families? Think again.

Trend Five: MeBranding Tried to buy plain tomato soup, regular yogurt, or non- herbal deodorant? It’s hard. Tried to buy plain tomato soup, regular yogurt, or non- herbal deodorant? It’s hard. Want to buy a shoe that only you have? You can. Want to buy a shoe that only you have? You can. If I only listen to my music, hear my news, have my 6 adjective coffee, and never have to try a one-size fits all anything…it becomes all about me all the time. If I only listen to my music, hear my news, have my 6 adjective coffee, and never have to try a one-size fits all anything…it becomes all about me all the time. And nonprofits are all about other people. And nonprofits are all about other people. In addition, customer now expect at least SOME customization or accommodation of services. In addition, customer now expect at least SOME customization or accommodation of services. I call this MeBranding, and it has profound implications for nonprofits. I call this MeBranding, and it has profound implications for nonprofits.

Trend Six: Work-Life Balance Boomers: “Live to Work!” Boomers: “Live to Work!” GenX and “Work to Live!” GenX and “Work to Live!” Don’t believe me? Draw the circles of “Work”, “Family”, and “Life” Have all the Boomers draw theirs and then all the GenX and staff. Compare---and learn. Don’t believe me? Draw the circles of “Work”, “Family”, and “Life” Have all the Boomers draw theirs and then all the GenX and staff. Compare---and learn. Want to do something really scary? Draw your circles and then have your family draw your circles. Want to do something really scary? Draw your circles and then have your family draw your circles.

Generations and Your Staff What % of your management team is over 55? What % of your management team is over 55? How deep is your bench? How deep is your bench? Do you have conflict? Do you have conflict? Is your management team prepared financially to retire? Is your management team prepared financially to retire? Do you have an active and formal leadership development plan? Do you have an active and formal leadership development plan? Is exec transition in your future? Is exec transition in your future?

Generations and Your Board & Volunteers For your board, you need a new mindset. For your board, you need a new mindset. Embrace age diversity. Embrace age diversity. Re-examine your board skillset. You need one or more board members who are: Re-examine your board skillset. You need one or more board members who are: Generationally representative. Generationally representative. Tech proficient. Tech proficient. Media savvy. Media savvy. Willing, capable mentors. Willing, capable mentors.

The People You Serve-Boomers If Boomers are who you serve, get ready: for the onslaught. If Boomers are who you serve, get ready: for the onslaught. If Boomers are not your core constituency, get ready: for funding and interest to wane….for a while. If Boomers are not your core constituency, get ready: for funding and interest to wane….for a while. What about Boomers leaving your area? What if they are loyal customers/clients/patrons and are moving to retirement? What about Boomers leaving your area? What if they are loyal customers/clients/patrons and are moving to retirement? Or what about changing daily patterns for people who don’t move away Or what about changing daily patterns for people who don’t move away Downtown Y versus exurban Y? Downtown Y versus exurban Y? Pay attention: Boomers have surprised everyone for 50 years…no reason to stop doing that now. Pay attention: Boomers have surprised everyone for 50 years…no reason to stop doing that now.

The People You Serve: GenX and These people move in groups. They are herd animals…but don’t think lemmings. These people move in groups. They are herd animals…but don’t think lemmings. They will check you out online FIRST. They will check you out online FIRST. They will value the opinions of their peers SECOND. They will value the opinions of their peers SECOND. Are you prepared for that kind of scrutiny? Are you prepared for that kind of scrutiny?

Marketing To Generations-it’s the same for every market…. Identify your market Identify your market Find out what your market wants Find out what your market wants Develop or amend your service or product Develop or amend your service or product Set a reasonable price Set a reasonable price Promote and deliver the service or product Promote and deliver the service or product Evaluate Evaluate Start over Start over

What do Generations want from you? Have you asked? Have you asked? If not, how do you know? If not, how do you know? Generalizing… Generalizing… The older people are...the less hurry they are in. The older people are...the less hurry they are in. Don’t forget late in life disabilities (hearing, sight). Don’t forget late in life disabilities (hearing, sight). Younger people want info all online. Younger people want info all online. Younger people seek new experiences in groups. Younger people seek new experiences in groups. EVERYONE wants it their way…. EVERYONE wants it their way….

Technology and Generations “So, what’s your iPod policy here? What about IM?” “So, what’s your iPod policy here? What about IM?” “How are you integrating mailing lists into your community discussion and information groups?” “How are you integrating mailing lists into your community discussion and information groups?” “How often do you check out blogs that discuss your organization specifically or your cause in general?” “How often do you check out blogs that discuss your organization specifically or your cause in general?” “Can I donate to your organization online with PayPal?” “Can I donate to your organization online with PayPal?” Huh? Huh?

More tech questions… “How do I get access to the Internet?” “How do I get access to the Internet?” “I am not comfortable around computers, so can you please mail me information about your services?” “I am not comfortable around computers, so can you please mail me information about your services?” “Why don’t you have a real person answer the phone during business hours?” “Why don’t you have a real person answer the phone during business hours?” “I don’t have a (don’t like) credit card(s)... can I write you a check?” “I don’t have a (don’t like) credit card(s)... can I write you a check?” These are tech questions too—and just as important as the first set. These are tech questions too—and just as important as the first set.

Financial Implications Generation change has its financial cost…and some benefits. Generation change has its financial cost…and some benefits. When you attend to all the issues we’ve already discussed, there are financial impacts that need to be accommodated. When you attend to all the issues we’ve already discussed, there are financial impacts that need to be accommodated.

Income issues Your organization’s capacity to adapt to generational change affects its income. Your organization’s capacity to adapt to generational change affects its income. Competition with Boomers for government dollars. Competition with Boomers for government dollars. This is a long term issue. This is a long term issue. It may be time to ramp up your advocacy efforts, if your main source of income is governmental. It may be time to ramp up your advocacy efforts, if your main source of income is governmental. MeBranding. MeBranding. There are costs here, too. But ignore this at your peril. There are costs here, too. But ignore this at your peril. The Boomers are moving out (or in) with their donations. The Boomers are moving out (or in) with their donations.

Expense Issues Retirement funding for workers of all ages. Higher salaries for higher educated workers. Retirement funding for workers of all ages. Higher salaries for higher educated workers. Flexible benefits. Flexible benefits. Cost of part-time workers. Cost of part-time workers. Fewer full-time workers. Fewer full-time workers.

What can you do now? Lots. But do it soon. Lots. But do it soon. Let’s look at my Six Big Actions, and give you some hands on examples of how to use them as you move generational issues higher on your priority list. Let’s look at my Six Big Actions, and give you some hands on examples of how to use them as you move generational issues higher on your priority list.

The Six Big Actions to help you deal with generation change 1) Include Generational Issues in Planning. 2) Mentor and Discuss among Generations. 3) Target market by generation. 4) Age Down. 5) Meet Techspectations. 6) Ask.

Final Words Generation change is the challenge of a lifetime for your nonprofit. Generation change is the challenge of a lifetime for your nonprofit. Pay attention, and get started. If you wait too long, you could seriously impair your ability to do high quality mission for the next generation of mission-recipients. Pay attention, and get started. If you wait too long, you could seriously impair your ability to do high quality mission for the next generation of mission-recipients. Good luck! Good luck!