I don’t understand why we Baby Boomers aren’t called the greatest generation. After all, we’re the largest, the best educated, healthiest and the wealthiest adult generation in American history. We give more dollars to charity than any other generation. We volunteer at the highest rates of any American generation — past or present. We launch and lead more start-ups than any other generation. Today Boomers run the vast majority of the Fortune 500; we control Congress. Boomers have occupied the White House for the last two decades. So why aren’t we called the greatest generation?” — Baby Boomer, age 60 “

The large and in-charge Baby Boomers are poised to become the greatest generation for giving ever. But tapping into their coming-of- age and enormous economic clout requires new strategies and approaches. Tapping Into America’s Wealthiest Generation Sept

In 2014, for every 100 new and/or recovered donors, 102 were lost through attrition, in the same year.

Much more difficult today than five years ago to convince donors to give to a cause for the first time.

Five-Year Overall Index Donor Trends Cumulative Rolling 12-Month Median Change from Q3 2007

– 2014 Acquisition is down a cumulative 14.4% – 2012 Acquisition is down a cumulative 22.6%. Donor Acquisition Trending, 1984 – 2015

Only 11% of donors said that a single solicitation alone inspired their first gift to a charity. 11%

In the past two years, nearly half of all donors stopped giving for reasons unrelated to their personal finances. 48%

81% of donors said they would stop giving or reduce support if they perceive high administrative overhead. 81%

75% of donors said they would stop giving or reduce support if they perceive cost of fundraising is too high. 75%

64% of donors said they would stop giving or reduce support to nonprofits that over-solicit. [41% in 2005] 64%

75% of first-time donors do not give a second gift. 75%

Massive demographic shifts are redefining participation and reshaping philanthropy.

$111.2b $28.4b $51.7b $67.2b 2014: Boomers are giving the most 80m $ billion

$62.5b 2014: Boomers are giving the most 80m 74% $111.2b $28.4b $51.7b

$26.5b $62.5b 2014: Boomers are giving the most 80m 43% 33% more generous $111.2b

Just over 2/3rds of all Boomers gave to charity in 2010 … representing 20 million more donors than the Matures. 52 million $111.2b in 2014 = 136.0% increase in just 4 years. At the height of recessionary psychology Boomers …

Highest volunteer rates of any generation, past and present. When surveyed, 48% say they will volunteer at some point. Among Boomers, volunteers to the Peace Corps have more than doubled in the last three years. Boomers give, far and away, more time than any other generation. Boomers… 24 million

prefer to donate financially to the same orgs where they volunteer. 24 million 67%Ten times more dollars are donated by Baby Boomers who volunteer time compared to people who don’t volunteer. Highest volunteer rates of any generation, past and present. When surveyed, 48% say they will volunteer at some point. Boomers…

Giving by generations …

Charities looking to bolster their fundraising efforts should focus their attention on the Baby Boomers, from whom the bulk of money will come...” — Forbes Magazine, August 12, 2013 “

MATURES BOOMERS  Comfortable with status quo  Attentive consumers  Long attention spans  Happy to be “spectators”  Trust in organizations  Give to charities  Altruistic giving  Direct mail plays a central role  Acquired by a single solicitation  Responsive to direct marketing approaches  A lifetime rejecting status quo  “Empowered Consumers” / 6Cs  ADD  Engaged “participators”  No/low trust in organizations  Give to 3-5 charities  Benevolent giving and always on  Small actions lead to giving  Giving flows from engagement w/ cause and relationship w/ org

MATURES BOOMERS  Comfortable with status quo  Attentive consumers  Long attention spans  Happy to be “spectators”  Trust in organizations  Give to charities  Altruistic giving  Direct mail plays a central role  Acquired by a single solicitation  Responsive to direct marketing approaches  A lifetime rejecting status quo  “Empowered Consumers” / 6Cs  ADD  Engaged “participators”  No/low trust in organizations  Give to 3-5 charities  Benevolent giving and always on  Small actions lead to giving  Giving flows from engagement w/ cause and relationship w/ org

26 3 core interactions to drive revenue

27 fund-raising passion-raising brand-raising 3 core interactions to drive revenue

28 3 core interactions to drive revenue Z-type interactions deepen passion for cause Passive Z interactions:  Read  Watch  View  Explore  Learn more  Sign up for  Create a profile  Join our “conversation” Active Z interactions:  Advocate  Rally your following  Be an “ambassador”  Discuss  Blog  Share  Act

29 3 core interactions to drive revenue Y-type interactions deepen relationship 1. Personalized, brand-aligned communications 2. 6Cs, especially control 3. Access to/interaction with org leaders 4. Being heard 5. Meaningful recognition 6. Being able to give input 7. Prayer requests 8. Being invited to events and “experiences” 9. Brand enhancement interactions 10. Frequent updates on donor’s project 11. Personalized URLs 12. Regular touches (Y only) 13. Mobile text updates 14. Voice broadcasts to cell phone 15. Personal preference survey

30 3 core interactions to drive revenue X-type interactions deepen donor value

31 X = max Y = max Z = max 3 core interactions to drive revenue

LIFETIME DONOR VALUE ENGAGEMENT Sporadic Continuous High$ Low$ Awareness of your cause and brand Interest Identification with cause and your brand Involvement Credibility Pride of association with cause and brand 3 core interactions to drive revenue Passion: “I’m telling all my friends about your cause and brand.”

LIFETIME DONOR VALUE ENGAGEMENT Sporadic Continuous High$ Low$ Awareness of your cause and brand Interest Identification with cause and your brand Involvement Credibility Pride of association with cause and brand Z+Y+X 3 core interactions to drive revenue Z+Y Z+Y+X Passion: “I’m telling all my friends about your cause and brand.”

LIFETIME DONOR VALUE ENGAGEMENT Sporadic Continuous High$ Low$ Awareness of your cause and brand Interest Identification with cause and your brand Involvement Credibility Pride of association with cause and brand Passion: “I’m telling all my friends about your cause and brand.” Attraction 3 core interactions to drive revenue Z+Y+X Z+Y Z+Y+X Dating Meeting Family Partnering Flirting Intimacy Exclusivity Seven Relationship Phases

Prison Fellowship  Objectives: Increase online donations, online volunteers, online church recruitment. Optimize for Boomers. Case study

Prison Fellowship  Objectives: Increase online donations, online volunteers, online church recruitment. Optimize for Boomers.  2013 results:  Church recruitment up 464%, from 1,000 new churches in 2012 to 5,600 new churches in 2013  Volunteer recruitment up 250%  Non-campaign motivated revenue up 56% to $480K  Engagement with online content more than doubled Case study

THE OLD FUNDRAISING MANTRA SHOUT AT STRANGERS. DEMAND THEIR ATTENTION. GET THEM TO PARTICIPATE WITH THEIR WALLETS.

THE NEW FUNDRAISING MANTRA FOR BOOMERS STOP SHOUTING AT STRANGERS. GIVE THEM OPPORTUNITIES TO TAKE SMALL ACTIONS THAT DEEPEN THEIR PASSION FOR YOUR CAUSE AND THEIR RELATIONSHIP WITH YOUR BRAND. WHEN THEY ARE READY, GIVE THEM OPPORTUNITIES TO PARTICIPATE WITH THEIR TIME, TALENT, AND TREASURE.