Generation-Specific

Donor Cultivation Strategies

Donor Retentionvs.

Donor Cultivation

Retention Vs Cultivation

Keeps donors involved the same way they are now

Donor remains at the same giving level

Keeps donors coming back more frequently

Encourages larger gifts

Results in more frequent gifts

RETENTION CULTIVATION

Basic Goal of Cultivation

Invest time and effort into your donor.

Donor makes an investment in your

organization.

Strategies for Specific Age Groups

Baby Boomers

Generation X

Generation Y (Millennials)

Baby Boomers

BoomersBorn between 1946 and 1964. Optimistic, driven, team-oriented.Technology-challenged.Their aging is changing America.Positive about retirementPhysically more activeActivism is re-emergeing

What Kind of Donors are They?

Represent 43% of total charitable giving

51 million donors in U.S.$1,212 average giftGiving to 4.5 charities

How Do We Cultivate Boomers?

Self Expression – Talk to your donors

Volunteerism – Give them an opportunity to make an impact.

Value – Be set apart from other organizations

Generation XBorn between 1965 and 1980Entrepreneurial.Very individualistic.Want to save the

neighborhood, not the worldSaw introduction of computersCredit card debt.Cautious, skeptical

What Kind of Donors are They?

Make up 20% of total charitable giving

39.5 million donorsAverage giving $732Giving to 3.9 charities

How Do We Cultivate Them?

Explain how the organization solves problems within the community.

They are most likely to attend special events.

Use hard copy of direct mail and expect them to respond online.

Generation Y (Millennials) Born between 1981 and 2000.

Optimistic, and focused. They celebrate diversity. They schedule everything. Have never known a world without

computers! They want fast and immediate processing. They have been told over and over again

that they are special

What Kind of Donors are They?

11% of total donors32.8 million donorsSupports average of 3.3

organizationsAverage gift $481

For Cultivating Millennials Remember: Pay attention to the website. It’s

the first place they go for info on the organization.

Use social networking.Show them how their dollars are

being used.Introduce the concept of monthly

giving.Show donors how the organization

has a global impact.

Thank You!