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2. Generational Giving
Tom Carroll

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

4. 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

5. 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

6. 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

7. 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

8. Communications Direct Mail Mainstream Media Online Peers Social Media
Mobile Media

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

10. Thank You….
….See you in April