Wednesday, July 8th, 2015
4:00 PM - 5:15 PM: Breakout 4
Closing The Generational Fundraising Divide
If you work in fundraising, you're probably facing a generational divide. Your donor base is made up of mostly older supporters. They're the reliable ones, but you can't help think about the future. Should you play the long game and focus on reaching a younger audience via digital channels, at the risk of neglecting your older donors? The decision isn't as black and white as you think. For example, millennials do donate, and seniors are giving online. But to get the most out of your digital program, you can't speak to everyone in the same way. Generational marketing works like any other kind of segmentation: your message, framing, and ask should change depending on who you're speaking to and where you're speaking to them. In this session, you'll explore with the presenters the data challenges and opportunities associated with tracking audience demographics and the tools you can use to uncover who you're speaking to on each of your digital channels. Using the U.S. Olympic Committee as a case study, we'll also discuss with you best practices for engaging both older and younger supporters online, with the goal of maximizing your fundraising revenue today and tomorrow.
Learning Outcome #1
By attending this session participants will learn: Walk away with concrete next steps on how to begin identifying what demographics you are speaking to through each of your channels.
Learning Outcome #2
By attending this session participants will learn: Understand best practices for engaging older donors through digital channels.
Learning Outcome #3
By attending this session participants will learn: Learn what younger supporters are looking for, and how you can most effectively motivate them to donate.