The next generation

 **Disclaimer -- The writer of this post is not a Millennial.

These days, it's impossible to miss the fact that there's a tremendous fixation on cracking the Millennial code.

How do we attract more of them to our donor files? How can we tap into them as future leaders?  How do we engage and involve them?

We recently attended a conference where it was fascinating to watch how this generation was called out. Many of the Millennials in attendance appeared to love it, as they grouped together and labeled themselves "Us Millennials," as though they were a different and more special subset of the larger goals we were all there to achieve.

There's no arguing that the Millennial generation will lead the way in terms of our use of technology and how we navigate and connect with the world of the future. As fundraisers and marketers, we must be aware of -- in tune with -- and ready for -- how these changes will impact the work we do. 

But do we really know why we want them so badly? 

Because right now, for the most part, they seem to still be figuring out who they are and where they're headed.  And even though they're doing it as one large, cohesive group -- which might make us feel like we need to have them now -- as a whole, they're not ready to take on the role of sustaining the work we do yet.

What if we just let them take some time to find their place in the world.  And instead, focus on how our organizations can still be around to serve them when they are ready to engage more fully.  

That means placing a laser focus on the people who are most likely to engage with us right now, and over the next 10-15 years.  People who are older than us... people who are finishing their main careers and living all sorts of interesting and different lives. People who have settled their values and are ready to make a larger mark on the world.

It may not feel as intriguing or sexy, but these are the people we need to figure out -- even better than we already have. These are the people with the capacity to see our organizations through to the future of the Millennials.

It's a journey

Your connection with your donors is like any relationship.  You want it to be satisfying and enriching. And like any relationship, it's a journey that starts at the beginning.

So what does a journey with your organization feel like?

What happens when they're testing the waters?  

How do you invite them to come along with you? 

How do you help them discover if they're compatible with you? 

And once they're in, how do you let them know you're thrilled they've joined you?

Every engagement... every connection... every letter, phone call, advertisement, facebook post, and event... it's all a part of your journey together.

Is it satisfying and enriching?  That's up to you.

Renew your renewals

Your renewing supporters provide you with reliable, low-cost revenue that helps your organization thrive.

The added bonus of a solid renewal program is that once you write some effective letters... design packages that work... and set up a production schedule... you can pretty much place your program on auto-pilot, which gives you valuable time to work on other more challenging or high-touch aspects of your program. 

Yet, with so much at stake in your renewal program, you never want to completely put it out of your mind. 

Here's how to give your renewals an annual check-up.

First, check your data. 

What's your response rate? Is it higher or lower than last year? What about your five-year trend? What's your average gift? Is it increasing or decreasing? How fast are your members migrating from mail to online giving?

Then check your packages.

Is your letter and email copy still relevant and up to date? Does it sound like your organization? Are there any areas where you could be a bit more urgent... a bit more direct... or even more compelling with refreshed stories?

What about your reply devices? Are they easy to fill out, with no distractions to send donors in other directions? Is your online giving form all on one simple page? Have you worked out how to pre-populate your form with individualized information?

Take a spin through your envelope and email design.  Is it simple and clean? Does it feel fresh or tired? Can you strengthen your teasers or subject lines to cause even more people to open that envelope or email?

Chances are, if your program is working well, you won't fix much. But as in all direct response efforts... every detail matters. It's about making the small, incremental changes that will help you raise more money in the coming year.

Are you really saving money?

Budgets are tight.  Expenses are under the microscope. And your stewardship communications are an easy target. 

E-mail acknowledgements vs. print acknowledgements... your member magazine or annual report or special postcard or thank you phone call.... Do they really matter?

In fact, they do.  

Your year-round donor communications keep people connected, and keep your retention rates high.  More renewed donors means a lower cost of fundraising. And that equals more growth and more net revenue to support your cause. 

When you eliminate the few dollars you spend on each donor today, you might help get your organization through its budget cycle.  But it may well result in having fewer donors next year, at a far greater cost of replacing those missing donors who place their dollars with an organization they feel more connected to.

You can still help.

• Streamline your efforts towards communications that make the largest difference to your supporters, and ultimately to your bottom line.

• Find efficiencies in production, process or size that can save money while still delivering an effective communication.

• Focus your message.  Don't waste a single opportunity by being off target. 

• Serve multiple purposes with each communication. In your acknowledgements, tell people how to make a matching gift or donate their car or find your e-newsletter. In your publications, share information about making planned gifts or attending events.

There are all sorts of creative ways to communicate with your donors that won't break the bank.  But the most important thing is to keep them connected. Remind them that your organization matters. And make sure they know how much they're appreciated.

The more ways you can do that before you ask them to renew their support, the better off your organization will be.

The freedom to dream

With more than 1.5 million nonprofit organizations in America, it's understandable that we expend a lot of energy worrying about competitors, obstacles and limited resources.

On this special day, let's view it through a different lens. Let's allow some sparkle in, and recognize the brilliance of what this multitude of organizations stands for.

... for the freedom to care about the things that matter most to us, be it animals or children, trees or opera, justice or peace, or any number of important things...

... and for the freedom to dream up a myriad of extraordinary places -- like libraries and concert halls and zoos and museums and nature preserves and schools and medical clinics...

... places that support people, build community, inspire ideas and foster imagination.

How fortunate we are -- that in the profession we've chosen -- we're the one's who get to invite people along on this journey every single day -- to make all of our dreams bigger, better and even more meaningful. 

Happy Independence Day!

Lessons from Ikea

Sleek. Simple. Inexpensive. That's why we shop there. Ikea knows it. And they're brilliant at reminding us that they know it.

The big arrows that make sure we don't get lost are just the beginning. The reminders continue throughout the store with little touches everywhere. Fully furnished sample rooms say "Look! This is so easy!" Happy signs around every corner confirm over and over, that choosing Ikea is the right thing to do.  

Just when we start to think, "Maybe this isn't all that great..."
Ikea's right there to say "Yes it is! And here's why...."

So by all means, clear your table, and have fun doing it! 
Because it's all about you! And it's so easy!

Have you taken the opportunity to drill down into why people engage with your organization? And then to relentlessly connect people with those reasons? That's what Ikea does so well. 

It's about continually reminding your constituents and supporters -- in all sorts of different ways -- why they care, and why they should feel great to be a part of what you do. It will build your brand and deliver more support to your organization.

Because we all want to feel great about our choices.  It's up to you to point the way.