Myra McGovern, Director of Public Information, NAIS – mcgovern@nais.org

Amada Torres, Director of Academic Research, NAIS – torres@nais.org

What Makes Generation X Parents Tick?

Who are the members of Generation X?

What percentage of the population?

Gen Xers were 16% of the total population in 2009.

By 2030, they are expected to be 13% of the population.

-- America’s Gen X

Among independent school parents responding to a recent NAIS survey, Generation Xers made up 58% of all respondents.-- Prospective Parents

Characteristics of Gen Xers

Latchkey kids: Many Gen Xers were children of divorce or had two working parents.

Value work/life balance: First generation unwilling to become workaholics and sacrifice their family lives.

Resourceful and independent: Comfortable with change. Less trusting of institutions.

Technologically savvy: First generation having the Internet entire adult life.

Diverse: They are more ethnically diverse than previous generations.

What do they value?

What do they look for in schools?

Work/ life balance– want to spend more time with their children, not tied to their offices.

Diversity– they grew up in diverse communities, learning from the experiences of people unlike themselves. They expect the same for their children.

Opinions of peers– skeptical of authority. Seek data and opinions of others to help make decisions.

Accountability– Expect transparency and hard data to back up claims. No more “just trust us!”

Comfortable with change– evaluate choices regularly and are willing to change if a better opportunity opens up.

What do Gen Xers value?

There are two principles that parents in our research indicate they most want to find in schools for their children:

Educating the whole child: nurturing critical thinking, intellectual and personal growth.

Attending to the child’s own particular needs.

Source: Marketing Independent Schools to Generation X and Minority Parents, NAIS, 2006

What are all parents looking for in schools?

Gen X parents with young children are most concerned about…

Development and opportunity: Emphasis on finding a school that offers a variety of activities and classes. They want school to engage their children and expose them to many things.

Safety concerns: need to see that schools will keep their children safe from accidents, bullies, or other dangers.

Too much selectivity and standardized testing: concerned that putting too much pressure on their children will teach them to dislike school.

Source: Marketing Independent Schools to Generation X and Minority Parents, NAIS, 2006

Gen X parents of older children are most concerned about…

Rigorous academics: look for schools that provide the necessary skills to prepare their children for college and career.

Safety concerns: concerned about safety, specifically social dangers such as drugs, bullying, and sex.

Source: Marketing Independent Schools to Generation X and Minority Parents, NAIS, 2005

What motivates Gen Xers to give?

Gen Xers Boomers Matures

Estimated % of Donors 58% 67% 79%

Estimated # Donors 36 Million 52 Million 31Million

Average Contribution per Year

$796 $901 $1,066

Average Contribution to Top Charity

$272 $211 $280

Average # of Charities 4.2 5.2 6.3

Estimated Annual Contributions

$29 Billion $47 Billion $33 Billion

Gen Xers Compared to Previous Generations of Donors

From “The Next Generation of American Giving”

How Gen X Donations Compared to the Parent Average Gift?

From “StatsOnline Core Samples-Development”

From “StatsOnline Core Samples-Development”

How Gen X Donations Compared to the Alumni Average Gift?

Charitable giving is often spontaneous and emotional

Peers have great influence

Giving must be easy

More likely to respond to an integrated, multi-channel approach

Less likely to write a check

More engaged with social media than older donors

Gen Xers As Donors

They also want to volunteer and “spread the word”

Where do you think you can make the most difference with (top charity)?

From “The Generational Divide in American Giving”

Gen Xers view their philanthropic giving entrepreneurially.

“They also want to be more in control of their marketing and media experiences — when and how they give.” (from Fundraising Success magazine).

“We don't call what we are doing philanthropy, we call it having an impact.”– Gen Xers think of the globe as their community. Many of the

most compelling projects are international.

– Gen X millionaires gave twice as much as their parents and grandparents.

– Giving is about improving effectiveness.

(from “Next Gen Gives - But Don't Call them Philanthropists”)

They are more “entrepreneurial” and want to have an impact

Differences among generations are substantial, but don’t discount other factors that could explain motivations:

• Lifecycle stage• Income level• Educational attainment• Ethnic background• Frequency of religious attendance

- From “Generational Differences in Charitable Giving and in Motivations for Giving”

Other factors impact giving too

Donors can be broken down into six behavioral segments

From “Money for Good: The US Market for Impact Investments and Charitable Gifts from Individual Donors and Investors.”

Repayer Casual Giver High Impact

“I give to my alma mater”

“I support organizations that have had an impact on me or a loved one”

“I primarily give to well known organizations through a payroll deduction at work”

“I donated $1,000 so I could host a table at the event”

“I give to the nonprofits that I feel are generating the greatest social good”

“I support causes that seem overlooked by others”

Faith Based See the Difference Personal Ties

“We give to our church”

“We only give to organizations that fit with our religious beliefs”

“I think it’s important to support local charities”

“I only give to small organizations where I feel I can make a difference”

“I only give when I am familiar with the people who run an organization”

“A lot of my giving is in response to friends who ask me to support their causes”

Repayer Casual Giver

High Impact Faith Based See The Difference

Personal Ties

Cause impacted me or a loved one (38%)

Org is established and respected (27%)

Focused on underserved social issue(18%)

Fit with religious beliefs(65%)

Org works in my local community(30%)

Familiar with org/leadership(26%)

I will be recognized or appreciated (4%)

Org better at addressing social issues(12%)

Org is small -gift makes a difference(16%)

Friend/Family asked me (10%)

Easy to give through work (3%)Good social events or gifts (3%)

In social or professional network (5%)Try to support friends' charities (3%)

Motivations for Giving Among High Income Donors

From “Money for Good: The US Market for Impact Investments and Charitable Gifts from Individual Donors and Investors.”

What are the best ways to reach Gen Xers?

Social Media Habits (% doing regularly)

56%

30%

13%

11%

11%

Mobile Habits28% Mobile ONLY phone

37% Mobile is primary

27% Facebook mobile app

40% Texters

Gen Xers’ Social Media andMobile Habits

From “The Generational Divide in American Giving.”

From “The Next Generation of American Giving”

Information Channels Used by Top Charity

Gen Xers Boomers

Mail 38% 36%

Email/e-newsletter 34% 28%

Website 34% 22%

Subscribe issue updates 14% 13%

FB other social media 16% 5%

Text/SMS 4% 1%

Twitter 5% 1%

Gen Xers Boomers

Friend asks for money

89% 82%

Mailed letter/msg 79% 74%

Email 69% 60%

Msg to fans on social network

60% 38%

Phone call 42% 39%

Text/SMS 25% 16%

Preferred Solicitation Channels

From “The Next Generation of American Giving”

Gen Xers Boomers

57% 52%

43% 54%

35% 32%

35% 31%

28% 28%

22% 27%

27% 17%

10% 16%

17% 14%

13% 4%

6% 4%

Preferred Giving Channels

From “The Next Generation of American Giving”

Ways Currently Involved with Top Charity

Gen Xers Boomers

66% 76%

30% 30%

23% 20%

17% 11%

13% 11%

14% 9%

8% 7%

9% 5%

9% 5%6%

7%

8%

12%

12%

13%

23%

28%

68%

0% 20% 40% 60% 80%

Advocacy campaign

Participate in walk/run/event

Fundraise

Promote charity online

Support friend walk/run/etc.

Volunteer

Visit website

Donate goods

Direct donation

Overall

From “The Next Generation of American Giving”

Fundraising is multichannel

Direct mail is still important, but it’s evolving

Word of mouth is fundamental

Social networks are becoming more important

Mobile giving is an emerging trend

Your donor database needs to evolve to reflect these changes.

What Does This Mean?

Segment your donor pool based on attitudinal segments, not just demographics

Tag and track your donors by attitudinal groupings

Determine what the key segments in your school are

Develop a marketing strategy that appeals to each key segment

Prioritize your investments based on this marketing strategy

Cultivate your donor pool early. Your current students are your future potential donors.

Recommendations To Improve the Donor Experience

From “Money for Good: The US Market for Impact Investments and Charitable Gifts from Individual Donors and Investors.”

Please answer the following three questions:

1.Why do you give to our school?

A. I attended this school

B. A friend asked me to

C. Donated at 25th anniversary event

D.…

2.What do you like most about our school?

A. Strong religious education/Character education

B. More effective at educating children than other schools in the area

C. School offers FA to disadvantage children

3.How…

Suggestions for Tagging and Tracking Donors

Name Address Donation When Segment

Susan Chon 1620 L St… $250 12/09/10 Repayer

Matt Smith 456 2nd St… $430 12/12/10 Casual Giver

A.J. Robinson 79 Oak St… $380 12/20/10 High Impact

Create a marketing strategy that appeals to your target segments:– Select the appropriate channels for communication and

solicitation

– Review the look and feel of your website and images

Communicate a few, simple messages– Create a version that appeals to 1-2 segments

– Include a few key metrics that support your messages

– Create brief paragraphs targeting an specific segment

When you donate to our school, *** cents of each dollar go to financial aid…

Do you remember the great times you had at our school? Well, now we need your help…

Suggestions for Marketing by Segment

Because an organization’s volunteers are disproportionately likely to give to that organization, create opportunities for your young alumni to volunteer

Create a “tradition” among alumni. Think about ways to keep them in touch with the school: sport tournaments, social media pages, annual events.

Suggestions for Cultivating a Donor Pool Early

Simple

Unexpected

Concrete

Credible

Emotional

Story

Sticky Messages

Oakwood SchoolLos Angeles, CA

“Don’t Give” Videohttp://www.youtube.com/watch?v=nty4GBMuzQY

Proctor AcademyAndover, NH

Chuck’s Corner bloghttp://www.proctoracademy.org/chucks_corner/

Bernard Zell Anshe Emet Day School (Chicago, IL)

St. Philip’s Academy (NJ) and Seabury School (WA)

Porter-Gaud SchoolCharleston, SC

“How Do You Spell Philanthropy?” Videohttp://www.supportportergaud.com/philanthropy-videos.php

Porter-Gaud SchoolCharleston, SC

Shopping cart approach: http://www.supportportergaud.com/store/home.php?cat=3

Additional resources

“Marketing Independent Schools to Generation X and Minority Parents” http://www.nais.org/files/PDFs/MarketingIndependentSchoolstoGenXandMinorityParentsOct06.pdf

Demographic Profile: America’s Gen Xhttp://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-x-demographic-profile.pdf

“Generational Differences in Charitable Giving and in Motivations for Giving”http://65.109.19.205/docs/teaching-resources/Generational-Giving-Study.pdf

“The Next Generation of American Giving Whitepaper”http://www.convio.com/signup/next-generation/next-generation-of-american-giving-whitepaper.html

Made to Stick: Why Some Ideas Survive and Others Die at all booksellers