Generations:The Challenge of a Lifetime for Your Nonprofit Based on the award-winning book by Peter C. Brinckerhoff September 8, 2010
Your Presenter Peter Brinckerhoff Corporate Alternatives, inc. 125 Sailboat Lane Union Hall, VA 24176 217-341-3836 email@example.com www.missionbased.com
Generation Change • Generation change is something you can’t hide from. No demographic change is avoidable. • Nonprofits are challenged with generation change on the staff level, in board and volunteer recruitment, with marketing and tech changes, and in significant financial impacts.
Who are we talking about? • “Greatest Generation”-Born 1901-1924 • Thumbnail:Size: 20 million • When working with this generation, emphasize: Tradition, helping others, being part of a large-scale, valuable change. • “Silent Generation”: Born 1925-1945 • Thumbnail: Size: 30 million • When working with this generation, emphasize: Tradition, loyalty to a key issue in their lives, value of joint work ethic.
And… • “Boomer Generation”: Born 1946-62 • Thumbnail: Size: 80 million:. • When working with this generation, emphasize: Their value to the team, your need for them, their ability to improve your services, that your workplace is young and “cool.” Publicly recognize them whenever possible. Tell them that they can help “change the world” by working with you. • “Generation X” Born 1963-1980 • Thumbnail:Size: 45 Million. • When working with this generation, emphasize: Their value to the work of the organization, the value of independent thinking, that your organization focuses on work-life balance.
And most recently… • “Gen@”: (GenY, Millenials) Born 1981-2002 • Thumbnail: Size: 75 million • When working with this generation, emphasize: The good that they and their peers can do by working with you, the challenge of doing good in the community and doing it well, the need for their new perspective andideas.
Your Generation? • Greatest: Born 1901-1924 • Silent: Born 1925-1945 • Boomer: Born 1946-1962 • GenX: Born 1963-1980 • Gen@: Born 1981-2002 • Everyone • CEO/CFO Only
Trends that Matter • Financial stress • Technological acceleration • Diversity of population • Redefining the family • MeBranding • Work-life balance
Trend One: Financial Stress • First, there’s not enough money. • What there is will trend toward the Boomers. • Not just Medicare/Medicaid, also withdrawal from 401K’s. And remember as we age, we vote more! • And then, there’s the Federal Debt. • Finally, financial stress on families and students (read: current and future employees) from the cost of higher education)
Trend Two: Tech Acceleration • A reality, not up for debate. • How you feel about tech acceleration is, in large part, defined by your generation. • Boomers see tech through bifocals: some good, some bad. • GenXers see it through tinted lenses: how can tech work for me? • Gen@?: They really don’t “see” tech at all-it’s invisible to them, like air. It’s always been there. And, like air, it’s part of their environment. • Remember this—it’s really important.
Trend Three: Diversity • We’re in our fifth great wave of immigration. • This is an issue in all parts of our country, urban-rural, coastal, central, north, south. • We HAVE to be able to accommodate this diversity in our marketing, services, hiring and fundraising. • Remember, it’s not just about language fluency. It’s about cultural knowledge, sensitivity and competence.
Trend Four: Redefining Family • More Mobile: more spread out and more connected. In past generations, families moved, but they all moved together. Now, generations spread out. • More “stepped”. “Blended” families are more and more ubiquitous, but have a different set of wants and needs than “traditional” families. • More multi-racial. Sometimes from marriage, sometimes from adoption, multi-racial families are also increasingly common. • And your organization doesn’t deal with families? Think again.
Trend Five: MeBranding • Tried to buy plain tomato soup, regular yogurt, or non-herbal deodorant? It’s hard. • Want to buy a shoe that only you have? You can. • If I only listen to my music, hear my news, have my 6 adjective coffee, and never have to try a one-size fits all anything…it becomes all about me all the time. • And nonprofits are all about other people. • In addition, customer now expect at least SOME customization or accommodation of services. • I call this MeBranding, and it has profound implications for nonprofits.
Trend Six: Work-Life Balance • Boomers: “Live to Work!” • GenX and Gen@: “Work to Live!” • Don’t believe me? Draw the circles of “Work”, “Family”, and “Life” Have all the Boomers draw theirs and then all the GenX and Gen@ staff. Compare---and learn. • Want to do something really scary? Draw your circles and then have your family draw your circles.
Do work life balance issues trouble you? • Yes or no? • Now, if yes, what’s your generation? • Greatest: Born 1901-1924 • Silent: Born 1925-1945 • Boomer: Born 1946-1962 • GenX: Born 1963-1980 • Gen@: Born 1981-2002
What can you do now? Lots. But do it soon. Let’s look at my Six Big Actions, and give you some hands on examples of how to use them as you move generational issues higher on your priority list.
The Six Big Actions to help you deal with generation change • Include Generational Issues in Planning. • Mentor and Discuss among Generations. • Target market by generation. • Age Down. • Meet Techspectations. • Ask.
Breakouts… In a few minutes, we’ll reconvene to talk about our break outs….
Breakout Instructions • We’ll give you two questions to write about and then discuss. • You’ll write your answer to the first quest, then discuss. After 20 minutes, I’ll give you the second question, and we’ll repeat the process. • Make sure everyone gets to have input and then pick out any common themes or surprising answers from your table to report out to the large group. • We’ll start our reports at 11:15, while we eat our lunches.
Question #1 Pick the trend that is most challenging your organization. • Financial Stress (related to generation change) • Technology Acceleration • Population Diversity • Family Redefinition • MeBranding • Work-life Balance Now, write down why this issue is vexing you. You have one minute to write. Go.
Question #2 Write down three specific things you need to do in the area of technology to be more welcoming to GenX/Gen@ given what you heard today. Again, you have one minute.
Report Out What did you learn about each question at your table? Please limit your total response to two-three minutes.
Final Words Generation change is the challenge of a lifetime for your nonprofit. Pay attention, and get started. If you wait too long, you could seriously impair your ability to do high quality mission for the next generation of mission-recipients. Good luck!