“(It’s) really nurturing that early stage before they even make a gift to the institution,” said Leslie Carmona, senior director, donor experience and individual giving at Wayne State University.
That comes through talking to students about philanthropy, making sure, for example, that students realize when they’re being given a scholarship that is supported by individual philanthropy.
“It’s as simple as stuff like that,” she said.
Volunteerism through things like chairing events and serving on boards is a longtime engagement tool in philanthropy but especially important in drawing next gens who want hands-on involvement and lots of feedback on the impact of their support into nonprofit work, said Carmona, who is also president of the Detroit Chapter of the Association of Fundraising Professionals.
“There’s a level of involvement (this) generation wants, and volunteer opportunities are some of the best ways to provide that and (create) an engaged individual who often will very easily consider a gift to whatever organization they’re working with,” said Carmona, a 37-year-old next gen herself.
Many nonprofits are focused on larger donors, but she believes fundraisers need to start treating all donors alike, with similar types of relationship building and feedback on impact, regardless of the size of their gift.
“There’s a propensity in our industry to focus on the generations that can give you the most, but if you don’t begin to cultivate very strongly, the pipeline of donors that are giving $10 now, there will not be five-, six-, seven-figure donors fifteen to twenty years from now. We will have lost them.”
Carmona said she’s passionate about getting fundraising folks to understand that proportional giving is huge.
“If I’m a year out of my undergrad, I’m making $30,000, and I give you a $25 gift, that’s proportional to me 25 years down the road (giving) you $10,000,” she said.
“It’s the same proportion of what I’m making, what I’m capable of. And it’s equally important.”
Credit:Source link
