ANA Nonprofit: Gen X – The Next Great Giving Generation

This event is over.

The latchkey kids. The MTV generation. The cynical slackers.

Sandwiched between the larger baby boomer and millennial age groups, gen X is frequently overlooked and underappreciated. But we’re channeling our Judd Nelson vibes, raising our fingerless-gloved fist high and telling nonprofit marketers, “don’t, don’t, don’t you forget about them.”

As more and more baby boomers shift into retirement age, generation X stands poised to make the biggest impact on charitable giving in the coming decades.

In this virtual half-day conference, we’ll discuss our research on the next big cohort of wealth in North America:

    • The digital divide within gen X
    • Giving behaviors of different generations
    • The attitudes on life that gen Xers hold
    • Core values driving both behaviors and attitudes

Agenda

TIME EVENT DETAILS LOCATION
Thursday, October 21, 2021
11:00am
- 11:10am

WELCOME & INTRODUCTIONS

Jocelyn Argarin
Director, Education & Events Association of National Advertisers
11:10am
- 12:15pm

GENERATIONAL RESEARCH DISCUSSION

We'll Cover:
  • General Beliefs on Donor Demographics
  • Why do we need to get younger donors
  • Highlight GenX as an emerging donor cohort
  • DOWNLOADABLE // Gen X Personas & Strategy Worksheet

Justin McCord
Senior Vice President, Sales & Marketing RKD Group
12:15pm
- 12:25pm

BREAK

12:25pm
- 1:05pm

GETTING YOUNGER DONORS STARTS WITH DEVELOPING A TRANSFORMATIONAL STRATEGY

We'll Cover:
  • ABS’ story as a legacy nonprofit
  • Historical vision casting approach
  • Successes and learnings to get younger
    • Shifts to digital, including social media and content marketing
    • Organic/Unmitigated successes, like YouVersion, LookInside
  • A triggering event and new approach to vision casting
  • Current plan, vision and path

Anna Averling
Director, Relationship Marketing American Bible Society
1:05pm
- 1:10pm

BREAK

1:10pm
- 1:50pm

THEN, PUT THE STRATEGY INTO ACTION

We'll Cover:
  • SGK’s story as a legacy nonprofit
  • How strategy was put into action:
    • Organizational changes in 2018, including how they work with partners
    • Focus on data strategy, journeys and digital-first thinking
    • Learnings thus far:
      • Dynamic Gift Arrays
      • Media learnings

Michelle Strong
Vice President, Marketing Strategy Susan G. Komen
1:50pm
- 2:00pm

TAKEAWAYS, FINAL QUESTIONS

Justin McCord
Senior Vice President, Sales & Marketing RKD Group
Anna Averling
Director, Relationship Marketing American Bible Society
Michelle Strong
Vice President, Marketing Strategy Susan G. Komen

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.