Diversifying your Donor Base: Generation by Generation

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Session Description:

Looking for new donors? Trying to hold on to the donors you have? Understanding who’s in your donor pool — or should be — is the first step to growing a larger, more loyal group of supporters. In this highly entertaining and thought-provoking webinar author/consultant Judith Nichols will introduce the key subgroups in the Canadian and U.S. populations and help you create strategies that work with the five adult cohorts — mature civics, idealist boomers, pragmatic gen xers, global gen yers, and emerging millennials. Case examples will be used to demonstrate marketing that works.

Learning Outcomes:

* An appreciation of who’s who in the Canadian and U.S. populations

* Marketing keys that work for each population grouping

* How to choose your “best” audiences


JUDITH E. NICHOLS, Ph.D., CFRE Since 1989, as CEO and principal of New Directions in Philanthropy, Judith Nichols has assisted not-for-profits and corporations across the USA, Canada, Australia, South America, the United Kingdom, and Europe. A highly respected researcher, trainer and presenter, Dr. Nichols has specialized in helping organizations understand the implications of our changing demographics and psychographics on fund raising, marketing, and membership. She has been a featured speaker and trainer at numerous conferences, workshops, and symposia. She has been a popular repeat speaker for the Association of Fundraising Executives (AFP) providing trainings for more than 50 chapters and 10 International Conferences, the Council for the Advancement of Education (CASE), the Association for Healthcare Philanthropy (AHP), and the International Fundraising Conference (IFC). Her philanthropic client list includes: American Cancer Society, American Heart Association, American Lung Association, American Red Cross, Girl Scouts of the USA, Mercy Corps International, the National Society for the Prevention of Cruelty to Children (UK), the Presbyterian Church (USA) Foundatiothe Royal National Lifeboat Institute (UK), and Volunteers of America.

Dr. Nichols has more than thirty years of fund raising and marketing experience, working with numerous organizations across the spectrum of philanthropy. She serves currently as Vice President, Philanthropy at Learning Disabilities Association NYC. She has held staff positions as Deputy Director, External Affairs, for the Brooklyn Public Library, Senior Vice President for Development and Marketing at Covenant House International, President of the Vancouver National Historic Reserve Trust in the state of Washington, as the Chief Development Officer for the Salvation Army, Cascade Oregon Division, as Vice President for Development at Portland State University, Oregon, and headed development efforts at Wayne State University, Detroit, and at the New Jersey Institute of Technology. While atWayneState, her development program received the silver medal for “Most Improved Development Program of the Decade” from the Council for the Advancement and Support of Education (CASE).

Judith is the author of Pinpointing Affluence in the 21st Century, Transforming Fundraising, Lessons from Abroad: Fresh Ideas from Fund-Raising Experts in the United Kingdom, Global Demographics: Fund Raising for a New World and Growing from Good to Great: Positioning Your Fund Raising Efforts for BIG Gains as well as four other books. Her books are part of the Association of Fundraising Professional’s Heritage Collection. In addition to her many books and articles, Dr. Nichols edited Modern Donor, an e-newsletter with over 30,000 monthly subscribers, served on the International Editorial Board for the Journal of Nonprofit and Voluntary Sector Marketing and was a regular columnist for Contributions Magazine.

An active member and certified fund raiser (CFRE) of the Association of Fundraising Professionals, she is a member of the Greater New York Chapter board and has served as well on both AFP Michigan andOregonboards.

Dr. Nichols is listed in Who’s Who of American Women and Who’s Who in Education.

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