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f rom the desk of
Shelly Manuel
Associate Partner
When Communication Becomes Generational
I remember a time when I was ALWAYS the youngest development professional in the room. I have had the amazing fortune to find my way into this work in my early 20s and attain a leadership position by my late 20s. Now that I’m much further along in my career and nearing age 50, the pendulum has swung, and I find myself often older than many clients—particularly when working with junior staff.
I had a Gen-Z colleague, a digital native, who dreaded making actual phone calls to donors. It gave me pause to think: is she just not used to talking on the phone, or is she simply an introvert? In approaching this observation, should I consider extrovert versus introvert or generational differences?
Many articles have been written on the topic of which makes a better fundraiser: extrovert or introvert. I’ve found the consensus to fall into taking the “best from both worlds” through a team approach. But are there enough extroverts among Millennials or Gen-Z? Not only are these digital natives working in the field, but they are also donors. Research has shown that Millennials and Gen-Z are more likely to identify as introverted than prior generations. I have also found that I am more inclined to show introverted preferences than when I was younger. Perhaps the same factors affecting younger generations—like social media use, increasing technology use in communication, and general changes in social interactions—are impacting all of us.
As fundraisers and leaders, we need to be aware of how to capitalize on the best communication avenues available to foster meaningful donor interactions and build relationships. It all comes down to taking the time to gather information on prospects and using a multichannel approach to communication. While an email might reach some, a text could be far more effective with others. While a phone call may terrify a Gen-Zer, they are perfectly comfortable on Zoom or Teams. Strategic use of social media can be highly beneficial, but it might be completely overlooked by an older generation. So where do personal meetings fit in? The best way to ask will always be face-to-face, but the steps to get in front of some donors may increase to help them feel comfortable with the interaction.
Extroverts are still out there. They may be hiding behind technology, but they still crave personal interaction through special events and social gatherings. Now, more than ever, with so many different types of people and generations in our prospect pools, research and personalized approaches are critical. Thank heavens for technology putting this research in our pockets! And don’t forget to keep notes and accurate records; this will make that next interaction much easier to prepare for.
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