Cultivating and Captivating Next-Gen Board Members
Is your organization facing the “silver tsunami”? That’s a phrase relayed by Julia C. Patrick, Founder and CEO of American Nonprofit Academy and host of The Nonprofit Show—and something we talked about extensively on a recent episode of my podcast, Business Behind Fundraising. You can listen to that episode here.
So, what does silver tsunami mean, exactly?
It refers to the fact that nonprofit boards are facing a critical juncture: The generation of board members who have guided many nonprofits for decades is dwindling. As older board members step down (or, unfortunately, pass away), there’s an urgent need for fresh leadership to maintain momentum, innovation, and sustainability in the nonprofit sector.
Who is best poised to fill those shoes? Next-gen nonprofit mavens; specifically, the Millennial generation. Millennials are highly motivated, socially conscious, and mission-driven individuals who, with the right approach, can be invaluable assets on nonprofit boards. However, attracting and retaining them requires a nuanced understanding of their values, work preferences, and the challenges they face.
What Makes Millennials Different?
In my in-depth conversation with Julia, she outlined a few key characteristics applicable to Millennials. One, they are the most educated demographic we’ve ever had in the history of the United States. They also represent the demographic with the most educational debt. So, they’re very selective about their investments—and extremely conscious about their finances.
Millennials are digital natives, which means they’re unfamiliar with a pre-internet, pre-computer, pre-mobile phone existence. As such, they not only receive information differently than their Baby Boomer and GenX counterparts, but they uniquely process it—in the way they work, think, and set expectations.
Perhaps the most influential aspect surrounding Millennials when it comes to nonprofit board membership and fundraising efforts is that they insist on effecting change via true impact. Julia had a great example about school kids not getting the appropriate nourishment at school, which is a common issue across the country. Rather than saying, “Oh, kids going hungry is a big bummer, for sure, but we’re going to help who we can,” Millennials are intent on finding a viable solution. They understand that kids can’t learn when they’re hungry; they can’t operate to their full potential.
For the next-gen folks, it’s not just about raising money. It’s about what the organization is going to do with it to make a difference.
Training and Education: Keys to Elevating Next-Gen Boards’ Efforts
Of course, no matter the age of a board member, there’s always the fear of “failure.” No one wants to sign up for a responsibility and underdeliver (or not deliver at all). When that happens, board members tend to disengage, which sets up an entire vicious cycle of failure, disengagement, continued failure. Rinse and repeat.
The answer to mitigating this scenario is simple-yet-understated: training. Julia and I are both huge proponents on board training and education. You might be shocked to hear that many board members really don’t understand the true mission of the nonprofits they serve—so, who could blame them for not having the confidence to engage in meaningful conversations with investment-level donors?
What’s terrific about having next-gen folks “on board” (pun totally intended) is that they are knowledge seekers. They are champing at the bit for any and all intel they need to make informed decisions. Specifically, they lean into data and metrics. Gone are the days of the “kiss and cry” approach to fundraising, where nonprofits relied heavily on the stories behind their missions to generate revenue.
Next-gen board members want the numbers. How many meals did we serve at this shelter? How many people did we keep from being unhoused this quarter? How much money did we save the government? The elder generation of board members might not be as attuned to how impactful that data is, thinking that fundraising shouldn’t be a “numbers game.”
Why shouldn’t it, though? If it moves the needle on an organization’s efforts?
The Time Is NOW
As the nonprofit sector braces for a generational shift, adapting to the next-gen group’s expectations and perspectives is crucial. Nonprofits that take the time to understand and implement strategies to engage these forward-thinking individuals will be better positioned to harness their energy, creativity, and commitment to meaningful change.
The time to start cultivating these relationships is now, for in the capable hands of next-gen leaders lies the potential to transform nonprofit organizations for the better.
Listen to the latest episode of my podcast on YouTube here or Apple podcasts here where my guest Julia C. Patrick (Founder and CEO of American Nonprofit Academy and host of The Nonprofit Show) talks in depth about this topic.
Whenever you’re ready, here are THREE things you can do next:
👣 Follow me on LinkedIn where I share insider info daily — the same lessons I teach my clients about attracting larger gen-ops dollars and diversifying revenue.
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