Who Is My Neighbor

1
Who Is My Neighbor?

• A look at generational differences and our
  communitys demographics

Covenant UMC August 7, 2007
2
The Demographic Trends

• Dave Ridderheim, a thrice retired executive and
  peripatetic volunteer, will summarize a talk by
  Peter Brinckerhoff, Generations The Challenge of
  a Lifetime for Your Nonprofit. Current trends
  and forces have very different and dramatic
  effects on those of us in different generations.
  There are actions that churches in particular
  need to be aware of to help achieve their very
  vital mission. How might Boomers, Generation
  X's, and Millenials respond?

3
A Snapshot of Trends

• Ed Fenstermacher, Associate Director of Church
  Development and Revitalization for Northern
  Indiana United Methodist Conference and a member
  of United Methodist Church of the Covenant, will
  provide a demographic snapshot of those living in
  the area around Covenant Church. Based on 2006
  data, the study will no doubt confirm some of our
  hunches, yet bring us some surprises too about
  those God has placed within our church's area.
   By knowing our neighbors better, we can more
  effectively reach, serve, and disciple them.

4
Questions and Answers

• How do we at Covenant stack up to the
  demographic trends?
• In what ways are these trends impacting what we
  do, why we do it, and how we do it?
• Is there a need for change? Why? How?

5
Acknowledgement

• Peter C. Brinckerhoff
• Foellinger Foundation
• Williams Lecture
• May 18, 2007

6
Which Generation Are You?

• Ages 83 106 Greatest Generation Born 1901-1924
• Ages 62 82 Silent Generation Born
  1925 -1945
• Ages 45 61 Boomer Generation Born
  1946-1962
• Ages 27 44 Generation X Born
  1963-1980
• Ages 5 26 Generation Y Millenials Born
  1981-2002

7
Greatest Generation (GI Generation) Born
1901-1924 (ages 83 to 106)

• Born 1901 1924 ( ages 83 to 106) 
• Size in U.S. in 2005 approximately 20 million 
• Key Events Born in high times, experienced the
  Great Depression, fought and won World War II,
  and then came home to build the strongest economy
  in history while giving birth to the Baby
  Boomers. 

Continued on next slide ?
8
Greatest Generation (GI Generation) Born
1901-1924 (ages 83 to 106)

• Key values Financial security, patriotism,
  belief in the power of institutions, respect for
  authority, selflessness 
• Greatest technological change in their lives
  rural electrification, commercial radio 
• When working with this generation focus on
  tradition, helping others be part of a large
  scale, valuable change

9
Silent GenerationBorn 1925 to 1945 (ages 62 to
82)

• Born 1925 to 1945 (ages 62 to 82) 
• Size in the U.S. in 2005 Approximately 30
  million 
• Key events Most of this generation missed
  serving in World War II, but lived through it as
  children and adolescents who matured in the
  1950s. They grew up with a military draft, came
  of age during the tension of the Cold War,
  experienced a long period of social stability and
  family unity and then experienced significant
  disenchantment when the Vietnam War and the
  Watergate scandal challenged their core beliefs
  about authority. Over 40 of the men in this
  generation served in the military, and they
  believe in top down control and centralized
  decision making.  

Continued on next slide ?
10
Silent GenerationBorn 1925 to 1945 (ages 62 to
82)

• Key values Loyalty, self-sacrifice, stoicism,
  faith in institutions, intense patriotism. 
• Greatest technological change in their lives The
  spread of private automobile ownership, use of
  office machines, massive industrialization 
• When working with this generation, focus on
  tradition, loyalty to a key issue in their lives,
  value of joint work ethic.

11
Boomer Generation Born 1946-62 (ages 45 to 61)

• Thumbnail Size 80 million the largest
  generation U.S. history, they were the first
  generation in nearly 200 years to rebel openly
  against their government, and nearly every
  social, scientific, and cultural institution
  underwent significant change during their
  adolescence.
• Greatest Tech Event Television

Continued on next slide ?
12
Boomer Generation Born 1946-62 (ages 45 to 61)

• Key values Sense of entitlement, optimism,
  cynicism about institutions, competition, focused
  on career, endless youth.
• When working with this generation, emphasize
  Their value to the team, your need for them,
  their ability to improve your services, that your
  workplace is young and cool. Publicly recognize
  them whenever possible. Tell them that they can
  help change the world by working with you.

13
Generation X Born 1963-1980 (ages 27 to
44)

• Thumbnail Size 45 Million. Always in the shadow
  of the Boomers, this group has spent their lives
  waiting for the Boomers to get out of the way.
• Greatest Tech Event Rise of the PC and cable
  television.

Continued on next slide ?
14
Generation X Born 1963-1980 (ages 27 to
44)

• Key values Independence, self-reliance, desire
  for stability, informality, fun.
• When working with this generation, emphasize
  Their value to the work of the organization, the
  value of independent thinking, that your
  organization focuses on work-life balance.

15
Gen_at_ (GenY, Millenials) Born 1981-2002 (ages
5 to 26)

• Thumbnail Size 75 million These children of
  Boomers are the first generation born into a true
  high-tech society, and they are hardwired to the
  Internet.
• Key They are the first generation to go to
  school with everybodyand see everybody on TV.
• Greatest Tech Event Connecting PCs to the
  Internet. Tech acceleration is no big deal to
  this generation

Continued on next slide ?
16
Gen_at_ (GenY, Millenials) Born 1981-2002 (ages
5 to 26)

• Key values Work-life balance, confidence, social
  commitment, complete comfort with technology,
  networking, well-informed, superb time managers,
  collaboration.
• When working with this generation, emphasize The
  good that they and their peers can do by working
  with you, the challenge of doing good in the
  community and doing it well, the need for their
  new perspective and ideas.

17
Trends that Matter

• Financial stress
• Technological acceleration
• Diversity of population
• Redefining the family
• MeBranding
• Work-life balance

18
Trend One Financial Stress

• First, theres not enough money.
• What there is will trend toward the Boomers.
• Not just Medicare/Medicaid, also withdrawal from
  401Ks. And remember as we age, we vote more!
• And then, theres the Federal Debt.
• Finally, financial stress on families and
  students (read current and future employees)
  from the cost of higher education)

19
Questions on Financial Stress

• Are we meeting Boomer needs and issues?
• If the stock market begins a long decline (as
  Boomers pull money out of their retirement
  funds), what will the impact be on the giving
  habits of our wealthier donors?

20
Trend Two Tech Acceleration

• A reality, not up for debate.
• How you feel about tech acceleration is, in large
  part, defined by your generation.
• Boomers see tech through bifocals some good,
  some bad.
• GenXers see it through tinted lenses how can
  tech work for me.
• Gen_at_? They really dont see tech at all-its
  invisible to them, like air. Its always been
  there. And, like air, its part of their
  environment.
• Remember thisits really important.

21
Questions on Tech Acceleration

• Technology moves so fast. How can we stay abreast
  of tech changes, get our work done, and stay
  within budget?
• Who inside (or outside) of the organization can
  we find to be an applied technologist,someone
  who looks at our mission, our operations, and our
  needs, and applies technology to help? Can we get
  a group of insiders and outsiders to fill this
  function?

Continued on next slide ?
22
Questions on Tech Acceleration

• Technology is an accelerator, not a solution in
  and of itself, so what functions can we use tech
  to accelerate? How can we find out and keep
  abreast of what our peer organizations and our
  competitors are doing in this area?
• How do we balance the tech needs, wants, and
  acceptance of different generations?

23
Trend Three Diversity

• Were in our fifth great wave of immigration.
• This is an issue in all parts of our country,
  urban-rural, coastal, central, north, south.
• We HAVE to be able to accommodate this diversity
  in our marketing, services, hiring and
  fundraising.
• Remember, its not just about language fluency.
  Its about cultural knowledge, sensitivity and
  competence.

24
Questions on Diversity

• How is our community becoming more diverse? What
  dependable data do we have?
• Is anyone at our local colleges and universities
  or in our local or county government looking out
  ten years in this area?
• Are we adequately accommodating our more diverse
  populations? Are we welcoming to and culturally
  competent with people of all backgrounds?

25
Trend Four Redefining Family

• More Mobile more spread out and more connected.
  In past generations, families moved, but they all
  moved together. Now, generations spread out.
• More stepped. Blended families are more and
  more ubiquitous, but have a different set of
  wants and needs than traditional families.
• More multi-racial. Sometimes from marriage,
  sometimes from adoption, multi-racial families
  are also increasingly common.
• And our church doesnt deal with families? Think
  again.

26
Questions on Redefining Family

• What pressures is family change putting on the
  people we serve? Are we seeing any changes in
  behavior or needs?
• How do family changes affect our ability to
  attract and retain volunteers? How can we be
  sensitive and supportive?

27
Trend Five MeBranding

• Tried to buy plain tomato soup, regular yogurt,
  or non-herbal deodorant? Its hard.
• Want to buy a shoe that only you have? You can.
• If I only listen to my music, hear my news, have
  my 6 adjective coffee, and never have to try a
  one-size fits all anythingit becomes all about
  me all the time.
• And nonprofits are all about other people.
• In addition, customer now expect at least SOME
  customization or accommodation of services.
• I call this MeBranding, and it has profound
  implications for churches.

28
Questions on MeBranding

• In an era of MeServices, how do we get close
  enough to our members to know exactly what they
  want?
• What are the financial implications of more
  customization? The workforce implications?
• Lets look at all of our services and pick two
  that can be more customized. What would they look
  like if we MeBrand them?

Continued on next slide ?
29
Questions on MeBranding

• What about more flexible benefits and work hours?
  What does this force us to do, to pay, to become?
• How does this affect our financial supporters?
  What specialness can we attach to different
  kinds of donations?
• How can technology help in any of the Me areas?

30
Trend Six Work-Life Balance

• Boomers Live to Work!
• GenX and Gen_at_ Work to Live!
• Dont believe me? Draw the circles of Work,
  Family, and Life Have all the Boomers draw
  theirs and then all the GenX and Gen_at_ staff.
  Compare---and learn.
• Want to do something really scary? Draw your
  circles and then have your family draw your
  circles.

31
Work Life Test
FAMILY
WORK
WORK
FAMILY
LIFE
LIFE
TYPICAL BOOMER
TYPICAL GEN_at_
32
Questions on Work-Life Balance

• Are we talking to employees and volunteers about
  their work-life balance?
• What are other churches in our community doing in
  this area?
• Is our benefits package flexible enough to
  accommodate different needs of different age
  employees? What about part-timers (often older)
  who are entering our workforce?

Continued on next slide ?
33
Questions on Work-Life Balance

• How much do we really need our staff at the
  office? Should we allow work-from-home in some
  cases? Do we need a policy for that?
• What about work hours, dress code, time off at
  midday to work out, and so forth? How can we stay
  in touch with what people want and be helpful
  without breaking the bank or eroding the team?

34
Issues With a Generational Basis

• Can we recruit younger staff and board?
• What is going to happen demographically to the
  people we serve?
• What about work-life balancewho pays for that?
• How much tech is enough? Do we alienate people?

35
The Six Big Actions To Help You Deal With
Generation Change

• Include Generational Issues in Planning.
• Mentor and Discuss among Generations.
• Target market by generation.
• Age Down.
• Meet Techspectations.
• Ask.

36
1. Include Generational Issues in Planning

• You need to add this perspective in all your
  planning, whether it is budgeting, your strategic
  plan, your market or tech plans.
• Start with a generational assessment, and see
  where you are.
• Then consider the impacts of each generation now
  and over the next 5-10 years.
• Accommodate.

37
2. Mentor and Discuss Among Generations

• The best way to reduce conflict is to increase
  discussion and understanding.
• Jack Welchs mentor.
• Mentoring should be across generational lines.
• Include opportunities to socializelet different
  generations set events/locales.
• Remember that every idea is a good idea until we
  come up with the best idea John Maxwell

38
3. Target market by generation

• Whether in relation to board recruitment,
  volunteer development, fund raising, or
  employment, start focusing on our markets
  sub-divided by generation.
• This is a different lens than in the past, but a
  very needed one.

39
4. Age Down

• Seek to recruit younger board members, people in
  their mid-twenties to mid-thirties. Include
  generation thinking in your skill-set for board
  recruitment.
• Seek more college age and twenty-something
  volunteers.
• Start a leadership development program with your
  youngest managers and staff members. This program
  should have the goals of current improvement and
  longer-term retention of your best young workers.

40
5. Meet Techspectations

• This is not just about Gen_at_.
• Remember our table about what different
  generations want.
• In general, you need to be more aware of the use
  of your website, the fact that it is your point
  of first contact, and that it can be a fabulous
  resource that you may not be using enough.

41
6. Ask

• Ask.
• Ask.
• Ask.
• And listen.
• Ask in focus groups, in surveys, informally.
• Become a culture of asking---and remember to
  include generational analysis of your data.

42
Which Generations Matter to US?
Ages 83 106 Greatest Generation Born
1901-1924 Ages 62 82 Silent Generation
Born 1925 -1945 Ages 45 61 Boomer
Generation Born 1946-1962 Ages 27 44
Generation X Born 1963-1980 Ages
5 26 Generation Y Millenials Born 1981-2002
43
Final Words

• Generation change is the challenge of a lifetime
  for your nonprofit.
• Pay attention, and get started. If you wait too
  long, you could seriously impair your ability to
  do high quality mission for the next generation
  of mission-recipients.
• Good luck!

Continued on next slide ?
44
Final Words

• Websites to Visit
• www.missionbased.com
• peter_at_missionbased.com
• http//www.foellinger.org

45
Demographic Study

• Data is 2006 unless otherwise indicated
• Study area 3-mile radius around Covenant
  Church
• Comparison area 3-mile radius around Simpson
  UMC (Ft. Waynes near south side)

46
Covenant 3-Mile Study Area
47
Simpson Comparison Area
48
Population

• Covenant 38,026 and growing
• Simpson 97,630 and shrinking
• 40 Unchurched in County (as of 2000 study)

49
Ethnicity

• Covenant 90 White (Simpson 60)
• 2 Hispanic (Simpson 12)
• 4 Black (Simpson 28)
• 4 Asian (Simpson 1)
• 7 Non-English speaking at home

50
Generational Profile

• Covenant Area...Covenant Church
• 31 Gen Y Millenials (5-26 yrs).41
• 30 Gen X (27-44)14
• 23 Boomers (45-61)...25
• 13 Silent (62-81).18
• 3 Greatest (82).. 3

51
Families

• 1 out of 3 Traditional Family (2 parents kids)
• 8 Single-parent (Simpson 19)
• 4 In poverty (Simpson 16)
• 40 College degree (Simpson 21)
• 69 White collar (Simpson 49)
• 60,680 Median income (Sim. 33,381)

52
Home and Transportation

• 83 Own their home (Simpson 59)
• 131,765 median home value (33,381)
• 8 years average stay (Simpson 12 yrs)
• 70 have 2 or more cars (Simp. 45)
• 23 minutes is the average commute

53
Predominate Lifestyle Groups

• Diverse community
• Predominate groups are under 45 yrs.
• Middle to higher educations and incomes
• Mix of singles and families

54
Trends

• Spiritual but not religious
• Experiential and participatory
• Sprinters rather than marathoners
• No longer a bell curve but a well curve

55
Reflection

• What did you hear? What didnt you hear?
• Which information should our church pay
  particular attention to?
• How should we respond as a church?
• What adjustments or changes to our present
  ministry should we consider?

56
Who Is My Neighbor?

• A look at generational differences and our
  communitys demographics

Covenant UMC August 7, 2007