Peter Brinkerhoff, Generations: The Challenge of a Lifetime for Your Nonprofit. St. Paul, MN: Fieldstone Alliance, 2007.
The current recession is changing the world in which not-for-profit organizations are serving their causes. The smart ones will adjust astutely to those changes, and one of the tools they will use in that adjustment is Peter Brinkerhoff’s brilliant guide to generational competency, Generations. Generational competency, as I understand it, develops from the ability to build a collaborative community among the different generations that lead, work for, and support your not-for-profit organization. We don’t generally pay enough attention to this dynamic. We need to change that - and Brinkerhoff is a sage and seasoned guide. Written a little more than two years ago, before the multiple crises in banking, housing, and manufacturing hit North American retirement plans, Generations may be a bit off in its prediction that the boomers will be leaving the not-for-profit workforce in droves. However, Brinkerhoff’s call for greater intergenerational understanding and collaboration is crucial to hear and consider carefully in leading or supporting any not-for-profit. Brinkerhoff provides a convincing categorization of five generations currently involved in not-for-profits as board members, employees, volunteers, and donors. Here’s a brief summary of his description of and recommendations for working with each of the generations: Members of the Greatest Generation were born between 1901 and 1924. Their key values include financial security, patriotism, belief in the power of institutions, respect for authority, and selflessness. When working with this generation, focus on tradition, helping others, and being part of a large-scale, valuable change. Members of the Silent Generation were born between 1925 and 1945. Their key values include loyalty, self-sacrifice, stoicism, faith in institutions, and intense patriotism. When working with this generation, focus on tradition, loyalty to a key issue in their lives, and the value of a joint work ethic. Members of the Baby Boomers were born between 1946 and 1962. Their key values include a sense of entitlement, optimism, cynicism about institutions, competition, career, and endless youth. When working with them, focus on their value to the team, your need for them, their ability to improve your services, your desire to work with them to change the world, and that your organization is young and cool. Members of Generation X were born between 1963 and 1980. Their key values include independence, self-reliance, desire for stability, informality, and fun. When working with them, focus on their value to the work of the organization, the value of independent thinking, and your organization’s commitment to work-life balance. Members of Gen@ (I love this designation) were born between 1981 and 2002. Their key values include work-life balance, confidence, social commitment, complete comfort with technology, networking, realism, and time management. Brinkerhoff argues that not-for-profits will be wrestling with several overarching trends over the next decade, all of which are complicated by generational changes and tensions. These trends include financial stress, technological acceleration, diversity of populations, redefining of the family, MeBranding, and work-life balance. As I indicated at the beginning of this brief review, I think Brinkerhoff deals with the issues raised in developing generational competency clearly and wisely. The book focuses on where your organization is, where it is going and how this relates to the generations represented by staff, board members and volunteers, the people you serve, and donors. Throughout, he pays attention to the different approaches to technology among the generations and to the financial implications of his analysis. As with all Fieldstone Alliance books, Generations is superbly designed to convey valuable information, give you tools to absorb it, and provide opportunities to consider how it applies specifically to your situation. FOR EXAMPLE sections are scattered throughout the book with stories that amplify the points and HANDS ON sections give you ideas you can use immediately. Read the book, attend Peter’s seminar when he comes to Vancouver this fall, (further information here) and, above all, pay careful attention to the ways you can adapt to and align the values of different generations to the causes you serve in your not-for-profit. The future of your organization depends on your ability to do that.
About Brian Fraser
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