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Are Millennials Getting More Or Less Involved in Nonprofits Than Previous Generations?

By: Brittany Engelmann-- 2017-02-09 7:00 am --

With the ever changing landscape of communication, marketing and media outlets, the burning question for nonprofits over the past few years has been how to engage Millennials and gain them as supporters.

Millennials have felt elusive for many fundraisers and marketers, and the question has been: are Millennials more or less involved in the nonprofit sector than previous generations?

Thanks to research done for the Millennial Impact Report, we now have an answer to this question and the results may surprise you.

Millennials give differently

The prevalence of social media and rise of new technologies are changing how we fundraise. Online and mobile giving are on the rise and in an exponential fashion. Research from npEngage shows that from the 2014 to 2015 giving seasons, mobile giving increased by 45%.

What this means for nonprofits is that making your website and donation page easy to use is key to getting donations. As the Millennial generation continues to mature, they will likely be increasingly involved in supporting nonprofits and able to increase their gift size.

Making it easy to give online and through a mobile device is now key to fundraising for your nonprofit.

Millennials want to be involved

According to the 2012 Millennial Impact Report, 71% of Millennials have fundraised for a nonprofit organization.

The 2015 study showed that Millennials were more likely to give during a #GivingTuesday campaign if they were involved both on and offline.

Millennials and technology are changing how we raise money. Major donor fundraising will always have a place, but raising money for your organization is becoming a more personal and inclusive endeavor. While this may seem counterintuitive to the disconnection that has resulted from the Digital Age, there may be a silver lining to our desire to be “plugged in”.

To remain relevant to new generations, nonprofits need to adapt to their donor’s needs. This means adopting new strategies to engage supporters and make involvement with your organization personal and technology based.

Strategies such as crowdfunding and peer-to-peer fundraising are increasingly popular. Looking at the Millennial Impact Report it’s clear why this is the case. These methods of fundraising rely heavily on grassroots efforts, personal connections and social media. Coupled with the wide availability of cost-effective, online donation platforms that are optimized for mobile donations, it’s no wonder this type of fundraising appeals to Millennials.

Incentives are key to crowdfunding and peer-to-peer fundraising. They can be anything from a personal thank you to physical items. It’s important to know your donors well and know what appeals to them. Whether it’s adult coloring books, a gift basket of art supplies or earbuds, a special thank you and gift can go a long way in thanking your volunteer fundraisers.

An added advantage of the demand for technology based fundraising is the accessibility and cost effectiveness of a tech based fundraising program. There is email marketing software and online donation platform to fit every budget, making fundraising and involving Millennials possible for any sized organization.