Connecting with your donors has never been more important for nonprofits than now. As millennials slowly replace older generations, it is crucial for nonprofits to cultivate this generation now and understand their interests and motivations for giving. Below, we took a detailed look into the millennial generation to form the basis of a donor persona that can offer your organization insight into opportunities to connect with them toward supporting your efforts.
Throughout 2020, the pandemic has turned our world upside down. Society has quickly gone from attending sporting events with 20,000 others in a confined space to waiting in long lines outside grocery stores as only a small number of masked customers can shop simultaneously. This highly contagious and deadly virus has in one way or another affected nearly all of us.
Despite experiencing the highest unemployment rate since World War II, the spirit of humanity prevails. Leading the way in giving back during a time when so many people need it most is the millennial generation. According to a report from Zelle, nearly three out of four millennials have given money to friends, family or charitable causes this year. That is the highest percentage for any generation polled, with Gen Z close behind.
Many may be surprised to learn that millennials are highly charitable. Often unfairly, they’re maligned for being an entitled generation too concerned with posting on social media to have time to care about others. However, research has proven that millennials are actually extremely generous and are great at inspiring friends to join them. The Millennial Impact Report, published in 2019, detailed what matters to millennials and how they influence others.
Indirect Givers
Unlike generations before them, millennials are not committed to volunteering or giving to specific nonprofits. According to a participant in The Case Foundation and Achieve’s millennial survey, “Millennial donors are not committed to a single organization; they are more committed to a cause.” Instead, their giving tends to be more indirect. That includes anything from ordering takeout to support restaurant staffs or promoting their favorite causes on social media. Have you thought about different ways to connect with millennials to solicit their support in non-traditional ways?
Equal Participants
Millennials tend to believe that any involvement in the charitable process is equal. Whether it’s volunteering in a soup kitchen or donating online, each stage of the process is equally valuable. They’re giving to make a difference, and it’s important that nonprofits recognize the many ways they can connect with this generous generation to get involved at various levels.
Connected Changemakers
It should be no surprise that millennials also care deeply about issues that affect the greater good of society. They’re not afraid to make their voice heard and to stand up for those who cannot do so for themselves. In 2020, we’ve seen thousands of Americans across the country protest in the streets, contact elected officials, and speak out on social media.
Corporations have responded to the social unrest differently, and nonprofits should understand how important it is to connect with donors in their messaging. Millennials are more likely to engage with brands and causes that have reputations for being ethical and giving back. Has your organization taken this into account when creating a donor persona?
Digital Influencers
It has never been easier to share what you’re doing with family, friends and the rest of the world, at all times. Millennials have a bigger voice than their parents because of the speed and reach of social media. Philanthropic organizations need to focus on a digital strategy that will garner the attention of millennials. Once you successfully involve them, they’re likely to post about your cause or tell their friends about how they can make a difference. Connecting with millennial donors can have a ripple effect on your fundraising.
As demonstrated by millennials’ commitment to helping people and causes during the height of COVID-19, nonprofits are in position to thrive for decades to come. This generation cares deeply about a variety of causes and is willing to put in the time and resources to make the world a better place. It’s on nonprofits to tap into that generosity and connect with millennial donors.
As a social sector communications agency, MagnifyGood specializes in elevating the marketing, PR, branding, advertising, and social media of nonprofits, foundations, and other mission-driven organizations. Looking to enhance your donor engagement, create compelling impact stories, establish a brand that aligns with your mission, or explore innovative strategies to connect with your community? Contact us here. Let’s magnify good together.
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