Millenial Donors
As a non-profit fundraiser, one of the biggest challenges you may face is how to get millennials to give to your cause. Millennials, those born between 1981-1996, often care about causes but may be hesitant to donate to an established organization. They tend to be more receptive to peer-to-peer asks or grassroots causes. If you’re a more established, or major gift-focused, organization, you may find it harder to engage with this group. However, there are ways to engage millennials and earn their trust; we’ll explain how by sharing our five proven ways to get millennials to give to your charitable organization.
1. Be Understanding of Millennials’ Philanthropic Interests
Millennials are a generation that is deeply passionate about social causes and environmental issues and are more likely to donate to causes that align with their personal values and beliefs. To get millennials to give to your charitable organization, you need to understand what issues they care about and why they are important. It is also important to understand and accept that they may not have the same affinity or philanthropic interest as their parents. Conduct research to determine the social and environmental causes that matter most to this generation and align your organization’s mission, values, or individual asks around those causes.
2. Utilizing Social Media to Reach Millennials
Social media is a powerful tool for reaching millennials and spreading awareness about your organization’s mission and values; however, it is also a great way to encourage donations as well. Create call-to-actions to encourage donations and align graphics to asks so potential donors can see the potential of their impact. To get millennials to give to your cause, make it easy for them to do so!
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3. Creating Impactful Campaigns and Messaging
Millennials want to feel like they are making a difference in the world. They want to see the impact of their donations and know that their contributions are making a tangible difference. To get millennials to give to your organization, create impactful campaigns and messaging that highlight the real-world impact of your work. Use stories, videos, and images to create an emotional connection with potential donors and make them feel like their donations are truly making a difference. Bonus tip: align your marketing campaigns to your social media campaigns to create seamless branding and instant recognition.
4. Offering Convenient and Customizable Donation Options
Millennials lead busy lives and want the ability to donate on their own terms. Offer convenient and customizable donation options that cater to their preferences. This could include recurring donations, one-time donations, text-to-give options, and online giving portals. Make sure your donation process is user-friendly, secure, and easy to navigate. And remember, it’s not just a meme: millennials actually do not like answering the phone, so to get millennials to give to your charity, maybe exclude them from any telemarketing campaigns!
5. Building Trust and Transparency with Millennials
Millennials want to know that their donations are being used for a good cause and that your organization is transparent and trustworthy. Be open and transparent about how donations are being used, where the money is going, and the impact of your organization’s work. Use metrics and data to show the effectiveness of your programs and the progress that has been made towards your goals. Building trust and transparency will go a long way; remember the goal is not just to get millennials to give, but to also keep giving. Millennial donor retention is as important as that first gift. Bonus: One easy way to help with that retention? Remember to always say “thank you.”
Not quite ready to make an ask from millennials? Try to engage them with your organization first! Read our companion article, 5 Tips To Drive Millennial Engagement For Your Non-Profit. Or, if you’d like a more personalized approach, Clavis can help! Check out Clavis Care or our Nonprofit Marketing page for more information. You can also contact us directly to set up a free consultation!
