While they may not currently be giving large gifts,building relationships with Millennials can lead to larger gifts down the road. Here are a few things your organization can do now to engage this new generation of donors:
1) Provide opportunities to make small commitments: Millennials often have several passions and tend to make many small contributions to a variety of organizations. Engage potential donors with several events and campaigns throughout the year that ask for small contributions.
2) Create peer-to-peer relationships: Millennials are more likely to give and get involved in an organization when they receive recommendations or are asked to join by their family and friends. Captivate these donors through storytelling. Run campaigns that provide photos and videos and share sample Twitter and Facebook message text and other content that users can share on their personal pages.
The Donor’s Choose Moustache 4 Kids is a fun example of how you can use a campaign or contest to engage your users in reaching out to their friends on behalf of your organization.
3) Share your impact and build trust:The 2012 Millennial Impact Report revealed that not knowing how their gift will make a difference is the number one pet peeve among Millennial donors. With recent controversies such as last year’s 60 Minutes Three Cups of Tea exposed,Millennials make sure that they give to organizations where their contributions will make an impact.
Organizations like Women for Women International connect donors with the beneficiaries of their gift. Focus on telling a good story,and back it up with transparent financial statements and clearly posted performance measures.
4) Develop your web presence: Millennials learn about your organization and prefer to donate online,making an attention grabbing website with a “donate button” crucial for motivating potential donors to give. At a quick glance,visitors to your organization’s websites should be able to figure out in what your organization does,how they can participate,and the impact their contribution will make.
The Web Wizard eAssessment for Sustainability can help you identify areas of improvement and make sure your website clearly communicates your organization’s compelling story.
Does your organization do anything to specifically target donors in the Millennial generation? How might your organization capture this new audience?