What Young Donors Respond to Today: Part II

Young people under age 35 want to give to charity – by donating either their money or their time. But many nonprofit organizations are not approaching the huge Millennial generation correctly, according to The Millennial Impact Report, a new study by Achieve that all nonprofit leaders should read. More than 2,600 respondents, most college graduates, were surveyed in early 2013.

Young people are not interested in institutions or structures, the study found. They are interested in people, and they want to know how their contributions will help people.

The majority of Millennials give either time or money to up to five causes that they are passionate about. They may not give much – 40 percent give up to $50 and another 23 percent give up to $100. But 52 percent said they are interested in monthly giving.
Members of the Millennial generation are socially conscious and are passionate about their causes. They also see volunteer opportunities as a chance to socially connect with like-minded people.

Tip #2: Sharing on Social Networks

Every nonprofit should have a Facebook page, as well as other social networking pages. If your messages are being shared, you will know that you are reaching your audience. Sharing on social networks is a form of advocacy.

Young donors support causes, not organizations, the research found. Post regularly on Facebook, and be sure to include images.

Images are shared most often. The more you inspire sharing, the greater the chance you have of capturing passion for your cause.

The following are actions taken by members of the Millennial generation based on a shared social media message:

1. Liked, tweeted or shared post
2. Signed a petition
3. Made a donation
4. Signed up to volunteer
5. Purchased a ticket to an event
6. Joined a committee
7. Shared with their net¬work a request for help
8. Bought merchandise

See also: http://www.dh-cpa.com/what-young-donors-respond-to-today-part-i.html

Davis & Hodgdon Associates CPAs has been assisting nonprofits, individuals and businesses with tax and accounting services in the Burlington Vermont Metro area for more than 20 years. If you have any questions or concerns please feel free to call 802.878.1963 or email [email protected].

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