Posted , by Keith Curtis. Topic: Donor Communication.

In our latest enewsletter sent out Tuesday, Wendy wrote about differences in giving by generation. Great minds think alike—this week Giving USA issued a Spotlight report on “Charitable Giving and the Millennial Generation.” It’s packed full of data on the philanthropic differences among generations, along with recommendations on how to engage and cultivate millennials.

Comprising 18- to 30-year-olds, millennials, also known as Generation Y, aren’t your major givers—yet. But in 2009, nearly 22 percent were already volunteering. And since they have a greater lifetime earning potential than older generations, it’s important to connect with them while they’re young.

One challenge, though, is that they’re much less trusting of institutions in general than older generations. So it’s vital that nonprofits network with colleges, universities, and respected community groups. You’re more likely to earn the trust of millennials if others are willing to collaborate with you.

Millennials have witnessed more global tragedies than their parents—in this decade alone, 9/11, Hurricane Katrina, the Indonesian tsunami, and the Haiti earthquake. They’ve played a big part in catalyzing grass-roots responses to these events through social media, texting campaigns, and other technologies. So use multiple channels to communicate news, but be sure to direct them back to your website to engage them with a compelling message and examples of your impact.

Giving USA’s Spotlight, researched and written by the Center on Philanthropy at Indiana University, includes more valuable guidance. To purchase the full report for $15, click here.

What are you doing to engage millennials with your organization? Share your tips or post your questions below.

Subscribe to our Newsletter

Leave a Reply

Your email address will not be published. Required fields are marked *