Members of the India Philanthropy Alliance face an existential threat: They need to attract a new generation of supporters among second- and third-generation Indian Americans to replace a pool of aging supporters and secure the future of their nonprofits.
So a year ago, the 16-member alliance set out to identify smart ways to engage youths (students in middle school through college) and young professionals ages 21 to 25 by conducting research and studying those groups in the coalition that successfully engage them. It also interviewed young people who were actively involved with these groups.
The research helped the alliance develop a roadmap for building stronger ties with young people. Here are some key findings.
Better Ways to Market to Young People
Be cause-centric. Emphasize the cause more than the organization. For instance, mark milestones in advancing health care or education for marginalized groups, not the evolution of organizations addressing these issues. Avoid “honoring” a major donor in hopes that that person will give more. For many young people, this distracts from the work, appears transactional, and is likely to be perceived negatively.
Use data and stories. To overcome deep skepticism, use data to make a compelling case for your nonprofit’s effectiveness. However, don’t forget to also showcase stories to touch their hearts. Authentic viewpoints, especially from those close to the communities served, or from those affected by the issues a nonprofit works on, are vital.
Acknowledge relevant issues. Climate change, sustainability in fashion, and the intersection of social justice with many other causes are among the issues that resonate with younger generations. Interests and priorities may vary by region and among age groups; when in doubt, ask youths who are involved with your work. Even if such issues are not integral to your mission, recognizing their importance and taking even tiny steps to highlight and address them can go a long way to building trust and rapport with youths.
Make it fun. Young people like to learn in interactive, engaging, and hands-on ways. So consider participatory and even playful ways to get them involved, such as polls and quizzes. Novel or quirky approaches will capture their attention more than traditional marketing. For example, one nonprofit in the coalition annually asks young supporters to “vote for the cause,” which involves selecting which programs they will support; another added gamification with a GivingTuesday bingo challenge on Instagram. The India Philanthropy Alliance is taking this approach as we organize the first India Giving Day to be held March 2, 2023.
How to Host Youth-Friendly Events
Make young people feel welcome. One young professional who actively supports a nonprofit in the alliance reported that the first time he and his wife came to an event they immediately felt they didn’t belong. At an event, food, décor, dress code, and music can make people feel welcome — or not. To be more welcoming, ask young people committed to your work what they would change about your event and consider assigning someone to greet young people as they arrive at an event so they will not feel overlooked.
Rethink fundraising galas to attract young supporters. Traditional fundraising galas are often unwelcoming to people under 40. Ticket prices are often set for the giving capacity of mature donors who contribute from their assets more than from their income. So consider offering lower ticket prices to young people, especially those who are active volunteers.
Honoring donors and giving them speaking roles despite a limited connection to your mission should be minimized if not eliminated. Such practices can appear self-congratulatory, and the mission of the organization gets relegated to the background.
Focus on the mission by highlighting your work during an event and be sure to engage attendees through fun games or other interactive elements. Include young people on gala planning committees and in post-event analyses to make your fundraising events more appealing to them.
Include younger supporters in invitation-only events. Young supporters of organizations in the alliance felt honored to be invited to board meetings, organizational retreats, and intimate donor cultivation events. They can be called upon to make presentations, participate in discussions, or simply observe. Give them an opportunity to network, learn, and have a voice (even without decision-making power) in shaping the organization’s direction. These supporters represent the future of your organization; it is wise to build ties now that can strengthen over the years.
Recruit Young People to Your Board
According to BoardSource, only 29 percent of nonprofit board members in the United States are under 50; just 17 percent are under 40, and a scant 2 percent are under 20. Consider asking young people to serve on governing bodies. It shows they are welcome and valued, and their perspectives can help eliminate blind spots in decision-making and breathe new life into an organization’s culture.
Plus, involving high-potential young people on a governing board helps ensure they stay involved with a cause (in our case, with India-related issues) as their income, wealth, and influence grow.
The India Philanthropy Alliance recently adopted a standard to encourage all member organizations to have at least one board member under 35. Akanksha Education Fund inspired this change: For several years the organization has had a board member in his early 30s, and it is creating a special seat that will be filled on a rotating basis by members of its young professionals’ network.
Junior boards or youth advisory councils can be formed in addition to or instead of having young board members.
Whenever a nonprofit board includes someone from a previously unrepresented group, there are risks of marginalization, perceived tokenism, or expectations of conformity that limit creativity. To minimize such dynamics, we recommend taking some or all of the following steps.
- Ensure that young board members are reasonably qualified for this role and not selected solely because of their age.
- Ask young board members to weigh in on issues beyond “youth outreach” or other youth-centric topics and to lead a committee if they are qualified and passionate.
- Continue searching for additional young board members even after the first one is elected.
- Pair young board members with a board mentor as part of their onboarding process.
- Relax, adjust, or eliminate minimum giving requirements that discourage promising early-career candidates from joining or remaining on your board.
- Enable young board members to participate in meetings in ways that are comfortable for them, even if they do not conform to existing group norms. Open up your board culture to the quirky energy and unfamiliar engagement styles of youths and young professionals, and do your best to enjoy the process!