TOOL KIT
August 26, 2015

How to Appeal to Millennial Supporters

With millennials — that is, people born in the 1980s and 1990s — set to make up half of the U.S. work force by 2020, the need for nonprofits to build ties with these young people is gaining urgency.

Yet many charities find it challenging to connect with millennials, and experts agree that traditional fundraising approaches often don’t work with this group. Recent studies help explain why and provide insights into some of the characteristics that define this generation.

For example, studies show that peers have more influence on millennials’ giving decisions than do ties to an institution or its representatives. Younger donors also value volunteerism, desire firsthand experience with charities, and want to know how their money is being used.

Here are a few resources to help you attract millennials to your cause — and keep them engaged.

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How to Engage Millennial Donors

Figuring out how to attract “next gen” donors is a challenge for charities. While donors in their 20s and 30s are keen to volunteer, they also demand more transparency and detailed information before donating to a nonprofit.  Groups that can figure out how to channel the energy of young supporters—and decipher how the giving patterns of younger generations differ from those of their parents and grandparents—will have soon have the upper hand. Join The Chronicle of Philanthropy and fundraising experts to find out what works, and what doesn’t, with tomorrow’s donors.

Article
August 27, 2015

Beyond the Traditional Junior Board: Ways to Turn Millennials Into Leaders

Young people may be new to nonprofit leadership, but does it make sense to relegate them to the “kids’ table”?

Article
September 08, 2014

Colleges Are Inventing New Ways to Attract Recent Graduates to Donate

A new study finds young people are far more inclined to give to causes other than their alma mater.

Article
July 13, 2014

Millennials Are Drawn to Companies That Offer Chances to Volunteer

New research finds that young employees want an array of ways to give through their employers, including donating their time.

Article
June 18, 2014

Volunteer Opportunities Help Employers Attract Talent, Report Says

More than half of millennials in a new survey said their companies’ giving and volunteering activities helped them make the decision to accept a job.

Article
June 16, 2014

Lifestyles, Attitudes, and Technology Are Shaping Millennials’ Giving

Technology gives young donors easier access to data about charities, but not having a lifelong affiliation with jobs or religion changes how nonprofits reach them, say experts.

Article
August 11, 2013

Young Donors Like to Be Actively Involved in Nonprofits

Millennials, much more than earlier generations, are more likely to be influenced by peers when deciding which charities to support.

Article
March 11, 2013

How to Build Ties to Young Donors and Volunteers

Watch a recording of a Google+ hangout with charity experts who have attracted people in their 20s to good causes.

Article
August 11, 2013

How to Raise Money From Young Donors

Talk in young people’s language, let donors get close, explain where the money goes, and other advice.

Article
August 11, 2013

NPR Attracts the Young by Inviting Their Ideas

Generation Listen holds events to involve millennials in public radio, invite their feedback, and spread the word among their peers.

Article
August 11, 2013

NPR’s Tips for Reaching Millennials

Start with a small group, and treat them like one of the family.