To the general population, the term “Millennials” tends to send eyes rolling, as people imagine overly entitled young adults who are always glued to electronic devices. To those in the nonprofit fundraising world, however, Millennials are an indispensable population whose value can hardly be overestimated.
1. Millennials Want to Serve a Higher Purpose
Studies show that Millennials place a high premium on striking a good work-life balance. They don’t want only the great job and fancy title; they want to feel like they are making the world a better place, too. That means they are open to a long-term relationship with an organization that improves the lives of others.
Generally, nonprofits struggle to retain donors; but if you can show Millennials that donating to your organization will be connecting them to that “higher purpose” they crave, you will have a better chance of securing long-term donors.
2. Millennials Will Be Loyal
Millennials don’t give to organizations – they give to causes. They want to know about the mission behind the organization and how that mission helps others. To catch their attention, work a little harder to show Millennials how their donations fit into the bigger picture.
Thankfully, the extra work will be worth it. You’ll have a loyal group of donors who are committed to seeing your mission affect real change.
3. One Millennial Is a Door to Hundreds More
Millennials are famous for their media savvy and their ability to reach wide audiences within seconds. Although they are often chided for their thumbs scrambling across screens, think of what this could do for your nonprofit fundraising.
If you have a loyal following of Millennial donors, they can quickly answer your call to promote your cause across numerous channels – many of which you might not have heard of, and you certainly don’t have the time or resources to use. That means they will help you reach audiences – and new donors – that you wouldn’t have otherwise.
4. Millennials Will Do More than Donate
There’s no denying that donations are great, but the fact is, your organization needs more than money to accomplish its goals. You need manpower, skilled labor, strategic planners, and more. Enter Millennials.
Millennials who donate to a nonprofit are more likely to volunteer in other ways, too. They might volunteer at your organization’s events, expand your fundraising efforts by launching peer-to-peer campaigns, or lend their creativity in designing a new marketing campaign.
The economic value that these philanthropically-minded young adults can provide is simply astounding.
How to Recruit Millennials
The bottom line: when you welcome Millennial donors, their potential doesn’t stop at donations. To recruit Millennial donors, apply three key principles to your approach:
- Engage and Educate: Millennials don’t want to feel like they’re simply being pumped for cash. They want to feel like they’re engaged in a mission that they truly care about and that is making a real difference. Help them see themselves as an actor in that picture.
- Show Potential for Growth: Millennials don’t want to hand money over and call it a day. Show them many different, valuable ways they can be involved in your organization.
- Offer Mobile Giving: The giving process should be quick, simple, and mobile. If Millennials already spend a great deal of time on their smartphones, they should be able to use them to give. Provide a mobile giving app, and show Millennials how the mobile giving process makes donating effortless and beautiful.
Applying these three principles will attract Millennials to your cause and help you advance your nonprofit fundraising mission in leaps and bounds.