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“Millennials’ generosity can be predicted in part by the way they give their money. Those who give the most cash also give the most time.” This is just one of the many insightful findings the Case Foundation found from conducting their 2011 Millennial Donor Survey. Given the Millennial Generation’s drive for social good combined with being more tech-savvy in general, it’s a key community to understand (and empower) when it comes to social fundraising.
According to the report’s Web site, “Millennial donors are different than donors from past generations – but not in the ways you might expect. Yes, technology and social media are integral parts of their lives, but these donors are driven by personal relationships and human connections. In this way, they are like more established donors and volunteers. And they expect to be treated as such.”
One of the great things about this report is that it doesn’t just report the findings—but also offers insights and recommendations on exactly how to connect with Millennials. According to the authors of the report, organizations must:
- Work to establish and maintain the trust of their donors
- Develop personal relationships and opportunities for donors to connect with their peers and with people from the organization
- Focus on the way the organization appears in search engines
- Help those donors who find them to understand the organization thorough, appreciate how a gift would help, and know how to give
Building Trust, Inspiring Generosity = Empowering Change
Others have already covered the results of the report, but what matters most when it comes to social fundraising and Millennials? Let’s read between the lines. When looking at the report’s findings on what motivates Millennials to donate:
- 85% said a compelling mission or cause
- 56% said a personal connection or trust in leadership of the organization
- 52% said a friend or peer endorsement
- 42% said a family endorsement
There were similar findings as to what motivates Millennials to volunteer as well. Side note: 8 out of 10 respondents volunteered for nonprofits and nearly 90% of those volunteered more than once! If you read between the lines of just this snippet of data, there are strong incentives to focus on your overall messaging and how you tell your organization’s story, mission and impact. When looking for examples of strong storytellers in the nonprofit space, look to organizations like Epic Change, Diabetes Hands Foundation and the American Cancer Society.
You can read the report in full or view the results in this interactive presentation. For interested, the Case Foundation is also hosting the Millennial Donor Summit on June 22 where you can learn more on social fundraising and Millennials.
What results stand out to you—and why?