Born between 1981 and 1996, millennials have redefined traditional giving patterns, bringing innovation, passion, and a deep sense of social responsibility to the table. And because they make up 26% of the U.S. population, it’s no surprise that more and more nonprofits are looking for ways to engage this dynamic generation.
Understanding the unique landscape of millennial fundraising, what motivates members of this generation to care about a cause, and how to inspire them, is the secret to securing their support.
Understanding the Millennial Audience
When it comes to getting millennials on board with your cause, it’s all about speaking their language. They’re big on authenticity, transparency, and feeling a real connection to the organizations they support.
So, to really get through to them, your nonprofit needs to tune into their values and preferences, and lean into a digital-first approach to fundraising.
4 Tips for Millennial-Focused Fundraising
1. Be authentic, always
Millennials value authenticity above all else.
Be genuine in your messaging, and practice authentic storytelling that showcases the real impact of your nonprofit’s work. This will help you connect with Gen Z donors, too!
2. Share as much as possible – transparency is key
Be transparent about how donations are used and the impact they make. Millennials want to see tangible results and understand the overall difference their contributions are making in the world.
Pro tip: Better Business Bureau Wise Giving Alliance accreditation can elevate your nonprofit’s reputation. We’ve created this handy guide to talk you through the ins and outs of BBB accreditation.
3. Get them involved and you’ll get them engaged
Did you know that 64% of millennials volunteer locally, and 9% internationally?
Create opportunities for millennials to actively participate in your nonprofit’s mission. Whether through volunteer opportunities, advocacy campaigns, or social media engagement, bringing millennials closer to your cause will encourage them to be active stakeholders in your mission.
4. Digital before anything else
Millennials are digital natives who expect seamless online experiences, and their approach to philanthropy is no different. Ensure that your donation page is user-friendly, customized, mobile-responsive, and optimized for social sharing to maximize engagement.
What Makes Millennials Care About a Cause
With 84% of millennials giving to charity, it’s clear that this generation is driven by a strong sense of social responsibility and a desire to make a positive impact on the world.
They are passionate about causes that align with their values and beliefs, including social justice, environmental sustainability, and human rights.
Here’s how you can get millennials to care about your mission.
1. Social Impact
Millennials want to be part of something bigger than themselves. They are drawn to causes that address pressing social issues and strive to create positive change in their communities and beyond.
One way your organization can speak directly to millennials would be to highlight the social impact of your work direction on your donation page. A great example of this in action is how PAANI, an organization working to supply clean water and foster empowerment across Pakistan, explains how their donations are used on their donation page. Supporters can easily see the real impact of their donation.
2. Personal Connection
Whether it’s a cause that directly affects their lives, their loved ones, or their broader community, or one that resonates with their values and experiences, millennials are drawn to causes that feel relevant and meaningful to them.
3. Innovation and Creativity
We’ve already highlighted the digital-first approach to philanthropy that millennials are known for, but more than that, they are attracted to innovation and creativity. Nonprofits that embrace out-of-the-box thinking will not struggle to create an engaged base of supporters in this generation.
When planning your fundraising campaigns, think about how you can offer these potential supporters more. Go beyond regular events and design immersive fundraising experiences.
Looking to dive into the world of experiential fundraising? This blog explores how you can take advantage of this trend to build donor participation and raise more.
4. Peer Influence
Millennials are highly influenced by their peers and social networks. They are more likely to support causes that are endorsed or championed by their friends, family members, or social media influencers.
Use Donorbox’s Peer-to-Peer fundraising software to mobilize your supporters to create personalized fundraising pages and leverage their social networks to solicit donations from friends and family members.
Get Started with Peer-to-Peer
5 Fundraising Ideas to Inspire Millennials
Now that we’ve explored what motivates millennials to care about a cause, let’s dive into five fundraising ideas designed to inspire this dynamic generation to donate to your nonprofit.
1. Crowdfunding Initiatives
46% of millennials who make donations to causes support crowdfunding campaigns. Therefore, harness the power of Donorbox’s Crowdfunding Platform to raise funds for specific projects or campaigns. Create compelling fundraising campaigns with clear goals, engaging storytelling, and impactful visuals to attract millennial donors.
CHaRM is a permanent drop-off facility that aims to improve environmental health by reducing the amount of household waste that ends up in Atlanta’s landfills and water systems. They’re using Donorbox to crowdfund for a new location to increase the reach and impact of their work!
2. Impactful Storytelling
Compelling storytelling illustrates the real-world impact of your nonprofit’s work. Use multimedia content such as videos, photos, and testimonials to bring your cause to life and inspire millennials to take action.
3. Monthly Giving Programs
Did you know that 40% of millennial donors are enrolled in a monthly giving program?
Launching a monthly giving program allows millennial supporters to make recurring donations to your nonprofit.
Position monthly giving as a convenient and impactful way for millennials to support your cause on an ongoing basis and become part of a community of committed donors.
4. Impact Challenges
Create impact challenges that incentivize millennials to donate based on specific milestones or outcomes.
For example, challenge supporters to donate a certain amount for every mile run, tree planted, or meal served, and track collective progress towards a shared goal.
Another great way to leverage challenges is through social media. 90% of millennials use social media actively! Use your organization’s existing platforms to encourage millennials to participate in fun and meaningful activities while raising awareness and funds for your cause.
5. Impact Reports and Transparency Initiatives
Once you have built a strong base of support with millennial donors, retain them with transparent impact reporting.
Demonstrate the tangible impact of donations through detailed impact reports and transparency initiatives. Use tools like Charity Navigator, Better Business Bureau Wise Giving Alliance, and GuideStar to increase your organization’s brand trust.
Conclusion
Now you know that millennials represent a powerful force for social change and innovation in the realm of nonprofit fundraising.
By understanding what motivates millennials to care about a cause and leveraging creative fundraising strategies tailored to their preferences and values, nonprofits can inspire this dynamic generation to become passionate advocates and dedicated supporters of their mission.
Through authentic storytelling, meaningful engagement, and a commitment to transparency and impact, nonprofits can cultivate lasting relationships with millennial donors.
Donorbox is here to help! We’ve got the innovative fundraising tools you need to connect with millennials, from collecting cashless donations with our Donorbox Live™ Kiosk to creating quick, customized crowdfunding campaigns, and even enabling your supporters to fundraise on your behalf with Peer-to-Peer.
Plus, the Donorbox Nonprofit Blog is filled with great advice, like this comprehensive guide on peer-to-peer fundraising! Be sure to subscribe to receive the latest and greatest articles in your inbox each month.
Nicole Human
