Attracting and Retaining Millennials as Donors and Volunteers

To grow your organization, you need to focus on attracting and retaining constituents from every generation. Many organizations overlook younger audiences, but these groups are growing in both size and financial resources, making them valuable assets to nonprofit organizations. Millennials are expected to benefit the most from the impending great wealth transfer, and donors typically establish giving patterns before engaging in major giving.   

Millennials in established careers and growing in leadership are also looking to give back with their time. Don’t dismiss this demographic for a board or junior committee, or as day of volunteers for your next event. 

Who are Millennials? 

By most definitions, millennials are those born between 1981 and 1996, placing them between Generation X and Generation Z. These individuals represent approximately 74.2 million people and are the largest living generation in the US.  

Some of the millennial generation’s key interests include: 

• Technology 
• Wellness and healthy living 
• Live experiences 
• Mental health 
• Budgeting 
• Eco-friendliness 
• Travel 

Millennial Giving Habits 

Although millennial donors are known to be actively engaged in donating to charity, their giving habits are somewhat more selective than those of other generations. Millennials are more concerned about donating to causes that they deem worthy of support than backing specific organizations. They aim to make a difference in the world and are likely to bounce between nonprofits, contributing to what they feel are the most pressing needs of the time. 

Millennials are among the top supporters of human rights and international development, as well as victims of crime and abuse, and advocates for child development causes. Individuals within this group are known to support nonprofits focused on civil rights, education, healthcare, and employment. They also tend to volunteer and donate clothing, food, and supplies. 

 

 

Empower Millennial Donors and Volunteers 

Understanding what motivates the millennial generation to give and volunteer – and to continue doing so – is an excellent starting point for tailoring your engagement tactics to them. You can better target and empower your millennials to be a part of your cause by adhering to the following outreach techniques:  

• Promote your cause: Because millennial giving is highly cause-based, you must communicate the aim of your organization’s mission and explain why it’s important. When you can prove that your cause is significant and worthy of support, millennials will feel more inclined to support it. 
• Showcase your impact: Millennials value transparency when it comes to their nonprofits. That’s why it’s wise to explain how their money and time are being invested and provide documentation of past projects and spending to demonstrate how your organization is making an impact.  
• Forge a connection through social media: Many millennials follow brands and organizations on social media and enjoy sharing visuals illustrating their philanthropic impact. When you make social media a part of your nonprofit marketing plan, this generation will be more likely to advocate for you and spread the word about your cause. 
• Establish trust: The best way to earn the trust of your millennial donors is to nurture your relationships with them, further endearing them to your cause. You can accomplish this goal by incorporating messages, events, and activities that resonate with their generation and finding ways to express your gratitude for their donations, encouraging them to continue giving to your organization in the future. 

Volunteer Marketing and Management Tools 

Many millennials looking for volunteer opportunities will hope to self-serve. By offering your project catalogs and leveraging dedicated landing pages and social media to boost outreach efforts, you can connect potential volunteers with your volunteer opportunities.  

Volunteer Management Software is key to organizational efficiency. If your volunteers work with children, vulnerable populations, or money, you need your volunteer management software to integrate with your background check program. If you have a large number of volunteers and multiple programs, a scheduling tool can be beneficial. Does your organization require online training for volunteers? If so, a system with a training management feature.  

You’ll want to be able to keep track of your volunteers easily, too! You should have their contact information easily accessible. It’s also beneficial to know which volunteers are giving the most time so you can appropriately thank them. 

Attracting and retaining millennials as donors and volunteers requires understanding their values, motivations, and desire for impact. As the largest living generation and the one set to inherit unprecedented wealth, millennials represent an opportunity your nonprofit cannot afford to overlook.  

By aligning your mission with their passion for causes, leveraging technology and transparency, and offering meaningful ways to give both time and money, you can build lasting relationships that will strengthen your organization today and into the future.