Aug 18, 2021

Empowering your millennial donors


Millennials have recently surpassed baby boomers as the largest generation in the United States, representing a quarter of the population. With such a large part of our society comprising millennials, it’s vital that your nonprofit can successfully persuade them to get on board with your cause. You can better empower your millennial donors by learning about what motivates them to give.

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 72 million people and are considered the most diverse adult generation in history. The millennial generation is a heavy user of technology, with 93 percent owning smartphones, 86 percent claiming to use social media, and nearly 100 percent stating that they use the internet per a 2019 study.

Some of the millennial generation’s key interests include:

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

Exploring millennial giving habits

Though millennial donors are known to actively donate to charity, their giving habits are a bit more selective than 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 to contribute to what they feel are the most pressing needs of the time.

Millennials are top supporters of human rights and international development, victims of crime and abuse, and child development causes. Individuals within this group are known to assist nonprofits focused on civil rights, education, health care, and employment. They also tend to volunteer and donate clothing, food, and supplies.

How to empower millennial donors

Knowing what motivates the millennial generation to give is an excellent start for gearing your engagement tactics toward them. You can better target and empower your millennial donors to give to 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 contribute to it.
  • Showcase your impact: Millennials value transparency when it comes to their nonprofits. That’s why it’s wise to explain what their money is going toward and provide documentation of past projects and spending to exhibit 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.

Empower your millennial donors with our intuitive platform

You can raise money for your charitable organization by motivating millennials to donate through GiveSmart. Our intuitive mobile bidding platform enables nonprofits to fundraise money for their missions more seamlessly than ever.

Start your custom demo with GiveSmart today!


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