Millenial Donors Key to Nonprofit Fundraising Success According to Report

I have previously written about various donor demographics – like millennial donors – that nonprofits should be targeting via marketing strategies. This specific donor group is the basis of the 4th edition of thenull written by a research team at Achieve and research partners at The Case Foundation. The report is based on survey responses from 2,665 Millenials (born 1979-1994) compiled earlier this year and the results reveal a unique demographic that nonprofits should nurture to strengthen long-term results. The following are some notable takeaways:

• Connecting with Millenials in this age of social media and mobile devices is important. To accomplish this, nonprofits should maintain a strong social media presence as 51% of surveyed respondents connected with causes they support through social media and 75% ‘Like, retweet or share content through their social media networks. Mobile optimization is also key to reaching and engaging this tech-savy demographic as 83% responded as having smart-phones.
• 65% of respondents received emails or newsletters from one to five organizations, making this an initiative that should be considered as a regular communication tool to inform and engage Millenial supporters. Include “stories about successful projects or the people they help” in your communications as 60% of Millenials liked it most when nonprofits did this.
• Involving the Millenial donor in supporting and backing a cause must ensure you meet their needs – giving them something to be passionate about as indicated by 79% of those surveyed. Meeting people was also a top reason with 56% of Millenials for becoming involved with a cause, while 46% cited gaining expertise.
• Although volunteering opportunities are a great way for Millenials to be socially connected with others within the same community in person, 75% responded that they would be interested participating in a young nonprofit professional group. This initiative can develop a stronger future generation of involved donors and supporters.
• In 2012 83% of responding Millenials made a financial gift to a nonprofit organization. Notably 52% of respondents would be interested in monthly giving programs. 40% made monetary gifts of under $50 while 23% gave between $51-$100. Cultivating this demographic at an early stage can reap future rewards. Capturing their attention with inspirational content, monthly giving programs, being transparent with results and peer-to-peer engagement events will also strengthen results.

Millenials are clearly a coveted demographic and one that has much influence within their networks with much long-term value. Establishing strong relationships through cause-centric content on the platforms they prefer to communicate through while giving them ways to be involved and participate can strengthen overall fundraising results in the long-term.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.