As I asked in a post last summer - Engaging Younger Supporters - now that Millennials (ages 20-35) are the largest generation in American history, how is your organization embracing, recruiting and reaching out to this generation of “digital natives?”
- Does your organization have any Millennials on your Board?
- Have you been successful in recruiting Millennials as active volunteers?
- Do you know how many of your donors are Millennials?
Planning for and enabling a Millennial Impact
Non-profits or membership organizations wanting to engage this generation as volunteers or donors should check out the 2012 Millennial Impact Report.
In June, Achieve and Johnson Grossnickle & Associates released this, their third annual examination of Millennials. But this year they took their research beyond the habits of Millennials as donors, to provide insight into this age group in terms of how they...
- When Millennials want information about nonprofits, 65% turn to the organizations’ web pages, 55% rely on social media, and 47% want updates via e-newsletters.
- When researching organizations, 44% of survey respondents want to know how donations are used, 41% want to learn about volunteer opportunities, and 41% look for event calendars.
- Of the more than 75% of surveyed Millennials who own smartphones, 80% have used those phones to connect with a nonprofit, usually by reading emails or e-newsletters (67%) or getting organization updates (51%).
- 63% of surveyed Millennials volunteered for nonprofits in 2011.
- By a margin of more than two-to-one, Millennials who volunteer for nonprofits are more likely to make donations, and survey responses and focus groups comments suggest that volunteering correlates to larger gifts.
- 77% of Millennials surveyed are interested in becoming involved in volunteer leadership with a nonprofit, but only 20% are currently on a board or committee.
- 75% of surveyed Millennials made a financial gift to a nonprofit organization in 2011
- 70% of the Millennials participating in the survey said they have raised money on behalf of nonprofits, most often by promoting events or participating in active events.
- 58% of gifts were $100 or less per organization, but the typical Millennial supported five organizations in 2011.
It’s about identifying opportunities to “forge relationships”
As a number of articles and blog posts have suggested, this research report can help organizations start implementing or refine their tactics to engage this younger generation.
As Angela White, chief executive of Johnson, Grossnickle and Associates, notes in Jennifer C. Berkshire’s post in the Chronicle of Philanthropy, “what we found is that there is a continuum of involvement that starts with communicating, then moves on to volunteering and leadership roles.” And, understandably, the same goes for their giving style. As Derrick Feldmann, chief executive of Achieve and Johnson told Philanthropy.com, “what we heard over and over again is that Millennials are eager to give if they’re already engaged in a conversation with the charity.”
In her post, Nonprofits Must Reach Millennials with Multichannel Marketing, Elaine Fogel suggests that “reaching this generation and getting them on board as brand ambassadors and supporters is crucial. The time to build these relationships is now.”
You can download the Millennial Impact Report here.