What does the term “millennial” mean to you?
For many fundraisers, it means a struggle to find ways to connect with a diverse generation that has different expectations than those established by their parents and grandparents.
But millennials don’t have to mean a struggle, and they can mean the future of your organization. Millennials currently make up 25% of the U.S. population, and will compose half of the American workforce by 2020. It’s essential that you’re able to reach this generation with your fundraising efforts. It represents a significant number of potential donors that may be interested in giving now, and for many years to come.
More so than previous generations, millennials are very receptive to cause marketing and fundraising. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in.
Millennials’ desire to do good makes them qualified potential donors for your organization. But to reach them effectively, you may have to adopt some new practices.
1) Invest in Digital Marketing
Millennials grew up using computers, and they’re quick to adopt new forms of technology. If you want to make millennials aware of your nonprofit, you have to be tech savvy, too. You can:
- Be active on social media by sharing, posting, commenting, and responding to any actions on your page.
- Ensure your website is updated regularly, easy to navigate, and optimized for mobile devices.
- Set up search engine optimization (SEO) for your nonprofit’s website.
- Try using or creating a mobile app so that it’s easy for potential donors to give at any time (millennials tend to be impulse donors).
- Develop consistency across marketing channels so that potential donors will have a seamless experience.
2) Millennials Like Direct Mail
Though millennials are digitally focused, they place value and trust in direct mail. 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email. Part of the reason is that direct mail can be extremely personalized for the recipient. Personal touches give your nonprofit a human, friendly side that millennials will connect with.
3) Be Approachable
Present your organization as approachable and encourage potential donors to engage in frequent conversations with you, whether on a blog page, social media site, in an email, or in person.
By connecting with millennial donors now, you are beginning a long-term relationship with them, that will hopefully transition to a regular gift. Many younger people may not be in a position to make a financial gift, but are still passionate about helping. Encouraging them to volunteer with you keeps them involved while creating a deeper bond between them and your organization.
4) Think Global, Act Local
Millennials have a global consciousness, and they want to feel they’re contributing to a larger cause. If you can, connect your mission to a larger issue, and show how an action in your community can relate and support a global need.
5) Enhance Trust
42% of Americans believe brands are less trustworthy than they were 20 years ago. A good practice for reaching donors of any generation is to be transparent. Millennials want clear and specific information on the impact their individual contribution will have.
Building trust also means staying in touch with donors on a regular basis. Since millennials value the relationships they build with organizations, it’s essential for you to communicate with them for more than just an ask. Reiterate the good you’re doing with regular updates on the impact you’re having.
6) Step Up Storytelling
Millennials tend to feel connected to causes rather than individual organizations. But you can use stories to show the impact, importance, and personal side of your nonprofit, helping millennials to build a stronger connection to you. It gives your organization a human side, and potential donors can see and hear from specific individuals they’ll be helping. Use a lot of images and videos in your fundraising materials to help your stories make an impact.
At Paw Print & Mail, we specialize in nonprofit fundraising appeal production. Contact Paw Print today to enhance your nonprofit’s fundraising approach.
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