We are curious and caring. We love to share. Most importantly, we love to give and give generously to causes we believe in. Who are we?The Millennial generationwhich are adults ages 18 to 34. As a Millennial myself, it was important to choose a career in which I could give back and now work in the nonprofit sector as Director of Development for CURE Childhood Cancer. I am proud to be part of a generation which wants to grow, learn and succeed while making a difference.
As we enter the final weeks of the year, when charitable giving becomes the forefront in our minds, it is important to think beyond your database of long-time loyal and committed donors. This year put some of your efforts in trying to reach the Millennials too. Here’s how.
- Show the impact of their gift.It will never be enough to just say “help us succeed in our mission.”Instead, educate them and let them know their support provides a tangible service. Use real life examples that connect with tangibles like, “your $25 gift will be used to buy a gas card to help a family get their child to the hospital for a doctor’s appointment” or“your $500 gift will be used to feed 50 families while they are waiting in the hospital during chemotherapy treatment.” Be specific about where their money will go and how it will be used because that will matter.
- Highlight your credibility and impact. Millennials are always seeking information so you need to be prepared. Make sure your website is easy to navigate and nothing is hard to find. Keep in mind, this audience will be very interested in your financial makeup so have your Annual Report and other important data front and center. Consider putting your 990 and audited financial statements on your website. Provide links to charity watchdogs like GuideStar and/or Charity Navigator.
- Talk their language and go mobile. To reach this generation, you have to be where they are. Invest in app development and a mobile website. Make sure your social media platform is continuously updated with news, links and relevant shareable links. Most importantly, provide security and speed when it comes to payment processing.
The great news for your nonprofit is recognizing there is a generation of young people who are motivated and inspired to help make the world a better place – but you have to be strategic about reaching them!
