It's Not You, It's Me: The Realities of Millennial Giving
“What motivates Millennials is a desire to affect THEIR cause through YOUR organization with their friends.” - Derrick Feldmann, CEO of Achieve
Consider there are over 1.5 million nonprofit organizations nationally. Nearly all are convinced their mission is the most important, the needs of their constituents the most critical. While there are countless worthy, underfunded causes, we need to stop telling and start empowering Millennials - inspiring them to decide the lives they want to impact and when, where, and how they want to give.
Revealed in The Millennial Impact Project, Millennials want to help people, not institutions. They are influenced by the decisions and behaviors of their peers, and they treat their time, money, and assets as having equal value.
Nonprofit leaders and boards must develop Millennial engagement strategies that both differ from and complement those meant to appeal to Baby Boomer or even Gen X donors. Those strategies should reflect our understanding of what Millennials want in relationship with charities. The nonprofit entities that become trusted platforms on which Millennials can continue to build their identities and share their involvement will thrive.
It's time we put up a few guardrails, hand over the keys, and let Millennials take the wheel - driving the future of what fundraising success looks like for our nonprofit organizations. Just make sure they pull over before texting-to-donate.