July 1, 2014
Millennials, or people born between the early 1980s and early 2000s, currently make up the 18-to-34 demographic that is coveted by businesses and nonprofit organizations alike. The major value similarity is in the lifetime value that a millennial can bring to both a charitable group and a private company. If an organization can successfully and consistently engage a member of this generation, the amount of money donated and the contributions provided can be high. The difference, and major advantage, for nonprofits seeking this demographic is that millennials are especially interested in the causes promoted by such groups and can be more easily courted in some instances than members of older demographics. In fact, according to research from The Case Foundation, 87 percent of millennials donated to charity in the past year.
Here are a few tactics that nonprofits can consider when targeting millennials to improve engagement and encourage contributions:
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