How to reach millennial contributors

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:

Tell stories and challenge them: Marketing blog HubSpot pointed to storytelling as one method that is particularly effective for outreach to young donors, especially when it comes to nonprofit campaigns. Because millennials are used to being immersed not only in technology, but also the stories that come along with this technology through social media, text messaging and other forms of digital contact, turning a mission statement into a more story-based approach can help. Additionally, telling the tale of specific people who were helped by a nonprofit can also be effective. Providing the "before" story, as in describing the current conditions that a charitable group is trying to change for the better, and then challenging a potential donor to help the cause can also be effective.
Focus on people: Nonprofit marketing consultant John Haydon provided the important reminder that people, not institutions, are the main focus of millennials.While the power and prestige of charitable organizations themselves were a major focus for older generations such as baby boomers, the same isn't true for the youngest adult demographic. These youthful people are more focused on the individuals that an organization serves as opposed to the organization as a whole. There are two major ways this generational shift can be used to nonprofits' advantage. In addition to storytelling, the second big advantage is allowing millennials to share information with their friends and family about a cause, which allows them to help contribute to positive change about an issue they care about. This can be easily facilitated through a nonprofit's social media efforts.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.

Testimonials

First Nonprofit has saved us so much money over the state’s program. We had one little glitch with the state recently and we contacted FNP immediately. FNP staff called us back immediately and moved to remedy the problem.

WI Council of Religious & Independent Schools (WCRIS), Madison, WI

First Nonprofit has been a great partner. They have helped us saved hundreds of thousands of dollars! They have awesome resources for our nonprofit organization. Thanks for the partnership.

Community Care Inc., Milwaukee, WI

Life is certainly busy these days but having business partners like First Nonprofit has made some of the process hassle free. We have worked with this team for years. When we changed payroll systems, they outlined every step. I think this team is terrific and I know they get the job done! Thank you, Cruz, to all the team at FNP.

Gulfside Healthcare Services, New Port Richey, FL

FNP has helped our agency to save thousands of dollars every year on our unemployment coverage. The service is phenomenal, and we are thankful to their team as our partner. My experience working with Marshall on the advocacy around UE for nonprofits was also a highlight as someone who teaches advocacy and lobbying for nonprofits. Really, your whole team is top shelf, so thank YOU!

Advancing Academics, Turtle Creek, PA

Chicago Children’s Theatre has greatly benefited from our partnership with First Nonprofit, and I have always enjoyed working with the staff on our filings and any complicated questions. I would not hesitate to recommend First Nonprofit to fellow nonprofits. We’re very happy customers.

Chicago Children’s Theatre, Chicago, IL

FNP is a great resource for Daniel Kids. To have a TPA that we can count on to take point on not only managing our unemployment claims, but to support and guide any protest hearing, is invaluable. All the professional support staff we have worked with have been excellent, very knowledgeable and responsive. We are grateful for the help and support, thank you.

Daniel Kids, Jacksonville, FL

When I first began in my position at my organization, I hadn’t had experience working with a company like FNP. The staff was so patient and helpful in helping to explain the benefits of First Nonprofit. Anytime I reach out with a question I receive a quick, clear, and thorough response. I’m so thankful that we decided to partner with FNP. Their excellence in customer service, coupled with their variety of packages frees us up to truly serve our staff and community with a peace of mind knowing that our organization is protected against unanticipated unemployment insurance expenses.

Homes of Hope, Chicago, IL

First Nonprofit gets an A+ in my book. You are so easy to work with & very knowledgeable! Whether it is my quarterly correspondence with Kim or my random interactions with Dawn about a bond … I am so pleased that I get to work with such a helpful company. Thank you!

How to reach millennial contributors