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

Throughout our membership in the Unemployment Savings Program, First Nonprofit understood our demands, community dynamics, and the importance of seamless services; that allowed us to serve our constituents better.

Prevent Blindness America, Chicago, IL

Because INCS advocates for the operating conditions that allow charter public schools to provide high quality public education, partnering with First Nonprofit was an easy decision. First Nonprofit’s unemployment programs provide our member schools two operating elements crucial to their ability to provide high quality public education: savings and budget certainty. Capable, committed teachers are the key to student success. By participating in the unemployment insurance savings plan, charter public schools gain peace of mind and are able to invest more money in their teachers.

Illinois Network of Charter Schools, Chicago, IL

It has been our sincere pleasure to maintain a strong, vibrant business partnership with First Nonprofit. We greatly admire their strong industry knowledge, technical expertise, constant professionalism, knowledgeable and dedicated staff. They are always extremely responsive, personable and provide us with the necessary guidance and recommendations on a numerous variety of employment scenarios.

Thresholds, Chicago, IL

NYCON members who use First Nonprofit’s programs enjoy enduring savings and improved efficiency. Our association knows that success, because from the beginning, we achieved the same great benefits. Great savings, seamless technology, and responsive service. NYCON highly recommends First Nonprofit’s remarkable unemployment solutions.

New York Council of Nonprofits, Albany, NY

Visually Impaired Preschool Services has been a client of First Non-Profit since it was first offered as a benefit of VisionServe Alliance. We completed a thorough evaluation of cash savings to our agency before taking advantage of this wonderful benefit and it has been a very wise decision. Our experience with the processes from accounting to claims have been professional, expeditious and easy.

Visually Impaired Preschool Services, Louisville, KY

Luckily for us, our interactions regarding any issues with staffing has been very minimal! I can say that all other interactions with regards to billing, 941 reporting, etc. have been extremely pleasant, accommodating and easy to work with. Kim Ghanayem is always prompt, professional and friendly. Thank you so much!

Neurologic Music Therapy Services of Arizona, Phoenix, AZ

First Nonprofit has been easy to work with and makes the administrative process easier and smoother. We enjoy working with you.

Visually Impaired Preschool Services, Louisville, KY

The Ensight Skills Center has enjoyed working with First Nonprofit for several years. We are enrolled in their Unemployment Savings Program and although we have not required a lot of intervention, there have been a few times. I know others have dealt with the same problem of unemployment fraud over the last year and in our case, a call to First Nonprofit (they actually answer their phones) cleared up the issue. They also sent us a letter to send to all our employees telling them what they needed to do to prevent this in the future and protect themselves. What a relief! Over the years if I have questions or concerns, they are happy to listen, advise and help if they can. Another BIG advantage of using First Nonprofit is that all the money that is paid into the Unemployment Savings Program lives on my balance sheet as an asset. The money continues to be Ensight’s not the governments. First Nonprofit has certainly given me peace of mind.

How to reach millennial contributors