5 Things Donors Of Tomorrow Want Today

November 8, 2016       The NonProfit Times      

Older Gen Xers and Baby Boomers might gripe about “kids these days” but shying away from marketing towards millennials, could end up costing you in the long run.

Millennials, the generation born between approximately 1982 and 2004, are a bigger generation than the baby boomers and could be key to diversifying your donor base and preparing for the coming generation of donors.

During a session at the Bridge To Integrated Marketing and Fundraising Conference in National Harbor, Md., Rachel Clemens, president and founder of Creative Suitcase, and Heath Riddles, director of Elizabeth Christian Public Relations, discussed how your organization can appeal to this tech savvy group.

Their presentation titled “The Donors of Tomorrow: Effective Ways to Engage Millennials,” highlighted several tips for making your organization appeal to the younger generation:

  • Young audiences understand technology and have grown up with marketing attempting to appeal to them. How will you make your nonprofit stand out from the rest?
  • Your technology should be mobile first, not just be mobile friendly. Your full website should be responsive. It’s not only millennials who want this because Google wants it, too.
  • Millennials care about design. Growing up in the Apple age, design is not a differentiator but a cost of entry.
  • Nonprofit transparency is not just a desire, but expected by millennials. Sharing many updates to showcase impact in addition to having strong ratings on websites like Charity Navigator make your organization seem more authentic.
  • Overall, millennials want to be included and believe in the power of collective action. Creating events and experiences allow them to share with friends and further spread your message.
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