Millennials. Sometimes known as Generation Y (because they followed Generation X). There is no universal agreement on who they are, although they are considered to be those people born from the early 1980s to the early 1990s.
Whatever the birth dates, millennials have demonstrated certain characteristics that should be noted by nonprofits. They will give both time and money, but they won’t jump for solicitation received.
During the 14th annual Symposium for Nonprofit Professionals and Volunteers at the Axelson Center for Nonprofit Management at North Park University in Chicago, Mary Morten of the Morten Group cited the “2012 Millennial Impact Report,” which found that, for millennials, relationships are critical. They are driven by moments of inspiration, they understand the value of an organization’s work and they understand the value of building relationships.
They are very much attuned to technology, which allows immediate and impulsive interactions. That means:
- 65 percent use an organization’s Website for information. Of these, 89 percent said they go first to the page that describes the nonprofit’s mission;
- 55 percent rely on social media;
- 45 percent prefer e-newsletters;
- 44 percent said they want to know how donations are used;
- 41 percent want to learn about volunteer opportunities; and,
- 41 percent look for event calendars.
In focus groups, they indicated they view texting and phone calls as personal forms of communication and therefore do not want to receive calls or texts from nonprofits.
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