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Fundraising, Social Media, Storytelling — July 9, 2014 at 5:17 pm

Reaching the Next Generation



A new study by the UK’s Give as You Live and Web Psychologist Nathalie Nahai sheds some light on how millennials view charity. Notably, the study points out that some traditional methods of charity marketing, such as street fundraising, newspaper advertisements and TV commercials are viewed negatively. Instead, the study suggests meeting millennials where they’re at by engaging on social media and ensuring that your website is mobile friendly.

quoteWhile this demographic gives the smallest amount financially to charities, as they grow into more stable work, higher paying jobs, and more disposable income, investing in the next generation now can reap long term benefits.

To appeal to millennials, the study gives three recommendations:

  1. Run your campaigns online, through social networks
  2. Appeal to pleasure, festivities and efficiency rather than to guilt and duty
  3. Encourage millennials to “work within the not-for-profit organization”

It’s important to note that millennials are primarily interested in causes more than organizations: “they were emotionally invested in the cause itself, and not just the organization behind it.” And while they don’t necessarily make large donations, “seventy-three percent of millennials surveyed volunteered for a nonprofit in 2012.”

Millennials are also very particular about the charities they choose to support, “which means tailoring your content specifically to this group, and focusing your attention on the core issue you’re championing,” as well as offering “intrinsic benefits” such as networking and meetups.

Finally, focus on good storytelling: “60% of respondents said they liked it when nonprofits shared stories about successful projects or the people they help.” If you want to catch the attention of the next generation, you’re going to have to tell your story in an interesting and unique way.

You can read the full report here.

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