Try This One Weird Trick to Bring in Younger Donors
WRITTEN BY Leah Libolt
Now that I have your attention, you are probably dying to know what “trick” can help you build and retain Millennial and Gen Z donors—and it is much simpler than you probably guessed. No, it doesn’t have anything to do with the Tik Tok, the Snap Chat or the You Tube (though these are great mediums to educate younger donors about your cause). It is all about giving these younger donors the opportunity to have a serious impact on your organization.
Your organization can have a great communications plan and a glossy brochure but if younger audiences don’t feel like they will be able to make a real difference, they will bypass your organization and give somewhere else. And the younger generations are very generous—both the Millennials and Gen Z generations gave more than any other generation during the pandemic. Even before the pandemic, both generations showed real generosity. A higher percentage of the members of these two generations donated to a nonprofit, participated in a Peer-to-Peer fundraiser or, volunteered for a charity than older generations.
However, these younger generations are also more skeptical of big institutions and when making giving decisions look for nonprofits that demonstrate honesty and authenticity. They want to make sure that the organizations they engage with share their values and are legitimately making a big difference in their community.
So, you are probably wondering, how can we give these younger generations an opportunity to make a real impact on our organization?
One way is through providing meaningful volunteer opportunities. By allowing these potential donors a hands-on opportunity to make a difference, you are helping them to develop a genuine connection with your organization and cultivating them as one of your biggest advocates. What better way to spread the word about your organization on digital platforms than to have a vocal volunteer with a sincere connection who can amplify your impact among their peers—talk about authentic storytelling!
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The other way to bring younger donors into your organization is by providing ways for younger donors to give over time. Both generations are passionate about giving, but they are early in their careers and can be careful budgeters. By allowing your younger donors to give in installments, they can make an even bigger difference for those that your organization serves. One study showed that pay over time options are popular with donors between 22 and 44.
If you decide to engage younger donors with volunteer opportunities and the opportunity to make a larger gift over time, you want to make sure you are doing so in a way that will generate a response—and the best way to do that is by using digital tools.
Younger generations have grown up with tech and are used to completing transactions with a simple swipe or scan. You will want to ensure that your nonprofit can accommodate them by making it easy for them to sign up to volunteer or make a gift over time on their mobile devices. A platform like MobileCause has mobile responsive forms that will allow younger donors to quickly respond to your calls to action. Donors can pick a donation amount and choose a giving frequency. Integrations with modern payment platforms like Apple Pay and PayPal, make it even easier to facilitate their giving.
By accepting digital payments and volunteer registrations, your organization will be able to develop deep, long-term, connections with a new generation of donors.
Senior Digital Fundraising Strategist
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