Meet  the  Millennials:    A  New  Genera1on  of  Donors  

   Timothy  M.  Winkler  Sr.,  CFRE  

Principal,  Winkler  Group  

   

•  Introduc?on  •  Overview  •  Learning  Objec?ves  

“A  person  born  in  the  1980s  or  1990s  –  usually  plural”      

“A  person  reaching  young  adulthood  around  the  year  2000;  a  Genera?on  Year”  

Millennials, Gen. Y

Millennials Traits Profiles

Pros:    •  Curious    •  Empathe?c    •  Globally  conscious  •  Willing  to  try  anything  •  Want  to  engage  minds  and  hands  •  Experience  authen?c  selves      •  Social  

Cons:    •  Think  they  know  more  than  they  do  •  High  maintenance  •  Think  they  discovered  it  themselves    •  Anxiously  self-­‐aware  •  Impulsive  •  Need  affirma?on,  crave  it,  depend  on  it  •  Narcissis?c  •  Think  they  are  the  first  to  do  things  

Millennials Traits Profiles

Millennials/Generation Y

•  Digital  na?ves  •  Independent  but  interac?ve  •  Ques?ons  the  status  quo  •  Desire  mutual  respect  •  Celebrate  diversity  •  Express  to  express  –  not  impress  •  Acknowledgement  for  being  here    •  Civically-­‐minded  

Millennials/Generation Y

•  Philanthropy  is  ?me  and  money  •  Lower  cost  to  recruit  because  they  are  

online  •  Mul?-­‐communica?ons  approach  •  Engaged  in  fundraising  for  

organiza?ons  •  Donate  in  a  variety  of  ways  

Fundraising from Millennials

What Do They Want? Why Does It Matter?

•  Prefer  to  connect  via  technology  •  Share  in  micro  ways  •  Facilitate  (and  rely  on)  peer  influence  •  Volunteer  along  a  con?nuum  of  support  •  Give  to  have  an  impact  

Millennials

•  Millennials  aren’t  interested  in  structures,  ins?tu?ons,  and  organiza?ons,  but  rather  in  the  people  they  help  and  the  issues  they  support.    

•  Build  a  comprehensive  engagement  pladorm  that  invites  them  to  par?cipate  in  the  cause  and  maximize  their  involvement.    

How can my nonprofit fully invest in this generation?

•  CONNECT    

•  INVOLVE  

•  GIVE    

Engaging Millennials

•  Millennials  prefer  to  share  informa?on  about  the  cause,  not  the  organiza?on  itself.    

 •  This  moves  savvy  organiza?ons  away  from  

tradi?onal  PR  and  towards  content  exper?se  on  a  cause.    

 •  They  use  websites  first  to  learn  about  the  

organiza?on,  and  then  to  connect  with  its  social  networks  to  stay  updated.  

CONNECT

•  Millennials  are  highly  selec?ve  about  what  organiza?ons  they  follow,  connec?ng  ac?vely  to  1-­‐5  organiza?ons  on  social  media.    

 •  Organiza?ons  will  know  their  message  is  

resona?ng  when  Millennials  are  compelled  to  share  their  content.  It’s  an  instant  feedback  loop  that  tells  organiza?ons  what  this  audience  finds  interes?ng  and  worth  dissemina?ng.    

CONNECT  

                                             

   *All  sta?s?cs  were  taken  from  “The  2013  Millennial  Impact  Report”  

CONNECT  

•  Number  one  pet  peeve  for  Millennials  is  when  nonprofits  email  too  frequently.  

 •  71.5%  saying,  “I  always  having  something  in  

my  inbox  from  them.”    

Do Not Email Too Frequently!

CONNECT  

•  Millennials  view  volunteer  opportuni?es  as  a  way  to  socially  connect  with  like-­‐minded  peers.    

 •  Volunteer  programs  that  facilitate  networking  

for  Millennials  maximize  this  genera?on’s  inherent  social  connectedness.    

•  Offering  online  training  in  place  of  in-­‐person  training  is  akrac?ve  to  Millennials.    

 

INVOLVE

   

INVOLVE  

INVOLVE  

•  Millennials’  chief  mo?va?on  for  gelng  involved  was:    •  Working  on  a  cause  they  were  passionate  

about  (79%).    

•  Their  biggest  pet  peeve  was:  •  Not  having  much  to  do  while  volunteering  and  

having  their  ?me  wasted  (69%).    

Value of Time INVOLVE  

•  From  an  organiza?on’s  perspec?ve,  dona?on  requests  that  focus  on  how  the  gio  will  benefit  the  recipients  will  garner  higher  response.    

 •  52%  of  respondents  said  they’d  be  interested  

in  monthly  giving.    

GIVE GIVE  

•  Millennials  showed  significant  interest  in  using  their  networks  –  family  and  friends  –  to  fundraise  on  behalf  of  causes  they  are  passionate  about.    

 •  Millennials  are  star?ng  to  ask  for  dona?ons  in  

lieu  of  gios  for  birthdays  and  other  events.  

GIVE  

GIVE  

GIVE  

Show what gifts make a difference

•  Be  transparent  and  trustworthy  

 •  Ac?vate  peer-­‐to-­‐peer  engagement    

GIVE  

1.  Millennial  Invi?ng  –  Connect    2.  Millennial  Immersion  –  Involve    3.  Millennial  Impact  –  Give    

From Minimum to Maximum

•  Schedule  a  connec?ng  ini?a?ve  in  2  weeks    •  Plan  an  involvement  event  by  April  1    •  Plan  a  millennial  focused  solicita?on  by  May  15  

Homework

References    Associa'on  of  Fundraising  

Professionals    American  Associa'on  of  Fundraising  

Counsel    Blackbaud    The  Center  on  Philanthropy  at  Indiana  

University      Chronicle  of  Philanthropy    The  Colbert  Report    Corpora'on  for  Na'onal  and  

Community  Service      Engaging  Millenials  as  Donors,  

Volunteers  and  Cons'tuents    4Good.org      

  Giving  USA  Founda'on    GuideStar    Emily  Davis  Consul'ng    Andrea  Kihlstedt,  Capital  Campaign  

Strategies  that  work    Millennial  Impact  Report  2013    Na'onal  Center  for  Nonprofit  Boards    Nonprofit  Research  Collabora've  

 

 

 

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