The Youth is the Hope for Our Future

Every non-profit is fully aware of the need to engage younger donors, as our core demographic baby boomers start to age. Strategic thinkers want to be ahead of the inevitable decline in giving from this golden generation and find ways to excite new donors who are just now becoming capable of replacing that revenue that is so critical to funding our missions

To effectively engage younger generations in fundraising, we advocate that you focus on building authentic connections, leveraging digital platforms, and offering diverse involvement opportunities. Many organizations have begun to prioritize storytelling, with more emphasis on transparency, and personalized communication. They have begun to utilize social media, peer-to-peer fundraising, and gamified experiences to make fundraising more engaging and accessible to younger demographics. 

Here’s a more detailed breakdown of what’s working with our younger donors:

1. Understanding Younger Generations:

• Gen Z and Millennials: These groups are digital natives who value authenticity, transparency, and making a tangible impact. They truly want to give but need to feel connected more so to the cause and how it impacts the world around them.

• Values-Driven: They are often motivated by causes that align with their personal values and a desire to make a difference.

• Active Involvement: They prefer to be actively involved in fundraising rather than simply donating. This means being a part of the movement, not just writing a check. That is a good thing for all of us!

2. Building Authentic Connections:

• Storytelling: Share compelling narratives and visuals that highlight your mission and its impact. Each image and message must be carefully thought out as to its purpose and connection. Too much content that deviates from this approach will cause disengagement.

• Transparency: Probably most important to this younger generation is to be transparent about how donations are used and share updates on campaign outcomes. Be very specific about where the dollars are going, and how it will impact those being served. A generic call to action (eg. fund operations) just doesn’t move the needle with this group.

• Personalized Communication: Because their giving is personal, segmenting your audience and tailoring your messages will resonate with their specific interests and values. These young donors love community concepts that align with the things they enjoy most.

3. Leveraging Digital Platforms:

• Utilize platforms like Instagram, TikTok, and Facebook to share content, engage with followers, and run campaigns. Use other emerging social media platforms to create short yet powerful messages along with a simplified call to action.
• Short-Form Video: Create engaging videos to showcase your mission and highlight your impact. This is where they live!!
• Mobile-Friendly Platforms: Ensure your website, giving pages, and communications are mobile-friendly. This is also where they live!!
• Peer-to-Peer Fundraising: Empower supporters to create individual campaigns and invite their networks to contribute. They love ways to build a community of friends and family around a cause that they feel connected to!

4. Offering Diverse Involvement Opportunities:

• Integrate volunteer opportunities into your donation pages and events. Give several options for young donors to get involved, let them choose
• Micro-donations: Offer options for small, impactful contributions. 
• Host events that resonate with younger interests, such as virtual game-based fundraisers or outdoor activities. 
• Create impact dashboards to demonstrate the real-time impact of their donations. 
• Fundraising Challenges: Encourage supporters to participate in fundraising challenges, such as walking or cycling for a cause. 
• Workplace Giving Programs: Establish partnerships with companies to offer workplace-giving opportunities. 
• Referral Programs: Activate the power of peer influence by launching referral programs. Young donors want to do their giving collectively with their friends and peers. They are significantly influenced by those around them.

5. Key Considerations:

• Focus on the issue, not just the organization:

Younger generations are often more interested in the cause itself than the organization. Less about the brand, and more about the mission.

• Clear Action Steps:

Clearly articulate what you want supporters to do, whether it’s donating, volunteering, or raising awareness. Specificity matters to these younger donors.

• Tangible Impact:

Showcase the tangible outcomes of their support and the positive impact their donations are having. They want to know their donations matter.

• Personalize the Experience:

Create personalized messages and experiences that acknowledge their unique contributions and values. For example, a coffee addict will feel empowered giving up a day of coffee each week. So, compare the impact to their personal sacrifice.

• Be Authentic and Engaging:

Engage in meaningful conversations and build genuine connections with younger donors. Even in this busy world, young donors want you to spend time engaging in the mission, and all that can be accomplished. They will stop and listen to a meaningful vision of your mission!