What millennials want - and how they give
- Wed, June 13 2012
- Filed under: Marketing essentials
The 2012 Millennial Impact Report - a survey of more than 6,500 people ages 20 to 35 - shows 75% of millennials donate (in small amounts), 70% have fundraised for their favorite causes and most give for reasons that span generations—they have a relationship with the cause.
The survey, which was conducted by Achieve and Johnson, Grossnickle, and Associates, yielded these additional results and implications:
1. The majority of their donations were $100 or less per organization per year.
2. Millennials give for emotional reasons and like to “give in the moment.”
3. 75% of respondents have a smartphone, and 7% said they had given via text message or through a mobile site. The number one reason they haven’t given on mobile is they weren’t asked.
4. Most prefer to learn about nonprofits via their websites, followed by social media and e-newsletters. Your website still matters most online, folks!
5. About 70 percent of young donors reported that they had made a gift online in 2011.
6. About 39 percent of those who made a gift reported that they had responded to an in-person request, and 34 percent said they had made a gift through the mail. So asking through multiple channels is wise, just as it is with all generations of donors.
7. 67% of respondents have interacted with nonprofits on Facebook and 92% have “liked” a nonprofit’s Facebook page. Only 28% had interacted with a nonprofit on Twitter.
8. When it comes to volunteering, 81% prefer to hear about opportunities from their peers. 63% had volunteered for a nonprofit in 2011.
You an access the full study here. Enjoy.
Comments
Thanks Katya. I have not read the full document yet… but sounds like they are very similar to ‘non millennials’ for the most part.
Great summary of the key takeaways from this very important report. Probably the biggest takeaway for me was this quote:
“I want to be inspired. Help me understand very clearly what I can do to help address large problems.”
It highlights the importance of connecting with the donor in a personal and inspiring way. You need to approach them in a manner that both connects and engages with them.
Another amazing post Katya. Very useful information that I know my clients will appreciate thanks for sharing