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.