Millenials Inspired to Engage with NFPs - Study
4 October 2012 at 11:10 am
A study of Millennials, those aged 20-35, reveals that young professionals are driven by moments of inspiration as well as a desire to build authentic, personal relationships with the Not for Profits they choose to support.
The US 2012 Millennial Impact Report, reveals the results of an online survey featuring 6,522 responses as well as focus groups, and an online survey of 89 Not for Profit professionals.
The Millenial Project is sponsored by US fundrasing agency Achieve and consultants, Johnson, Grossnickle and Asscoiates.
The Report found that technology has allowed Millennials to expect immediate and impulsive interactions with Not for Profit organisations.
Organisations’ websites remain the primary hub for learning about a Not for Profit, seeking volunteer opportunities and giving.
The report says in one glance at your website they want to know what your organisation is doing, how they can participate, and how their participation helps the cause.
It says as social media, email marketing, and mobile continues to grow, these platforms all should be providing concise, targeted messages driving readers to the website to dig deeper into the topics that interest them.
The Report says Smartphones and mobile devices are clearly making a major impact on how this generation interacts with organizations and must become a critical part of engagement and giving strategies moving forward.
Three-quarters of survey respondents own a smartphone, thus giving access to a Not for Profit’s website and social media presences anytime, anywhere. Social media is a key channel for Millennials to connect and spread the word about Not for Profits.
The Report says, however, organisations will be wise not to use the latest technology just for the sake of ‘being cool’. It says smaller Not for Profit would be better to focus energy on one or two social networks, than try to keep up with the changing trends and not fully integrating into each medium.
As has been revealed in past surveys, Millennials tend to be generous with their time, volunteering with NFPs that inspire them. If they form long-term volunteer relationships, they tend to give larger gifts and encourage friends and family to give and volunteer as well.
When they do volunteer, Millennials want a continuum of options – from one-time engagements to long-term opportunities – and, while they want the chance to work on the front lines delivering services, they especially want to leverage their knowledge, expertise, and backgrounds to help lead Not for Profits.
In particular, Millennials want to see more opportunities to lead on boards and committees. They feel that young professional groups and events provide a great opportunity to informally get to know an organisation, but when it comes to leadership they want to share their experience and skills with the greater cause.
Three-quarters of the Millennials responding to the survey made a financial gift to a Not for Profit organisation in 2011. While the majority of those gifts were $100 or less per organization, 15% of Millennials gave gifts of $500 or more to individual nonprofits.
Some of this giving was in immediate response to an emotional reaction, with Millennials saying in focus groups that they like to give “in the moment.”
Still, they want to know that their gifts will have an impact, and are interested in seeing the tangible results that will come from their giving. They’re more likely to give larger gifts to organisations with which they have strong relationships.
Strong relationships also will compel Millennials to act as fundraisers. More than 70% of Millennials surveyed said they have raised money on behalf of Not for Profits.
As in years past, Millennials said they are most likely to help raise money by spreading the word or promoting a fundraising event, or participating in walk, run or cycling events, usually relying on friends and family to support their cause.
The Report says many NFPs are experimenting with what works and doesn’t with this emerging generation.
The report can be downloaded here.
