Insights for Non-Profits

Crowdfunding, or social fundraising, is becoming an increasingly popular and effective fundraising strategy for non-profits. This tactic is especially successful in attracting and engaging millennial donors. According the Pew Research Institute, more than 62% of Millennials and Gen Xers use their phones to make a donation to support their favorite causes. With donors more plugged-in and active on social media, we outline three ways your organization can attract millennial donors with social fundraising.

Make it emotional. Clearly communicate your cause and how donors can help fulfill your mission.

According to the 2016 Millennial Impact Report, 46% of millennials volunteered for a cause affiliated with a social issue they were passionate about. Millennials are more likely to give when their personal, social, or professional connections compel them to do so.

Millennials are also more inclined to donate again when they know how their donations are used. Quantify the impact a donation has. For example, “Your donation just sent 5 kids to camp,” or “Your donation provided 5 meals for a family this week.” Make the connection to clearly communicate how a millennial’s donation helped your organization.

Millennials value their time as equal to money, and since many millennials are early in their careers, they may not have the funds to donate financially. Instead, they may be more inclined to donate their time to an organization with a mission they support.

Online challenges and events give millennial donors an experience.

Remember the ALS Ice Bucket Challenges? Most likely, you couldn’t escape it in your own newsfeed or on the news. This challenge went viral and was a mainstream media disruptor because it was a big, yet simple, idea that inspired action. Consider creating an online challenge to support your organization that’s simple, but inspires action among your target audience.

Millennials are more likely to spend on experiences, rather than on tangible items. Peer-to-peer fundraising appeals strongly to this generation because it comes in so many different forms. A gala, marathons, cycling, or walk-a-thons are popular experiences that can also raise money for your organization.

Make it easy for your “social” donors to share your message and donate to your cause.

Millennials are a passionate and engaged group of supporters. They enjoy volunteering their time and making personal donations while helping organizations raise money. Millennials like to reach out to their personal networks and ask for their help in fundraising. However, if your donation page is hard to find or it’s not clear on how someone can donate, you may lose out. Promote your online giving page via social media, and encourage donors to share once they’ve made a contribution. This group uses social media not only to connect to people, but to connect their networks to causes they’re passionate about.