Motivating the Milennial Donor

Posted by La Salle Nonprofit Center on January 5, 2018

Date and Time: January 26th, 2018
12:00 pm to 01:30 pm

Location: Webinar


Millennials (those born in the 1980s to the early 2000s) now have the largest buying power in the U.S., trailing just behind baby boomers. That’s because there are more Millennials in the U.S. than any other age group, they make up the largest share of the workforce and they are by far, the most diverse.

Any nonprofit that doesn’t tap into the power of the 80 million or so Millennials for donations (and other resources), is severely limiting its lifespan. Research finds that 72 percent of Millennials are eager to join a non-profit organization and a little over 50 percent would like to give monthly to a charitable organization.

So what motivates Millennials – and specifically what motivates them to give? If you answer, “my organization,” it’s time to broaden your perspective and understanding. Millennials give to causes, not organizations and this class will help you appreciate the ways Millennials want to participate in causes. That includes how they want to give, how they connect, what influences them, what engenders loyalty, what relationships are valued, and what kinds of communication and tactics they respond to, including how to be thanked. It will explore how much contact is too much and what vehicles are preferred, as well as the language that resonates with this target group. We’ll show you how to increase your connection to Millennials by learning to operate at that key intersection of technology, transparency, and hands-on relationships that they seek.

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