I wear my Millennial identity on my sleeve.
I’m a proud member of the American generation born between 1980 and 2000, and thus am slightly fascinated by research done on my peers.
The latest chapter in my Millennial research reading spree came in the form of the third annual Millennial Impact Report. In addition to having a very well formatted website and some catchy social media content, the study itself is useful to nonprofits looking to engage those in their 20s and 30s in advocacy and fundraising.
Here’s a few of the stats from the 2012 report and my take on how they’ll impact your online strategy:
- Millennials reported that their biggest pet peeve is not knowing how a gift will make a difference. You can easily prevent this from happening by having clear giving categories on your donation form to inform donors before they donate ($150 will purchase one vaccine, etc.)
- The 2012 report found that 77% of millennials surveyed have smartphones. This is a great reminder to make sure your website is optimized for mobile browsing and your forms look good on a tiny screen.
- 65% of the crowd surveyed report that they like to learn about nonprofits on the web, and 55% say they’re into learning about nonprofits via social media. This is just one more reason to give some TLC to your website and social media strategy. Mobile is important, but don’t leave your website in the dust!
- I was slightly saddened to learn that 40% of millennials surveyed had never been asked to serve on a board. What better way to get inside the brains (and hearts) of the under 35 team by inviting them into a leadership role? Consider bringing on a group of three of four millennials onto your board together so they have buddies (and don’t feel like the token kid invited to sit with the adults).
- And my favorite stat of all: 70% of millennials made donations to non-profits online in 2011. And when asked which method they preferred (online, in person, snail mail), millennials chose the web. So keep reading Connection Café to soak up all this online fundraising goodness…
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