You might feel like you’re stuck between steady revenue and reaching new visitors: your donor base is aging, but investing time and energy into attracting younger people doesn’t seem to result in the donation dollars you need.
Don’t write off the millennial generation (ages 18-32) just yet. There are plenty of articles out there that tell you that millennials tend to be entitled and selfish (TIME magazine labeled them the “me me me generation”), but World Vision found just the opposite. Blackbaud also released a report last year that showed that 60% of Gen Y members give.
So…why aren’t they giving to your cultural organization?
The truth is your carefully crafted current membership and donor benefit structure may not be resonating with millennials.
Why not? Because millenials have different motivations for giving than the generations that came before them.
Here’s what your membership or donor benefit structure might look like today:
- Free admission
- Branded merchandise (mugs, hats, t-shirts)
- Free Parking
- Donor recognition (such as name listed in your program or on a donor recognition wall)
- Special event invitations
What do all these things have in common? They are all extrinsic rewards. An extrinsic reward is a benefit the donor receives from your organization when they make a donation, such as a tangible item or recognition and priority access. While extrinsic rewards work for many donors, and very well might be working for your current donors, extrinsic rewards are less likely to motivate millennials.
So what does motivate millennials? Millenials are more likely to donate because they want to make the world a better place. In other words, they are motivated by intrinsic rewards – they donate because it makes them feel good and because they believe in your mission.
The truth is, there are many charitable organizations out there for millennials to donate their time and energy. To attract them to your organization, you need to appeal to their intrinsic motivation.
With that in mind, here are three tips to engage millenials:
1. Create mission focused messaging:
When engaging with millennials, focus on the partnership you can build to make the world a better place. Millennials aren’t going to respond to perks and tangible items, but want to understand how their donation is going to benefit your mission and their community. Did your donation dollars allow schools to bring students to your educational programming for free last year? Stick to telling that story in your campaign mailings, and stay away from the pictures of galas and promises of program recognition.
2. Target your campaigns:
If your current membership or donor benefit structure has been successful, you may want to keep it in place for your current donors and send separate, targeted campaigns to attract millennial donors. Tag your targets in your CRM so you send them specialized messaging or, if you don’t have that information, send mission focused messaging to targeted zip codes or to attendees of programming that attracted a younger audience.
3. Offer opportunities to get hands on:
Millennials volunteer. Individuals ages 25-29 are more likely to volunteer than any other age category. When people volunteer with your organization, they build a stronger, longer lasting relationship with your organization that can result in future donations. There’s another benefit to your organization: these young professionals are often educated, motivated and ready to make a difference. Rather than sitting idly on a nonprofit board, they want to work with your employees, do analysis and provide recommendations. Not only do you need to create opportunities for millennials to actively volunteer, you need to make sure they know about it, so participate in volunteer fairs at universities and places that employ young adults.
The millennial generation may have a bad rap, but in reality they both volunteer and make charitable donations. However, their motivations are different than the generations that came before them. With a little tweaking and targeted messaging, you can start to build stronger relationships with millennials: the donors of the future and the largest generation in history.
Let’s continue the conversation in the comments below or on twitter @laurabeussman.