6 Ways To Entice Millennial Donors

“They’re here. Millennials gain prominence in society and commerce each year, making them an attractive population to help expand and diversify your organization’s donor base. What remains elusive, however, is how to attract this sect of donors, larger in number than Baby Boomers, after years of focusing on predominantly older donors — those who tend to be the most likely to give.

During their presentation “The Donors of Tomorrow: Effective Ways to Engage Young Audiences” at the 2017 Nonprofit Technology Conference in Washington, D.C., Rachel Clemens, chief marketing officer for TradeMark Media, and Ashley Wilson, vice president of marketing and communications for LIVESTRONG, discussed best practices in attracting the Millennial supporters. These included six fundamental steps:
Understand the younger audience. Millennials understand technology, are racially diverse, want stories to build connections, and are not attracted to communications that look like they are being sold something. An Abila software study showed that preferred channel preferences among donors include peer-to-peer, radio and TV ads, and email.”

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