Are You Investing in Your Infrastructure for the Millennials?

The fund development landscape is changing and we all see it. Older donors in the Great Generation have certain communication needs and strategies that are more personal and hard-copy driven, Baby Boomers sometimes want the same and sometimes some information electronically, particularly research. Millennials, the emerging group of civic minded givers, have a completely different approach. Do you have the infrastructure to handle the needs of different demographics?

The Millennial Impact Project for the past four years researched and documented the interests and needs of this young and influential group as they engage through volunteerism and giving to their communities. "Younger donors and volunteers seem to engage with causes differently than did their parents and the generations before them. Millennials tend to be more loyal to causes and issues than to organizations and institutions (italics mine). Millennials use technology to share information and learn more about causes. And they ask questions more directed at an organization’s operations and call on them to increase their transparency." (http://cdn.trustedpartner.com/docs/library/AchieveMCON2013/MIP_4YearSummary_v4.pdf)

They engage initially through social media (but not as a preferred platform for donations), they want to volunteer as much as give (often in groups), they consider their voice in advocacy an asset they bring, they want to give on-line via a web-site first and in-person second, and they want to be inspired to join the cause. They don't easily align with an organization - they are cause driven. They want videos, photography, statistics, digital storytelling, experiential learning, and other visuals.

And they are changing the way community benefit organizations and non-profits communicate with all generations. More targeted and nuanced strategies and communication methods with higher levels of visuals are needed to keep them engaged and involved in your cause, while not ignoring the needs of the older generations who presently have higher amounts to give. Are you investing in these capabilities? Millennials are already establishing a strong pattern of giving and volunteering. But they want to do it their way. Are you ready?