Donors are motivated in different ways. This is an important fact to keep in mind when trying to acquire new, younger donors. While certain tactics may have proven effective for your current donor base, the same strategies aren’t always successful for Nonprofits who want to reach Millennials in their 20s and 30s.
Younger generations are just as willing to contribute to a Nonprofit cause; the challenge is trying to figure out what motivates them and inspires them to help. During your search for younger donors, keep these strategies in mind:
1. Get connected online
Younger generations have grown up with technology, making it an essential part of their lives. If you want to reach many of these younger donors (and donors in general), it is necessary to establish an online presence. This involves more than just having a website – although your website is very important.
Becoming active online to acquire new donors means utilizing social media platforms like Facebook and Twitter to advertise events, inform followers about your Nonprofit and start discussions related to your mission.
2. Be specific when asking for money
Whether you’re communicating face-to-face or online, be specific when making requests. This holds true for all donors, regardless of age, who need clear calls-to-action paired with concise information about how their donations will help make a difference.
Younger donors, specifically, respond better to quick info and are less likely to read a lengthy newsletter. Try to develop visual content that is easily digestible, such as an infographic, with information about the cause and how their donation will help. These forms of visual content are also much easier to share online, and “go viral”, which can further help your reach among youthful donors.
3. Host fun social events
Fundraising events are not only an essential tool for raising money, they can also be a great way to acquire new, younger donors. Just like their older counterparts, young supporters are more likely to donate money in a social environment where they can support a good cause while meeting new people and enjoying fun activities at the same time.
Social events like a dinner gala, walk-a-thon, bike race or dance are all examples of events these younger donors might like to attend.
4. Provide volunteer opportunities
Younger donors like to feel a connection with the Nonprofits and missions they support. Provide them with the opportunity not only to contribute money, but also to volunteer for your organization. As an event organizer, there is a long list of volunteer duties for your auction day team you can get the younger crowd involved in.
People who volunteer at an event or for a project are more likely to establish an emotional connection and will want to continue helping your Nonprofit in the future. It also gives these younger donors the chance to develop a sense of purpose and accomplishment.
These strategies are all useful tactics for acquiring younger donors, and they are also very effective for motivating all potential and current donors as well. A diverse donor base gives you more resources and talents to help move your organization forward.
By Ian Lauth
Creative Director, Winspire
Ian Lauth is the Creative Director at Winspire, Inc. which specializes in providing highly sought after, hard to find and priceless Experiences for use as unique auction items in charity events and fundraisers. Ian serves as the Editor-in-Chief for Winspire News, creating and managing blog content, newsletters, eBooks and other resources for Nonprofit fundraising professionals.
For more information on using No-Risk travel packages in your next fundraiser, visit www.winspireme.com.
