Engaging the Next Generation: How Nonprofits Can Inspire Millennial Philanthropy

As the largest living adult generation, millennials are poised to redefine philanthropy. Their approach to giving is unique, valuing hands-on involvement and meaningful impact over traditional methods of recognition. Nonprofits must adapt to engage this influential demographic effectively.

The Millennial Mindset

Millennials are not satisfied with just having their names on buildings. They seek active involvement in solving complex problems, using both their financial resources and personal talents (Goldseker & Moody, 2017). This generation is also set to inherit an unprecedented amount of wealth, making it crucial for nonprofits to engage with them now.

Building Meaningful Relationships

Millennials prefer to build deeper relationships with the organizations they support. They are drawn to nonprofits that demonstrate clear, tangible impacts on society (Canela, 2018). Smaller organizations often benefit from this preference, as they can show direct results from donations. However, this relationship-building requires significant effort from nonprofits.

Strategies for Engagement

1. Offer Hands-On Opportunities: Create volunteer programs or project-based engagements where millennials can actively contribute their skills and expertise. This direct involvement helps them feel more connected to the cause.

2. Showcase Impact: Use storytelling to highlight the tangible outcomes of donations. Share success stories and data that demonstrate the direct impact of contributions, making the case for how their involvement makes a difference.

3. Leverage Technology: Utilize digital platforms and social media to engage with millennials. Virtual events, webinars, and online fundraising campaigns can help reach a wider audience and make it easier for millennials to get involved.

4. Foster Community: Build a sense of community among donors. Encourage networking opportunities and create spaces for dialogue where millennials can share their ideas and collaborate on solutions.

As millennials accumulate wealth and seek meaningful ways to contribute, nonprofits have a unique opportunity to cultivate lasting relationships with this generation. By adapting strategies to meet their preferences, nonprofits can inspire a new wave of dedicated, impactful philanthropy.

References

Canela, A. (2018). Philanthropy news digest: Gen x and millennial women: Ready to give in more meaningful ways. Global Impact. Retrieved from https://philanthropynewsdigest.org/commentary-and-opinion/gen-x-and-millennial- women-ready-to-give-in-more-meaningful-ways

Goldseker, S., & Moody, M. (2017). Generation Impact: How next gen donors are revolutionizing giving. Hoboken, NJ: John Wiley & Son, Inc.

U. S. Census Bureau. (2017). 2017 National Population Projections Datasets. Washington, DC: U.S. Government Printing Office.

About the Author

Dr. Christopher J. Snyder is an accomplished nonprofit CEO dedicated to fostering positive societal change. With over two decades of experience in business development, marketing, project management, and fundraising, Chris has demonstrated expertise across various sectors. He currently serves as the CEO of the Dreyfoos School of the Arts Foundation, focusing on providing advanced arts education at the nationally acclaimed public magnet art school - the Alexander W. Dreyfoos School of the Arts. Chris holds a BSBA, an MBA in marketing and management, and a Ph.D. in Global Leadership from the Indiana Institute of Technology.

For more details, you can view his full bio here: https://soafi.org/foundation-staff/chris-snyder.

If you are interested in contacting Dr. Snyder to present, conduct a workshop on engaging with this key demographic, or discuss board development opportunities, please contact him at [email protected].