Nonprofits must evolve to earn Millennials' sustainable support
December 31, 2012
Many nonprofit organizations are finding that their traditional fundraising initiatives are not as effective as they once were. Members of the Millennial generation
have faced difficulty finding jobs and do not have as much to contribute to charitable causes, reports TIME Magazine. Some have also adopted a notion that their dollars won't make a difference, but this isn't to say that younger individuals aren't willing to give, they just require organizations to adjust their appeal.
"I thought maybe a new model could bring some of these disenchanted people that are potential givers back to the table of giving," said Scott Harrison, founder of charity:water, an organization that provides clean water to developing countries. "Many charities go out and just ask people for money. We ask people for their voice."
Individuals can support charity:water by creating profiles and starting their own fundraising efforts, the source adds. This allows them to bring their creativity and talents to the table even if they don't have millions of dollars to give. Moreover, this gives the Millennial generation the personalization they crave, as they can make these causes their own.
At the same time, nonprofits have already started to reach out to younger donors in new ways. Most offer sites where individuals can raise funds online
and some have already made the leap to social media. The Naperville Area Humane Society, for example, tweets and posts on Facebook
when it needs pet supplies and donors can write in when they are bringing food or toys in, as reported by The Nonprofit Quarterly. This gives them instant gratification and recognition for their support, the source adds.