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As the demographic landscape of donors changes, nonprofit organizations are facing the challenge of attracting younger donors and retaining their support. With their growing influence and potential for long-term support, younger donors represent a critical segment for the sustainability of nonprofit organizations.
To appeal to this demographic, organizations need to adapt their fundraising strategies and engage younger generations in a way that resonates with their values and interests. Below, 15 Forbes Nonprofit Council members recommend their most effective strategies for increasing donations from younger generations and ensuring their long-term support.
1. Provide Varied Opportunities To Get Involved
Nonprofit organizations should meet younger donors where they are regarding opportunities for giving, events, engagement, interest and communications. Be authentic with your younger donors and listen to why they care about your mission and cause. Consider adding a member to your development team who reflects younger donors, and don't be afraid to add a younger donor to your board! - Colin Page McGinnis, SproutFive
2. Listen To Their Ideas
Younger donors can begin to contribute at any age as long as they're inspired, care and want to take action. Making an issue or cause relatable to them is very important, followed by listening to and including their ideas in the creative process of the campaign. When the youth feel included and that their ideas matter, they will stand by you and support you because you listened to them. - Sadhvi Siddhali Shree, Siddhayatan Tirth & Spiritual Retreat
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3. Share The Impact Of Their Donations
The goal is to meet young people where they are. Showing up authentically and sharing the impact of their donations is vital. Providing fundraising options can also empower them to keep donating. Highlighting other young people who are making a difference by giving their time, voice or money can be effective as well. - Dena Trujillo, Crisis Text Line
4. Collaborate With Influencers
A strategy to increase giving from younger generations is to collaborate with social media influencers who align with the nonprofit's mission. They can help spread the word to encourage their followers to donate or get involved. Nonprofits can also use social media platforms to showcase their impact and engage donors through content. By leveraging social media, we can attract and retain younger donors. - Anne Marie Dougherty, Bob Woodruff Foundation
5. Include Them In The Conversation
Engaging younger donors requires a strategy that seeks to understand the values and desired impact of a younger generation and how it pertains to your work or mission. When seeking to gain this information, organizations should ensure the voices of young donors are present when discussing donor strategy, engagement and organizational growth. Activities that follow should be driven by this knowledge. - Stephanie Piccirilli, Ignite
6. Provide Many Opportunities For Them To Get Involved
Provide multiple channels for young donors to provide support. This means not just asking for financial contributions, but also specific skills they may have that are critical to helping your mission. Finding spaces for young donors to give either through dollars, time or skills will result in long-term engagement and giving over time. - Damian Rivera, ALPFA - Association of Latino Professionals for America
7. Explain The 'Why'
Young donors want to be invested in the mission, playing a role in your collective success. To ensure this engagement, we need to regularly communicate with donors about what we do and why we do it. With young donors in particular, that buy-in ensures repeat donations. And no matter how small the gift, if a donor gives for multiple years, they will continue to when you provide a reason for them to do so. - Patrick Riccards, Driving Force Institute
8. Be Transparent
Never underestimate the power and insights of younger donors. They don't need to "grow into" their work as philanthropists. Engage them meaningfully through dialogue and volunteerism by letting them come and look under the hood of your organization. In other words, be transparent and provide thought leadership and hands-on action. Start by asking how they would like to engage and for how long. - Maureen Sedonaen, Habitat for Humanity Greater San Francisco
9. Identify Their Special Skills
Younger donors are looking for more ways to have an impact. To increase giving and retain them, organizations need new ways to involve them more strategically and operationally. Understanding the skills that donors bring and matching that to what the nonprofit needs can both help the nonprofit advance critical work and help the donor feel more motivated to give in order to drive impact. - Katherine Brady, Catchafire
10. Find Young Donors Online
Nonprofits need to meet younger donors where they are: online. We recently held our first-ever “ChiroThon”—a virtual, live-streamed event to attract new members and donors. The event engaged more than 85,000 viewers, attracted 50 members and raised $175,000 for chiropractic awareness and outreach. Several hundred patients donated, and corporate sponsors matched all donations made during the event. - Dr. Sherry McAllister, Foundation for Chiropractic Progress
11. Work With Young Professional Associations
Get involved with any local associations for young professionals or a similar young leader's group. Invite them to your organization to see the work that you're doing. They want to make an impact and will gladly give once they understand how their gift matters in the community. - Kimberly Lewis, Goodwill Industries of East Texas, Inc.
12. Connect Your Nonprofit To Real-World Events
Remain relevant by relating your nonprofit’s mission to current events. Younger generations are curious about the news they receive through social media. Appeal to them on those platforms by empathetically sharing how your nonprofit stands on current issues. For example, we exemplified this by sharing our work in fighting for abortion access when Roe v. Wade was overturned. - Linda Goler Blount, Black Women’s Health Imperative
13. Connect Through Social Media
Don't try to change habits but rather meet them where they are. Younger prospects may not actively use emails, so chances are you'll catch them on social media. Make it easy to give by ensuring your website and giving platforms are mobile-friendly and easy to use. Look for apparel, jewelry, stickers or other small items that can have an upside financial margin as an incentive to participate. - Aaron Alejandro, Texas FFA Foundation
14. Make Giving A Compelling Experience
Transparency is key. Younger donors appreciate transparency and knowing how their gift will make a direct impact on your mission. If you can make that case clear and compelling, you will not only inspire increased giving, but also increase your chances that they will become an advocate and volunteer for your mission. - Nicole Suydam, Goodwill of Orange County
15. Host Events And Networking Opportunities
Consider creating a young adult network within your organization and having events (virtual or in person) for that network. Walking into a fundraiser filled with people your parent's age can be intimidating and scream this is not your crowd. So create a network—even better if it's led by a young person—and carve a space for this committed, compassionate and often impactful demographic. - Erin Mote, InnovateEDU
