Hi, nonprofit executive leaders and board members. My name is Colleen Dilenschneider. I am a Millennial donor and I exist.
And data suggest that I’m not alone in being a millennial donor, either.
First, let’s be honest: I’m not a crazy-huge donor that is going to make-or-break your nonprofit operations (yet…). That said, I’ve made a personal decision to prioritize charitable giving as I’ve grown in my career by making several four and five-figure gifts (And more to an organization in which I serve on the Board.) I intend to be a lifelong giver to philanthropic causes. Hey, I’m a millennial – realistic or not, I’m optimistic about my financial future. And, no, not a single penny of that came from my parents (who data suggest aren’t as long-term financially supportive as we millennials may think they are). Like my peers, I am public-service motivated and I care about making a difference.
I learned an awful lot about nonprofit solvency through the pursuit of my Master of Public Administration in Nonprofit Management degree, but one thing’s for sure: I’ve learned a LOT more about fundraising as a donor than I ever could have dreamed of learning while studying fundraising.
Millennials – those roughly between the ages of 21 and 35 – represent the single largest generation in human history. Come 2015, Millennials will have more buying power than Baby Boomers, and then this massive demographic will have a stronghold on the market for the following forty years at minimum. Thanks in large part to the web and social media connectivity, we function and think very differently than the generations that came before us. Nonprofit organizations that are not targeting this population right now in terms of building affinity and creating personal connections may find themselves suddenly irrelevant within the next decade.
Here are six sad truths that I’ve uncovered about the realities of nonprofit fundraising as a millennial donor:
1) Nobody thinks you can give any money so nobody asks you
I’m not complaining about this one as a donor, but I absolutely want to call attention to it as a person working to strengthen the nonprofit sector. Aside from our colleges and universities (efficacy of their methods aside), not many organizations are earnestly prioritizing folks under 35 as donors or even cultivating the relationships required to secure future gifts from millennials. Yes, a great number of millennials are in debt and our unemployment rates are high, but there are nearly 90 million of us, and common sense should tell organizations that out of a population so large, surely some of us are capable of supporting those organizations that we care about. More simply put, donors are generally the exception and not the rule for many organizations, so why do organizations tend to focus on the “average millennial” as a rationale to not actively cultivate their support when they apply an entirely different standard to every other donor segment?
2) Nobody likes a millennial donor
This one has been my single biggest detour in making donations. When you’re a millennial donor, two very important types of people directly associated with the organization really, really dislike you…and don’t hide it even a little bit:
Board members don’t like millennial donors: In at least two cases, I’ve made donations similar to or larger than those made by over half of the board members of some notable organizations (and I’ll remind you that I’m no multi-millionaire). Though I thought about neither board at the time of my giving (and didn’t intend to do anything but give), it became very clear through consequent communications with the organizations’ CEOs and my own connections to specific board members that…well, if I was hit by a bus, there might be a select group of “public-service motivated” Baby Boomers that wouldn’t mind.
This hurt at first, but I get it. My giving as a non-board member (let alone someone their children’s age) makes them accountable for their own “age and stature-appropriate philanthropy” and forces them to honor their implicit obligations to get or give meaningful funds. Or, more directly, it makes them look bad – especially because board members of mid-to-large sized nonprofit organizations (“status boards”) often try to keep young folks out of sight for other reasons. We millennials are indeed innately threatening in many ways (sheer size and our different methods of connecting with other generations and the world around us, etc). But when a new generation knocks on the door and enters society’s living room, there is no ignoring the new tenants. After decades of simply talking about it, older generations begin to suddenly understand that they may need to fit more, different people on the couch at some point. And they get mad. It is not easy to fire yourself for your own underperformance. That couch is pretty comfy.
Millennial fundraising and major gift officers don’t like millennial donors: While one could argue that millennial giving is good for nonprofit organization board members because the associated dislike is simply a symptom of necessary evolution, they aren’t always the biggest barriers to giving…sometimes those are millennial fundraisers and major gift officers.
We millennials are a connected and “equal” bunch. On our soccer teams growing up, everyone was a MVP (watch this and laugh…or cry). We are also very socially connected and generally care about being liked by our peers. When a CEO asks a millennial fundraiser to “court” another millennial, the interaction that ensues is usually NOT what the executive leader probably envisioned. In one-on-one conversations, our colloquial millennial nature takes the conversation very quickly off of the “let’s talk about how you can help the organization and/or strengthen your connection with us” track to a “prove yourself” narrow-eyed inquisition of what I’ve done with my life to be sitting there. (I simply prioritize giving!) My sample size is disturbingly high in encountering this situation and it seems to be more rule than exception. Once I even received a very direct and condescending, “So tell me why our CEO asked me to speak with you today.”
In the history of the planet, I’m pretty sure that nobody has ever talked down their own achievements and apologized for their “available funds” faster than a millennial donor in front of an unnecessarily-personally-threatened millennial fundraiser. I nearly always walk away feeling like an awful traitor to my generation.
That said, I have also had fun and valuable conversations with a select few millennial major gift officers who have themselves strengthened my relationship with an organization. One thing that may be the difference? The millennial fundraisers who have made me feel good about potential giving seem to be the ones that feel good about themselves and understand the value of their skillset. I know firsthand that these specific individuals have access to their CEOs and executive leadership, and that leadership looks to them as experts in fundraising. Bottom line: value millennial employees and you’ll have a better chance of attracting millennial donors. (I cannot stress this point enough. Also, to be honest, a vast majority of millennial fundraisers that I’ve encountered seem to unfortunately fall into the first category – not the second – so please don’t write this off.)
3) You will probably be asked for large funds via snail mail
My first ask for a five-figure gift was delivered to me via snail mail. For years, I’d been looking forward to the moment when I’d be seriously courted by an organization (nerd alert), and this was my very first little donor heartbreak. The broader market increasingly mistrusts direct mail and its overall efficacy as a communication method. It should come as no surprise that this decline is far more drastic for millennials and younger generations. To be blunt, older folks: what we millennials receive in the mail is mostly bills. When millennials give, they are looking for an emotional connection and to be a part of something. We aren’t emotionally connected with a high level of affinity to our bills. A thoughtful, hand-written thank you after making a donation? Well, that’s a personal touch and a completely different story.
4) Even though you could not possibly be more findable on the web and giving money feels very personal, the person who asks for support will know NOTHING about you
Even though details like what you ate for dinner last night may be all over your social networks, the person who asks you for money and the person who thanks you (if you get a personal thanks aside from your form letter for tax purposes – even with bigger gifts it doesn’t always happen) will know NOTHING about you. Amazingly, many haven’t even taken the time to figure out where you live or what you do for a living.
Here’s just one example in my collection: A coordinator for an organization that I believe in contacted me to ask for support from IMPACTS (where I work) on a project that I think is particularly valuable for the nonprofit sector. She sent us a general proposal for funds that was obviously not intended for a company like IMPACTS. When I asked her to please write out a less boilerplate request (read: something actually contemplative of anything about the company and its giving priorities) so that I could in turn recommend a gift to our founder, she sent me another generic letter that still did not acknowledge the company, our potential “fit” with the project, or even my own work as an employee within IMPACTS (which related to the project). I was then reminded several times of the upcoming “deadline to give.” When I explained both my passion for the project and my disappointment with the generic, thoughtless asks, my company CEO said, “Let’s wait and see if they notice our silence now. If they mention anything specific to us at all, we’ll give them $25,000 on the spot.” Needless to say, it never happened.
5) Pick only one: Giving online (convenience) or receiving any real acknowledgement of your gift (dignity)
Online giving (an option that nonprofit leaders often seem to think they’ve taken their time and energy to do just for us) is another big no-win for larger-scale millennial donors. If you give online, you get an automated email of thanks and rarely receive a more personal follow-up – if you receive a follow-up from a real human being all – which can be even more heartbreaking than the automated response (see item #4). This is true even if you make a five-figure gift online (true story, folks). It seems that because you’re not handing a check directly to a human being who feels responsible for saying thank you, you generally won’t get one.
But to digital natives, this “worthy/unworthy of attention” differentiation doesn’t exist between giving methods – except that giving online tends to work best for us. Millennials believe that technology makes life easier (a win for online giving), but that it also makes things more real-time and personal (a lose for online giving follow-through in most situations). Thus, the way that online giving is currently carried out simply doesn’t adequately suit our needs (or arguably, anyone’s). Providing online giving mechanisms may be seen by millennials as a way to provide real-time thanks and connect on multiple platforms to retain donors long term…not as an automated system to remove the responsibility of human touch from the giving equation.
It’s a textbook example of pandering to out-dated legacy systems. Traditional fundraising mechanisms have been around for years, but organizations seem to treat the web as an “add-on” to a broken system, rather than letting market behaviors drive the development of something that should already exist. Even our most national nonprofit organizations take a “Blockbuster Video” approach, fearing evolution so severely that they resist anything but baby-step adaptation until they are nothing but a memory.
6) You will be courted lovingly until they get into your pants (pocket), but then you are just a booty call.
As I mentioned before, millennials want to feel like they are a part of something and making a difference. Smart organizations do a great job of letting you know how your funds will help move their missions forward, and it’s truly exciting to hear the statistics and feel like you have the opportunity to help! However, my experienced truth is that after you make a donation, there’s a good chance that you won’t soon again feel this involved.
Unless I work directly with the organization, I tend to be “forgotten” after I give…until it’s time to raise more money. As a donor, I understand the statistics about low donor retention rates. As a millennial, I also have expectations (that are rarely realized) after I make a donation that the organization knows who I am and recognizes when I amplify their messages on social media channels. (Most don’t. Fundraising and marketing are very similar departments but they don’t often seem to communicate regarding donors). I’m a donor and proven evangelist after I give, and it seems that several organizations miss that I (and my peers) are good targets for encouraging other donations.
I am fiercely proud of the organizations that I’ve chosen to support financially, and I hope to support them well into the future. I don’t think I’m abnormal. There are a whole lot of millennials out there and we want to make a difference. I hope for the sake of the nonprofit organizations that I love and those that my peers and I may come to love in the future, that they start speaking the same language as their evolving audiences. And that they do it fast. At some point in the rapidly-approaching future, a majority of nonprofit donors will have to be millennials, or the organizations that we love simply won’t exist.
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