It’s been harder for me to skip around Salvation Army
kettles this year because where I roam this non-profit seems to have brought
out the dancers, the tuba players, and the occasional therapy dog to encourage
me to part with my cash. And it has
worked.
I advise a number of nonprofits on the art and science of
fundraising and think a lot about the subject.
Given the effects of Hurricane Sandy on my immediate and extended family
and friends, the subject has become much more personal. Over Christmas, I listened to some family and
friends complain about what they considered the virtual absence of the Red
Cross in their neighborhoods. That most media
outlets in the Greater New York area encouraged viewers to text $10 to the Red
Cross for Sandy victims seemed to add salt to the wounds.
The Red Cross has been very public about its charter,
contribution to Sandy victims, and how funds have been expended. Consumers
are understandably nosey about how donated fund are used. I stopped contributing to United Way some
years ago when I learned executives were flying first-class. Other charities felt donor backlash when they
misappropriated 9/11 funds, using them to buy computers and cover various
unrelated overhead costs.
The New York media seemed to pay considerable attention to
college students and young adults who were very supportive of Sandy victims. These young adults would represent the
Millennial generation, aged 20-35 years. I became interested in how and to what degree
this smartphone generation engages with nonprofits.
“The Millennial Impact Report” prepared by the JCA Group
served as a useful introduction. The study, which is based on online surveys,
focus groups, as well as input from non-profit professionals, examined how to
engage Millennials from a nonprofit perspective. The researchers caution that it is dangerous
to overgeneralize about this demographic.
They are not necessarily favorably predisposed to nonprofit brands that
they have grown up with. The research
suggests that Millennials tend to make decisions about charitable donations “in
the moment” but are still keen to know about results. Early research citing the narcissism of this
generation and its lacks of civic-mindedness does not seem to be supported by
this study.
Sixty-five percent of the more than 6,000 surveyed preferred
a website for receiving information about a charity, followed by social media
and enewsletters. Respondents said that
they looked for a strong call to action on websites and don’t like layers of
descriptive content. They want to act
quickly and connect easily.
Millennials are heavy users of mobile apps but don’t think
apps are particularly useful for nonprofits.
Sixty-seven percent of those surveyed had interacted with nonprofits on
Facebook, largely through “liking” and “sharing” functions. However, this generation donates negligible
amounts through social media. Use of
video did not receive high marks except if it showed the organization at work. Only 28% had interacted with nonprofits via
Twitter.
Researchers note that Millennials prefer to make donations
online, in person or by mail, in that order.
The study finds that the future for mobile giving faces an uncertain
future. Only 15% of those surveyed report donating by smartphone. Participants indicated that the $10 limit for
smartphone donations was problematic. Security
is also an issue with mobile as it is with social media. Therefore, a website optimized for mobile is
essential.
Seventy-five percent of those surveyed said they made a
financial gift to charity in 2011. Forty-two
percent gave to what inspired them in the moment. Their biggest Pet Peeve: “I don’t know how my
gift will make a difference.”
Help is on the way. The
Salvation Army, realizing that Millennials conduct business in a manner
different than earlier generations, has added a Millennial position.
No news about the tuba players.
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