‘Millennial’ Donors Need Personal Touch

April 26, 2010, Philanthropy Journal — Contrary to conventional wisdom, donors in the "millennial" generation ages 20 to 40, while connected by technology and social media, are more motivated to give and volunteer as a result of personal engagement and human connections, a new study says.

Many millennials will respond to the chance to connect with a nonprofit's leadership and have a voice in the organization's direction, the study says.

So nonprofits that want to tap those donors should redesign their processes for engaging and asking, and should treat millennial givers more like established donors and volunteers, says the 2010 Millennial Donor Study, a joint project of Achieve and Johnson Grossnickle Associates.

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