Generational Marketing

How Nonprofits Are Using Mobile to Attract Young Donors
October 21, 2016 at 9:54 am

As the Detroit Zoological Society prepared to build its new penguin center, the zoo's development staff considered whether to place "text to give" signs near the construction area. After talking to other institutions and a handful of tech vendors, the zoo staff decided against the requests. Response rates at other zoos to such signs "was…

Smartphone Philanthropy: Examining the Charity Concert Model
October 13, 2016 at 8:40 am

Before digital connectivity, nonprofit organizations benefited from concerts that solicited donations and touted their causes. The 1971 Concert for Bangladesh raised money for UNICEF; 1985’s Live Aid sent famine relief to Ethiopia; and since 2004, the Black Ball has collected millions to fight AIDS. Now the charity concert model is changing. Millennials prefer festivals to…

You Better Focus on Baby Boomers!
October 7, 2016 at 9:53 am

Charities looking to bolster their fundraising efforts should focus their attention on Baby Boomers. This group will provide the bulk of money for charities for at least the next decade. But be careful—while Baby Boomers provide a great charitable opportunity, there are some things you should know about targeting this group in your fundraising activities...

Millennials: The New Majority
September 28, 2016 at 10:27 am

While many nonprofit peer-to-peer programs have been able to connect with the Millennial audience based on school or institution structures, the audience often does not often transition to post-academia participation. Why is that?...

Cracking the Millennial Code
September 21, 2016 at 10:09 am

Understanding our audience members and their motivations is important to successfully recruiting them to support our causes. Born in 1980 or later, Millennials are the first generation of digital natives; at about the time they entered high school, the internet became a public space. Half of this group, age 26 and younger, entered high school with social media, first Myspace and then Facebook...

Video: Experiencing Millennial Discussion Overload? 4 Things to Remember
September 16, 2016 at 9:35 am

Cultural organizations desperately need to get better at reaching Millennials in order to thrive in the future. But in order to have these conversations, we need to clear up some craziness. The aim of this week’s "Fast Facts" video is to set the record straight: Talking about the need to reach Millennials is responsible and…

This Nonprofit Is Searching for Millennial Donors on Snapchat
July 15, 2016 at 9:32 am

Be The Match, a nonprofit that manages a bone marrow registry to help blood cancer patients, needs a new way to recruit young, healthy donors, so it's looking for them on apps popular with Millennials. "What we've found is that while anyone between the ages of 18 and 44 can join the registry at no…

Fundraising and the Overrated Demographic
July 8, 2016 at 10:40 am

A lot of marketers see Millennial customers as a sort of gold rush. Last year, they reportedly spent 500 percent more on advertising targeted at Millennials than all other age groups combined. Do I detect some herd mentality? Millennials are better customers for certain things than others: outdoor gear, music, electronics. But big picture? Not…

How Iconic Charities Are Trying to Win Over Millennial Donors
June 6, 2016 at 8:13 am

Some of the country's most iconic nonprofits have struggled to raise money in the past few years, while a new breed of philanthropic organization is thriving thanks in large part to its appeal to Millennial donors. While the American Red Cross ran an operating deficit after its worst fundraising year in over a decade in…

Millennial Philanthropy: The New Normal
June 2, 2016 at 11:32 am

A new normal in philanthropy is fast approaching. As members of the Millennial generation grow into their prime giving years, the impact of these philanthropists will upend "business as usual" for nonprofits in ways they are wholly unprepared to address. First the facts: Members of the Millennial generation are the most philanthropic of any generation…