The charitable landscape has been changing… and millennials are taking the lead in helping nonprofit organizations. As the generation willing to donate the most money and spend the most time volunteering, it’s clear they need to be talked to in a way that engages them where they are… but, where do you need to be online to get their attention? How should you approach them? What do they want to know before they donate or volunteer their time? Let’s look at five things that will help effectively attract a generation that, to some people, seems uninterested in making a difference in the world.
Keep an Updated Website
With nearly 85% of millennials using their phone to access the Internet, it is especially important your website works the way that’s intended. It matters to them if the overall look feels updated and if the different pages load quickly. If the content and design look outdated or if a page takes a long time to load, they are likely to leave. To avoid them leaving because of design, it’s best to test how your website looks and fast it loads on the different major browsers.
In addition to look and load speed, it also matters if a feature is working the way you expect for it to. If you have a form, event calendar, embedded video, or anything else that will enhance a visitor’s experience… make sure they are also working on all the major browsers. Having random errors on a website creates a question of whether someone’s taking care of the online image and discourages millennials from donating.
Offer Online Donation Option
Since so many millennials have moved to paying bills online, it’s only fitting to also offer online donation options as well for those people who prefer online transactions. In addition to being able to pay online, the experience needs to be one that’s quick and easy. The more steps needed to process a donation, the more discourage the user will get… and the more likely they will leave the page without finishing the donation process.
Their concern with donations goes beyond just having the option to donate online… millennials also like the ability setup a monthly donate. They are interested in donating a large amount to an organization, but they are more interested in spreading that investment out into multiple smaller donations rather than one lump sum.
Be Transparent & Authentic
With so much information available online, millennials have grown accustom to researching before spending their money. They want to know how the money is used, so they know what their donation is going toward. When donating toward a project, they want to get updates on its progress… once the project is done, they want to see information on the final stats for it.
Along with wanting as much information as possible before donating, they also want to get involved with organizations that are authentic in their communication. They are a generation that does not appreciate “cheesy” messaging that tries to sell something to them. Instead they want to hear about how organizations are working to make a difference in the world. They also want to see appreciation when a donation is made.
Use Social Media (& Make Shareable Content)
A majority of millennials (85%) are actively engaging on social media. Social media is their place to go for any and all information; keeping connected with people they know, learning about people they’ve heard about, understanding what’s going on in the world, and researching products/services/organizations before investing money.
Not only is it their source for research and connection, but it’s their place to share things they believe in. For that reason, it’s important for all your content to be something they would want to share with those they know… as well as giving them a way to share the content on their preferred social media platform.
Suggest Ways to Get Involved
With a drive to make a difference in their world, millennials want to do more than just donate money… they also want to get involved with the nonprofits they like. Find ways to allow for them to help make a difference in your organization and tell them about it, both on your website and over social media. In addition to having a volunteer page, tell them about the option of volunteering on your donation thank you page. As a donor, they have a stronger drive to do more to help your organization out.
Conclusion
Millennials are driven to make a difference in the world, they just need to be given the right reason to donate or volunteer. Today we talked about five things that would help motivate them; updated website, online donation options, transparency & authenticity, available on social media and volunteer options. By connecting with millennials where they go online and talking to them in ways they appreciate, you’re helping encourage them to act at your organization.
