Trying to Figure Out Younger Donors

Trying to Figure Out Younger Donors

They spend all of their time with their heads buried in their smartphones.
Older generations think that younger people have been spoiled by helicopter parents who solved all of their problems.
Nonprofits can’t figure them out, so they are waiting until today’s younger people reach a higher earning potential before they invest in strategies to cultivate their interests.
These are just some of the misconceptions that can be seen in the media and heard in nonprofit circles. Younger donors are a great big mystery!
We at Thropic know that these misguided notions couldn’t be farther from the truth. In fact, there hasn’t been a generation more committed to solving the world’s problems than younger people today.
The numbers speak for themselves. Generation Y, aka. Millennials (Born 1981 – 1995), represents over a fourth of the American population at 73 million people. 84% of these millennials (61.3m) give to charity annually, donating an average of $481 across 3.3 organizations.
Gen Z, aged 3 to 23 years old, is the next powerhouse generation with similar national population numbers as Millennials.
Yet, many nonprofits don’t have a strategy for these younger donors. Most of these nonprofits have raised money in traditional ways like direct mail and have just in the last 3-4 years really started investing in digital fundraising, which may or may not include mobile.
At Thropic, we live where younger donors live. Our strategy is based solely in the interests and actions of younger donors, making it easy for them to support their causes in ways that they prefer.
In this series, The Untapped Power of Younger Donors, we will be showcasing examples of younger people taking the reins and solving problems. It is an exciting time, like none other in the history of fundraising. We look forward to sharing our stories and hearing from you!
 Will Swan is Chief Fundraising Officer at Thropic. Will has been a fundraising consultant and strategist for the last 30 years. He has worked with dozens of regional and national nonprofits to increase their revenue and mission impact. To find out more about Thropic, you can reach Will at will.swan@thropic.app or visit our website at https://thropic.app/ .

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