It’s a new year, and your marketing team is probably working hard to create a donation strategy to carry you through 2018. If this is true, there’s one group you can’t afford to overlook in the process: millennials.
In addition to being the largest generation on the planet (with about 77 million members), millennials are also the best-educated group of young adults in history. Right now, they wield more than $1.3 trillion in annual buying power, and that number is projected to climb to $3.39 trillion by the end of 2018.
Wondering what they do with all this money? The answer is great news for nonprofits...
They like to donate. In 2014, upwards of 84% of millennials made charitable donations.
With this in mind, one thing is certain: millennials can be a valuable resource for your nonprofit organization, as long as you market your mission in a way that resonates with them.
Here are our top tips to get started.
Marketing to Millennials: How to Make Your Mission Irresistible
How do you capture the attention of millennials? How do you, as an NPO, showcase the ins and outs of your mission and communicate how important it is for millennials to get involved.
Here are some tried-and-true approaches:
1. Make Your Mission Transparent
Millennials are highly discerning shoppers. They’re also tech-natives, which means they can (and will) use the web to research anything they want, any time they want.
With this much access to information, there’s virtually no way to BS millennials into thinking you’re something you’re not, or that your organization is doing something it’s not.
With this in mind, it pays to keep everything as transparent as possible. This goes for who you are, what you’re doing, and where the money you’re raising is going.
One great way to do this is to build a comprehensive FAQ page, which details who you’re helping, what the money you raise is doing, and how you work to achieve your mission.
When you position yourself as an honest and forthcoming NPO, millennials are more likely to support you in the years to come.
2. Make Giving Flexible
Millennials like options, and you’ve got to provide some choices if you want to reel them in. While other generations may be happy to donate on a single platform, millennials want to interact with your mission through various marketing channels.
This may mean utilizing a combination of direct mail marketing, social media, and email campaigns, or building an app that allows millennials to donate with the click of a button.
While there is no “right” or “wrong” way to diversify your giving platform, it’s essential to remember that providing millennials with donation choices will elicit more support and, likely, larger contributions.
3. Make It Engaging
It’s not enough for millennials to just know about your cause - they also want to be involved in it. With this in mind, make the marketing of your mission as engaging as possible for them.
You can do this by borrowing some tricks from experiential marketing, creating infographics, dispersing email content with plenty of original photos and other “updating” material, and creating social media and print material to distribute to past supporters or people who are interested in supporting you in the future.
The exact path you choose will depend, in large part, on your mission. Just remember that the more engaging you can be (remember the “start with why” approach), the more committed your millennial fans will be.
4. Let Your Supporters Take Center Stage
One of the best ways to get millennials involved with your mission is to show them how other millennials have supported you in the past.
While there are dozens of ways to do this, user-generated content is a fantastic option.
User-generated content puts your supporters at the center of your social media or digital content strategy. By showcasing their efforts and their input, you make your mission more relatable and compelling to other, would-be supporters.
Check out how Charity:Water does this on their Instagram feed:
To give your supporters a place in your advertising strategy, use their stories, photos, and input in your digital content. Not only does this make your mission more approachable to others, but it humanizes your organization and provides a real-life example of how essential your work is.
Marketing Your Mission, The Smart Way
If you want to make 2018 your best fundraising year yet, it’s essential for your NPO to capture the attention of millennials. Luckily, this isn’t nearly as challenging as it may seem. By following these tips and finding creative ways to showcase your mission and make it engaging to your donors, you can grab the attention of millennial supporters far and wide.
Ready to level-up your nonprofit website in 2018?