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How to reach Millennials

Ten years ago, the U.S. Chamber of Commerce Foundation proclaimed Millennials (those born between 1980 and 1996) as the most studied generation. A decade later, that statement appears to hold true, as organizations continue examining just what makes this generation tick—and how they can catch their attention.

The oldest Millennials are now in their 40s, and some researchers predict they will comprise 75% of the workforce by 2025. As time passes, nonprofits will see more and more of their donation dollars—and their volunteers—coming from this generation.

So how do you reach Millennials? Church Mutual offers these five tips:

  1. Quantify your impact. One big difference between Millennials and the prior generations is that these younger adults want to see numbers. Rather than just trusting that their donation is helping your organization fulfill its mission, they prefer you prove it with quality metrics.
  2. Stay current with social media. This generation lives on Twitter, Instagram, Facebook and other social media outlets. Meet them where they are—not where you want them to be. If you publicize your events and opportunities on print media, for example, you probably won’t reach younger adults.
  3. Make sure your website is accessible across all platforms. Chances are good that Millennials will be viewing your website from a mobile device. Invest time and money into ensuring your website is mobile-friendly, which means users can easily navigate it no matter the size of the device they are using.
  4. Offer short, meaningful volunteer opportunities. According to the 2016 Millennial Impact Report, nearly half of all Millennials surveyed had spent time volunteering in the previous month. Even though members of this generation are squarely in the middle of their working years, they still want to help out when they are able. However, they tend to shy away from longer commitments. Find smaller projects, events and limited-time opportunities for them, and you will gain loyal supporters.
  5. Get them involved with a group of their peers. For volunteering, this means organizing groups of similarly aged people to work together. For donating, this principle applies when you ask for funds online. Crowdfunding sites such as Kickstarter and GoFundMe are extremely popular among Millennials because they allow members of this generation to share what is important to them, and why they are donating their money.

As Baby Boomers and Generation Xers age, Millennials could be your ticket to building a strong future for your organization.