The answer, according to a recent Campbell & Co. study, is TRUE. Eighty-percent of its Millennial respondents participate in charitable giving. The report also dispels the myth that my peers and I are less generous than older generations when it comes to giving.
“Factors such as education, income level and frequency of church attendance -- not age -- account for the differences between generations in how much and how often people give to charities the study concluded.”That’s great news for non-profits! The challenge, then, becomes communicating with potential Millennial donors in a way we will hear, understand and want to be a part of. Too often well-intentioned messaging gets lost in translation.
-Western Michigan Business Review article
http://www.mlive.com/businessreview/western/index.ssf/2008/06/study_millennials_just_as_will.html
"It's like any other transition -- foundations and philanthropic organizations need to think about what issues are important to those donors and how they want to be communicated with and all of the other complexities that go into their fund raising. The needs of the market are changing. Organizations are having to adapt to that change and the way they raise funds."So, what motivates Millennials to give? “A desire to make the world a better place,” the report finds.
-Maria Gajewski, researcher with the Dorothy A. Johnson Center for Philanthropy and Nonprofit Leadership at Grand Valley State University, as quoted in the Western Michigan Business Review
