30 Stats Nonprofits Should Know When Engaging Millennials

Taylor Corrado
Taylor Corrado



nonprofit-millennialsThe number one takeaway from creative service agency Achieve's 2013 Millennial Impact Report is that Generation Y-ers support causes they feel passionate about. So, it's up to you to inspire Millennials and show them that their support and contributions can make a significant impact on your mission.

Within this report are a number of findings broken down into three sections: how Millennials connect with organizations, get involved by volunteering, and give financially to organizations for which they care.

We’ve pulled out all of the important stats you need to know should you be thinking about engaging this important demographic in the coming years.

Learning How Millennials Connect

Connecting with Millennials by providing them with quality content and info through mobile devices, your website, social media channels, and email marketing should be part of your multi-channel approach to engagement and fundraising.

Here are some interesting stats from the report that detail how Gen Y-ers connected with organizations in 2012.

Millennials' Mobile Experiences With Nonprofits:

1) 83% of respondents said they own smartphones, with 80% of this group noting they prefer nonprofits to have mobile-friendly websites. (Tweet this stat!)

2) Meanwhile, 59% stated they like when nonprofit websites provide news or action-oriented headlines that link to more information or next steps on their sites. (Tweet this stat!)

3) More than half of respondents indicated they're annoyed when they're not able to find nonprofit details, like contact information, quickly and easily. (Tweet this stat!)

Connecting With Nonprofits on Social Media:

4) Nearly half of respondents follow 1-5 organizations on social media, while three-quarters of them Like, retweet or share social content. (Tweet this stat!)

5) Additionally, more than 60% of respondents said they liked when nonprofits shared stories about successful projects or the people they help. (Tweet this stat!)

6) Almost seven in 10 Gen Y-ers (69%) surveyed don't like constantly being asked for money or help via social and seeing the same social posts over and over again. (Tweet this stat!)

7) Also, 39% said they prefer organizations interact with them informally on social networks, rather than try to connect with them using formal PR language. (Tweet this stat!)

Using Email to Connect With Nonprofits:

8) Roughly two-thirds of respondents relayed they receive email or e-newsletters from 1-5 different nonprofits. (Tweet this stat!)

9) As a result of an email request, 52% signed a petition or pledge and donated, while 49% shared or forwarded news or updates. (Tweet this stat!)

10) 57% said they enjoy emails that contained a calendar of upcoming events, as well as ones that provided short, timely updates with links to full articles. (Tweet this stat!)

11) Meanwhile, 54% indicated they liked emails that shared success stories related to the organizations programmatic work. (Tweet this stat!)

12) Too many emails can cause considerable dissatisfaction among Millennials, though, as about 70% polled said high frequency of emails was their top pet peeve. (Tweet this stat!)

Accessing Nonprofits' Websites:

13) 51% of Millennials have visited a nonprofit's website and connected with them on social media, while 46% have read a blog post on a nonprofit's site. (Tweet this stat!)

14) Moreover, 46% of Gen Y-ers have donated to a cause via a nonprofit’s website. (Tweet this stat!)

15) Three-quarters of Millennials said the biggest turnoff of a website is when its information hasn’t been updated recently. (Tweet this stat!)

Knowing How Gen Y-ers Get Involved

Numerous Millennials may want to volunteer their time to your organization. To get them to do so, you just need to give them the opportunity and make it worth their while.

These figures related to how Millennials were involved with organizations during 2012 could help you determine what lights their fire and lead them to not give back and join causes.

Motivating Factors for Gen Y-ers to Give:

16) Nearly four in five Gen Y-ers were motivated by the opportunity to work on a cause they are passionate about. (Tweet this stat!)

17) 56% were prompted to help out because they got to meet new people who care about the same cause or issue. (Tweet this stat!)

18) Additionally, 46% said they inspired to act because they were able to lend pro-bono skills and expertise. (Tweet this stat!)

Reasons Why They Want to Get Involved:

19) 56% cited the chance to meet people their age with similar interests as a prime reason to get involved. (Tweet this stat!)

20) Further, 43% said they helped out with an organization to broaden their skill set for future professional use. (Tweet this stat!)

21) Five in six Millennials noted their main reason for joining up with a nonprofit was because they are passionate about that organization's cause. (Tweet this stat!)

22) 51% stated they were interested in the networking benefits from volunteering. (Tweet this stat!)

Determining How Millennials Give

While Millennials may not have the means to give in large amounts, they are giving. They are also much more willing to fundraise for an organization by asking their networks to contribute to their personal campaigns.

Below are some stats that show specifically what Gen Y-ers did in 2012 to bolster causes and help out nonprofits.

Giving Online vs. Giving Offline:

23) Slightly more than half of Millennials were interested in monthly giving. (Tweet this stat!)

24) 83% of respondents made a financial gift to an organization in 2012. (Tweet this stat!)

25) 84% of Gen Y-ers said they did or wanted to donate via a website during the year. (Tweet this stat!)

26) Surprise! Just one in 10 of respondents preferred to give over the phone. (Tweet this stat!)

Millennials Donate and Encourage Others:

27) Nearly half (49%) of Millennials are most likely to give when they know how their gift will impact an organization’s work. (Tweet this stat!)

28) 40% of respondents donated between $1 and $50 to nonprofits in 2012, while 23% gave between $51-$100. (Tweet this stat!)

29) Seven out of 10 Gen Y-ers said they were willing to raise money on behalf of a nonprofit they care about. (Tweet this stat!)

30) 46% indicated they prefer asking people to donate to a designated nonprofit in lieu of physical gifts. (Tweet this stat!)

How are you engaging or thinking of engaging this new generation of supporters?

Image credit: NeoGaboX

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