Online giving is a pivotal way to attract and retain the next generation of donors. According to the Millennial Donor Survey, 49% of Millennials of gave online. This survey included responses from nearly 3,000 people between the ages of 25 and 35. It provides valuable insights for nonprofits wishing to use online philanthropy to create chains of habit.
Communicating with Millennials
Millennials expect to give and prefer to give online. According to the survey, the top 2 preferred methods of communication are via the web and email. They also expect nonprofits to use electronic means of communicating – social media, websites, enewsletters – to keep in touch. For this generation, the print newsletter is a dinosaur.
Soliciting gifts from Millennials
According to the survey, the top 2 preferred methods of being solicited for a donation are via a personal request and online.
Online giving allows for easy peer-to-peer asks which result in larger giving circles. It is ideal for capturing the attention of this generation and it is ideal for nonprofits who want to increase their donor pool.
Of the Millennials who gave online, about half gave $150 or below. The Millennial generation is the least financially established of all the generations. Their gifts are often small; however, they are making the commitment to give to social causes. They are forming chains of habit.
Chains of habit
We know that past behavior is a predictor to future behavior. What we do today, we are likely to do tomorrow. When we graciously (and creatively!) solicit and accept smaller donations online, we are paving the road to long term donor relationships.
“Chains of habit are generally
too small to be felt until they are
too strong to be broken.”
What are YOU doing to create the chains of habit?
In order to help nonprofits maximize online philanthropy and create ‘chains of habit, I’ve created Online Giving 2012: Your Best Year Ever. This yearlong webinar course will help you master the core competencies of online philanthropy – online relationship building, enewsletters, social media strategy, online giving campaigns, branding, and more.
- Create your 2012 Online Giving Road Map
- Develop an engaged social media community
- Deliver an enewsletter donors wait for
- Raise funds via a successful online giving campaign
Monthly Course Webinars include:*
Jan: Online Giving ~ Are you Ready? (30 min – free)
Feb: Creating Your Roadmap for Online Giving
Mar: Leaving Your Mark ~ Branding, SEO, & the Web
April: You’ve Got My Ear ~ Donors and Enewsletters
May: Online Cultivation ~ Donors and Social Media
June: The Anatomy of an Ask ~ Designing Your Online Fundraising Campaign
July: Testing the Waters ~ Warming Your Audience with Small Online Asks
Aug: Bonus Class ~ Participants vote on the topic
Sept: PowerHour ~ Review and provide feedback on classmates’ campaigns
Oct: It’s You, Online ~ Using Your Personal Brand to Maximize Fundraising Nov: Final Push ~ Harnessing the best fundraising month of the year
Dec: Bonus Class ~ Participants vote on the topic
Purchase the yearlong series for $275 by January 31st and save $225! That is a $75 savings off of the full price of the year ($350) plus two FREE 30 minute coaching sessions valued at $150. What a deal!
Are you ready to harness the power of online giving?
Receive two free 30 minute coaching sessions when you register now for Online Giving 2012: Your Best Year Ever! These coaching sessions can be used at any time throughout the year.
Want more information? The first webinar is free! This webinar Online Giving: Are You Ready will articulate the core competencies needed for a successful online giving campaign. It will lay out the road map for the course and show you exactly what you can do to make 2012 your best year ever.