For nonprofit organizations to remain vibrant and relevant well into the future, they must understand what drives younger donors and how they will expect to interact with organizations. We aim to bring a fresh perspective on the young mind and how these younger donors will impact the future of nonprofits with our upcoming webinar: Leverage the power of young generations for the future of your nonprofit. Youth today remain ready to make a difference across society through social action—practical action in the service of others to create positive change. This can mean anything from rallying support for passionate causes, volunteering their time, or engaging with the cause through donations. 

Identifying what drives younger donors to take action for social good allows nonprofit organizations to understand what the future of giving looks like through the lens of the very group they aim to ultimately attract in the near future. But it also offers an opportunity to find evidence-based solutions to many pain points that impact an organization’s growth, since younger donors often also expect organizational efficiency (including digital), transparency, and impact.

Values and expectations of younger donors

Here are five traits that younger donors value when interacting with nonprofit organizations.

• Efficiency. Younger generations expect both an efficient use of their time and an efficient use of their resources. Remember, these are generations who have led the movement towards zero-waste practices! These donors expect the  “one-click” conveniences they experience in their daily lives, such as through an online remote giving experience. Particularly important are also mobile giving experiences as 25% of young donors use their mobile devices to complete donations. Organizations that can’t meet these expectations risk losing out on connecting with younger donors.
• Technology Forward.  From work to shopping to social interactions, the world is increasingly embracing online technology and it’s important to remember that, Millennials and Generation Z live a life that is immersed in technology. For instance, Millennials, who grew up with technological advancements, have an “expectation that virtual tools be readily available at the workplace”.. Younger generations are drawn to organizations that adopt technology-forward procedures and embrace change. As the younger generations enter the workforce, they will be looking for these same values in their workplaces. Employers who deliver on these values will be able to enhance talent retention and satisfaction within the younger demographic.
• Transparency. One of the many positives that technology has brought upon us is an increased need for accountability and transparency. Simply put, the internet removes barriers that once existed, making it easier for younger audiences to simply Google what an organization is doing and how they are perceived. For younger donors, this means that when they engage in a transaction, they expect to experience transparency. In the case of giving, this means seeing exactly where their donation goes. 
• Tangible Impact. Alongside transparency,  being able to show a tangible result is equally important. Consider this:  78% of Millennials are “likely or somewhat likely” to stop giving if they felt the organization lacked transparency on how their donation made an impact. The same is true for Generation Z who want to see a “direct impact” of their philanthropic involvement. This makes it unsurprising that there is an alignment between in-kind giving and younger donors, since when they make an in-kind gift they are able to achieve a measurable result with their donation (ie., through a tangible product or service).
• Willingness to support good. Above all, a notable trait that these younger generations exemplify is a genuine passion for social good. For instance, looking at the pandemic, nearly 75% of Millennials provided “financial support to family, friends or nonprofits.” This willingness to support organizations is a powerful opportunity, with a large group of individuals voicing their desire to help. To take advantage of this opportunity, it will be up to organizations to prioritize these values and listen to their younger donors. 

How can nonprofit organizations adapt?

To continue to engage donors in a meaningful way, nonprofit organizations will have to adapt to these values. For those organizations willing to adopt innovation and leap towards change, these values present an opportunity to create longevity and build long-lasting relationships. 

Prioritizing these values sets organizations up for more than just increased donations, with streamlined processes an important added benefit. There is power in cutting operating costs as much as there is in raising donations, as both can positively impact an organization’s cash flow. Thus it is vital to focus on both sides of the equation and not to underestimate the value of decreasing operating costs. We’ve rounded up some of our top tips here, but don’t forget to access your free 10-step checklist at the bottom of the article as well. 

• Create transparency around your organization’s mission and the communities you serve, as well as how you achieve impact. This prioritizes a trusting relationship right from the start.
• Use technology to create an online giving experience that prioritizes efficiency (ie., easy to give in one go) and omits any physical barriers (ie., donors can give from any part of North America, despite your organization’s physical location).
• Communicate the tangible result of their donation to donors. Consider highlighting the receiving family’s story via a thank-you note after the donation has been made.

On the flip side, organizations that fail to adapt their giving experience to what is expected by these younger generations may find themselves falling behind and losing out on an untapped donor pool. Especially for those organizations that have an aging or stagnant donor pool, failing to include an appeal to younger generations will mean missing out on an important opportunity to increase donations both now and in the future, which will ultimately impact the organization’s longevity. 

Download our FREE 10-step checklist and guide for tangible steps you can implement now to strengthen your organization’s ability to continue to deliver a positive impact.

Kickstart your giving journey

There is no doubt that the future will bring an abundance of opportunities for nonprofit organizations that can leverage the power of younger generations. Register today for our free webinar to learn how your nonprofit can engage younger donors and future-proof your offerings to deliver impact for years to come. 

Libi Berenson is a woman entrepreneur, experienced leader, and operations executive on a mission to help those who need it most through her innovative platform Geenees. Geenees is leading the new-age of giving by empowering nonprofit organizations to upscale and attract new generations of donors.