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A very popular topic in fundraising circles these days has been the infamous "Millennial Generation" or "Gen Y" and how they are changing the donation game. 

I recently attended a Millennial Donor Summit which was presented as a fully virtual conference. Delegates could interact live with one another and with presenters through video and chat functions. 

Today, AFP dedicated a full newsletter to addressing this very issue.

But, why does it matter and what does it all mean?


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There seem to be some unspoken fears about this new generation of donors that the conversation is trying to address:
  • How can/should charities reach out through social media - a tool most of us still don't understand?
  • Will those seemingly detached hoards who float about all day connected to an iPod ever become engaged in their communities?
  • What will happen to us all if they are not as philanthropic as other generations?


What is emerging from this huge conversation is that though millennials like to communicate via online media and that while Google might be the first point of interaction with a non-profit or charity, there is little that differentiates them from donors belonging to an older demographic. 

Millennials also like to be connected with in a personal way, to be engaged and to be given a chance to become passionate, to be involved, to be asked for gifts and to be offered information about the impact of their participation.

From my perspective, now is the right time to be reaching out to members of this new generation of donors and offering opportunities for meaningful involvement and exceptional stewardship. My guest blog post yesterday at The Fundraising Coach website makes the suggestion that we need to start re-thinking the old rule of measuring engagement by donation-dollar values. 


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What will this look like when it arrives via text message!













Our most engaged younger donors often fall below the "stewardship radar" because the dollar value of their support can be lower than our wealthiest donors. However, it makes sense to begin investing now in these individuals who are thought-leaders for their own generation if we hope to build a philanthropic culture for the future. 

Nothing new, just a need to take the time to offer a personal touch, to step out from behind your website and say "thanks" or offer an invitation to visit, volunteer, join the board...






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