Mention Millennials (those born 1981-1995), and a lot of people in fundraising swoon. Like they're basically a gold mine we can walk into and start grabbing nuggets any time we want.
If that's what you think, please think again.
And while you're doing that, read The Millennial Myth at The Agitator.
Next year, Millennials will overtake Boomers as the largest generation in the US. And there are indications that culturally they are more tuned to service and philanthropy than other generations. Sounds promising, right?
Reality check: Millennials are 25.9% of the US population. But they make 11% of US charitable giving. (Blackbaud study here.) Here's average per-person giving by generation:
- Millennials: $481
- Generation X: $732
- Boomers: $1,212
The difference has little to do with the relative virtue of each generation. It's all about age. I'm confident that Millennial giving will increase as they age. And if they are truly more philanthropic than other generations, we will have a kind of gold age of fundraising as their large numbers and generous hearts start showing up in fundraising numbers.
But here's the main point from The Agitator about Millennials that you should take note of:
Looking at Millennials with the belief they act one way or the other as a group is not reliable.
There are other factors that tell you a lot more about the likelihood someone will give. Mainly their age (as opposed to their generation), and whether they are practicing religious believers. There are other lifestyle things that may be predictive, depending on your cause.
But looking at Millennials and thinking you're looking at a gold mine?
It doesn't work. It's a waste of money, time, and energy.
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from Future Fundraising Now https://ift.tt/2qMsmS1
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