How to Engage the Next Generation of Donors for Long-Term Impact

The world of fundraising is changing. Emerging donors, Millennials, and Gen Z are looking for more than a feel-good moment when they give. 75% of Millennials give because they want to make a tangible difference. Nonprofit funding is no longer about feeling like you made a difference in your community; it's about knowing that you did. So, how does a nonprofit navigate this changing fundraising world and strategically engage emerging donors? 

If your nonprofit wants to attract emerging donors, your primary focus needs to be on impact. Do this by highlighting the real outcomes of your programs, not just through stats and numbers but through stories and testimonies. However, don’t necessarily make these stories about your organization. Show your supporters and how their support is making a difference. In your communication, your audience needs to be the hero. Tell stories that connect with their hearts by reflecting your supporter's impact on their neighbors and their communities. For example, if your nonprofit helps feed families, tell the story of how a meal helped a specific family overcome tough times and how they are now thriving because of your donor's support. By sharing your supporters' impact on their neighbors, you can make them feel like a part of something bigger, something that is making a difference in their world, even if it is close to home.

Another important aspect that should always be a part of your communication strategy with the next generation is transparency. Emerging donors have a sharp sense for authenticity. In fact, 47% of younger donors stop giving if they feel unclear about where their money is going. Be open about your successes and your struggles. This generation appreciates honesty and wants to partner with you in solving problems, not just funding your work. So be honest about the challenges you are facing and focus on how your audience’s support can help you overcome challenges and, in turn, impact their community. 

Emerging donors are passionate and driven by a desire to see real change. By focusing on transparency and impact, your nonprofit can engage these donors and build a lasting relationship.