Photo courtesy of gin soak
This week, we take a look at the development and fundraising sector and explore how the next generation is shaping this profession, issue area, and field--both as stewards of this department and as contributors and philanthropists. Guest bloggers who are thought leaders in this sector share their ideas on what is to come.
Fundraising Appeals Are Not Natural for Millennials
Derrick Feldmann is CEO of Achieve. He is responsible for providing strategy to clients, overseeing the creative development of client work, and leading the full execution of fundraising efforts for clients. In addition, he leads the research team on the Millennial Engagement Survey and the planning team for the Millennial Engagement Summit.
This year, as part of our Millennial Impact research, we facilitated focus groups around the country with Millennials to hear their ideas and reasons for involvement. Halfway through the focus groups, we would display on screen actual solicitations from local and national organizations.
When we displayed fundraising appeals, Millennials in the focus groups started to pick apart solicitation after solicitation. Even some of the best-designed calls for support received some of the lowest feedback ratings. Comments like “this is great looking, but I don’t get it,” and “why does the organization think this will inspire me to give” were very common.
Then it was one outspoken Millennial that helped us understand the reaction we were getting from our tests. We will call her Amanda. Rather than rant about how bad fundraising appeals were in the session, she stopped everyone and stated the following:
“I personally may or may not like what is in front of us right now [as she points to a fundraising appeal on the screen]. But here is the ultimate issue for me – it’s unnatural. The fundraising appeals I get at home, the emails I receive from an organization, or even the special events I go to where they ask for money – it is all so unnatural. Nowhere would I ever interact with a company or organization the way fundraising is done to me. “
As the conversation continued, we discovered Amanda was on to something. She picked up on a very important piece to the Millennial donor makeup: Millennials involve, act, and give to those organizations where it seems natural to participate.
Millennials naturally interact with their friends and peers offline and online. They are inspired by conversation, attracted to visually appealing messages, and act in the moment when they are engaged with their circles of influences.
Amanda further explained her position:
“What is natural for me is for a friend of mine to email me or send a message on Facebook asking me to support them in a run or a walk for cancer because I know her mom was affected and it would mean a lot. What’s also natural is attending an event with a group of friends to show our support for that person and the issue they care about. Lastly, I think it is natural when you receive information because I have an interest and not because I was on some list. Then doing something more for the organization on my own terms because I believe there is a reason I should.”
Organizations practice what is very natural to them – sending out fundraising appeals and waiting for response. But this practice of asking for support isn’t always natural to a Millennial. When we think of Millennial fundraising, we need to solicit in a natural way so they can respond to your need. Here are three ways to build natural fundraising efforts that garner reaction from Millennials:
Soliciting Through Peers and Friends
Millennials engage in natural and human conversations with their friends. They participate with organizations because a friend or family member told them support is necessary with a reason why. If you want Millennials to support your cause, utilize a Millennial’s peer group – friends that would have an interest because the Millennial has been affected by your cause and they are willing to spread that short reason why support is important right now. Don’t know where to find a Millennial peer group? Ask your Facebook fans and Twitter followers if they would be interested in organizing an informal group of friends to hear about the next event, volunteer opportunity, or where your money goes.
Talk with Millennials First
Millennials talk to each other and they actively participate in conversations when they feel the other person is listening. Through their online and offline conversations, they get inspired in the moment and act. When they act, they want to act impulsively in order to fulfill their interest of helping. As an organization, spend time talking with Millennials first to build trust, but be ready to help them react fast when the moment is right. Create a conversation about an important issue related to your cause and ensure your online donation landing pages are ready for their response.
Be Simple
Conversation among Millennials is quick and simple. Whether it is through text, chat, or even email, this generation expects short and to the point from their friends. You need to do the same thing. Cut your fundraising appeal down to less than 100 words. Help them understand why you need support, why you need money now, and how to make a gift possible.
Fundraising can be natural if you move away from constant unnatural practices when seeking support from Millennials. The best interaction among Millennials and organizations is when it doesn’t hurt to talk to the other person. Take this opportunity to make it your own and create a natural, relationship with Millennials that leads to giving.