Lowering the giving barrier for millennials

Charlie Davenport

According to the Millennial Impact Report, 72 percent of Millennials are eager to join a non-profit and a little over 50 percent would like to give monthly to a charitable organisation.

When looking at these statistics, it’s clear that Millennials are eager, and would like to contribute. But what’s holding up the action? Why is the ‘Giving Barrier’ so high? Understanding that even small contributions can make an impact, why are we so hesitant to get involved?

Although millennials are clearly seeking a more meaningful life, my hypothesis is that we’d like to do so without seriously inconveniencing ourselves, more so than previous generations. Sound selfish and contradictory? Yes. But, our world of increased stimulation and increasingly instant gratification has taught us these behaviours. And non-profits don’t have to suffer the consequences of that mindset.

As a personal offender of the false ‘I have too much going on’ sentiment, I wondered why I don’t feel that way about the organisations I’m involved in, and why these organisations have my attention, my heart, my time, and my wallet. And most importantly, what the journey to full organisation immersion has looked like.

  1. It was easy to get started: I had just moved to Austin, and wanted to get involved with Big Brothers Big Sisters of Central Texas, but wasn’t sure I had the time. I was getting married, settling into a new life, etc. etc. BBBS offered an option to be a part of a continued giving program. £20/month, that’s it. Easy enough. A few cups of coffee at home as opposed to Starbucks. My monthly ‘thank you’ email served as a reminder of the importance of my gift, and I began to feel like an invaluable part of the organisation (there’s that instant gratification!). Over time, that good feeling remained at the front of my mind, and when I realised how great it felt to make a difference, I decided to take the next step and become a big sister.
  2. There’s always an opportunity to get involved more/in different ways: Whenever I feel the desire to get more involved, there’s always a way. Whether it’s a bowling tournament, joining an event planning committee, or simply sharing my experience with the volunteer management team, BBBS gives so many ways to continue to be involved, with varying levels of complexity/commitment. Whenever I’m ready, they’re ready, and it feels like a true partnership.
  3. Communication and support are consistent: from the beginning of my journey as a contributor and big sister, the communication and support received from this organisation have been consistent and professional. I’ve always clearly understood what my contribution is funding, and my Match Support Specialist is constantly checking in to ensure things are going well. BBBS has developed local partnerships all throughout town (making volunteering easy and more fun), and I consistently receive communications about what’s happening in the organisation. I feel involved, updated, and reminded of the cause I’m contributing to. Disclaimer: understand these communications cost money, and it is much easier said than done, but regardless is valued!
  4. I feel the organisation is invested in me. This organisation recognised that I have an interest in sharing my story and getting deeply involved, and has leveraged that opportunity to speak, build awareness about events, and encourage my friends to contribute, regardless on what level. I feel that they’re invested in me as a volunteer, and I’m certainly incredibly invested in them.

The end result of my experience with this organisation is that I appreciate them (and everyone who works there), I feel fulfilled in my life (check out that selfishness!) and I’m reminded that the contributions of time and money are making a difference.

Every organisation is different. What isn’t different is that it’s easier than we think to get involved. And while it’s not the responsibility of nonprofits to spoon-feed Millennials all the benefits of serving others, there are small things organisations can do to reach us in a more actionable way.

Millennials want to give with ease, but even more than that we crave a sense of purpose. If you can give us a reason to get out from behind our devices, you may help us realise that we have more time and resources to contribute than we think.

And then, true to form, we’ll pick up our devices and humblebrag to our friends about our service-mindedness later—influencer marketing for you! A win for us both.

The post Lowering the Giving Barrier for Millennials appeared first on Blackbaud Europe and NP Engage.

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