It was a privilege for me to take part in a CEO Dialogue event in California hosted by my good friend John Pearson, author of The Leadership Buckets. It was a great day sharing ideas, talking about trends in non-profit management and getting to know some of the great CEO’s from around the US. One of the topics that seemed to be on the mind of many leaders was How To Reach and Engage the Next Generation of Supporters for our organization?
At the root of this concern is that many organizations have an aging donor base and there is real concern that the next generation, those under the age of 30- often called Millennials, are not engaging with organizations in the same way as past generations, particularly as it regards charitable giving. It my mind many organizations and leaders are in for a rude awakening if they don’t adjust the way they are approaching and even thinking about the Millennial generation as regards to Charitable Giving.
Here’s my take on the next generation:
1. They don’t care about your organization and they never will. What they care about is people and the cause they believe in. Past generations have had varying degrees of organizational commitment, but none has ever been so personalized as Millennials. If you try to tam to them in group-speak, they’ll likely turn you off and exit the building. Focus on the stuff that really matters, not just organizational survival.
2. Volunteering Rules! This generation wants to get their hands dirty and help people. Get ready for them, make the volunteer experience meaningful and challenging. Make sure you make volunteering a way to stay connected to the cause In the future.
3. Share, Share, Share. This generation sees through petty kingdom building and waste. Find ways to share, collaborate, and connect. Don’t bother with sending old school direct mail to this group, it won’t work, and not just because they’re cash-poor. They want to give, but in ways that are cash-and-beyond. Connecting digitally, whether on Facebook, through sharing photos on Flicker, Twitter or on your site. Make it about more than just you.
4. Listen and Learn. Millennials see the world differently and like past generations, they’ll create the world they want to live in. We have to listen and learn from them how they want to make a difference. Every group, ministry, Rescue Mission and church has to get ready for how they’ll engage with this next generation of givers. Those that fail to adjust do so to their own peril.
WHAT HAVE I MISSED? Do you agree or disagree that this generation is different from the past?
David Curry
