The MIllenial Report 2012
“Stop trying to figure out Millennials and just include them.”
That was one wish of a participant in our Millennial focus group. This theme was seen throughout our research as Millennials showed a desire for nonprofits to be more accessible and inclusive of this generation.
Millennials are eager to be taken seriously as future donors, volunteers, and leaders for causes they care about.
In many ways, our ongoing study of Millennials continues to be a study of contrasts. After three years of research, we’ve learned that, yes, these young donors are fully immersed in the pace and technology of our times, but they are also invested in timeless values.
They want to give and to serve. They want involvements that engage their minds as well as their hands.
In the end, they want to build authentic, personal relationships with nonprofits.
It is not overstating to say that a big part of the nonprofit sector’s future relies on its ability to respond to these young people’s charitable inclinations; yet in surveying nonprofit practitioners, we found many common perceived barriers emerge for why nonprofits were not making engaging Millennials more of a priority. Often they felt it was not worth the time, that this generation did not yield a high enough return
on investment, and in some ways was rather high maintenance.