Here’s a follow-up to Tom’s report on the reprieve apparently granted to direct mail by Millennials.

The Nonprofit Times in a piece titled 6 Ways to Entice Millennial Donors lists six fundamental steps for attracting Millennial supporters.

The report is based on a presentation — “The Donors of Tomorrow: Effective Ways to Engage Young Audiences” — delivered at the 2017 Nonprofit Technology Conference in Washington, D.C. last month.

Rachel Clemens, chief marketing officer for TradeMark Media, and Ashley Wilson, vice president of marketing and communications for LIVESTRONG, outlined best practices in attracting the Millennial supporters.

Here are what Rachel and Ashley consider the six fundamental steps:

Step #1: Understand this younger audience.

“Millennials understand technology, are racially diverse, want stories to build connections, and are not attracted to communications that look like they are being sold something. An Abila software study showed that preferred channel preferences among donors include peer-to-peer, radio and TV ads, and email.”

[Agitator Note: when it comes to actual purchasing (giving) Tom reports that 87% ‘like receiving Direct Mail and 57% make a purchase following a Direct Mail offer]

Step #2. Focus on design.

“Younger audiences like to be engaged and delighted with visuals such as animation. This does not need to be expensive. Simple design principles such as white space and typography can go a long way.”

Step #3. Recognize them.

“Consider giving swag or incentives for those who support your organization such as LIVESTRONG’s yellow band. Public thank you messages such as spotlighting partners on social media can also be effective.”

Step #4.  Be transparent and authentic.

“Watchdog groups such as Charity Navigator can be helpful in this respect. An example of transparency is the post-Ice Bucket Challenge infographic that was developed to show how donations were spent. An example of authenticity is LIVESTRONG chronicling the experience of a cycling challenge event on social media;

Step #5. Increase inclusion.

“Collective action and participation are valuable. Peer-to-peer fundraising and peer giving groups help lend authenticity. Consider satellite parties for larger events and zanier events such as color runs.”

Step #6. Incorporate Millennials throughout the organization.

“Millennials like to volunteer, so it’s very possible that is how they will come to your organization. Develop a volunteer-donor action plan and think about ways to retain them, help them become advocates, and — down the line — members of your board. Ensure that your board is tapped into the voice of this younger generation. Also evaluate whether younger individuals are in positions of leadership within your organization.”

While I can’t tell you what a “color run” is, all the rest of this advice seems sound to me. I ran it past a number of veteran fundraisers who agreed.

One vet, who shall remain nameless to protect him from youthful wrath, added a 7^th Step.

Step #7.  Wait ‘til they grow up.

What’s your experience with Millennials?

Roger

P.S.  You might be interested in this Infographic from Abila on Millennials and Donor Loyalty.  It also explodes some myths. For example, Millennials prefer longer to shorter content. Although 39% donate online, postal mail comes in as a close second channel at 31%.