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JH: How do you make donations (via Web, mobile, check, etc.)?
QD: About 85 percent of my donations are made via the Web. I’ve participated in a few text-to-give campaigns and sometimes make on-the-spot cash gifts, but I rarely write checks.
JH: Are there any particular times of the year when you are more or less motivated to give?
QD: No, but I feel very compelled to give right now because of the economic downturn and the impact it is having on major/older donors, foundations and nonprofits.
JH: What one piece of advice would you give to a nonprofit that wants to attract more millennial donors?
QD: Millennials are supposedly born-and-bred digital natives, which means two things: First, we are very comfortable doing research, donating and connecting online. Second, we expect and respond best to person-to-person connections. This is what our training in social media has taught us — that we can be heard and listened to, and can go directly to the source.
What does this all mean for nonprofits?
“Meet millennials where they are, i.e., in digital space,” Qui says. “But remember that it should be you, not your brand, who reaches out to us. For example, put your name and title on your Twitter profile and say hi. You’ll make more friends online if you engage us as people rather than consumers. And we’re worth cultivating, I promise.”
* Thanks to Keary Kinch, principal and senior vice president at Adams Hussey & Associates, for schooling me on donor age. FS
Jocelyn Harmon is the director of business development at Triplex Interactive and keeper of the Marketing for Nonprofits blog. Reach her at jocelyn.harmon@emailforimpact.com
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