[NPFX Ep. 64] How to Engage Millennial and Gen Z Donors: Make Them Partners in Progress (with Derrick Feldmann)
Welcome to The Nonprofit Fundraising Exchange, a podcast from IPM Advancement. Our mission is to empower nonprofits to succeed so they can make the world a better place.
Today’s topic: How to Engage Millennial and Gen Z Donors: Make Them Partners in Progress (with Derrick Feldmann)
As giving from Boomers and Gen X decreases, Millennials and Gen Z are becoming more and more important to the long-term health of nonprofits. Yet many fundraisers struggle to connect with these young donors. In today's episode, we explore what it takes to engage the younger generations, and how you can make your nonprofit's mission resonate with donors of all ages.
Episode highlights include:
- Millennials and Gen Z want to make an impact but need to see progress from their contributions.
- Understanding the value propositions that different generations bring to nonprofit organizations.
- Nonprofits need to clearly articulate their goals and the role of millennials and Gen Z in achieving those goals.
- The importance of creating achievable milestones that millennials and Gen Z can rally around.
- The types of causes that millennials and Gen Z are most attracted to.
- The importance of peer-to-peer communication in engaging millennials and Gen Z.
- The need to identify trusted messengers who can authentically communicate the organization's mission.
- Creating easy opportunities for engagement that align with the path of least resistance for millennials and Gen Z.
- The challenges of engaging millennials and Gen Z with causes that may not inspire immediate support.
- Building trust with millennials and Gen Z through authentic and transparent communication.
- Common mistakes like focusing on delivery mechanisms or creating millennial initiatives as a last resort when other strategies have failed.
- Do millennials and Gen Z respond to traditional fundraising methods like direct mail?
- Recruiting focus groups to help test campaigns to refine engagement strategies.
Special Offer: Free 30-minute consultation for NPFX listeners
Additional Resources
- IPM's free Nonprofit Resource Library
- Derrick Feldmann's Movement Notes
- [NPFX] Giving USA 2023: Key Insights behind the Numbers
- [NPFX] Next Gen Donors and the Arts (with Jaimie Mayer)
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Guest
Derrick Feldmann is recognized internationally as a leading researcher and advisor on social issues, movements, and consumer public action. Producing and leading nearly two dozen research studies a year, Feldmann has built an impressive body of research and insights into how and why the public takes action for change. He is the author of three books: The Corporate Social Mind — How Companies Lead Social Change From the Inside Out; Social Movements for Good — How Companies and Causes Create Viral Change; and Cause for Change — The Why and How of Nonprofit Millennial Engagement. Feldmann currently splits his time between social issue research and advisory firm ISG Research Advisors and the Ad Council Research Institute, where he oversees public research studies on pressing issues affecting Americans. Before ISG, Feldmann led the research team for the Millennial Impact Project with The Case Foundation, producing the comprehensive Millennial Impact Reports on how and why millennials choose to engage in cause movements.
Hosts
Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.
Rich Frazier has worked in the nonprofit sector for over 30 years. In his role as senior consultant with IPM Advancement, Rich offers extensive understanding and knowledge in major gifts program management, fund development, strategic planning, and board of directors development.