Attract and Retain Young Donors
The Top 10 Tips

Your non profit fundraising ideas should include a strategy about how to attract young donors. These donors, those 20-40 years old, require some special consideration.

Think about it. Most have always had a computer and are completely comfortable with technology. Social networking membership is a given and some may text and email as much as they speak during their work day.

Nevertheless, traditional development stages: cultivation, solicitation and stewardship still remain the best bet even for the young donor.

So what steps can an organization take to be relevant to these social-savvy and potentially upwardly mobile donors? Check out these basics.

Meet Them Where They Are

Does your organization have a presence on Facebook, Twitter or some other relevant social networking site? If not, you should. If you don’t have a clue where to start, talk to your potential younger donors for help or your college intern. They will help you to make some sense of all of this new technology.

Connect With Potential Young Donors

Promote your organization’s activities and events to young professionals networks both on and off line.

Network

It’s not all about the Web. Networking occurs everywhere. Find out about potential donors’ interests and introduce them to leaders and stakeholders within your organization.

Seek Their Non Financial Support

Making a difference through volunteering gives these individuals the opportunity to learn your organization’s mission from the inside. It’s unfiltered and it’s real – just what they want to know.

Create Leadership Positions

Offering positions on your board or advisory committees for young donors is a great way to demonstrate the inclusivity of your organization which will ultimately attract more individuals who fall into this category.

Trust is #1

These donors are smart. They know how to research your organization on Charity Navigator and other sources. Your organization’s transparency and information about how donations are used in your mission are some of the best ways to build trust. They can find out in a few mouse clicks how transparent your organization really is so make the information easy to access.

Ask

Now that you’ve built this great trusting relationship and your young donors understand your mission…don’t forget to make the ask! The best way to ask is in person or on the phone but many young donors will make their first gifts online. Telling compelling stories through videos (on your website or Facebook page) attract potential donors to your organization and build in the call to action which is the DONATION.

Stewardship

After the first gifts, it is critical to continue to demonstrate the value of their contribution and their relationship with your organization.

Stewardship 2.0

Stewardship really never ends but just gets better. As you come to understand this demographic you will find out what they value. Like any great relationship, communication is critical for continued growth. Keep them up to date with your organization’s goals, programs and successes!

Grow the Gifts!

Giving becomes a habit if properly managed. Professional and timely gift acknowledgments, information about how donations are used and asking the donor how they want to give (online, monthly, yearly, time of year, etc.) are all critical factors in sustaining and increasing donations over time.

Mission Focus

It’s ALL about the mission. What attracts this demographic (or any demographic for that matter) to your organization? 9 times out of 10 it is your mission. Highlight your mission and excite your constituents about where you are going, what you are doing and how they will enable you to reach new goals with their support.

In Summary

The time you invest to develop creative ways to engage younger donors will pay off in their years of sustained giving and loyalty to your organization. Don’t skimp on these donors. Become relevant and your investment will pay off!

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