Millenials, Social Media, and Fundraising

Adrianne Geiger Dumond

Adrianne Geiger Dumond


Millenials (born between 1980-2000) are said to comprise 75% of the American workforce by 2025. The press is full of articles about their expectations for a different kind of work space, work-life balance, and finding meaningful work ( see my last month’s blog). This population also has the potential to be donors and supporters of nonprofit financial goals.

All of us are aware of the impact on life and work that mobile devices (IPhones, IPads, etc.) have had on everyday life. Social media (Facebook, Twitter, Google) have even crept into the nightly news – quotes used to support a point made. In fact, the Chronicle of Philanthropy last month had an article titled ‘ Google Tweaks Algorithm to Favor Mobile-Friendly Websites’. The point made was that if nonprofits wanted their websites to make the top of a Google search list, they should hire a web developer to make the changes, that content management for the change was reasonably inexpensive, and worth the investment to attract donors.

If we want millenials to answer to fundraising, what are the parameters for mobile devices?

  • A clear, concise and compelling mission statement: One that is inspirational.
  • Personal and compelling stories that will make an impact: Make it simple and brief, focusing on headlines with links to more info.
  • Provide a clear call to action, making it easy for them to engage. For example, a fundraising goal for a specific project or program, a matching gift contribution
  • Provide photos/videos of real recipients of your service, or other imagery and make sure it is easy to share. Don’t use stock photos or imagery that don’t represent real people connected to your cause.

The nonprofit world has much to gain by heeding the expectations for meaningful work of the millennial generation – both as employees and donors. By being thoughtful in communicating the opportunities and in providing career paths that inspire and develop our young people, the nonprofit sector can more effectively benefit from their talent, skills, and motivation. They are our future leaders.

Author:  Adrianne Geiger DuMond, Executive Coaches of Orange County,