By Kate Rapoport, Aspire Research Group, Prospect Research Trainee

Researchers and historians have given a name to the generation born after 1981, the Millennial generation. The first generation to come of age in the new millennium, this group has become the focus of a great deal of research. How does the Millennial generation think, shop, live, give? A great deal of early work on this generation assumed that the most important thing about the age group was their experience with and immersion in all sorts of technology and social media. However, further research is bringing to light a truth that shouldn’t be so shocking. Despite all the technology the Millennial generation is surrounded with, interpersonal relationships and face-to-face meetings are still crucial to the decisions that this group makes.

A point that 2010 Achieve and Johnson, Grossnickle and Associates’ study, Millennial Donors: A Study of Millennial Giving and Engagement Habits found is that while giving via mobile/text and social networks is an up and coming way of soliciting gifts, 91% of Millennial donors are at least somewhat likely to respond to a face-to-face request, but only 8% are likely to respond to an email request. The personal touch and a specific project are still the best way to reach the Millennial generation.

So where does this information leave professionals at non-profit organizations? Research into Millennials’ habits gives us some suggestions about ways to focus an ask. In 2008, The Center on Philanthropy at Indiana University for Campbell’s & Company conducted a study called Generational Differences in Charitable Giving and in Motivations for Giving. One finding from this study stands out: the Millennial generation gives their money when they feel that it will help make the world a better place. They care less about what influence they will have on an organization and more about making a difference.

This finding is supported by the 2010 Millennial Donors study, referenced above, which found that over 55% of Millennial donors are likely or highly likely to respond to being asked to give more to a specific project, while the same 55% are unlikely to give to a general, non-specific request. These studies indicate that when approaching a Millennial donor, one needs to have a specific project that the donor would be interested in. If what you need are unrestricted operating funds, make the request sound like a project – limited time-frame, measurable objectives and a dollar goal.

If you want to identify Millennial donors for a targeted campaign, contact us at Aspire Research Group and we can help you add ages to your donor records. And be sure to check out our expert Resource Partners too!

You can reach us at (800) 494-4132 or (727) 231-0516 in Florida, or jen at aspireresearchgroup.com.