This month, we sat down with Millennials all across the United States to ask them about philanthropy, donations, and contributions to social good… and here is what we heard from them:
“I believe in making the world a better place… I donate to causes that align with my value system and to organizations that make the best use of the resources that are given to them.”
“I want to make a difference and make sure that I give all my resources to the correct charity that I believe in.”
“I loan 10% of my profits as a business owner to other women business owners around the world.”
“I have given to many [individuals] standing out on street corners over the last year. My family and I volunteer as teachers at our church; make meals for those having surgery at the local hospital; and volunteer for the Heart Association, Feed My Starving Children, etc. whenever we get a chance.”
In short, the Millennial generation is a rather generous group of individuals. Despite a less-than-great economic outlook and a heap of financial obligations, Millennials are still intent on creating positive change on their surroundings – 76% prefer to provide their time to certain causes, 69% prefer to donate money, 52% prefer to purchase particular products, 49% prefer to provide resources to organizations, and 44% prefer to supply their services to a particular cause.
Even more impressive is the fact that almost half (49%) of respondents will donate more than five times per year. These donations tend to be less than $50. In fact, 52% of Millennials revealing that their average donation tends to be in that range. About 33% of respondents donate, on average, between $50 and $100, while less than 20% donate more than $100.
When Millennials choose to provide time rather than money, 58% spend less than four hours volunteering while only 19% spend between four and eight hours. 23% spend, on average, more than 8 hours volunteering for a particular cause.
For charity organizations, it is important to determine how to get the Millennials’ attention. 79% of MIllennials discover volunteer opportunities or charitable products/services through friends, 64% hear about such opportunities through family, and 52% learn through word-of mouth.
It’s important to note that 76% of Millennials learn of charitable opportunities through social media – with 72% following those charitable causes on Facebook, 31% on Twitter, 19% on Instagram, and 12% on LinkedIn.
They also don’t hesitate to pay it forward when it comes to information. 8 out of 10 Millennials are likely to share information on their causes on Facebook. 39% are likely to do so on Twitter, 24% on Instagram, and 11% on LinkedIn.
Outside of social media, the Internet is still making a big splash in the fundraising world for Millennial donators – particularly through crowd-funding platforms. 50% of Millennials have already given to a charitable crowd-funding cause.
However, it is important to remember that Millennials are also seeking attention and recognition. Take a look at the ALS Ice Bucket Challenge, which was the perfect example of giving (either through donating money or raising awareness) and receiving (through social media likes, reposts, etc. and social recognition). Almost half (46%) of respondents admit that they would like to be recognized for the donations that they make. And 90% are more likely to donate if they can pay for a product/service, for which part of the proceeds go to a charitable cause – thus allowing them to receive something in return.
With all of this information, it is clear that Millennials are primed and ready to give – but it is your job to nab their attention, inspire their passions, and show them the results of their work, time, and money in order to guarantee long-term support and interest.
For instance, based on our research and conversations with Millennials, we have compiled a list of their 25 favorite for-purpose organizations – organizations that are working toward social betterment while maintaining their startup roots and focus on efficiency:
1. Pencils of Promise
3. Warby Parker
4. American Red Cross
5. Habitat For Humanity
6. Doctors Without Borders
7. Planned Parenthood
9. Girl Scouts
10. Make A Wish
11. Toys for Tots
12. American Cancer Society
13. American Heart Association
14. Whole Foods Market
17. Trader Joes
18. The Salvation Army
22. American Apparel[LW2]
And, check out the five organizations that are still beloved by Millennials, but just barely missed the cut…
26. Multiple Sclerosis Society
27. Johnson & Johnson
28. YMCA / YWCA
29. Boys and Girls Club
- Posted by admin
- On October 8, 2015
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