Millennial donors give based on trust

publication date: May 18, 2011
As reported in the Philanthropy Journal, U.S. donors aged 20 to 35 (also known as Millennial donors) are motivated to give by a compelling cause and an organization they trust. They also prefer to make their donation online.

These donors give generously, but not a lot to any one charity. The bulk of giving my Millennials was to three or four organizations, with the single largest gift totalling less than $150.

Celebrity spokespeople are clearly not the answer to increasing your fundraising results. Only 2% of Millennials indicated that they would be motivated to give by a celebrity endorsement.

The full study, conducted by Achieve and Johnson, Grossnickle and Associates, can be found here.

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