Christine M. Dockter, April 22,
2009
Young 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,
the traditional stages: cultivation, solicitation and stewardship still remain the best fundraising
strategies 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 young 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 young donors'
interests and introduce them to leaders and stakeholders within your organization.
Seek their non financial support.
Making a difference through volunteering gives young donors 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 other young
donors.
Trust is #1
Young 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.
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 making 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 your younger donors
you will find out what they value. Like any great relationship, communication is critical for
continued growth. Keep your young donors 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 a young donor (or any donor for that matter) to your
organization? 9 times out of 10 it is your mission. Highlight your mission and excite your young
donors about where you are going, what you are doing and how they will enable you to reach new
goals with their support.
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