What I’m Curious About

How Nonprofits Can Better Engage Young People

Millennial this, Gen Z that. We hear a lot these days about the tech-savvy, socially conscious generations that are certainly redefining a lot of what we know. And for many organizations, reaching young people means adapting your fundraising strategies to connect with them. 

But how? Well, the first step is making sure you’re leveraging any digital platform you use to communicate your mission and impact effectively. Embracing technology is a big part of bridging this divide, as you’re more likely to reach younger audiences where they are most active and can provide opportunities for them to get involved in causes they care about. Don’t think Facebook, though. Instagram and TikTok are more their speed.

Something else to keep in mind is transparency and authenticity. Transparency has been a big theme lately in the philanthropy world, and Millennials and Gen Z are making it known that they value organizations that are open about their operations and finances. Nonprofits should be clear about their goals, impact, and how donations are being used. Building trust through transparency can foster long-term engagement and support from younger generations.

By embracing technology, fostering transparency, and creating meaningful experiences, you can connect with and inspire younger generations to become actively involved in your cause and mission.

What I’m Passionate About

Monthly Giving Reigns King

It won't come as a major surprise that in 2022 - a tough year for many - revenue from one-time online giving decreased by 12%. And while there’s no exact reason to point to this decline, it can certainly be attributed to economic uncertainties and the ever-changing landscape of donor behavior.

But on the flip side, revenue from monthly giving increased by 11%, and actually accounted for almost 30% of all online revenue! Aligned with the subscription world we now live in, we’ve also seen the growing popularity of monthly giving programs, as it provides donors with an opportunity to contribute smaller amounts regularly, which can lead to sustained support for nonprofits. It’s a win-win!

So, the importance of adapting your strategies to leverage the potential of monthly giving reigns true. These takeaways from 2022 highlight the need for organizations to consistently communicate the impact of recurring donations effectively and provide convenient platforms for supporters to participate in monthly giving programs.

While it’s not great that online giving experienced a dip, the rise of monthly giving offers a promising avenue for long-term engagement and secure consistent financial support. And who wouldn’t want that?

And if you’d like to learn more about how to build your sustainer program, read on.

What I’m Talking Back To

The Jargon Dilemma 

We’ve all seen it before. “Move the needle.” “Create an equitable world for all”. “Start a movement.” Really, what do these phrases actually mean? Let’s not even talk about the acronyms many organizations throw around without thought.

It’s easy to fall into the trap of using “trendy” language in any communications strategy. But the reality is that it can alienate potential supporters and hinder their ability to connect with our vital causes. And as donors are more and more particular about where their gifts end up, the importance of crafting compelling narratives that resonate with audiences is more important than ever. 

So try and focus on storytelling that is specific, concrete, and relatable. Where you can, incorporate vivid anecdotes, real-life examples, and personal stories. Avoid vague and abstract language. Use simple language. Don’t overcomplicate what you’re trying to say to your audience. That way, you’ll create a more engaging and memorable experience for your audience. Clear and concise statements that directly convey the impact and outcomes of your work helps potential donors understand exactly how their gifts can make a difference.

It’s also worth taking time to listen to and understand the needs and aspirations of your target audience. By actively seeking feedback and engaging in conversations, it’ll be easy to gain insights that inform your storytelling approach and align narratives with the values and interests of your audience.

Is your organization meeting its fundraising goals?

Book a 15-minute introduction call with me to explore how we can help.
Contact me at (703) 972-2406 or boreilly@whillconsulting.com.

About Barbara O'Reilly, CFRE

I’m Barbara O’Reilly, CFRE. As a senior fundraising consultant, I help non-profits peel back the layers and develop a profitable fundraising strategy that focuses on the resources, skills, and tactics they need to build stronger donor relationships and catapult their revenue.

Over the past 25 years, I’ve led record-setting reunion campaigns, been part of major capital campaigns, and successfully managed relationships with major individual and corporate donors. I’ve also helped to launch a new nonprofit; spent many years in a large, complex organization; and worked with everyone in between. I know my team and I can help you catapult your fundraising revenue.

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