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Diversity, Inclusion and the Millennial Donor: A Paradigm Shift
By Michelle S. Gollapalli, MBA, CFRE, CAP®
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Definitions of diversity and inclusion have evolved and grown over the years, each expanding to fit business models and practices within the corporate and nonprofit sectors. Most involved representation, fairness and a sense of equality. Now, with the new and burgeoning wave of Millennials (those born between 1980 and 1997) joining the workforce, that definition has been disrupted, according to a study by Deloitte University and the Billie Jean King Leadership Initiative. In defining diversity, millennials move beyond the integration of demographic differences to the perspective of blending unique experiences, the combining of different ideas to overcome challenges - a cognitive diversity. Inclusion, to the millennial, is the support for a collaborative environment, one that connects individuals, rather than just gat
hering diverse groups in a common forum.
So why should we pay attention to the Millennial Perspective? These young professionals are already the most diverse generation in history (from the traditional perspective of the word!). Only 59 percent of millennials are Caucasian and 27 percent of them have immigrant backgrounds. And in just 10 years, they will comprise nearly 75% of the workforce, and thereby become a significant portion of our donor base as well. They are also more tolerant and encouraging of alternative perspectives than older generations, but are intolerant of environments that don't allow them to be themselves and to have a voice in decision-making.
For nonprofit organizations looking to enhance their donor base and build sustainability, focusing on the millennial perspective and personality will reap rich dividends. A few key characteristics and responsive strategies to address them from a donor-centric perspective:
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Characteristics
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Strategy
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Millennial donors are careful, even risk-averse.
Having grown up in the Great Recession, they are cautious; many of them are still paying down large student loans.
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Focus on annual giving, acknowledging generosity even at smaller giving levels to keep those channels of communication open. This helps build trust, so when this upwardly mobile generation has more capacity, your organization will take a top spot in their charitable giving.
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Millennials value a culture of connectivity.
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Build an environment of engagement. Empower your millennial donors to have a voice in your organization. Include them in advisory groups and ask for their opinion on surveys.
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Millennials are technologically adept.
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Create online forums for discussion. Invite them to like your Facebook page and strengthen your social media presence. Have them tweet at events and program workshops. Encourage them to share your organization's YouTube videos. And, as more than 80% of them own smartphones, make sure your webpage is mobile efficient.
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It's all about convenience.
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Make it easy to give - have your 'Donate Now' button very visible and prominent on your website. Have mobile friendly donation options in all electronic communications. Make social media posts easy to share. When filling out a form online, have an autofill option for donor information so repeat donations are encouraged.
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Transparency is critically important.
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Millennial donors are more likely to research the organizations they give to, so make sure you have a positive, visible and current public profile on Guidestar and similar forums. Have annual reports available and accessible in electronic format on your website.
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Michelle S. Gollapalli, MBA, CFRE, CAP® is the Vice President of Development at Kennedy Health and the Executive Director of the Kennedy Health Care Foundation. She has close to 20 years of experience in fundraising, serving nonprofits in various fields, ranging from public broadcasting to education, youth development and disabilities and most recently, in healthcare. Michelle has served as chair of the Diversity and Outreach Committee of the Greater Philadelphia Chapter of the AFP and currently serves on the Diversity and Inclusion committee for AFP International.
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