Jul 24, 2013
Millennials are becoming a more important group of donors, but nonprofits that want to encourage young people to give risk wasting time unless they have a frequently updated website, according to The Chronicle of Philanthropy. If a website is out-of-date, millennials are less likely to give to the organization, according to findings from a survey of young donors conducted by The Millennial Impact Project. Charities need to regularly update their sites and make a case for why potential donors should support their cause. In addition, updating the online donation form can make it easier for nonprofits to encourage donations on their website.
Young donors want organizations to share stories, which means the nonprofit's website provides a valuable opportunity to connect with individuals by providing engaging content. People want to read articles about successful projects and programs, and they liked to see information about the people the organization serves. Not meeting these demands could cause potential donors to support a different organization instead.
Social media is a valuable tool for connecting with millennials
Most members of Generation Y are very active on social media sites, which may provide nonprofits another opportunity to reach out to young people and share content. Social platforms can help charities generate a higher number of donations when used properly, The Fundraising Authority said. If organizations don't maintain regular activity on social sites, they won't increase awareness of their cause. The nonprofit needs to post updates a few times a week to stay fresh in donors' minds.
Organizations need to be personal on social media. Nonprofits shouldn't connect with potential donors just for the sake of maintaining an online presence. They need to be invested in increasing awareness of the cause, fundraising events and volunteer opportunities. In addition, a social media strategy should always have a goal. If organizations want to gain new volunteers, increase donations or spread the word about the charity, the goal needs to drive strategy.
When posting on social media, nonprofits should link back to their website often. If potential donors engage with social media content and follow the link to the site, they may be more likely to donate or subscribe to the organization's e-newsletter. However, encouraging individuals to visit the site requires updating content regularly. Because younger donors aren't interested in outdated information, it's important for organizations to maintain their website. Utilizing online channels can help nonprofits gain donations from new sources.