Millennial Donors Want Engagement on Facebook, Right? Think Again.

Maybe. But if you want to really engage them, they put a very high value on face to face time.


There's a new study fresh off the press that every AFP member should read. The 2010 Millennial Donor Study, conducted by Achieve and Johnson Grossnickle Associates (JGA), reports findings from more than 2,200 people between the ages of 20 and 40 across the U.S. about their giving habits and engagement preferences. 75% of survey participants fell into that mysterious age group of high powered texters and savvy multi-media users, the millennial generation--otherwise known as Generation Y.

Basically, the study found that when Millennials get involved with a nonprofit, in addition to giving financially, they want:

• To affect change
• Create direction
• Access to the organization’s leadership

Woah! Are we ready for those things? We better be, if we want to influence and attract the next generation of donors. Although they may not have a lot of money to give now, they will. And they're growing up fast, getting into the stream of the workplace and influence many others.
Here's some of what stood out to me:

• 91% of Millennial donors are at least somewhat likely to respond to a face-to-face request for money from a nonprofit, with 27% being highly likely to respond. Only 8% are highly likely to respond to an e-mail request. YET, E-mail is Millennial donors’ most preferred communication method, with 93% of respondents favoring it for receiving information. Facebook comes in at only 23.8%.

So Millenials prefer e-mail communication, but only 8% are likely to respond to an e-mail request? This will take some consideration from our nonprofits. Any thoughts?

• 71.9% of Millennial donors don’t need to volunteer for an organization before they donate.

That was a shocker for me!

• 75% of Millennial donors are at least somewhat interested in working closely with organization leadership to define the direction of the organization or helping the board create solutions to challenges. Maybe not a huge surprise, but how do we engage them? Community Youth Development is a good local source.

So what are factors that influence giving?

• Millennial donors say they would be likely or highly likely to give if asked by a family member (74.6%) or a friend (62.8 %). Only 37.8% would be likely or highly likely to give is asked by a coworker. Hmmmm....interesting. So we still need to keep their parents in mind but ALSO remember to ask our current donors to share their charitable passions and organizations with their kids. Big one.

There are lots of other jewels in this report. Hope you'll check it out and post your comments on the AFP blog.

What are your thoughts? Any experiences with this at your nonprofit?

-Susie Bowie

Debra Jacobs of The Patterson Foundation Speaks: Give While You Live, and Leave a Legacy

If you’re a part of the local nonprofit sector, you know that last year’s announcement of the newly formed $190 million Patterson Foundation has kept us on edge and curious to know more about the woman who made it possible.

Nearly 350 people filled Michael’s on East yesterday to hear Debra Jacobs, President and CEO of the new foundation, speak at AFP’s Giving Matters Luncheon. Mission-themed centerpieces contributed by attending nonprofits provided great fodder for the lunch-time conversation, aided by guest host Judi Gallagher’s lively and spirited remarks. But when Debra took the stage, things got quiet fast.

“We have the responsibility and opportunity to use our talents, treasures and time to make a difference today,” Debra said.

She asked us to be patient, assuring us that the grantmaking process is being carefully and painstakingly considered and will be announced in January 2010.

“We don’t want to do what others are already doing,” said Debra, who has been working since last summer with the daunting and exciting challenge of determining the direction for the large unrestricted gift left by Mrs. Patterson. There were no geographic or mission based requirements specified.

In working on what Debra described as the foundation’s two spheres, their business practices and their mission/focus, she and others are making sure their grantmaking impact extends far beyond the check.
An overarching theme in Debra’s remarks was this: the world we live in today looks, smells and feels the way it does all because of individual decisions.

After highlighting a few of the great women in philanthropy over the last 200 years, Debra emphasized that it’s not the size of the gift that matters, only that you make it—even in a time of economic uncertainty. “Once you know the joy of giving, you never stop giving, you just focus it.”

Debra urged each audience member to explore what speaks to her heart and soul in what they give.
For Dorothy Patterson—described as an independent, gracious and kind woman with impeccable morals—giving was just part of who she was.

Dorothy moved to Sarasota in 1979 with her husband Jim, whose family established wealth in the newspaper industry in Chicago and New York. The two often entertained their ten nieces and nephews at their home and took them on trips to New York City’s Carnegie Hall. The Pattersons traveled extensively and especially enjoyed Italy.

Dorothy was troubled with extreme rheumatoid arthritis and with Alzheimer’s in her later years and had 24 hour nursing care until the end so that she could maintain as much independence as possible. Two of her nurses retired after her death because they knew they would never have another patient as caring as Dorothy.

“We each have minutes, magic and money,” Debra said. The Patterson Foundation is learning from the best and brightest to create a legacy honoring the spirit of Dorothy and Jim.

At the conclusion of the program, we enjoyed table discussions about leaving a legacy and one of our favorite local philanthropists, Betty Schoenbaum encouraged us to give while we’re still here so that we can experience the joy of helping others.


Faith Pridmore and Dr. Susan Olsen founded the local Giving Matters chapter. To become a member, e-mail fmpridmore@comcast.net.