WEBINAR: Understanding the Next Generation of Donors and How They Will Change The World
There has been a lot of speculation about the needs and behavior of “next gen” donors and their thirst for impact as well as their desire to utilize less traditional financial vehicles to transfer funds to nonprofits. ONE HUNDRED and Changing Our World conducted a study to understand the donation habits of millennials and Gen Zers, both overall and specifically in terms of monetary donations. The objectives were to identify ways to encourage them to donate more money to nonprofits via specific language and communications methods and to develop next gen audience segments to identify those who are most likely to donate. These next gen personas can be used by nonprofits to tailor messaging to distinct audiences defined by attitudes and behaviors in addition to age, helping to ensure that messages resonate and more effectively drive engagement and donations.