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Next Generation Philanthropists
A new, younger generation of givers is bringing with it a fresh perspective on giving which differs in many ways from that of its predecessors. Young donors, for instance, have grown up in a postmodern world, a different context from their predecessors. This postmodern mindset will require nonprofit organizations to rethink and rework the way they communicate with this generation. The articles below explore the mindsets and motivations behind the giving of this next generation of philanthropists and how ministries and other nonprofits can appropriately respond to these changes.
Face Time: Charities Flock to Social-Networking Web Sites to Reach out to New People, Spark Discussion, and Help Raise Money
Scott Westcott. The Chronicle of Philanthropy, January 25, 2007.
Charities are making many new friends through online communities such as Facebook and MySpace. As target communities, Facebook has over 14 million members, and MySpace has over 100 million members and 66 million different viewers. MySpace lists 15,587 nonprofit organizations. A nonprofit named Life Rolls On pays an employee to “play” on MySpace, creating social connections, and has made more than 14,000 online friends, the second highest membership of any nonprofit group on that Web site. Do Something, an New York charity which encourages young people to volunteer, has hired a tech-savy Ohio University student to manage its online social networking. The Salvation Army has enabled MySpace members to create “red kettles” on their profiles, where friends can donate or pledge to their charity accounts. One Salvation Army official says that all this online activity is not just about the fund-raising; “It’s really about the relationship aspect. We’ve had a challenging time reaching out to the younger demographic. We’d like to get to know them on their terms so when it comes time to volunteer or make a donation, we come to their minds.”
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So You Want to Appeal to Younger Donors? Strikingly Different Motivations and Communication Preferences Require New Strategies
C. Dirk Rinker. Christian Management Report 25, no. 3 (May/June 2001).
Nonprofit organizations face the challenge of appealing to a new, younger generation (under age 40) of givers who possess a different mindset and set of values from their parents. Among these differences are that this younger generation is less trusting of nonprofits and wants to be assured that organizations will be effective and that their money will be put to good use. Learning which issues motivate younger givers and what strategies maintain their attention is essential for any organization with long-term goals. Note: No downloadable text or audio is available at this time.
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The New Wealthy
Youth in Philanthropy