Turning Millennials into Donors

Actionable tips and methods for nonprofits looking to reach and engage millennials as active donors


Millennials--the generation rapidly changing the way we eat, work, exercise, shop, and now, the way we give. Characterized as the generation born between 1980 and 2000, millennials today range from the ages 18 to 38. With millennials now making up the largest portion of the population, it is imperative that nonprofits begin engaging and securing them as donors. But despite making up more than a quarter of the population, millennials account for only 11% of charitable giving.

This may come as a surprise, but millennials have really good intentions. Often referred to as the purpose-driven generation, millennials care about doing social good and yearn to make an impact on the world around them. But there’s a problem--according Blackbaud’s Next Generation of American Giving study, only 25% of millennials believe that monetary giving is the best way to make a difference with charitable organizations.

So how can you, as a nonprofit, turn well-meaning, “I’m-going-to-save-the-world” millennials into tangible donors? And even better--how can you turn them into recurring donors? In this guide, I cover seven approaches that will help your nonprofit both involve and capture the millennial generation.


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And that’s the definitive guide to engaging and securing the Millennial generation.

Now I’ll turn it over to you. What do you think of this guide? Is there anything I missed or you want to see covered? Please send me your thoughts at laura@flourishchange.com.

Laura Soundy

Originally from Sioux Falls, South Dakota, Laura graduated from Baylor University and joined our team in June, 2018. Throughout her college career, she planned and directed multiple fundraising events that raised thousands of dollars for the organizations she was involved with. Outside of the office, Laura loves to compete in sports, play piano, and spend time with friends. She plans to eventually pursue a law degree and continue to work in the nonprofit space.

Flourish began with a simple question:
How can people of all ages — particularly the younger generation — give to and engage with the organizations, and causes, they care about?

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