Wow! Can you believe we’re already on Week 10 of #whatgiveswednesday? Time is flying!
I thought this milestone was a good opportunity to look back at weeks 1 through 9 and ask, “What have we learned so far?”
I re-read the first 9 posts and already some clear themes are coming through. Here they are:
I’ll talk more about communicating with young donors in a sec, but transparency on its own was one of the most important factors I identified after re-reading the posts. Charities must be transparent when communicating with (young) donors. Make your impact known, allow donors to see stats and metrics on their impact, and let them know without a doubt that you did exactly what you said you would with their money.
As Sheena Greer told us in her awesome #whatgiveswednesday guest blog post, “We are going to give our time first and our money second.” You’ll show young donors just how transparent and trustworthy you are when they get involved and have a “behind the scenes” look at who you are and what you do. Make it fun and social for them, and the money will follow.
The trend is that all donors – young and old – are moving away from unrestricted giving. It goes hand-in-hand with the changing approach to philanthropy; it isn’t guilt or obligation-driven anymore, so there isn’t a willingness to just pour funds into a general fund and impact… who knows what? Make your giving opportunities more exciting, specific, and cause-driven.
FOUR: MAKE GIVING EASY
If you’re investing in your young donor program, you better have an easy online giving form that’s also mobile friendly. End of story.
In addition to being transparent, there are other important factors in your communication with young donors: be clear, be concise, tell stories, use images, integrate short videos, include user-generated content, and be authentic. Don’t use an institutional voice; get existing young donors – a.k.a. “gen y besties” – to tell their stories for you, just like Carolyn Hawthorn suggested in her #whatgiveswednesday guest blog post.
It’s not that complicated, but there’s still more mystery to be solved! Tune in on Wednesday, April 15 for our next segment. Thanks for reading!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in educational fundraising for the past eight years. Click here to learn more about Maeve.