Donating through social media is an emerging form that’s revolutionizing donations. Bringing new expectations to charitable contributions, millennials are shaking up what used to be a routine platform. Understanding how this generation views and feels about charity is essential in creating events, they will be excited to raise money for and participate in.
Donating Through Social Media
Millennials are unique in the fact that they are not the most financially stable generation, yet according to “The Millennial Impact Report” taken in 2014, 84% made a charitable donation in 2014. With about 80 million millennials in the United States, that means almost 67 million of them donated to causes they believed in.
There is a preconceived idea that it is a lost cause to try to receive donations from a generation struggling with student loan debt, but that could not be further from the truth.
There are many ways to grab the attention of millennials, but what really stands out is being able to create experiences they can post about. Social media platforms are free and there to be utilized, if they’re already going to be posting about it, your organization might as well take advantage of the marketing. Apps such as Snap Chat create filters called Geo-tags otherwise known as geography tags showing the location of the user. Create a hands-on event such as a dance-a-thon, cook-off events or even something as simple as a half marathon, these are events to show up to, and therefore the location needs to be shared. When you see one millennial it is likely there will be others not too far behind, posting where they’re at and what they’re doing is likely going to cause others to come join.
When using social media, there is also a great feature of setting up donations via text messaging. High function simplicity is key to grasping this generation’s attention. Red Cross, for example, has a phone number set up for quick donations in $10 increments when natural disasters strike. You can have something similar set up for your organization through many nonprofit companies such as “Giving Fire” which doesn’t charge a fee for each text-based donation you receive as well as making it very simple for your donor.
Millennials care about issues, not organizations and that is important to keep in mind when trying to raise money for your group or nonprofit. Being transparent and providing accurate information of where the donation will be going will likely help your success. With that comes grey territory, although this generation appreciates transparency, millennials want information quick and probably will not read lengthy newsletters or long-winded emails. Twitter has limited number of characters that can be used per tweet, meaning you need to grasp millennials attention quickly and thoroughly.
Pairing an exciting photo of last year’s Dance-a-Thon or Bubble Run with a tweet explaining the details and a website link of where to sign up will gravitate traffic to your organization’s website where you can better tell what you have planned. Another benefit of mobile and online donations, they are easy to track and keep the record of whereas checks can take a while to receive if they are by mail and then even longer to be cleared by the bank.
In the eyes of a millennial, minimal steps such as, Tweeting, “liking” photos, and sharing links online is a step helping charity. Being patient and building up a relationship with your potential donors is how you will retain loyal donations from this generation. They might not donate from the start but once trusting your charity or organization, they will volunteer time or donate money.
Meeting the demands of millennials expectations can be challenging for companies who have
Been doing the same thing for years but the change will be rewarding. If your charity is helping build schools or feeding children, millennials expect that they will be able to share those photos on their Facebook page with their friends.
Donating through social media is key to keeping millennials interested. The more shares and retweets are better for your image as well as satisfying to your potential donors, everyone wins. You can use social media to your advantage with donations.
Using Stewardships electronic giving solution, you can use custom reporting and share mobile-friendly web pages to your followers and community. Sharing the opportunity to donate more often will increase the likelihood to give. Therefore, using an online giving platform will increase millennials to donate through social media.