The Three Things You MUST Do to Attract Younger Donors
Over the years, one of the most common challenges United Ways have shared with us is their difficulty attracting younger donors. We know from our years of research that the average United Way donor is between the ages of 50 and 64. Meaning that for most United Ways, a large portion of their donors will be retiring within the next 15 years, and not enough younger donors are coming in to replace them. So, how can you attract younger donors?
1. Offer volunteer opportunities for your United Way
We know that the younger generations, Gen Z and Millennials, volunteer. According to AmeriCorps 2023 Civic Engagement and Volunteering Data Dashboard, 34.1% of 16-17 year olds participated in formal volunteering, 22.6% of 18-24 year olds participated in formal volunteering, and 29.4% of 25-44 year olds participated in formal volunteering.
We also know that, according to The Chronicle of Philanthropy, “People who volunteer their time are also more likely to financially support an organization, with 79 percent of those who volunteer with a nonprofit also donating to that organization.”
So, if younger generations are volunteering and volunteering leads to donating, it is imperative that younger donors be provided an opportunity to volunteer with United Way.
However, instead of providing younger donors with an opportunity to volunteer for United Way, many United Ways have instead taken on the role of “volunteer matchmaker,” pairing people with volunteering opportunities throughout the community at other local nonprofits. While there is nothing inherently wrong with passing volunteers through to other nonprofits, when United Ways forget to pair volunteers with themselves, they are missing out on building strong relationships with younger donors that will last a lifetime.
2. Offer low barrier affinity groups
Another common way that individuals are able to connect with United Way is through affinity groups. Typically, young donors are encouraged to join their local Emerging Leaders group or a Young Leaders Society. These groups are a fantastic way for young donors to connect with the work that United Way is doing and learn more about the impact that their donation is having on the community.
Unfortunately, a lot of times these groups come with a minimum donation amount to join. This minimum donation can be a barrier to younger donors when it comes to getting involved with United Way, as it requires them to invest a sizable amount to money into United Way, without knowing exactly what is being done.
That is why we love the Emerging Leaders United group at Heart of West Michigan United Way. At Heart of West Michigan United Way, their Emerging Leaders United group is, “open to anyone in the community from their early 20s to age 40 who is committed to the overall well-being of West Michiganders and looking to invest in solutions to fight poverty.”
Group participants are able to volunteer and fundraise to impact poverty in their community, while learning more about the work being done by their local United Way. Even better, while they recommend a $100 annual donation, they do state that, “giving isn’t directly tied to membership…” This model, where potential younger donors are allowed to connect with United Way, without being forced to give beforehand, is one of the best ways to attract and retain younger donors.
3. Have a clear issue
We know from our research that what younger donors want more than anything else is to know what issue your United Way is working on. It isn’t enough to say that you are supporting agencies or funding youth opportunity, healthy community, financial security, and community resilience. Younger donors want to know exactly what their donation is accomplishing. That is why it is easier for issue focused United Ways to attract younger donors. An issue focused United Way first determines what issue they want to impact, decides what they are going to do to impact their issue, and then raises the money necessary to create change around their issue.
With a clear issue that your United Way is working to impact, younger donors will be motivated to not only volunteer and engage with United Way, but also to give.