Title

SHOW ME THE MONEY: ASSESSING FINANCIAL CONTRIBUTIONS OF MILLENNIAL DONORS

Presenter Information

Victoria Zimmer

Presentation Type

Presentation

Abstract

The millennial generation, born between the 1980’s and 1990’s, is an understudied population in terms of financial contributions to charitable non-profit organizations. National studies show that this generation is civically engaged despite commonly held misperceptions. As the millennial generation matures, they will become increasingly important for the viability of the nonprofit sector. This study assesses various aspects of financial contributions of Missoula millennial donors to determine how the local nonprofit community can more effectively target this population. This study uses in-depth surveys of approximately one hundred randomly selected University of Montana student millennials who are 18 years-old or older. The survey questions are designed to examine Millennial donation and communication preferences. Students were asked about their financial contributions and about their preferences for solicitation. This information will be used to compare the regional Missoula data to similar national studies. Understanding how to engage the millennial population is increasingly critical to nonprofit organizations that seek to use donor segmentation as a means of building and maintaining a donor base.

Category

Social Sciences

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Apr 15th, 9:40 AM Apr 15th, 10:00 AM

SHOW ME THE MONEY: ASSESSING FINANCIAL CONTRIBUTIONS OF MILLENNIAL DONORS

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The millennial generation, born between the 1980’s and 1990’s, is an understudied population in terms of financial contributions to charitable non-profit organizations. National studies show that this generation is civically engaged despite commonly held misperceptions. As the millennial generation matures, they will become increasingly important for the viability of the nonprofit sector. This study assesses various aspects of financial contributions of Missoula millennial donors to determine how the local nonprofit community can more effectively target this population. This study uses in-depth surveys of approximately one hundred randomly selected University of Montana student millennials who are 18 years-old or older. The survey questions are designed to examine Millennial donation and communication preferences. Students were asked about their financial contributions and about their preferences for solicitation. This information will be used to compare the regional Missoula data to similar national studies. Understanding how to engage the millennial population is increasingly critical to nonprofit organizations that seek to use donor segmentation as a means of building and maintaining a donor base.