Nearly 75 million people make up the Millennial generation in the United States, and yet, for many nonprofits, this generation remains an untapped resource. The most significant transfer of wealth known as the Great Transfer of Wealth is shifting from older generations to the Millennials and younger ones. This transfer has prompted nonprofits to navigate new realities caused by the pandemic and other social issues. Nonprofits should consider Millennials as a valuable source of people, power, and philanthropic support. Dr. Holly Hull Miori, an academic, researcher, and fundraising professional, has developed a comprehensive guide that explores the potential roles that Millennials can and should assume in nonprofits, including those of donors, board members, and volunteers. Her guide is designed to engage both academic and nonprofit/fundraising audiences, offering insights and actionable strategies for unlocking the potential of this emerging group. The book presents six distinct findings, providing innovative ideas that nonprofits and fundraisers can implement to engage the Millennial generation effectively. It features a combination of case studies and a roadmap to help readers gain practical insights into engaging this demographic group.
Author(s): Holly Hull Miori
Publisher: Palgrave Macmillan
Year: 2023
Language: English
Pages: 150
City: Cham
Foreword
Acknowledgments
Contents
About the Author
List of Figures
List of Tables
1 Philanthropy and the Millennial Generation
Defining Millennials
Millennials: Two Sides of the Same Coin
Millennials and Philanthropy: More than Avocado Toast and Lattes
Interview: Gabby Leon Spatt
What Is Your First Memory of Philanthropy?
What Is Your Family’s Influence on Philanthropy?
What Is the Last Gift You Made and Why?
What Has Been Your Favorite Gift?
How Did You Get Involved with the Nonprofits You Are Involved in?
How Many Nonprofits Are You Engaged in?
How Did You Get Involved?
Do You Raise Funds for These Nonprofits, Give Personally, or Both?
What Is Your Generation’s Biggest Influence in Philanthropy?
What Do You Hope for Your Generation?
Spending Power: Why Care About Millennials
What Indicators Influence Philanthropy?
Gender
Work
Religion
Social Justice
Relationships
Economic and Political Change
Overview of the Book
References
2 The Nonprofit Landscape: How to Prepare for the Future
History of Philanthropy
Overview of Nonprofit Community
Interview: Taylor Hearn
What Is Your First Memory of Philanthropy?
What Is Your Family’s Influence on Philanthropy?
How Did You Get Involved with the Nonprofits You Are Involved in?
What Is Your Generation’s Biggest Influence in Philanthropy?
How Many Nonprofits Are You Engaged in?
Do You Raise Funds for These Nonprofits, Give Personally, or Both?
What Do You Hope for Your Generation?
What Has Been Your Personal Favorite Gift?
To What Organizations Do People Give?
Foundations
Donor-Advised Funds
What Types of Giving Exist?
Annual Giving
Major Gifts Program
Capital Campaign
Planned Giving
In-Kind Donations
How Nonprofits Measure Philanthropy
Lifetime Transactions
RFM
Donor Research
Engagement
Data Analytics
References
3 Talking ‘Bout My Generation: BvB Millennial Case Study
About BvB Dallas
Roadmap for the Research
Social Exchange Theory
Generational Theory
Warm Glow Theory
Interview: Tayyab Yunus
What is Your First Memory of Philanthropy?
What is Your family’s Influence on Philanthropy?
What is the Last Gift You Made and Why?
What Has Been Your Favorite Gift?
How Did You Get Involved with the Nonprofits You Are Involved in?
How Many Nonprofits Are You Engaged in?
How Did You Get Involved?
Do You Raise Funds for These Nonprofits, Give Personally, or Both?
What is Your generation’s Biggest Influence in Philanthropy?
What Do You Hope for Your Generation?
Data Collection
Millennial Giving and BvB
Factors Influencing Millennial Giving
Religion
Social Justice
Family
Friends and Peers
Proximity
Both/And Not Either/Or
References
4 Time Is Money: GRACE Millennial Case Study
About GRACE
Volunteerism
Advantages and Disadvantages of Volunteers
Advantages
Disadvantages
Volunteerism in the United States
Roadmap for the Research
Social Exchange Theory
Public Service Motivation
Interview: Chris Bean
What Is Your First Memory of Philanthropy?
What Is Your Family’s Influence on Philanthropy?
What Is the Last Gift You Made and Why?
What Has Been Your Favorite Gift?
How Did You Get Involved with the Nonprofits You Are Involved In?
How Many Nonprofits Are You Engaged In?
How Did You Get Involved?
Do You Raise Funds for These Nonprofits, Give Personally, or Both?
What Is Your Generation’s Biggest Influence in Philanthropy?
What Do You Hope for Your Generation?
Data Collection and Analysis
Volunteering and GRACE
Factors Influencing Volunteering
The Role of Previous Volunteerism
The Role of Generations
The Role of the Gala
The Role of Activities
References
5 A Look Behind the Numbers: GRACE Millennial Case Study
Roadmap for the Research
Data Collection and Analysis
Descriptive Statistics
Factors Influencing Philanthropy
Factors Influencing Donation Amount for the Full Sample
Factors Influencing Donation Amount by Generation
Factors Influencing Donation Decision (Full Sample)
Factors Influencing Donation Decision by Generation
Factors Influencing Donation Amount (Only Donors)
Implications
References
6 Who’s Next?: Paper for Water Generation Z Case Study
About Generation Z
Racial Diversity and Social Justice
Digital Natives
How Gen Z Differs from Millennials
About Paper for Water
Roadmap for the Research
Grounded Theory
Generational Theory
Interview: Isabelle Adams
What is Your First Memory of Philanthropy?
What is Your Family’s Influence on Philanthropy?
What is the Last Gift You Made and Why?
What Has Been Your Personal Favorite Gift?
How Did You Get Involved with the Nonprofits You Are Involved in?
How Many Nonprofits Are You Engaged in?
How Did You Get Involved?
Do You Raise Funds for These Nonprofits, Give Personally, or Both?
What is Your Generation’s Biggest Influence in Philanthropy?
What Do You Hope for Your Generation?
Data Collection
Factors Influencing Gen Z Philanthropy
References
7 Conclusion: How to Reach Millennial Donors
Extend Their Networks
Shake Up Your Fundraising Events
Utilize Social Media to Its Fullest Potential
References
Index
