Who are donors of the future?

The next generation

All that millennial chasing seems to have paid off, according to Blackbaud’s latest The next generation of UK giving report, with Millennials and Gen Z’ers giving the most to charity in the last year. A cool 2.7 billion, in fact.

What’s working?

Unsurprisingly – and reassuringly – younger generations are using mobile and social more than any other when it comes to giving. Charities that are reaping the benefits of donations from younger audiences are probably the ones with finely tuned targeting, mobile optimised campaign content, and, speedy digital payment services.

The future for charities operating in the digital landscape looks bright. But so many strategies are still designed around Baby Boomers – how many campaigns are really reaching their potential? Should charities still, or FINALLY, be doing more to inspire and engage previously low-consideration supporters? (Hint: the answer is yes).

Youth at the heart of campaigns

With the motivational roots of charitable giving beginning in childhood, youth is prime time for charities to connect with people – doing so by developing digital content that involves and appeals to them. Studies also show that children with altruistic parents are more likely to give charitably in the future. Luckily, it is possible to create successful campaigns that appeal to young people and their parents. Here’s two of our favourites:

  1. The National Trust’s campaign, “50 things to do before you’re 11 ¾”, puts children at the heart of what it means to be a National Trust member. Family, memory, nostalgia and play, involve everyone and helps create new experiences. Of course, it’s no accident that the National Trust campaign echoes The secret diary of Adrian Mole aged 13 ¾ and 50 things to do before you die. It’s a clever interweaving of popular culture to reach a larger audience.
  2. Greenpeace’s emotional animation about an orangutan called Rang-Tan, who lives in a little girl’s bedroom. Narrated by Emma Thompson, the short film reveals the harrowing tale of Rang-Tan, whose rainforest home is lost to dirty palm oil.

Younger generations have proven they’re socially motivated and are rising stars when it comes to charitable giving, so take time to properly include them when you’re planning. Get it right and you’ll soon see the benefits!

Interested in how we can help you with strategies and campaigns like this? Give us a bell on hello@puzzlelondon.com.

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