Yes, email is still electric and by showing this statistic I'm not saying to dump your email newsletters. But you should be testing social media where it makes sense for your donors and prospects, particularly younger ones or "social citizens."
But don't take my word for it. Listen to what Miriam Kagan has to say about Gen Y and charitable giving. She's the 26-year old author of the GenerationYGive blog - a blog that is described as "this blog is about why you too should get on the 'Let's get Gen Yers' to Give" bandwagon."
Donors like me, I am told over and over again, don’t really exist, or if we do, we exist in the single digits. We are not really worth focusing on in the big scheme of fundraising ... But I just don’t believe that’s true. I believe there are many donors like me out there, or at least many donors with my potential for giving. There are even more donors like me out there who may not be able to give financially, but who would gladly give their time. You just have to get our attention (or that of our friends and peers-word spreads fast when you’re always plugged in), give us a reason, tell us a story that's compelling for us, our world, that of our friends and families.... I believe in younger donors. I believe we want to give and to get engaged with issues we care about. I believe most of us non-profit marketers haven’t yet really truly understood how to reach these younger donors-going beyond the digi-fad of the day to build a relationship with donors whose own relationships are intervowen with technology and constantly shifting attention spans.
Miriam's blog is about thoughts, ideas, and news items to help further the discussion about the benefits of focusing on the younger generation as a donor segment for nonprofit organizations, as well as on how to get them to open their wallets (or PayPal accounts or Google Wallets), their hearts, and their friends.
I'm all ears, Miriam. Here's a few questions:
- Given that you are of that generation, how should nonprofits find and communicate with donors like you?
- What captures your attention?
- What will inspire you to give money or time or pass the word along to your friends?
- What turns you off?