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How to Appeal to Younger Donors

July 10, 2012 Posted by The Law Firm for Non-Profits, P.C. in Fundraising, News

Increasing numbers of nonprofit organizations are trying to reach out to younger donors. Is your organization doing the same? If so, you should review The Chronicle of Philanthropy’s recent report on how to attract and keep younger donors.

The main takeaway of the report is that donors in their 20s and early 30s don’t have much time. They review a charity’s website on the go and want quick information and answers. It is therefore important for your organization to ensure that the website is easy to read on a mobile device. In addition, younger donors want to see the “about us” page and specific evidence of what a donation will achieve front and center.

Younger people may also want to get involved directly as volunteers and sometimes even as board members, not just as donors. Make sure information relating to participation in your organization is set out clearly on your website.

Young adults may not have a lot of money to give (another Chronicle article states that 58% of young adult donors said their largest contribution was $100 or less), but you should make sure that those donations are getting to your organization. Further, someone who gives once is more likely to give again and establishing a relationship early on with a young donor can lead to major contributions and other support as he or she gains access to more resources.

NOTE: The information contained herein is not intended to be legal advice and the reader should know that no Attorney-Client relationship or privilege is formed by the posting or reading of this article which is also not intended to solicit business.

Casey Summar, Partner, The Law Firm for Non-Profits, 4705 Laurel Canyon Blvd, #306, Studio City, CA 91607

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