Millennials and Philanthropy: How This Generation is Revolutionizing Giving
Lazy. Entitled. Financially irresponsible. Job-hoppers. Screen-obsessed. Naive.
Do these stereotypes come to mind when you hear the term Millennial? Though sometimes stereotyped in a negative light by older generations, Millennials—those born between 1980 and 1996(ish)—are shaking up the nonprofit world with a blend of tech-savvy and heart-driven generosity.
Like each generation, Millennials are shaped in many ways by the culture that surrounded them in the years they were born and grew up, for better or for worse. If you’re just catching the buzz around Millennial giving, you’re in for a treat as we dive into how this generation is changing the game in philanthropy and the heart behind what fuels their giving.
Generosity in Action
First up, let’s bust a myth: Millennials aren’t always glued to their screens. In 2023, 84% of Millennials made charitable donations. And it doesn’t stop there. On average, they support five different nonprofits each year, focusing on causes that light a fire in their hearts. Whether it’s environmental sustainability, education, social justice, or healthcare, these causes are as diverse as the generation itself.
More Than Just Spare Change
Millennials are also more than just check writers. They’re all about rolling up their sleeves and getting work done. The Corporation for National and Community Service (AmeriCorps) reported that Millennials contributed roughly 1.5 billion hours of volunteer service in a year and that volunteer service is worth an estimated $36.7 billion! From organizing local clean-ups to mentoring youth, they’re turning their passion into action.
Tech-Savvy Impact
This generation is unique as it holds men and women who grew up with memories of life before personal computers, cell phones, the Internet and those who can’t remember life without any of those. Millennials are using technology to supercharge their philanthropy. Platforms like GoFundMe, DonorsChoose, and Kickstarter make it easy to find and support specific projects. Social media is their megaphone, amplifying their efforts and raising awareness for causes with just a few clicks.
Causes That Matter
So, what gets Millennials fired up? Think equality and inclusion, mental health awareness, environmental conservation, and animal welfare. Their giving reflects a deep commitment and desire to create positive social impact, prioritizing issues over institutions. According to the Millennial Impact Report of 2023, Millennials care more about social issues rather than the organizations, using their collective voice, and supporting others and the greater good over partisanship.
It’s less about the organization and more about the cause—something that’s reshaping how nonprofits engage with this generation.
Transparency Is Key
Millennials crave transparency. They need to see where their money goes and how it makes a difference. Over 90% of Millennials said they’d stop giving to an organization if they lost trust. Transparency about finances, operations, and impact isn’t just a nice-to-have; it’s essential for building lasting relationships with this generation. In a reflection of that trust, more than three-fourths said they would stop giving if they weren't told how their contributions help, according to the Millennial Impact Study.
Creative Financial Solutions
Student loans and rising housing costs? No problem. Millennials are masters of creative giving. They’re embracing monthly donation programs, workplace giving campaigns, and peer-to-peer fundraising to support nonprofits regularly, despite financial constraints. The number one influence on millennial engagement comes from interaction with their peers. Don’t be afraid to invite this generation into giving through their community–it’s part of who they are. And their commitment to giving is strong, even if the dollar amounts aren’t always huge.
Speaking Their Language
To truly engage Millennials, you need to recognize their multifaceted contributions. Though Millennials are not yet giving in high dollar amounts, they are engaged in causes they are passionate about. Finding ways for them to contribute their time and talents toward causes they believe in can wield great results for your organization. It’s all about harnessing the energy and enthusiasm this generation holds for the greater good.
Volunteering five hours is as valuable to a Millennial as a monetary donation. This attitude reflects their desire to build authentic, personal relationships with the people and causes they serve. Honor their time, skills, and activism, and you’ll build a meaningful connection. You’ll also establish trust as you show them you value not just their treasures, but their time and talent too.
Looking Ahead
As Millennials continue to advance in their careers and build their wealth, their financial influence on philanthropy will only grow. Their passion for transparency and legitimate social impact, along with their unique blend of generosity, activism, and tech savviness will continue shaping the future of Christian nonprofits. This dynamic generation's commitment to people, diverse causes and innovative giving methods is transforming communities. Engage your Millennial donors and get them excited about your cause. Don’t underestimate the difference the impact their support can make for your mission!
Sources: https://www.themillennialimpact.com/sites/default/files/reports/MIR_KeyTakeaways-2.pdf
https://www.americorps.gov/sites/default/files/document/Volunteering_in_America_Demographics_508.pdf
https://www.themillennialimpact.com/sites/default/files/images/2018/MIR-10-Years-Looking-Back.pdf