Millennials, or the generation born between 1979 and 1993, number around 80 million of the US population and stand to inherit $41 billion from the generations before them. This makes them a huge potential donor base for non-profits.
However, Caryn Stein of Ruffalo Noel Levits said that to rally this generation to your cause, one must understand the value they put into openness and transparency.
In a Non-Profit Times report, Stein observed that this generation likes to test the waters before they fully commit to a cause, but are supportive once they’ve been won over, as 70% of millennials have urged others in their circles to give.
By 2020, this generation will comprise half the US workforce. Stein also emphasized that millennials value entrepreneurship, appreciate diversity and collaborative leadership, and are less likely to accept the status quo.
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