The 2015 Millennial Impact Report: Trends in Millennial Giving

By: Nancy E. Peterman, Partner

The 2015 Millennial Impact Report had good news for all those non-profits whose constituencies include a good number of the Millennials.  The survey included 2,500 members of the Millennial generation who were employed in small and large firms.

One of the great takeaways of this report was the affirmation of peer to peer solicitation.  Long considered a best practice for all solicitations much effort has been expended to find a more efficient and effective way to increase Millennial giving.  After all, these are the technologically savvy youngsters, who reportedly are tethered to their electronic devices and prefer a side-by-side text-a-thon to an oral conversation.  However, 46% percent of Millennials responded that they are more likely to make a charitable gift if a co-worker asked them directly.  Interestingly, if a non-peer, such as their boss or another high ranking individual solicited them, only 21% said that they would be more inclined to give.

Matching gifts were found to stimulate giving among Millennials with 69% of saying that they would be more likely to contribute if their company offered a matching program.  Competition among groups of employees provided an additional leverage with 43% of Millennials indicating that competition positively influenced their decision to make a gift.

In addition to monetary contributions, giving of time was surveyed, and 37% of the Millennial employees said that they had provided ten or more volunteer hours in the past year.