The Results Are In!

The Results Are In!

April 5th, 2010

The “2010 Millennial Donor Study” results are in!

As you may have heard, Johnson, Grossnickle and Associates (JGA) and Achieve conducted a study of the giving habits and engagement preferences of more than 2,000 people between the ages of 20 and 40 (the Millennial Generation) across the U.S.

The full results of that study are in, and we think you will find them to be of high interest and value.  The study found that when Millennial donors get involved with a nonprofit organization, they not only want to give financially, they want to affect change and create direction, and they want access to the organization’s board leadership.  Contrary to their high-tech reputation, Millennial donors put a high value on face-to-face communication.

Ted Grossnickle, Senior Managing Consultant with JGA, said, “These responses suggest that if fundraisers want to attract Millennial donors, they’re going to need to change their approach and become more relationship-based.”

“This requires a shift in attitude among development officers,” said Grossnickle.  “The Millennials might not have the capacity to give large amounts now, but they have human capital and are willing to be evangelists to their friends and family.  Plus, in 20 to 30 years, they’re going to have plenty of giving capacity, and they’ll use that capacity to support organizations that have engaged them.”

To discuss the study, download it, and register to participate in a free Webinar on April 15, visit

 Click here to view the full press release.

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