In a recent report published by Achieve and Johnson, Grossnickle and Associates called the Millennial Impact Report, analyzes the involvement and giving patterns of the Millennial generation. For the 2012 Millennial Impact Report, Achieve and Johnson, Grossnickle and Associates (JGA) gathered information from an online survey, focus groups, and a nonprofit professionals survey. For the study, Millennials were defined as anyone ages 20-35.
- Three-quarters of the Millennials responding to the survey made a financial gift to a nonprofit organization in 2011. While the majority of those gifts were $100 or less per organization, 15% of Millennials gave gifts of $500 or more to individual nonprofits.
- Some of this giving was in immediate response to an emotional reaction, with Millennials saying in focus groups that they like to give “in the moment.” Still, they want to know that their gifts will have an impact, and are interested in seeing the tangible results that will come from their giving.
- They’re more likely to give larger gifts to organizations with which they have strong relationships.
- Strong relationships also will compel Millennials to act as fundraisers. More than 70% of Millennials surveyed said they have raised money on behalf of nonprofits.
- As in years past, Millennials said they are most likely to help raise money by spreading the word or promoting a fundraising event, or participating in walk, run or cycling events, usually relying on friends and family to support their cause.