Millennials are not the only ones excited by the appeal “We need your help to raise $87,500 to send 50 underserved kids to summer camp.”
If you want your millennial supporters to give as generously as possible, don’t ask them to consider a gift to the annual fund.
Instead, ask them to support specific projects and make clear exactly what it costs the organization and how it contributes to achieving your mission.
Building systems that allow your organization to break down its costs and value in a granular way can seem daunting, but the best way to start is one program at a time. When you make one program with concrete figures the centerpiece of your online appeal, your millennial donors, and plenty of older supporters, will be sure to notice.