Category: Uncategorized

Today’s young audience and future donors want to influence the world vs being influenced. They want to create change, be today’s voices, and know they’re establishing an impact on a cause or matter they care about .

NGO’s can perpetuate this connection by encouraging young donors to start their own fundraising campaigns that align with the NGO. This strategy is empowering and makes the young donors fully involved and part of the impact. Also, this strategy makes it easy for young donors to share their mission online with friends, family, classmates and other potential donors.

When you make young donors part of the fundraising process the NGO is enhancing the donors blueprint as an influencer.

Debra Gudema for DLG Nonprofit

The American Alliance of Museums received a $4M grant in early 2019 to support diversity and inclusion at museums in the US with a strong mission of enhancing diversity at the board level.

“Museum trustees and leaders can and must do more. The tone of an institution, the priorities for each museum, the budgets, they’re all established at the board level.
Without change at the top, progress will likely remain slow. Without that strong understanding and solid commitment by the board, this kind of work ends up being nice to have instead of need to have.” -Laura Lott, President and CEO, American Alliance of Museums.

{📸: AAM/Art Net}

Debra Gudema for DLG Nonprofit

Either it be a religious org or an arts institution, many of these tips can be applied to attract millennials and young families.

1. Baby Steps
   Start with 1-2 programs and go from there. Program examples: parent/young adult study groups (religious or arts/culture related), parenting classes, Young Families/Professional groups/committees, networking nights, a monthly family/young audience newsletter, and young family/young member support groups.
2. Relationship Building
   Part of building a relationship is being there and listening to audience needs/wants from you. Program ideas: Young family dinners, weekend socials, clergy/staff to attend family/young adult functions, family-based services (once a month beyond traditional services), annual young member cocktail party/young committee gala, creating a family/young professional lounge, create affordable membership levels, enhance volunteer opportunities, seek feedback from core audience through surveys, & consistent online engagement .
3. Create A Team
   If you want young families and millennials to be actively engaged in the org, the org needs to have recruiting from similarly aged folks: recruit current young audience members and young volunteers to help build relationships with target prospect, and get the younger audience on the staff and board, and actively contributing to online and print content.
4. Context is Key
   When reviewing ideas consider: audience location in relation to orgs building, days and times of events, making programs accessible online, reviewing current successful programs and reviewing programs that were not successful as a tool to learn from. Ask core audience what they want from you.
5. Time, time, time
   These programs take time and funds to develop, but with consistently hard work, and a diverse development team, these programs can be accomplished and successful. Consider a pilot program to test response and reaction.

Debra Gudema for DLG Nonprofit

“It’s really important to be able to communicate the operation’s mission and goals in a compelling way, and in a way that intersects with a donor or potential donor’s interests. When you’re dealing with people who are making contributions to organizations they care about, it’s one of the most important and meaningful things that they’re doing” – Katherine Brown, Executive Director, New York City Ballet

{📸: NYC Ballet}

Debra Gudema for DLG Nonprofit

Its never to early connect with future patrons of any age and background. The Cleveland Orchestra is paving the way to engage in future audiences with programs ranging from introductory offers, targeted discounts and student ticket options w/ the focus on addressing economic and geographic barriers one may face. These programs make it possible for anyone to attend concerts and events and embrace in the arts.

Debra Gudema for DLG Nonprofit

Looking to reach a broader audience? Then establish PopUp exhibits/events/concerts particularly in the summer season at various locations to connect with new prospects and audiences. This is about giving the arts and culture to your community for free or low cost and making the PopUp interactive as a way to engage the public making them feel part of process and experience.

{📸: Rockport Music}

Debra Gudema for DLG Nonprofit

From Jacob’s Pillow to the New York City Ballet, video marketing is the gateway to attracting new members and a younger audience. Video make an org’s content come alive while sharing a story versus trying to sell. Video is a creative way to communicate while enticing a viewer to share the content with their contacts and attend a future event. Video is also a personal way to connect with potential audiences near and far while giving prospects a taste of what makes the org unique and special.

Debra Gudema for DLG Nonprofit

Looking to increase your orgs revenue through fundraising? Then it’s time to host a 5k/10k event. Make the theme and course fun while sticking to the mission and values of the org. Ask race supporters and participants to help fundraise beyond registration costs, and set up a user-friendly event website with info and a donation platform. Hosting such events even twice a year may be optimal to an orgs revenue and fundraising goals.

{📸: Awesome Alpharetta}

Debra Gudema for DLG Nonprofit

How well does your org utilise technology? Online giving has increased by 27% due to its ease and effectiveness, and enabling a donor quick access to learn about a nonprofit. Transparency of information and technology are key in today’s giving world

Debra Gudema for DLG Nonprofit