Millennials Are Influencing the Future of Philanthropy

Despite the plethora of negative myths and stigmas surrounding the millennial generation, they are a group of consumers set on making a difference in the world around them. “Add good” has been their mantra as they utilize newfound ways to give back. Rather than making random or one-off donations, they are a generation characterized by integrating the causes they care about into their daily routines and purchase behaviors.

As a result, millennials are more receptive to cause marketing than previous generations and are more likely to buy items associated with a cause, according to Jeff Fromm's research with Boston Consulting Group. They also expect companies to support the social issues and causes they care about and will reward them if they do. But this is easier said than done when it comes to certain industry verticals.

A budding option for brands? The usage of cause gift cards, such as those offered by Dlyte.com, a fundraising platform that harnesses the spending power of consumers who are supporters of causes.