ProSpeak: Engaging Young Donors

So, it’s not about why you should focus on engaging young donors. It’s about how you do it.

Before we talk about how to engage these donors, though, I want to offer a quick caveat. You might be tempted — as many organizations are — to pursue this effort to become relevant with the 20- to 30-something audience by setting up a Facebook page or some other social-media site. Many organizations assume that by simply putting themselves in that setting, they’ll attract young donors to their mission. But this approach often fails because, simply put, technology can be a useful tool, but it is not the answer for reaching young donors.