The Rise of Millennial Giving: What Nonprofits Need to Know

By Whitney Norman

We often hear that organizations are targeting older audiences in their mailings and engaging millennials and emerging audiences through digital alone. But a Giving USA study revealed a significant increase in millennial gift giving from 2016 to 2022, and much of that lift is a result of direct mail. Taking advantage of empty mailboxes, in addition to understanding what really motivates millennials to give, is key to the future of most fundraising programs.

According to findings, annual average giving by millennials increased significantly by 40%, from $942 to $1,323. Millennials are also more likely than other generations to give as a result of direct mail strategies, with their desire to donate increasing by 6% since 2016.

The shift in motivation could be due to the global pandemic — just as social distancing created a visceral, physical experience, humanity yearned for connection. While many nonprofits were employing cost-effective strategies, including a decrease in direct mail, millennials wanted more in their mailboxes.

Since this generation tends to opt for paperless bill-paying options, a direct mail appeal and the occasional birthday card from Nana are most likely the only pieces of physical mail they receive, which helps your organization to stand out. So, how might nonprofits effectively reach motivated millennial givers?

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Whitney Norman Author's page

With more than a decade of experience working in nonprofit strategy and development for diverse nonprofit organizations, Whitney Norman has developed an aptitude to identify and understand the unique strengths and opportunities each nonprofit organization may possess. As the vice president of client solutions at Pursuant, she engages new potential partners, builds and maintains lasting relationships, and provides appropriate solutions for those organizations to grow to their full potential.