Traditional Charities Dip Into Digital to Draw Millennials

Traditional Charities Dip Into Digital to Draw Millennials

 

Ven­er­a­ble non­prof­its like the Unit­ed Way and the Amer­i­can Red Cross, long reliant on mass mar­ket­ing, work­place col­lec­tions, and oth­er tra­di­tion­al solic­i­ta­tion strate­gies, are piv­ot­ing to online appeals to attract mil­len­ni­als who are “rewrit­ing the rules of fundrais­ing,” Adweek mag­a­zine writes as part of a spe­cial report on trends in cause mar­ket­ing.

While many of the country’s most icon­ic char­i­ties have seen fundrais­ing stag­nate in recent years, dig­i­tal-age groups such as Char­i­ty: Water have grown rapid­ly, draw­ing younger donors who grav­i­tate to new giv­ing plat­forms and tend to sup­port caus­es rather than insti­tu­tions. Play­ing catchup, lega­cy non­prof­its are ramp­ing up efforts in crowd­fund­ing, mobile, and oth­er dig­i­tal modes of giv­ing.…”

 

To read more, vis­it The Chron­i­cle of Phil­an­thropy at https://philanthropy.com.

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