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How Friends Attract Younger Donors, Pt. 2

MALF is pleased to present this three-part miniseries on Millennial donors, adapted with permission from a piece originally prepared by and for Library Strategies, our office management firm. We've heard from you, our members, that this is a topic of great and increasing importance.

Tip 3: Encourage Online Giving. Watch Mobile Giving.

Fifteen years ago, checks accounted for 46 percent of all non-cash transactions. By 2012, that figure had dwindled to just 15 percent – and the percentage is still shrinking. If any charity overlooks the obvious ramifications this trend has for fundraising, they are going to miss out on substantial cumulative gifts from young donors.

At a bare minimum, your website should include a link to a PayPal account. If you fundraise through ticket sales of any kind, your site should also have an obvious link to an online ticketing platform, such as Eventbrite, EventZilla, or Event Smart. (Their names may be similar, but functions and fees vary. Do your research and find the tool that best matches your needs.) If cutting a check is required, some younger donors will simply spend their weekend and money elsewhere.

Mobile payments are another trend to watch. Apple Pay, the digital wallet platform launched by Apple Inc. in 2013, currently boasts about 90 percent of this market. Apple is presently focused on expanding commercial applications, but large nonprofits like the American Red Cross, Doctors Without Borders, and St. Jude’s already use the platform.

Moreover, some forward-thinking libraries are already accepting Apple Pay for overdue fines. Friends and Foundations should keep on eye on this development.