When it comes to reaching out to donors or potential donors, one size does not fit all and communication needs to be customized. While seniors have previously been reluctant to jump on the social media bandwagon, they are now the fastest-growing social media adopters in the United States. According to Mashable, an online news source focused on digital innovation, 43 percent of Americans over 65 use at least one social media network site. In contrast, though, 89 percent of millennials already regularly use social media and are accustomed to instant access to information. Not surprisingly, technology plays a major role in their decision to affiliate themselves with philanthropic causes.
Consider a few statistics reported in the 2013 Millennial Impact Report, an online survey distributed to Millennials through 14 research partners:
- 83 percent of respondents own a smartphone and the majority prefer mobile-friendly websites.
- 59 percent prefer news or action-oriented websites with quick informational links.
- 49 percent of respondents are more likely to give when they know how their gift will make an impact
To access the 2014 Millennial Impact Report, visit http://www.themillennialimpact.com. You can also listen to a podcast on “Using Social Media to Connect With Older Supporters” here.