If you're worried about getting young donors, you really need to read this post at Sean Triner's blog: Are Millennials Really Worth Targeting for Fundraising?
It's a detailed post, packed with real-world analysis. The conclusion:
There is no measure that I can find anywhere that tells a fundraiser that younger people are a priority over older donors.
The reason: Young donors are not really worth what it costs to get them (in most cases). Older donors are:
- Easier (less expensive) to get in the first place.
- More responsive to your subsequent asks.
- Retain at a much higher rate.
- Are more likely to increase their giving levels.
- Are much more likely to include you in their will.
This all adds up to long-term values much higher than the long-term values of young donors. The young donors just don't pencil out. You lose too much money on them.
Sean's bottom line: Don't spend your resources seeking millennials unless ALL of these things are true:
- You have exhausted sources of older donors
- You following best practice with donor-centric and frequent communications with your donors
- You have a great mid value donor program
- You have a great legacy/bequest program
- You have established a face to face sustainer/monthly giving program
Or unless involving younger people is core to your mission. In which case, you probably need to have a core of older donors to subsidize your search for young donors.