By millennials, for everyone: Creating fierce advocates

Shelly Neuhart and Hailey Rupp
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Shelly Neuhart: Associate Director of Annual Giving, USA
Hailey Rupp: Director of Campaign Communications, USA

Journal of Education Advancement & Marketing, 2020, vol. 4, issue 4, 332-339

Abstract: Take a minute to Google the phrase ‘millennials have’ and view the predictive results that pop up. Among them? ‘Millennials have no money’, ‘millennials have no common sense,’ or, our personal favourite, ‘millennials have no manners.’ Humour aside, millennials have become the latest in a string of misunderstood and misrepresented generations and a growing challenge for higher education advancement organisations to connect with. This paper focuses on a strategic, collaborative approach to philanthropic engagement that taps into peer-to-peer fundraising and volunteer activation. Readers walk away with the ability to identify millennial behaviours that impact giving, recognise online social engagement opportunities for young donors, and understand how an advocate-based approach can have impact beyond the target audience (millennials). Let us reimagine interactions with millennial, alumni donors and transform them into lifelong philanthropists.

Keywords: millennial; philanthropy; advocate; engagement; recent graduate (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:4:i:4:p:332-339

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