Millennial Alumni in the Recession: How to Reach Them
2010 census data emphasizes the plight of millennials in their 20s — recent college graduates who are struggling to find work, many of them living with their parents and struggling to launch careers as they find themselves under-employed. Given the recession’s toll on this decade of young alumni, it is especially crucial for annual giving directors to: Take stock of what motivates millennials to engage and give Be intentional in strengthening their base of millennial givers as these donors age into their early 30s To gather practical suggestions, we turned this week to Jeff Mavros, director of the Wesleyan Fund at Illinois Wesleyan University, who has led a very intentional effort to research the motivations and affinity of IWU’s alumni and to craft deliberate strategies for acquiring and stewarding millennial donors. Drivers of Millennial Giving While the characteristics of millennials are well-documented, Mavros calls attention to several key drivers at play in the ways that millennials choose to interact with their alma mater: This cadre of young alumni are more likely to place their trust in an individual they have connected with personally than in an institution, even in one whose mission they believe in While this cadre is transient […]

