publication date: Dec 5, 2011
author/source: Carolyn Hawthorn
As the numbers of older donors begin to decline, charitable
organizations will need the tools to engage a new generation with great giving
potential. The Gen Y donor is a relatively new concept, but one to take
seriously. Understanding the Gen Y profile will help equip organizations to
engage and cultivate new Gen Y donors, volunteers, employees and leaders.
Generation Y is one of the most educated generations to
enter the work force. Just over 1.1 million students were enrolled in Canadian
universities in 2008-2009 according to Statistics
. StatsCan also notes a steady increase at both undergraduate and
Multiple years of education create a desire to implement
specialized skills, talents, and abilities within the work force quickly and
efficiently. Yet when job searching, many Gen Ys find
themselves caught for that very reason. Too much education and a lack of real
world experience can make it difficult to get a job.
Charities interested in engaging volunteers or even
permanent staff can offer attractive opportunities to Gen Ys facing that
challenge through a number of means:
in collaboration with college or university programs
work matching their education and interests
that is competitive and fulfils specific responsibilities
When education increases, so does the debt load that Gen Ys
carry in their late 20s and 30s. Statistics Canada reports that across Canada
and across all disciplines, average tuition rose 16.8% just in the four years
from 2006/2007 to 2010/2011.
student debt contrasts the average 2009 debt load of $26, 680 for university and
$13, 600 for college with the 1995 figures of $13,000 and $9,000 respectively.
Those numbers don't include credit card loans, food or transportation costs,
which can add thousands to debt levels.
Thus, Gen Ys enter the period of marriages, mortgages, and
money multitasking with more debt already incurred than their predecessors. Most
of this debt is through loans, specifically provincial student assistance programs.
In general, according to a 1999 study, parental support covers less of the load
than summer employment and student loans. Gen Ys struggle after graduation to
pay off debts and simultaneously advance their careers.
Within these limitations, a Gen Y $10 donation is a
legitimate financial decision rather than an impulse gift. A charity that recognizes
that fact through individual thanks and public acknowledgement is more likely
to retain Gen Y supporters for the future.
Gen Ys are accustomed to international travel and view
themselves as global citizens. A recent UCLA study showed 70% of Gen Ys in the
United States have socialized with someone of a different ethnic group within
the last year.
A general social survey from the University of Chicago found
students there were nearly unanimous in believing that women and men should have
equal opportunities. More individuals believe in same-sex marriage than in
previous generations, and serious romantic relationships across different
cultures, ethnicities, sexualities and religions are not novel. Gen Ys have
grown up with the ability, need, and desire to reach past what used to be
described as "our own."
To appeal to the Gen Y traits discussed in this article,
up-to-date training programs
Gen Ys for input on program details and wording
an open an diverse work environment
donor, volunteer, and employees stories through articles, social media and
Understanding the general background of Gen Ys can only
result in something positive. At the very least you will boost your
organization's ability to interact with that generation in an authentic manner.
At most, you'll create passionate, dynamic and dedicated donors, volunteers,
employees and leaders for life.
This article is
adapted from research carried out in the Fundraising and Volunteer Management
Program at Humber College, Toronto.
Carolyn Hawthorn is a recent graduate from the Fundraising and Volunteer Management
program at Humber College. Passionate about causes close to the hearts of young
adults, Carolyn has worked in the communications department at The University
of Western Ontario Student Union, her alma mater. Currently an active "Mo
Sista," Carolyn is working at Movember
Contact Carolyn for more information.