Young donors want to know where their money is going
and what their gifts will accomplish.
Those are two of the key lessons from young donors interviewed in videos produced by Achieve, a fundraising consulting firm that in July released its annual Millennial Impact Report.
"I guess I'm not sure where the money is going, which would be what I want to know," said one young donor viewing the donation page for the American Pianists Association.
Another donor viewing the Nature Conservancy's mobile home page didn't feel compelled to click the prominent "donate now" button because she didn't know anything about the group other than that it "did good."
Some proof of what the money would do can go a long way.
One donor, viewing the online donation form for St. Jude Children's Research Hospital, was impressed that the organization gave examples of what small gifts could accomplish.
"For $50 a month having a coming-off-of-chemo party is just the cutest idea I've ever heard," she said.
In the video below, see young donors provide their critiques of nonprofit Web sites, and watch for more videos like this in the coming weeks.
By Cody Switzer, Chronicle of Philanthropy
