As nonprofits approach the end of a fiscal year and gear up to begin a new one, fundraising campaigns are top of mind. This is the time of year when capital campaigns are launched and invitations to gala events are sent to loyal supporters.
A recent study, titled The Next Generation of American Giving, cites that the majority of fundraising targets older, more mature donors, but this segment of the population is quickly shrinking. Nonprofits are going to be forced to attract a new generation of donors. Generation Y, or the Millenniums, is a growing segment of the population with more than 71 million people compared to the 41 million Generation Xers before them.
The study also reports that matures give, on average, $1,066 per year to 6.3 charities, while baby boomers give $901 per year to 5.2 charities. Generation X gives $796 on average to 4.2 charities, and Generation Y gives $341 to 3.6 charities.
So the question is, how do we persuade Generation Y to give more? Consider the following recommendations to help attract young donors:
1) Host events that appeal to younger audiences. Each year, Allied Arts hosts their “ARTini” fundraiser, an event inspired by dedicated young professionals in the Oklahoma City metro area. This year, the event raised more than $20,000 to support arts programs in central Oklahoma.
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Thinking back to my days as a student at Gaylord College, I remember an encounter with an executive of a Fortune 500 company.
He asked me what I like most about public relations. I quickly answered, “Working with nonprofits.” He looked at me, puzzled, and said, “Why? There’s no money in nonprofits!” My interest in helping nonprofits with public relations has nothing to do with monetary reward, but with the reward of helping a cause larger than myself.
Many nonprofits do operate on a limited marketing budget, so working in the industry often requires inexpensive, creative solutions to meet objectives. Here are some recommendations on inexpensive ways to market your nonprofit without blowing your budget.
- Establish a social media presence. Social media channels like Facebook, Twitter and You Tube are free to join and can increase your nonprofit’s visibility in the community. These sites can also improve your search engine optimization.
- Develop corporate and community partnerships that make sense. The Made in Oklahoma Coalition (client), a group of Oklahoma food manufacturers who work to promote local Oklahoma products, has established a successful partnership with local food banks. A portion of proceeds from the sale of MIO paper towels and cookbooks benefit the Community Food Bank of Eastern Oklahoma and the Regional Food Bank of Oklahoma Food 4 Kids program.
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Houda Elyazgi serves as a senior account executive, managing several accounts, conducting research, writing and developing campaign strategies and planning special events for clients. Elyazgi also oversees Saxum’s Step Up program.
In the summer of 2006, Elyazgi interned for U.S. Rep. Tom Cole in Washington, D.C. In December 2007, she interned for Saxum before joining the team full time.
Elyazgi graduated with distinctions from The University of Oklahoma with a bachelor’s in journalism and mass communications with an emphasis in public relations and a minor in Arabic.
During her time in school, Elyazgi served as a Gaylord Ambassador for the Gaylord College of Journalism. She also served on the university’s Honor Council, where she heard cases in academic court. In 2006, Elyazgi was the first recipient of the Mary Ellen Hipp Doyle Scholarship. That same year, Elyazgi was granted the Award of Excellence in the field of Public Relations.
Elyazgi is a graduate of N.E.W. Leadership, an award-winning program that educates and encourages women to actively participate in politics and public service. Elyazgi brings a strong passion for nonprofits to the Saxum team. She currently serves on the Oklahoma City Chamber’s Greater Grads committee and is a member of the board of directors of United Way of Norman.
She lives in Norman.
