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.

2)      Reserve a seat for them at the table. Set aside designated seats on committees and boards for young professionals. Get them excited about your cause. Vilakazi, a foundation focused on improving the lives of South African children by helping provide more access to education, health and athletics, is an organization motivated and started by young individuals. Their entire board is made up of individuals under the age of 35. Last month, Vilakazi hosted an event, Wine for Wickets, with affordable tickets starting at $25 to draw a younger crowd.

3)      Encourage small giving. It’s important to promote consistent giving. Every little bit counts, even if it’s just $10 a month. The United Way of Central Oklahoma encourages contributions as small as $5 a month, which is less intimidating for a young professional who is trying to establish a sound financial base. It’s also important to highlight volunteer opportunities for those who can’t afford to give just yet. Chances are, they will start to contribute when they can.

4)      Communicate with them on their own terms. Social media is a great way to reach different generation segments. Frequently update your Facebook and Twitter. Keep your supporters engaged, and provide them with a platform to respond and interact with your organization.

5)      Offer different ways to donate. In an always-connected world, it’s important for nonprofits to offer different methods by which to give, such as text messages, online, automatic withdrawal, etc. The recent Haiti earthquake provoked a wave of text contributions. The American Red Cross launched a viral campaign to collect contributions, totaling more than $8 million only weeks following the disaster.

By applying these simple strategies, nonprofits can attract younger patrons who will help sustain their organization before it’s time for the next generation to step in.

In the wake of a massive disaster, people usually want to know two things: 1) What happened? and 2) How can I help? Social media provides a platform to answer both of these questions quickly and easily.

No longer do we have to wait for updates from traditional news outlets, rather, through social media sites, citizens are journalists. Those directly impacted by the earthquake in Haiti were able to search for information and help through social media sites such as Twitter, Facebook, Skype, Flickr and YouTube. Thousands of photos taken directly from the devastation in Haiti were broadcast on social media sites 24 hours a day for several days. According to a Jan. 20 study by Pew Research, 13 percent of Americans – including 24 percent of those younger than 30 – say they have received or shared information about the Haiti earthquake through Twitter, Facebook or another social networking site.

As the lines between traditional and new media are beginning to merge, we see mainstream news organizations utilizing social networking for news and information. Nick Wrenn of CNN International Digital Services said, “We immediately moved someone supervising social media and our iReports to the Haiti desk.”

But sending and receiving news and information is not the only way social media is being used in disasters. As the devastation in Haiti unfolded in photos, videos, news articles and blogs, people couldn’t help but wonder, “How can I help?” What resulted was one of the most, if not the most successful text donation campaigns in history. Text donations set up by the American Red Cross to benefit Haiti had topped $25 million by the end of last week and most of the money has come in $10 increments. By comparison, last year only $4 million was donated to all charities by mobile texts.

During times of crisis, social media provides a platform where we can quickly discover the latest news on what is happening, and support agencies can share compelling stories to encourage donations and support. I truly believe these platforms offer a human connection that initiates caring and, more importantly, a calling to help.