Attracting Millennial Donors
Derrick Feldmann, Amy Thayer, Ph.D., Melissa Wall, Joey Ponce, Hillary Celebi, Hannah Lushin, Jonathon Hosea

Created by 92nd Street Y – a cultural center in New York City that, since 1874, has been bringing people together around the values of service and giving back – #GivingTuesday connects diverse groups of individuals, communities and organizations around the world for one common purpose: to celebrate and encourage giving.

#GivingTuesday harnesses the potential of social media and the generosity of people around the world to bring about real change in their communities; it provides a platform for them to encourage the donation of time, resources and talents to address local challenges. It also brings together the collective power of a unique blend of partners—nonpro ts, civic organizations, businesses and corporations, as well as families and individuals—to encourage and amplify small acts of kindness.

As a global movement, #GivingTuesday unites countries around the world by sharing our capacity to care for and empower one another.

As this movement is only four years old, the Achieve research team wanted to garner a better understanding of how Millennials view and act on #GivingTuesday and how this generation’s gifts have an effect on the success of this day in order to aid organizations in attracting this generation in the future.

This report profiles the strategies and results from nine organizations across the country.