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By millennials, for everyone: Creating fierce advocates

Author

Listed:
  • Neuhart, Shelly

    (Associate Director of Annual Giving, USA)

  • Rupp, Hailey

    (Director of Campaign Communications, USA)

Abstract

Take a minute to Google the phrase ‘millennials have’ and view the predictive results that pop up. Among them? ‘Millennials have no money’, ‘millennials have no common sense,’ or, our personal favourite, ‘millennials have no manners.’ Humour aside, millennials have become the latest in a string of misunderstood and misrepresented generations and a growing challenge for higher education advancement organisations to connect with. This paper focuses on a strategic, collaborative approach to philanthropic engagement that taps into peer-to-peer fundraising and volunteer activation. Readers walk away with the ability to identify millennial behaviours that impact giving, recognise online social engagement opportunities for young donors, and understand how an advocate-based approach can have impact beyond the target audience (millennials). Let us reimagine interactions with millennial, alumni donors and transform them into lifelong philanthropists.

Suggested Citation

  • Neuhart, Shelly & Rupp, Hailey, 2020. "By millennials, for everyone: Creating fierce advocates," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(4), pages 332-339, March.
    • Handle: RePEc:aza:jeam00:y:2020:v:4:i:4:p:332-339
    as

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    More about this item

    Keywords

    millennial; philanthropy; advocate; engagement; recent graduate;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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