Altruistic And Participative Profiles Of Mexican Millennials In Difficult Times Altruista Y Participativo: Perfil Del Millennial Mexicano En Tiempos Dificiles

The economic power of the Millennials, as well as their growing participation in social networks to express their opinion on very varied topics, has made them important actors in activities of civil society organizations (CSO). Previous studies indicate that Mexicans consider themselves to be supportive and participatory. However, few studies describe the philanthropic actions of the integrated Mellennial generation. To study the altruistic behavior of young people, we conducted quantitative research in Northern Mexico. Based on the findings, we identified four factors that define their behavior: love for nature, search for well-being, digital behavior and social capital. By using these four attributes, Millennials can be segmented to provide charities with tools that allow them to communicate with potential donors efficiently. Charities can build medium and long-term relationships that will help them achieve their fundraising goals