Research Report
K-12 Fundraising: Winning Donor Mindshare in the Attention Economy
52%
of millennial alumni express interest in monthly giving
Young alumni represent the potential donor segment with the greatest opportunity for growth. However, unlike older donor cohorts, this segment responds more to cause-aligned messaging than traditional appeals based on institutional need. They are also much more likely to prefer mobile and online giving, rather than writing a check or giving over the phone. Advancement leaders need to rethink the content and channels of their appeals to engage these alumni now—and start building the pipeline to major gifts in the future.
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