What drives a millennial to donate and volunteer?

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A growing percentage of our global population are younger people. How are you going to adapt your causes to align with social causes that millennials care about?

A recent Pro Bono article highlighted:

The decade-long research report found millennials identify with issues over institutions, strongly believe in the power of activism, and believe that small and virtual acts could lead to larger social change.

This generation also doesn’t see publicly volunteering or donating as more valuable than signing a petition, using their voice to raise an issue, or using their purchasing power to support a cause.

Millennials were found to be empathetic towards others who don’t look like them, speak the same language, have the same level of education or come from the same background.

This means that millennials are more likely to follow their hearts and go where the causes call them, rather than support one organisation that is making a change on an issue.

DJ Cronin, the manager at Volunteer Services at UnitingCare Queensland had an opinion on the piece and wrote on LinkedIn:

“The decade-long research report found millennials identify with issues over institutions, strongly believe in the power of activism, and believe that small and virtual acts could lead to larger social change. This generation also doesn’t see publicly volunteering or donating as more valuable than signing a petition, using their voice to raise an issue, or using their purchasing power to support a cause. The report said to stay relevant, organisations needed to forge more genuine relationships by viewing any contribution and involvement in the cause as being of equal value and worthy of equal attention, no matter what it was.”

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