Millennial Investors

October 17, 2014

NPR has launched a series on Millennials in America. This week’s report focuses on how the Millennial cohort donates differently.

It features the forward-thinking organization Charity:Water, which has received a multitude of accolades for its dynamic approach to fundraising.

Besides the expected advice that it’s essential to get technology up to speed, we’re particularly interested in this idea: “Don’t ask them to donate. Choose a different word with a different connotation – Investment.”

The big idea is that younger donors don’t just think they’re investing money, they’re are also investing emotionally in the causes they choose to support.

Read or listen to the story here.