Engaging a new generation of donors a relationship management theory approach to communication between nonprofits and millennials

Engaging a new generation of donors : a relationship management theory approach to communication between nonprofits and millennials

Bibliographic Details
Statement of responsibility:Kimberly A. Parker, Sarah A. Geegan, Samantha N. Pfeiffer, Ansley M. George, Danielle E. Jaffe, Adriane Grumbein, Sylvia Scheuer, Allison D. Brown
Published in:Journal of philanthropy and marketing. - Hoboken, NJ : Wiley, 2021. - 29(2024), 1 vom: Feb., Artikel-ID e1816, Seite 1-10
Main Author: Parker, Kimberly A. (Author)
Other Authors: Geegan, Sarah A. (Author) Pfeiffer, Samantha N. (Author) George, Ansley M. (Author) Jaffe, Danielle E. (Author) Grumbein, Adriane (Author) Scheuer, Sylvia (Author) Brown, Allison D. (Author)
Format: electronic Article
Language:English
Published: 2024
ISSN:2691-1361
External Sources:lizenzpflichtig
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982 |2 26  |1 00  |x DE-206  |b Current evidence on philanthropic giving to nonprofit organizations (NPOs) suggests that NPOs are not successfully cultivating relationships with prospective donors in the millennial generation; this has negative implications for the organizations' future financial sustainability. The current investigation employed a framework grounded in relationship management theory to explore how NPOs can better engage with this target audience. A series of focus groups revealed nuanced factors that facilitated relationship-building between millennials and NPOs, rooted in the theoretical constructs of trust and openness. These results can be used to guide NPOs' donor-engagement strategies focused specifically on millennials, thus guiding long-term donor relations efforts.