Abstract
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.
Original language | English |
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Article number | e1816 |
Journal | Journal of Philanthropy and Marketing |
Volume | 29 |
Issue number | 1 |
DOIs | |
State | Published - Feb 2024 |
Bibliographical note
Publisher Copyright:© 2023 John Wiley & Sons, Ltd.
Keywords
- donation
- millennials
- nonprofit organizations
- nonprofits
- relationship management theory
ASJC Scopus subject areas
- Economics and Econometrics
- Strategy and Management
- Marketing