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

Kimberly A. Parker, Sarah A. Geegan, Samantha N. Pfeiffer, Ansley M. George, Danielle E. Jaffe, Adriane Grumbein, Sylvia Scheuer, Allison D. Brown

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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 languageEnglish
Article numbere1816
JournalJournal of Philanthropy and Marketing
Volume29
Issue number1
DOIs
StatePublished - 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

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