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By millennials, for everyone: Creating fierce advocates
Journal of Education Advancement & Marketing,
4
(4),
332-339
(2020)
Abstract
Take a minute to Google the phrase ‘millennials have’ and view the predictive results that pop up. Among them? ‘Millennials have no money’, ‘millennials have no common sense,’ or, our personal favourite, ‘millennials have no manners.’ Humour aside, millennials have become the latest in a string of misunderstood and misrepresented generations and a growing challenge for higher education advancement organisations to connect with. This paper focuses on a strategic, collaborative approach to philanthropic engagement that taps into peer-to-peer fundraising and volunteer activation. Readers walk away with the ability to identify millennial behaviours that impact giving, recognise online social engagement opportunities for young donors, and understand how an advocate-based approach can have impact beyond the target audience (millennials). Let us reimagine interactions with millennial, alumni donors and transform them into lifelong philanthropists.
Keywords: millennial; philanthropy; advocate; engagement; recent graduate
The full article is available to subscribers to the journal.
Author's Biography
Shelly Neuhart is the Associate Director of Annual Giving, Leadership Annual Giving, at Whitman College. She recently earned her MEd in Higher Education with an emphasis on supporting disenfranchised student populations, which ties into her passion for philanthropy and developing opportunities for students through fundraising. Before going back to school for higher education, Shelly pursued her love of performing. She received her BFA. in Acting and worked as a talent agent in Los Angeles, where she represented comics and magicians.
Hailey Rupp is a marketing and events professional currently serving as the Director of Campaign Communications at the Washington State University Foundation. She has worked in numerous roles in both the private and public sector but discovered a passion for writing, working with people and design, leading her to marketing. She has her BA in Business Administration and her MA in Strategic Communication.
