The Chronicle of Philanthropy just published this great article, 75% of Young Donors Turned Off by Out-of-Date Web Sites, describing what motivates people in their 20s and 30s to donate, and what their giving preferences are.

A heap of stats, in the report — the 2013 Millenial Impact Report — sponsored by the Case Foundation and conducted by Achieve, about likes, dislikes, size of donations, channels used, etc.

But what I found most interesting was that the research included videotaping 100 young donors as they browsed a selection of nonprofit websites. Take a look here for a teaser video what it takes to motivate and inspire giving. And you can find all the user testing videos here.

#1 on the list as I heard it was a familiar refrain (which I’ll submit applies to donors of any generation) — talk about the results achieved, the people served, how the donation is used … NOT about the organization.

#2 would be — don’t forget about emotion!

As the report observes: “Websites are portals to action, giving signposts for an organization’s top information. It’s imperative that organizations’ websites clearly show their work, demonstrate how potential constituents can help with current projects and events, and offer ways people can get involved in the near future.”

How do you think your website would test out against the Millennial audience?

Tom

P.S. BTW, some great infographics too.

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