The Millennial Impact Report 2012

While millennials (defined in the report as people between the ages of 20 and 35) tend to interact with nonprofit organizations in impulsive, immediate ways, they also value authentic, personal connections with the nonprofits they support, a report from Achieve and Johnson, Grossnickle and Associates finds. Based on online surveys and focus group discussions, The Millennial Impact Report 2012 (35 pages, PDF) found that 75 percent of millennials donated to a nonprofit or charitable cause in 2011, while 71 percent said they had raised money for a nonprofit. The report also found that while three-quarters of survey respondents own a smartphone, Web sites continue to be the primary source for millennials seeking information about a nonprofit's work or opportunities to volunteer or donate.