Millennial donors willing to give, but want to direct where their money is going

September 15, 2014

A new report says that millennial-generation graduates are willing to give back to their institutions, but require a different engagement approach. According to a recent survey, less than half of a sample of 3,660 millennials said that they had made a donation to their former schools, and three-quarters said they would donate to another organization or cause before their alma mater. 62% of those who had not yet made a donation said it was because they were financially unable to do so. Millennials were also found to be more likely to research and give to causes beyond traditional channels, increasing PSE institutions' competition for donation dollars. More than half said they would prefer to see their donations go directly to scholarships and financial aid for current students, while 29% said they would like their money to go a specific department. “For this generation in particular, they want to know where their $25 is going,” said Brandi Brooks Davis, Director of Young Alumni Giving Programs at the University of North Carolina at Chapel Hill. The Chronicle of Higher Education (Subscription Required)