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Attract millennials on Giving Tuesday through online and offline engagement
Publication year - 2016
Publication title -
nonprofit business advisor
Language(s) - English
Resource type - Journals
eISSN - 1949-3193
pISSN - 1531-5428
DOI - 10.1002/nba.30155
Subject(s) - appeal , social media , online and offline , focus (optics) , advertising , internet privacy , digital media , media studies , sociology , world wide web , psychology , political science , computer science , business , law , physics , optics
With its hashtag appeal and social media focus, Giving Tuesday seems like a perfect fit for inspiring tech‐savvy millennial donors to give to a worthy cause. However, research shows that this group is more likely to donate when engaged both online and offline than if nonprofits rely on digital channels alone to attract them.