Digital transformation a top priority for charities, says free guide

Millennials

The guide includes a digital transformation section advice that references research by Blackbaud that millennials are a key audience for charities to target online. It found that this demographic group, who were born between 1980 and 2000, donated £2.7bn to charities in 2019.

“Other research by the Charity Commission shows that millennials value trust above all else, and their relationship with charities is embedded in their online experience.

“However, competition for online brand recognition has never been more fierce, and traditional charities are struggling to differentiate themselves not only from the digital-savvy newcomers, but from their peers in such a crowded landscape.

“Understanding which channels your donors prefer is vital as the sheer number available can overwhelm and put people off.”

The guide adds that millennials spend at least 26 hours a week consuming online media, six of which are spent on social media.

More than a third of millennials and those classified as generation Z, who were born in the late 1990s and early 2000s, research charities via social media. “So invest in a strong social media presence to grab them”, says the guide to charities.

The survey also includes the views of more than 200 benefactors about charities. This found that donors want more transparency about fundraising. Half of those surveyed “said that ‘no promise of where my money goes’ would put them off donating to a charity”.