UK Millennials are becoming more and more impassioned about what marks a force for good in our society against what doesn’t. According to Deloitte, 56% of Millennials have ruled out working for companies because of their values or conduct and 63% of those respondents expect companies they work for to actively contribute to society.

There is a clear aversion against organisations that do not add value to the society in which it exist. Why then, is the charity sector still perceived as an old lady’s game? And what can charities do to revert this stereotype in order to better harness the millennial moral conscience?

The Moral Millennial

It is no secret to those that work in the charity sector that being a donor is not just a matter of ‘doing good’. With so many charities independent in and of themselves, and others working as independent branches, charities often provide vital research, which supports the progression of society. It is therefore necessary your vital research continues to be funded. You might consider using your stats to win over the data-keen mindsets that many millennials have. The political movements that are gaining momentum right now would not and will not have legs to continue without the support of research, of which many charities provide.

Fill In Your Financials

With the rise of an internet culture that makes every young person their own researcher, the last thing a ninja researcher wants to see is a charity without financials. More than that, they will want to see a detailed overview of expenditure. After a small minority of charities branded the sector as greedy and untrustworthy through a number of public scandals, trust needs to be brought back in a big and powerful way. Trust that will come from honesty, directness, and making as many inner and outer workings of your organisation visible for public viewing.

In the 2018 Global Trends in Giving Report which acquired 1,049 respondents, 12% of people said they didn’t trust organisation to spend their money well. Young people in particular want to know what you’re doing and why, and they want to be able to easily access to this information.

Appeal To People’s Desire To Grow

Research shows that opportunities to learn and grow are the only aspect of retention that separates millennial needs from non-millennials. Corporate managers that don’t provide real opportunities can expect to lose demotivated younger staff and therefore also less likely to attract newbies. With so many corporations lacking effective CSR strategies, this means that there is a huge untapped market of young professionals who are eager to grow their skillset whilst working as part of a socially conscious organisation.

On top of this, recruitment companies are far more likely to employ young adults who ave worked with a charity, it shows integrity. In Deloitte’s 2016 Impact Survey, results indicate that volunteering experience may play a big role in building leadership skills considered to be “must haves” for successful leaders. Let these facts be known by letting them shine through in your communications with potential donors. Let it be known that donating to charity is a personal and career investment.

The Future Is Up To You

The future of charity depends on the sector’s ability to: reignite public trust; engage with younger populations in ways that are meaningful to them e.g. research-based work, transparent financials, and acting in ethically and responsibly ways. Particularly for millennials, the importance of clear intention and a transparent organisational structure when looking to partake in any kind of charity engagement is of the utmost importance.

To make your charity better equipped to engage new audiences and potentially volunteers, update your financials with the Charity Commission, claim and fill in your whatCharity profile for boosted visibility, and importantly, consider how your actions as an organisation hold up against the likely scrutiny of members of the public, people who are waiting for you to reignite their trust in the sector.

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