全球视野 | 捐赠圈、嘻哈音乐会、直播，美国非营利组织如何用社交媒体吸引年轻捐赠人

More Minnesota nonprofits are targeting younger donors as millennial giving increases nationally, surpassing Gen X for the first time as the second most generous generation. 

随着千禧一代的捐赠在全美国范围内不断增加，明尼苏达州越来越多的非营利组织将目标锁定在年轻捐赠人身上。千禧一代的捐赠人首次超过X世代，成为第二慷慨的一代。 

While baby boomers still give the most money — nearly double what millennials and Gen X gives — Minnesota nonprofits are trying new tactics to tap into more millennial and Gen Z donors, especially as the largest transfer of generational wealth begins. 

虽然婴儿潮一代人的捐赠仍然最多，几乎是千禧一代和X世代人的两倍，但明尼苏达州的非营利组织正在尝试新的策略，以吸引更多的千禧一代和Z世代捐赠人，特别是在最大规模的世代财富转移开始之际。 

"We try to take a different approach," said Lauren Kramer, donor relations officer at the Native Governance Center and a millennial herself. "We're looking at content that appeals to Gen Z and millennials." 

Native Governance Center的捐赠人关系官员劳伦·克莱默也是千禧一代，她说：“我们尝试采取不同的方法，我们正在寻找能够吸引Z世代和千禧一代的内容。” 

The nonprofit, which serves Indigenous leaders in Minnesota, South Dakota and North Dakota, skips a typical annual fundraiser and focuses instead on Instagram and TikTok videos and themed social media campaigns throughout the year to build visibility and draw new donors. 

该非营利组织为明尼苏达州、南达科他州和北达科他州的原住民领袖提供服务，它跳过了典型的年度筹款活动，而是全年专注于Instagram和TikTok视频以及主题社交媒体活动，以建立知名度并吸引新的捐赠人。 

Telehealth clinic Just the Pill also skirts the traditional gala model, focusing on grassroots efforts — from social media campaigns to a fundraiser at a Minneapolis brewery last week, part of a growing trend of tapping into the state's brewery scene. 

远程医疗诊所Just the Pill也避开了传统的晚会模式，将重点放在了基层活动上：从社交媒体活动，到上周在明尼阿波利斯一家酿酒厂举行的筹款活动。这也是利用该州啤酒厂场景的、日益增长的趋势的一部分。 

And in Minneapolis, affordable housing developer Urban Homeworks is trying new strategies to reach younger, more diverse donors, hosting a trivia night at a brewery for the first time this month and retooling its annual fundraiser to be more interactive than the typical dinner with a formal presentation. 

在明尼阿波利斯，经济适用房开发商Urban Homeworks正在尝试新的策略，以吸引更年轻、更多样化的捐赠人。本月首次在一家啤酒厂举办了竞猜之夜，并重新调整了年度筹款活动，使其更具互动性，而非传统的正式演讲晚宴。 

"We've been working to make that event more appealing to younger donors ... to make it more like a party," said Paul Vliem, Urban Homeworks' development director. 

Urban Homeworks的发展总监保罗·弗利姆说：“我们一直在努力使这项活动对年轻捐赠人更有吸引力......使它更像一个派对。” 

The October event includes a private concert by a hip-hop artist and an improv comedy show, making it more of an experience, which younger donors value more than just writing a check, he said. That event and the trivia night help draw potential new donors who may not know anything about the organization, but learn more about its mission casually, not in a high-pressure fundraising environment, Vliem added. 

弗利姆说，10月份的活动包括一场由嘻哈艺术家举办的私人音乐会和一场即兴喜剧表演，使活动更具体验性，而年轻的捐赠人更看重这种体验，而不仅仅是写一张支票。弗利姆补充说，该活动和竞猜之夜有助于吸引潜在的新捐赠人，他们可能对该组织一无所知，但可以通过休闲的方式，而不是在高压的筹款环境中，更多地了解该组织的使命。 

"One of our goals just for stability is to create a more grassroots group of donors," he said. "We need to have a larger pipeline of individuals." 

弗利姆说：“稳定是我们的目标之一，那就是创建一个更基层的捐赠人群体。我们需要有更多的个人渠道。”

In a new report released earlier this year, millennials — adults in their 20s, 30s and 40s who were born between 1981 and 1996 — boosted their philanthropy significantly, giving an average of 40% more than in 2016. Millennials also volunteered the most of any generation. 

在今年早些时候发布的一份新报告中，千禧一代（1981年至1996年间出生的20多岁、30多岁和40多岁的成年人）大幅促进了他们的慈善事业，平均捐赠额比2016年增加了40%。千禧一代的志愿服务也是所有世代中最多的。 

Baby boomers and Gen X donors on average decreased their household giving from 2016 to 2022, according to a report by Giving USA and Dunham+Company. 

根据Giving USA和Dunham+Company的一份报告，从2016年到2022年，婴儿潮一代和X世代捐赠人平均减少了家庭捐赠。 

In Minnesota, an estimated $48 billion is expected to pass from baby boomers to younger generations. Besides just engaging the next generation of philanthropists, many Minnesota nonprofits also urgently need new donors as they face increasingly dire finances. 

在明尼苏达州，预计将有480亿美元从婴儿潮一代转移给年轻一代。除了吸引下一代慈善家，明尼苏达州的许多非营利组织也急需新的捐赠人，因为他们面临着日益严峻的财务状况。 

In a new survey by the Minnesota Council of Nonprofits released this month, more nonprofits reported that they're boosting fundraising to offset rising costs and declining revenue. 

明尼苏达州非营利组织委员会本月发布的一项最新调查显示，越来越多的非营利组织表示，他们正在加大筹款力度，以抵消成本上升和收入下降的影响。 

After a spike in money from foundations, the federal government and donors at the start of the pandemic in 2020, many foundation grants have flatlined, extra federal aid has ended and donations have waned. Nationally, total giving declined in 2022 for only the fourth time in four decades, likely because of stagnant incomes, rising inflation and decreases in the stock market, according to a separate Giving USA report. 

在2020年新冠疫情爆发之初，来自基金会、联邦政府和捐赠人的资金激增。之后许多基金会的捐款趋于平稳，额外的联邦援助已经结束，因此捐赠也有所减少。Giving USA的另一份报告显示，从全美国范围来看，2022年的捐赠总额出现了四十年来的第四次下降，原因可能是收入停滞、通胀上升和股市下跌。 

Before the pandemic, nonprofits were looking for ways to reinvent the typical black tie gala to combat "gala fatigue" and reach new donors. Galas aren't as relevant to many millennials who want more hands-on philanthropy, whether it's being intentional about where money goes, volunteering or being social media ambassadors promoting an organization online, said Sara Lueben, director of collective giving at the Minneapolis Foundation. 

在新冠疫情发生之前，非营利组织一直在寻找重塑典型黑领结晚宴的方法，以消除“晚宴疲劳”并接触新的捐赠人。明尼阿波利斯基金会集体捐赠部主管萨拉·卢本说，对于许多千禧一代来说，慈善晚会已经不再重要，他们需要更多亲身参与的慈善活动，无论是有意识地了解资金去向、参与志愿服务，还是成为社交媒体大使在网上宣传组织。 

She works with Fourth Generation, a giving circle with about 35 members — mostly millennials — who pool their money to give grants and learn from experts about key issues. 

卢本与Fourth Generation合作。Fourth Generation是一个捐赠圈，有大约35名成员，其中大部分是千禧一代，他们将资金集中起来，提供资助，并向专家学习关键问题。 

"Millennials in particular ... are really about seeing an issue and getting involved and making an impact," Lueben said. "They're always looking for ways to engage beyond the dollars." 

卢本说：“尤其是千禧一代......他们真的是看到一个问题，然后参与其中并产生影响。他们一直在寻找超越金钱的参与方式。” 

Giving circles are increasingly popular, she said, allowing younger generations who have less money than older generations to magnify their philanthropy and create a community of like-minded peers. Fourth Generation members, for instance, meet monthly and gave out $80,000 in grants collectively last year. 

卢本说，“捐赠圈”越来越受欢迎，它让比老一辈人钱更少的年轻一代，可以扩大他们的慈善事业，并创建一个志同道合的同龄人社区。例如，Fourth Generation成员每月聚会一次，去年共发放了8万美元的捐款。 

Kelsey Tyler, 30, of St. Anthony is one of the members. She's upped her donations to charities over the years as her wages have increased and she's gotten more involved with the community. 

圣安东尼市30岁的凯尔西·泰勒就是成员之一。这些年来，随着工资的增加，以及她对社区活动的更多地参与，她增加了对慈善机构的捐款。 

The increase in millennial giving nationally isn't surprising given that the generation is getting older and generally making more money. But the generation never recovered financially from the Great Recession in 2007-2009. Millennials have experienced slower economic growth since entering the workforce than any generation in U.S. history and their earnings never fully rebounded after the recession, according to a Washington Post analysis. 

千禧一代在全美国范围内的捐赠增加，并不令人惊讶。因为这一代人的年龄越来越大，收入也越来越高。但这一代人的经济从未从2007到2009年的大衰退中恢复过来。根据《华盛顿邮报》的分析，千禧一代自进入劳动力市场以来，所经历的经济增长速度比美国历史上任何一代人都要慢，他们的收入在经济衰退后也从未完全回升。 

Tyler sees that uneven impact among her millennial friends — some of whom aren't able to donate as much or at all because of stagnant wages or student loan repayments. 

泰勒在她的千禧一代朋友中看到了这种不均衡的影响，他们中的一些人由于工资停滞不前或学生贷款偿还问题，而无法捐赠那么多甚至根本没有能力进行捐赠。 

"The millennials who are doing well are doing well. But there's a split," she said. 

泰勒说：“做得好的千禧一代做得很好。但也有分裂。”

In the Giving USA report, a higher percentage of millennials donated online than any other generation, including Gen Z. 

在Giving USA报告中，千禧一代在线捐赠的比例高于包括Z世代在内的其他任何一代人。 

At the Native Governance Center, social media videos and campaigns have helped the organization reach new supporters and even helped draw a $50,000 gift from a millennial donor, Kramer said. 

克莱默说，在Native Governance Center，社交媒体视频和活动帮助该组织获得了新的支持者，甚至帮助吸引了一位千禧一代捐赠人的5万美元捐赠。 

The videos are lighthearted, fun ways to talk about serious issues — from streaming with Indigenous gamers to mimicking a popular hot wings show where Indigenous leaders answer questions while sampling chicken wings. 

这些视频以轻松有趣的方式谈论严肃的问题：从与原住民游戏玩家直播，到模仿流行的辣鸡翅节目，让原住民领袖一边品尝鸡翅一边回答问题。

"We really want to reach people where they're consuming information," Kramer said. "That's been a great way to reach folks who maybe aren't thought of in traditional fundraising campaigns." 

克莱默说：“我们真的希望在人们消费信息的地方接触到他们。这是一种很好的方式，可以接触到传统筹款活动中可能没有想到的人群。” 

At Urban Homeworks, about 20% of its revenue comes from donors, most of whom are suburban, white and older, Vliem said. The organization has tried to diversify its donor base to ensure it reflects the communities the nonprofit serves. And as larger donors decrease their giving, Vliem said the nonprofit needs to grow revenue in other ways. 

弗利姆表示，在Urban Homeworks，大约20%的收入来自捐赠人，其中大部分是来自郊区的白人和老年人。该组织一直在努力使捐赠人群体多样化，以确保其反映非营利组织所服务的社区。弗利姆说，随着大额捐赠人减少捐赠，非营利组织需要通过其他方式增加收入。 

The trivia night drew about 100 guests and only brought in about $1,000, but didn't cost Urban Homeworks much to put on and was an "acquisition" event to connect with potential new donors or volunteers, he added. 

弗利姆补充说，竞猜之夜吸引了约100名宾客，只带来了约1000美元的收入，但并没有花费Urban Homeworks太多的成本，而且这是一个与潜在的新捐赠人或志愿者建立联系的“收获”活动。 

Just the Pill, which provides abortion medications by mail, has always focused on grassroots giving — from social media campaigns to online donations — since foundation grants can be sporadic, said Meg Sasse Stern, its outreach and operations coordinator. 

Just the Pill通过邮寄方式提供堕胎药物，该组织的外联和运营协调员梅格·萨斯·斯特恩说，由于基金会的捐款可能是零星的，因此该组织一直专注于基层捐赠：从社交媒体活动到在线捐赠。 

Those efforts are easy ways to engage younger generations who could be future donors, patients or volunteers, she said, adding: "There's a shift in how we engage with philanthropy." 

斯特恩表示，这些工作是吸引年轻一代参与的简单方法，他们可能是未来的捐赠人、病人或志愿者，她说：“我们参与慈善事业的方式正在发生转变。”