Home – 5 Key Millennial Trends During Election Years

5 Key Millennial Trends During Election Years

Posted on 12-16-2016 by Janelle Coates

 As Millennials grow to become the largest living generation, the donor focus of nonprofit organizations will begin to shift away from the reigning population champs, the Baby Boomers. Nonprofits must begin to perceive the significance of the needs and wants of this new population majority in order to achieve future fundraising success. The Millennial Impact Project, established in 2009, was created to understand how the millennial generation connects, involves and supports causes. The project’s 2016 Millennial Impact Report discusses new trends related to millennial engagement during election years. Take a look at our top five picks that nonprofits should take note of:

  1. Important Social Issues— When looking at the spectrum of social issues that face society today, 29% of Millennials said that they were most interested in education. Issues such as health care and the economy rank second and third.
  2. Identify as Conservative— A trend we found quite eye-opening was that 50% of Millennials identify as conservative. 43% identified as liberal with the remaining 7% falling under neutral/other. Taking demographics into consideration, over half of male Millennials identify as conservative versus 44% of females.
  3. Can Make an Impact— Nearly all of Millennials (90%) believe that they can personally make an impact on the betterment of the United States. About a third of male Millennials also seem to have a stronger belief than females that a person can make a big impact on society. 
  4. Don’t Trust the Government—The majority of Millennials do not trust that the government will do the right thing. Combined, more than half (51%) of millennials trust the government “only a little” or “not at all.” The Achieve Research team also found that female Millennials appear to have even less faith and trust in the U.S. government than that of their male counterparts. This is a big issue facing the U.S. government and any future politician that hopes to gain the support of Millennials. 
  5. Power of Social Media— Not surprisingly, nearly two-thirds of the millennial respondents indicated they had posted or engaged on social media in the past week on issues important to them. Top social media platforms included Facebook, Twitter, Instagram, YouTube and Snapchat. Facebook was by far the most popular with 88% of Millennials using it to post and/or engage with issues they care about.

As you begin hunting for new donors to add to your existing donor database, make sure you’ve conducted thorough research on what motivates Millennials, particularly during election years. Check out Millennial Impact’s 2016 report for more information on trends tied to political years.   


3 Ways to Apply This Information

  1. Check out our Millennial Donor eBook on how to connect with future wealth.
  2. Learn more about LexisNexis® for Development Professionals, a prospect research and fundraising solution.
  3. Share this blog to keep the dialogue going with your colleagues and contacts.

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