African American Millennials: Discovering The Next Generation of Black Philanthropy for the Effective Communication & Engagement of Non-Profit Organizations
May 2013 - New York University | Published on Friends of Ebonie December 2013
This study explores the giving and civic engagement behaviors and perspectives of African American young professionals, also known as millennials, so that non-profit organizations can better communicate and engage with them. Black millennial philanthropy is examined using primary research including a survey, in-depth interviews, and a focus group. A secondary analysis uses a variety of sources representing millennials and black philanthropy; including but not limited to online publications, research reports, and published academic papers.
If black millennials are more likely to give back in both time and money than previously
thought, there exists evidence of a shift in traditional philanthropy. If there is a correlation between direct communication from non8profits and a greater likelihood of black millennial engagement, there is evidence of untapped volunteer, donor and leadership opportunities that could help support non-profit organizations.
The findings show strong evidence of black millennial interest in giving both time and money, but more strongly in giving time. There also exists evidence of an engagement disconnect between black millennials and non-profit organizations, suggesting that opportunities exist for more strategic and targeted communication to black millennials.