It’s not news that developing donor loyalty in your younger donors helps keep them as donors as they age. While they may not have much money now (Hi there!), one day, they will (fingers crossed).
And there are some really great initiatives to get young donors involved in organizations.
The Royal Ontario Museum has its Young Patrons’ Circle and the Art Gallery of Ontario has its AGONext. And boy, do both groups look awesome. Special events, rubbing shoulders with the city’s glitterati, discounts, previews, receptions…
For both, the cheapest option is $600.
You may have gleaned from the title of my last post, that this is a tad out of my reach.
As a young, not-rich donor, I do feel left out. And I do, genuinely, want to give these organizations my money. And even if I decided to commit to the $600
entry membership fee, I would be going on my own. My immediate circle of friends and family are not likely to be as committed as I am, so even less likely to sign up and accompany me.
Just because I don’t have oodles of money now doesn’t mean I won’t in the future. Offering me a more entry-level opportunity is really an investment, and you’ll be stewarding my support over a longer period of time.
At the AGO’s Heart to Art, it was clear that traditional memberships just don’t work for young professionals. Our time commitments are different and the value we derive from memberships have shifted. But we like events. We like behind-the-scenes. And while a smaller event isn’t going to bring in as much money as a big-ticket one, it can be really useful to build a relationship with younger donors.
For $30, all I want is a glass of wine, some nibbles, and an excuse to dress up. $40. $50 even! And I will feel like I got more value from this experience than I would from a membership. You get my money and loyalty, I get to feel special, everybody wins.
What do you think? Am I asking too much? Or are organizations overlooking a possibly lucrative donor segment?