The Donors of Tomorrow: Effective Ways to Engage Young Audiences

Problem Statement

Take a look at your donors. Are they primarily over the age of 60? If the answer is yes, your board and staff need to consider the long-term sustainability of your nonprofit.

Young people are our future (donors), but many nonprofits are simply overlooking them. While most resources are allocated to big-dollar donors, you should also have a plan to engage Millennials and Gen Z in your mission to ensure the long-term sustainability of your nonprofit. We’ll discuss the perils of ignoring younger audiences when it comes to donor cultivation, as well as ways to turn these generations into your future donors.

We’ll also walk through real-world examples of how organizations are using dynamic campaigns to reach young audiences and generate mission-fueling revenue, and how you can incorporate these tactics into your nonprofit.

In this session, you’ll learn:

  • How to think beyond the channels to what really drives a younger audience
  • What young audiences want from nonprofits
  • How to create effective campaigns that tap into these generations, along with real-world examples
  • How to turn young volunteers into ongoing donors
Rachel Clemens
TradeMark Media
Chief Marketing Officer
Rachel is the Chief Marketing Officer of TradeMark Media in Austin, Texas. TradeMark Media is an award-winning, digital communications firm that helps cause-driven organizations manifest their mission. Rachel's traveled the world exploring great storytelling and communications. After earning a Bachelor of Fine Arts degree at the Savannah College of Art and Design, she worked as a graphic designer in London, England and Brisbane, Australia along with several advertising agencies in Austin, Texas. In 2005, Rachel founded Creative Suitcase, a strategic design firm, to help clients tell their stories and engage their audiences. In 2016, Creative Suitcase merged with TradeMark Media. Fusing smart strategy with killer creative and clean code, TradeMark Media focuses on opportunities that allow nonprofits to build better relationships with their donors, clients and supporters. TradeMark Media has proudly done work for United Way, YMCA, Habitat for Humanity, Whole Kids Foundation and Love is Respect as well as Austin favorites The Long Center and KUT Public Radio. TradeMark Media has helped these organizations increase their revenue, reach new audiences and improve their communities. For more information, visit

Ashley Wilson
Vice President - Marketing and Communications
Ashley Wilson joined LIVESTRONG in October 2012. Ashley is Vice President - Marketing and Communications for LIVESTRONG where she oversees all marketing communications, including national marketing strategies, public relations, social media, creative strategy, trademark and brand management efforts with a database of over 2 million supporters and social community of over 2.5 million. Ashley is a passionate marketing professional and enjoys working each day to further the critical mission of the Foundation to change the way the world fights cancer and survivors live through and beyond cancer, today. Prior to LIVESTRONG, she was Senior Account Executive at iostudio, an award-winning digital agency in Nashville, Tennessee. There she grew existing accounts by more than double within her first year and managed the agency’s largest corporate accounts. She developed strategy for interactive national advertising campaigns and managed day-to-day development of clients’ projects including media, creative, production, interactive, video, quality assurance and research. Before iostudio, she was at Madden Brand Agency where she was Regional Account Manager of Creative Services and developed the creative strategy for over 20+ accounts. Ashley has her B.S. in Communications in Advertising from the University of Tennessee. She lives in Austin, Texas, where she enjoys cooking, traveling and exploring all the city has to offer with her husband, daughter and great dane.