Date of Conferral

2017

Degree

Ph.D.

School

Public Policy and Administration

Advisor

Gary Kelsey

Abstract

Beginning in 2015 a major demographic shift in the majority income producers in the United States has moved from Baby Boomers to Millennials. At the same time, many nonprofits are not equipped to engage with Millennials and lack the knowledge and resources to tap into their philanthropic preferences. Using the theories of planned behavior, reciprocal altruism, social status, and warm glow theory, the purpose of this qualitative study was to explore opportunities for U.S. based nonprofit organizations to interact more effectively with members of the Millennial generation in terms of philanthropic behavior. Data were collected and analyzed using Q Methodology and included 36 Millennials attending the University of Arkansas, Fayetteville. Overall the researcher found that Millennials embrace the idea of using gamification to further fundraising. Five factors or profiles of potential donors were extracted from the Q-sort results: (a) the nongaming, knowledge seeker; (b) the high engagement, needs recognition donor; (c) the philanthropist gamer; (d) the gamer, let's play but not compete; and, (e) the transparent gamer. The findings of this study have the potential to create positive social change by providing information to nonprofits who may use it to cultivate, educate, and solicit individual charitable donations from members of Gen Y. The positive social change implications of this study include advice to nonprofit organizations on ways to increase revenue streams through donations from Millennials that could enable nonprofit organizations to better fulfill their mission and serve their constituents