Nonprofit organizations have long competed for limited funds due to the decrease in government funding and increased demand for social services. It is possible to meet this need by engaging millennials in charitable activities because of their power to achieve both growth and sustainability. However, they behave and communicate differently than other cohorts of individuals and thus nonprofits have substantial work to tap into their charitable behaviors. Accordingly, the current paper aims to explore the underpinnings of why millennials engage in charitable activities. To do this, in-depth interviews were conducted with 18 participants who regularly donate their time and/or money. Then, data was analyzed with qualitative content analysis technique. Findings indicate that millennials support a range of charitable causes with the motivations of being socially recognized, being self-satisfied, mitigating guilt, and having congruence with the organization. Results contribute to the growing body of knowledge on both individual charitable motivation and especially, charitable motivations of the relevant cohort of individuals. Additionally, the current study provides insightful knowledge that can help managers and marketers on how to engage with millennials in both nonprofits and other sectors.

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探索千禧一代参与慈善活动的基础：来自土耳其的经验证据

由于政府资助的减少和社会服务需求的增加，非营利组织长期以来一直在争夺有限的资金。让千禧一代参与慈善活动可以满足这一需求，因为他们有能力实现增长和可持续发展。然而，他们的行为和沟通方式与其他人群不同，因此非营利组织需要做大量工作来利用他们的慈善行为。因此，本文旨在探讨千禧一代参与慈善活动的根本原因。为此，我们对 18 名定期捐赠时间和/或金钱的参与者进行了深入访谈。然后，使用定性内容分析技术对数据进行分析。调查结果表明，千禧一代支持一系列慈善事业的动机是获得社会认可、自我满足、减轻内疚感以及与组织保持一致。结果有助于增加关于个人慈善动机，特别是相关个人群体的慈善动机的知识体系。此外，当前的研究提供了富有洞察力的知识，可以帮助管理者和营销人员了解如何与非营利组织和其他行业的千禧一代互动。