Leaders who understand the emerging Millennial market also realize this generation does not necessarily support the same charitable organizations patronized by their parents. Empathy is characteristic of many philanthropic Millennials, volunteering is as much a part of giving as online donations. Research indicates most millennials identify with the charitable causes they support. Nonprofit organizations use social media outlets to attract millennial sponsors for causes such as health care, youth programs, and social activism. The power of influence becomes contagious once friends and family witness human altruism in action. Nonprofit organizations count on Millennials paying it forward by posting their support on social media platforms such as Instagram.