engaging millennials as donors, volunteers, and employees

September 9, 2014

ENGAGING THE YOUNGER GENERATIONS AS EMPLOYEES, VOLUNTEERS AND DONORS

What is

The Multigenerational Workforce

Prepared by Dunleavy & Associates

GENERATIONAL INFLUENCES

¨  Wars ¨  The Economy ¨  Terror ¨  Parental Influences

The Multigenerational Workforce

Prepared by Dunleavy & Associates

Traditionalists Baby Boomers Generation X Generation Y

•  Disciplined •  Duty

before play •  Adhere to

the rules

•  Efficient •  Logical •  Do what it

takes

•  Task-oriented •  Self-reliant •  Independent

•  Multitasking •  Group-

oriented •  Explain why

WORK ETHIC

Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

The Multigenerational Workforce

Prepared by Dunleavy & Associates

Traditionalists Baby Boomers Generation X Generation Y

•  Formal •  Written •  Chain-of-

Command

•  Face time •  One-on-one •  In-person

•  Direct •  As needed

•  E-mail/Voice-mail

•  Instant Messaging/texting

•  Lots of cc’s

COMMUNICATION

Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

Prepared by Dunleavy & Associates

Traditionalists Baby Boomers Generation X Generation Y

•  Avoid Conflict

•  No news is good news

•  Show me the money

•  Promotion / Title

•  Direct: “Tell me how I am doing”

•  Instantaneous •  Seek

Approval/ Praise

FEEDBACK

Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

The Multigenerational Workforce

Observing Generational Characteristics

Prepared by Dunleavy & Associates

“They are ‘digital natives,’ meaning that they’ve largely grown up with technology and social media, using these new tools as a natural, integral part of life and work.”*

* Boston Consulting Group, “The Millennial Consumer,” 2012.

“U.S. Millennials are all about instant gratification. They put a premium on speed, ease, efficiency, and convenience in all their interactions…This preference for efficiency is even

reflected in how they participate in causes .”*

The “Do-it-yourself” Generation

Prepared by Dunleavy & Associates

“….they research, they are practical, they are mobile, they are in a hurry, they care about your corporate culture, and they want to tell their friends

about their experience with your brand.”

Defining Assumptions & Biases

“Non-Millennials tend to view them far less kindly, often referring to them as ‘spoiled,’ ‘lazy,’ or ‘entitled.’ These

perceptions may be coloring how executives and co-workers view the Millennial colleague”

* Boston Consulting Group, “The Millennial Consumer,” 2012.

Prepared by Dunleavy & Associates

THE BIG QUESTION: How do you get Millennials to care enough to give?

THE END GOAL: Gain their trust.

What do Millennials want?

Prepared by Dunleavy & Associates

To be inspired…

Prepared by Dunleavy & Associates

Millennials support causes they are PASSIONATE about

The Question is: How?

“It’s up to organizations to inspire them and show them that their support can make a tangible difference on the wider issue.”

To connect…

Prepared by Dunleavy & Associates

Engaging the tech-savvy Millennial audience:

§  “Crafting mobile-friendly email content that calls readers to action”

§  “Write news or action-oriented headlines to deliver organizational news”

§  “Posting regularly on Facebook, especially with images (the most shared item)”

“Millennials prefer to share information about the cause”

How do Millennials like to be asked?

Prepared by Dunleavy & Associates

“A generation definitely connected by technology and social media, but more inspired to give and volunteer by

personal engagement and human connection.”

Achieve & JGA, 2010

WHY is it important to gain Millennials’ trust?

Long-term returns…CULTIVATING CHAMPIONS

“[Millennials] set high standards for themselves. They've been working on their résumés practically since they were toddlers, because there are so many of them and so few (relatively speaking) spots at

top schools and top companies. They're used to overachieving academically and to making strong personal commitments to community service. Keep them engaged, and they will be happy to

overachieve for you.”

“Mentoring Millennials” by Jeanne C. Meister & Karie Willyerd (HBR)

Group D

iscussion

Achieve & JGA, 2011