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