it's not just about the millennials. it's about philanthropy for a new millennium

Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015

It’s Not Just the Millennials:

It’s about Philanthropy for a New Millennium

Greta Daniels, Director of Annual Giving at Point Park UniversitySarah Myksin, Director of Alumni Relations at Point Park University

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Presentation Outcomes

• Who are the Millennials• Millennial Values and Engagement Strategy• Integration of New Marketing Methodology• Expansion of Definition of Engagement and Philanthropy• Next Steps For Your Shop

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Who are the Millennials

• Born between 1981 - 1996• Most ethnically and racially diverse cohort in nation’s history• Digital natives – the internet, mobile technology, social media are not things

they’ve adapted to • Millennials account for one trillion dollars in direct annual spending; about 21%

of all consumer discretionary purchases.

Pew Research Center/Boston Consulting Group

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In 2015, Millennials will surpass Baby Boomers as the nation’s largest living generation.

Millennial Influences

What happened between 1992-2012 that influenced this generation’s point of view?

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Influencers: 1992 - 2012

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Social/Political:Rwandan genocide; Don’t Ask, Don’t Tell; Defense of Marriage Act; Clinton Impeachment; Gore vs. BushMandela elected president; 2008 presidential grassroots campaign; Wall Street Crisis; Arab Spring

Science & Technology:

Mapping of human genome, cloning, advances in medicine/extending average life span; environmental advances (hybrid cars), accessibility of technology (personal computers)

Disasters/Domestic Terrorism:Hurricane Katrina, Oklahoma City bombing, Columbine & rise of school shootings,

War on Terror‘93 WTC bombing; 9/11; Patriot Act; Creation of Dept. of Homeland Security; WMDs.

Communications:

Birth of World Wide Web; birth of social media; cell phones


Impact on Millennial Behavior

• Low Institutional Trust

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Impact on Millennial Perspective (cont.)

• Increase use of alternate methods of communication, plus immediate access to information via web and social media

• In the void left by the eroding trust in institutions, millennials have cultivated their own networks for sourcing information, news, and trends.

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What do you value?

• Freedom• Community• Family• Innovation• Integrity• Effectiveness• Courage

• Friendship• Recognition• Leadership• Power• Responsibility• Tolerance• Compassion• Personal Growth

• Opportunity• Obligation• Pleasure• Risk• Spiritual Growth• Tradition• Loyalty• Helping

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Millennial Rankings

• Tolerance• Equity• Justice• Family• Friendship• Community• Freedom• Compassion• Opportunity

• Personal Growth• Leadership• Innovation• Power• Recognition• Helping• Pleasure• Integrity• Effectiveness

• Courage • Spiritual Growth• Risk• Tradition• Loyalty• Responsibility• Obligation

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Boomer Rankings

• Family• Community• Tradition• Loyalty• Obligation• Responsibility• Integrity• Effectiveness

• Leadership• Risk• Innovation• Opportunity• Recognition• Power• Tolerance• Helping• Equity

• Justice• Freedom• Compassion• Personal Growth• Courage• Friendship• Spiritual Growth• Pleasure

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Millennial Values & Engagement Strategy

• Half of all Millennial describe themselves as political independents, but lean liberal on social issues

• 30% are not affiliated with a particular religion• Values drive engagement across generations, including millennials• How does this affect your org, your work, and your engagement strategy?

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Adapting Your Strategy

• Engage millennials by building trust• Increase transparency• Demonstrate impact on mission• Produce and share measurable results

• Personal relationships still value and that will remain constant• Millennials will engage with your organization through your content, their peers

and their networks.

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Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 15

Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass.

Level 1: InquisitorThe entry point where Millennials start to learn about your organization and your mission.

Level 2: Content ConsumerMoving beyond general interest to content consumption. They’re interested enough to click through and are looking for information, knowledge, and opportunities.

Level 3: ActivistOften four major roles of activism: cause champion, volunteer, content creator, or financial supporter.

Level 4: Peer Agent/InfluencerThe smallest but most committed group - those who care enough to actively seek the involvement of their peers. From asking peers for money, to getting volunteers or petition signers, this form of influence is genuine and intentional.

Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass.

Working with Activists and Influencers • Build your relationship around actions, not individuals• Be flexible on volunteer structure• Feedback is a two way street


Microvolunteering

• Easy, quick, low-commitment actions that benefit a worthy cause

• Convenient, crowd-sourced, network-managed• New opportunities to engage constituents who are more busy

that they were in the past.

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University of San Diego, Postcard Program Cornell University, Virtual Postcards


Stewardship Never Stops

• Stewarding millennial is an ongoing process• Start incorporating millennial voices into leadership• Provide support to their initiatives.

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Questions So Far?




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Learn to Speak Millennial

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Revolution: Mass Communications

• Framework of typical fundraising & communications strategy• Direct Mail • Email• Phonathon• Volunteers• Individual cultivation• Mass Advertising• Marketing Publications

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Barriers to Success

• Increased Cost, Reduced budgets, Shrinking Returns• Caller ID, Rise of Cell Phone Usage• Busy Volunteers• Noisy Marketplace• No measurable results

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Even Digital is Not Safe!

• Email open rates declining• 2002 = 37.3%

• 2011 = 17%

• Banner Ad click rates• Mid-90’s = 3.0%• 2010 = 0.1%

• Cost-Per-Click Demand on Google AdWords• Between 2011 to 2012 - Down 15%

Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers.26

Why are these methods failing with

Millennials?And with everyone?

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Communication Needs to Be Personal• What is SPAM?

• One size fits all communication that aims to interrupt a person and cause them to act in the interest of the marketer.

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Content Strategy for New Millennium

• “Content” Not “Communications”• Interruption vs. Permission Marketing

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Permission Marketing

• Permission marketing provides avenue for non-profits to build credibility and increase revenue without alienating your audience through excessive and intrusive outreach

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the

best way to earn their attention.” Seth Godin, “Permission Marketing,” 2008.

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The Vehicle: Contagious Content

• Does your content have any of these qualities?• Social Currency• Triggers• Emotion• Practical Use• Public Availability• Stories

Berger, Jonah. (2013) Contagious Content: Why Things Catch On. New York, NY: Simon & Schuster.

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Deployment of Content

• Social Media!• Not Just a Millennial Thing

• As of September 2014, 74% of online adults use social networking sites• 71% use Facebook• 23% use Twitter• 26% use Instagram• 28% use Pinterest• 28% use LinkedIn

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Pew Research Center - Social Media Update 2014

Social Influence on Civic Engagement• 35% of social media users have used tools to encourage others to

vote• 34% have posted political materials or opinions• “Younger users are more likely to post their own thoughts about

issues, post links to political material, encourage others to take political action, belong to a political group on a social networking site, follow elected officials on social media, and like or promote political material others have shared.”

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Pew Research Center, Social Media and Political Engagement; October 2012


Assessing Your Social Media

• Capacity, Needs, Audience• Do you need a Youtube channel or Tumblr?

• That depends on your audience, resources, and content!• Focus groups, 1:1 conversations, surveys

• Don’t be a snob.

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Channel Strategy

• Once you have assessed your resources and needs, form a meaningful and simple strategy for each social media stream.

• Divide and conquer• Don’t fall into the trap!

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Divide and Conquer

• Tell Stories with Facebook• Engage with Your Users 1:1 on Twitter• Create Art on Instagram• Build a Library with Mass Appeal on Pinterest• Get Personal with Your Blog

Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers.

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Non-Profits Hitting It Out of the Park On…• Facebook• Twitter• Youtube• Pinterest• Instagram• Blogging

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Creators and Curators

• As of August 2012: • 46% of adult social media users post original photos or videos online

= Creators• 41% of users take photos, videos, and content found online and

repost them to share with others = Curators• 56% of users do at least one of these • 32% do both

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Pew Research Center, Social Media Update 2014


Tying it all Together

• Your goal – to create useful, interesting, mission-specific content that builds credibility, inspires trust, and motivates participation.

• Use Social Media as the new vehicle for your good word-of-mouth.• Credibility rises with each share and advances your mission.

Millennials view their voice and their network as equally valuable to their donations or their time. Make good use of their gift and steward accordingly!

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Questions?




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Expanding "Philanthropy"

• Time, Talent & Treasure becomes Time, Talent, Treasure, Voice and Network

• Voice: Time spent advocating for your organization. • Network: Leveraging personal, professional, and virtual

networks to benefit your organization. • Voice and Network Utilizes the Content Generated by

Your Organization

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Ready to Vomit?

• How does Point Park score when it comes to millennial engagement and creation of contagious content?

Baby Steps at Point Park

• Social Media Coordinator hired• Regular strategy meetings with marketing/communications• In-reach relationship building• Alumni Association President – Millennial• Twitter account launched• Two Social Media Campaigns• Social Media Ambassadors – new microvolunteer role


How to Kick-start the Process

• Internal Assessment of Resources and Strategy• Identify Key Partners and Stakeholders• Form strategy that incorporates both content and thoughtful

conveyance• Engage your millennials in the process!

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Final Questions?

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For further reading

• Cause for Change – The Why and How of Non-Profit Millennial Engagement by Kari Dunn Saratovsky & Derrick Feldmann

• Contagious Content by Jonah Berger• Jab, Jab, Jab, Right Hook by Gary Vaynerchuk• Permission Marketing by Seth Godin• Millennial Impact Reports by Millennial Impact Project

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Bibliography• Pew Research Center

• October 19, 2012. Social Media and Political Engagement.(http://www.pewinternet.org/2012/10/19/social-media-and-political-engagement/)

• January 9, 2015. Social Media Update 2014. (http://www.pewinternet.org/2015/01/09/social-media-update-2014/)

• February 24, 2010. Millennials: Confident. Connected. Open to Change. (http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/)

• Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers.

• Godin, Seth. (1999) Permission Marketing. New York, NY: Simon & Schuster.

• Berger, Jonah. (2013) Contagious Content: Why Things Catch On. New York, NY: Simon & Schuster.

• Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass.

• February 12, 2014. How Millennials are Changing the Definition of “Philanthropy” – Case Foundation. (http://www.casefoundation.org/blog/millennials-changing-definition-philanthropy/)

• January 15, 2014. How Millennials Are Changing the Face of Marketing Forever – The Reciprocity Principle. Christine Barton, Lara Koslow, and Christine Beauchamp, Boston Consulting Group. https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/

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http://www.pewinternet.org/2012/10/19/social-media-and-political-engagement/

http://www.pewinternet.org/2015/01/09/social-media-update-2014/

http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

http://www.casefoundation.org/blog/millennials-changing-definition-philanthropy/

https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/




Contact Us

• Greta Daniels• [email protected]• @GretaDaniels

• Sarah Myksin• [email protected]• www.linkedin.com/in/smyksin

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