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  • Nonprofit Resource

    WHY MILLENNIALS MATTERAuthored by Francesca DeAnda (/about/staff/francesca-deanda) - Last Updated: Dec

    16th, 2014

    Since 2009, the annual Millennial Impact Report(http://www.themillennialimpact.com/2014-research) has consistently conveyedthat the millennial generation (born after 1980) is eager to connect, get involved,and give to causes theyre passionate about.

    But sometimes they seem so young and hip and tech savvy that we areflummoxed by how to connect. Those floral prints, those thick-rimmed glasses,those nimbly moving fingers! How might we approach them?

  • Start by reading the latest 2014 Millennial Impact Report(http://www.themillennialimpact.com/2014-research), one of the most insightfuldocuments to come along for nonprofits in many moons. Its chock full of specifictips and keen recommendations, and sets clear guideposts for where nonprofitsshould be heading if they hope to engage the younger generations.

    Why?It's important to start engaging millennials. Your older loyal donors wont bearound forever. Millennials will be around for quite awhile and they can help spreadthe word, generate enthusiasm for your cause, volunteer their time, and supportyou through monthly giving.

    And they genuinely want to get involved in the causes they care about.

    Millennial Report Findings

    We encourage every organization to read the full 2013 Millennial Impact Report(http://www.themillennialimpact.com/2013RESEARCH) to understand why youngpeople might like your organization, donate, or sign up for your email list. Readthe 2014 Millennial Impact Report (http://www.themillennialimpact.com/2014-research) to gain insight into what inspires millennials in the workplace (perhapsyour nonprofit).

    Report Highlights

  • 1. Millennials prefer to connect through technology social media and email arekey. 83% of millennials have smartphones.

    2. They facilitate and rely on peer influence peer involvement is a motivator toattend events, volunteer, take advocacy action, and give.

    3. Millennials volunteer along a continuum and need a variety of opportunities toget more and more involved and build loyalty

    4. Millennials give to charities. And they give to have an impact they really wantto see tangible results of their giving.

    87% of millennial survey respondents donated to an organization in thelast yearonly 18% gave less than $50

    28% gave between $100 and $500

    Top TakeawaysMillennials first support causes theyre passionate about, rather than ponying upto institutions. This means its up to you to inspire them, vivify your work, andshow them that their support can make a concrete impact.

    A few more tips based on the 2013 report findings:

    1. Inspire your millennial followers based on their top motivators for gettinginvolved: Passion (79%); meeting people (56%); gaining expertise (46%)

    2. Be completely transparent it inspires trust3. Get them involved through activism, professional groups, and leadership


    4. Build a strong and engaging social media presence

    5. Inspire millennials to give by using photos, testimonies, video, and impactreports

    6. Encourage peer-to-peer engagement and fundraising7. Make monthly giving easy

    8. Make sure your website is mobile-friendly

  • More Great Tidbits2013's Millennial Conference, MCon13(http://www.themillennialimpact.com/mcon13), hosted a panel of social mediaexperts and offered some great tips on how to engage millennials through themost popular social platforms.

    In a nutshell? It all comes down to building relationships.


  • According to Twitters Jenna Golden (https://twitter.com/jigolden), 1 billion tweetsare shared every 2.5 days. And 42% of Twitters US online users are between theages of 18-34 years (i.e. millennials).

    "Very Important Tweeters"people with massive networksare excellent forgetting millennials to become engaged in nonprofit causes. For example, actressJessica Biel tweeted #WorldWaterDay on her birthday and succeeded in gettingthousands of millennials to join her cause.

    YouTubeYouTube attracts 1 billion unique users every month. More 18-34 year olds are onYouTube than any other cable network. And YouTubes millennials watch 6 billionhours of video each month!

    So get creative, and get your videos up on YouTube. Here are a few great examplesof how cause-related videos can get powerful results:

    In her Dont Cover It Up (http://www.youtube.com/watch?v=d-XHPHRlWZk) campaign, actress Lauren Luke highlighted the seriousness ofdomestic violence through a tutorial on how to cover up facial bruising withmakeup. It raised awareness (especially for millennial women) on the pervasivenessof intimate partner violence in our country and highlighted society's tendency tocover-up this devastating problem through its ironic casual/normalizing tone.

  • In Australia, Melbournes Metro Company created a train safety video with a darkhumored-edge called Dumb Ways to Die. (http://www.youtube.com/watch?v=v4A_18kf4PY) The video captured 5 million views within the first few days of itsposting, and $50 million in advertisement-value within the first few months of itsposting.

    So that is the quick and dirty of millennial engagement. All these tips will not onlyhelp sharpen appeal to millennials, it will make your organization more attractiveto every age group.

    Theres no need to be intimidated. Meet millennials where theyre at and launchright in. The future of your organization may depend on it.

    Gail Guengerich also contributed to this article.

    Thumbnail photo courtesy of Millennial 2020 (http://www.millennial2020.com)