Engaging Millennials

Emily Arbour,

General Manager of Brand Strategy

Community Coffee

While financial donations are up, volunteerism rates decline to historic lows

Source: US Census Current Population Survey (CPS)/Bureau of Labor Statistics/Mintel 2016

Millennials (those 18-34) are more likely than average adult to support charitable causes

Source: Attitudes Toward Charities and Non-Profits, Mintel 2016

Who are they?

Source: Mintel 2016

Source: Bridging the Generation Gap, Mintel 2017

GenZ / iGen

Source: Bridging the Generation Gap, Mintel 2017

2013

Source: Bridging the Generation Gap, Mintel 2017

1999

Source: Bridging the Generation Gap, Mintel 2017

1969

26% of the U.S. adult population (21% of total U.S. spending) – 80MM 42% are married or living together 36% are parents (vs. 78% of GenX, 79% of Boomers)

More Multicultural- 41% of Millennials are Hispanic, African-American or Asian-American

First generation of “digital natives,” having grown up with Internet access

More millennials in US work force than GenX or Boomers

QuickFacts

Source: The Futures Company, 2014, Pew Research Center, 2014

Who are Millennials?

Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016

Millennial Core Values

Millennials are experience-driven ◦ Value the experience over the product

◦ Drawn to brands that promote a lifestyle rather than just a product

Millennials expect more meaningful brand relationships◦ See customer-brand relationship as two-way street

◦ Want to get to know their brands and want brands to get to know them

Transparency and authenticity are key◦ Aware and concerned with company beliefs and behaviors

◦ Tend to be skeptical of claims

◦ Choose to purchase from companies they can respect and relate to

◦ 50% are more likely to buy a brand they know supports a cause

Overeducated and Underemployed

Over half have college degree but jobs that don’t require it

4 in 10 households led by an adult < 40 still have student debt

Entrepreneurial generation - 5th most popular job title is ‘owner’

50%+ of US workforce by 2030

◦ 85% say they want to work somewhere improving society

◦ Expect to be able to work remotely and have flexible hours

Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016

• “Digital natives” - born and raised in the age of fast-paced digital technology

• 80% sleep with their phones next to their bed

• Early adopters, content users and creators

• 60% upload content to the web vs. 29% of non-Millennials

• More likely to seek entertainment online (games, TV, music, books &

magazines)

Immersed In Technology

Source: The Futures Company, 2014; CMI, 2015; Mintel, 2016

Source: Mintel, 2014

Tech is redefining the rules of engagement

Retweets or “Likes” Can be more relevant than an email

Texts Can carry the weight of a phone

Emoticons and emojis Are just as impactful as the real thing

Millennial Media Habits

- Internet is the most trusted medium

- Highly engaged in email and social

- Use radio to keep up-to-date on latest styles & trends

- Mobile, out of home and events that align with shared values resonate well

Digital is an

integral part of

their life. Always on the go.

They rely heavily

on the radio for

their news.

Source: Media In Mind 2016, MRI Doublebase 2016

Social Media is a channel for information and connection

Social Media Fun Facts

53% would give up their sense of smell

instead of their social networks

Source: McCann Worldgroup research

27% prioritize keeping up-to-date on Facebook above dating, listening to music and going to parties

56% would refuse to work at a company that bans social media

Ways to Connect

Connection Tactic: Speak to my Conscience

Affiliation with a cause is more important to the Millennial generation than any previous generation

Source: Attitudes Toward Charities and Non-Profits, Mintel 2016

Q: For which, if any, of the following sources have you learned about a charity or non-profit organization?

0

5

10

15

20

25

30

35

40

45

50

Social Media Email Charity/Non-Profit Website Company Website Blog/Fourm

%

Sources Used to Learn about Charity/Non-Profit: Digital Media

Baby Boomers GenX Millennials

Millennials more likely to show their support of charities/non-profits digitally

Goal: Fund research to find a cure for ALS

Result: Engaged more than 17 Million Americans

$115 million was raised, in total, for the ALS Association.

$77 million specifically for funding research

Utilizing Social Media: The Ice Bucket Challenge

Connection Tactic: Be Transparent

Lead with a clear purpose

Create a personality, not just policies/jargon

Create and participate in a conversation, not a monologue

Provide accessible and deeper data for those who want it

Charity scams following tragedies may lead to more skeptical donors

Connection Tactic: Make a Connection

Connect on shared values

Give me a chance to comment/participate/lead

Let me use your organization to express myself

Non-profit support can be mutually beneficial for younger generations

Source: Attitudes Toward Charities and Non-Profits, Mintel 2016

19

11

42

24

11

8

3

32

25

21

14

0

5

10

15

20

25

30

35

40

45

50

More Well RoundedPerson

Meet New People/MakeConnections

Aquire a New Skill Resume/Job Application

%

Reasons for Supporting Charities

Baby Boomers Gen X Millennials

Opportunities

Millennials look to your online presence to get to know your company, what you sell, and what others think of you.

• Ensure your website is up to date with relevant information• Create and keep social pages updated- especially Facebook and Instagram

Reach out to social and digitally savvy Millennials by meeting them where they’re already at – online and social media

• Keep donors informed • Leverage peer-to-peer fundraising

Encouraging supporters to post information on their personal social media pages may be one way to bridge family and friend word-of-mouth recommendations with the digital.

Be Where They Are

Diverse perspectives provide more well-rounded programming

Input leads to ownership/sense of accountability

When supporters feel encouraged and appreciated, their experience with the organization will be a positive one

• Drives loyalty and passion• Increases likelihood of positive WOM- both offline and online• Leads to more donors/supporters

Let Them Participate

THANK YOU

Emily ArbourGeneral Manager of Brand Marketing

earbour@communitycoffee.com