Engaging Millennials

Tommy Pearce, Consultanttpearce@gcn.org

millennialnoun

1. An arguably productive member of society born between the early 1980s and early 2000s; also known as a Gen Y-er

“These darn millennials won’t donate to my organization despite their insistence on $4 soy lattes.”

Definition

Size

Source: Pew

Beyond. (2013). Bucking the stereotype. www.about.beyond.com

Tech-Savvy Fun-Loving People-Savvy Hard-Working Loyal to Employers

86%

39%

14%11%

1%

35%

14%

65%

86%82%

HR perceptions of Millennial employees versus

Millennials’ perspectives of themselves

So, you can essentially make up any narrative based on perceptions of

Millennials and convincingly defend it.

Blackbaud (2014). The Next Generation of American Giving. www.blackbaud.com/nextgen

Giving

Giving

Causes > Organizations

Projects > Ongoing Work

Influenced by peers (70% willing to solicit for an org) and workplace/supervisors (48% donated through work)

Time = Money = Network = Skills

49% gave only to groups that clearly demonstrated their impact

Giving

Regula

rly

Occ

assio

nally

Rarely

or Neve

r

33%31%

36% Why?

• Extra money at the moment, generally

• Specific cause, campaign• Specific organization• Convenient (grocery checkout)• Make up for not volunteering• To make a measurable impact• Fulfilling• Compelled (religious, etc.)• Corporate structure• Sucker for sad advertisements

Do you donate to any nonprofit organizations or on behalf of an issue or cause?

Giving

Regula

rly

Occ

assio

nally

Rarely

or Neve

r

33%31%

36% Why Not?

• No money! (student loans)• Lack of transparency, impact• Prefer to volunteer• Already work for a nonprofit• Never thought about it• Lack of passion for a cause• Don’t want to get on a marketing list

Do you donate to any nonprofit organizations or on behalf of an issue or cause?

Volunteering

70% volunteered 1 hour in 2014

77% are more likely to volunteer if they can use their skills

50% of volunteers did so through work-sponsored events

Of people who volunteered in the last 12 months:96% feel an enriched sense of purpose

95% believe they have enhanced their community94% have improved moods

78% feel less stressed

More likely to find a job (27%)

VolunteeringDo you volunteer for any nonprofit organizations or on behalf of an issue or cause?

Why?

• Connection to the organization• Build professional skills• Personal fulfillment• Corporate program• Specific interest, passion• Want to give back• Fun, enjoyment• Compelled (faith, karma, etc.)• Meet people, networking• Build, take part in community• Why not?• Peer pressure• Previous benefactor

Yes No0%

10%

20%

30%

40%

50%

Weekly0.1959

Monthly0.1546

Annually0.1956

No45%

Volunteering

Yes No0%

10%

20%

30%

40%

50%

Weekly0.1959

Monthly0.1546

Annually0.1956

No45%

Do you volunteer for any nonprofit organizations or on behalf of an issue or cause?

Why Not?

• No free time• Not a priority, don’t want to• Laziness• Lack of peers, different social group• Already work for a nonprofit• Easier to just donate• Not sure how• Lack of specific passion

How To Engage> Learn and share on social media, but donate elsewhere> Facebook is the top site for now, but Twitter, Instagram, Snapchat,

Pinterest are fast-growing> Millennials follow 1-5 nonprofits

Center for Social Impact Communication. (2013). www.csic.georgetown.edu

How To Engage> Gamification, competition, incentives

How To Engage> Tell a story, and use imagery

How To Engage> Demonstrate impact

How To Engage> Provide shareable and actionable content

How To Engage> Use mobile-friendly sites

How To Engage> Talk to companies about sponsoring or conducting volunteer and

donation programs

> Explain the benefits of being engaged. For instance:• Positive mental health outcomes• Develop professional and management skills• Better odds of finding work • Make connections (e.g. Community Bucket)

> Cater giving programs to a younger audience• Smaller, but more frequent donations• Get them to donate for you

Resources> Interactive Census tool to compare young folks (18-34) over time, broken down

by states and metro areas• census.gov/censusexplorer/censusexplorer-youngadults.html

> Findings from Blackbaud’s Next Generation of American Giving report, comparing generational philanthropic habits• Report: www.blackbaud.com/nextgen• Infographic:

www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic

> The annual Millennial Impact Report from Achieve tracks donation and volunteer trends• www.themillennialimpact.com

> The Corporation for National & Community Service (CNCS) tracks volunteer trends over time by state and region• www.volunteeringinamerica.gov

> A White House report on the economic impact of Millennials • https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf