Engaging MillennialsTommy Pearce | Georgia Nonprofit NOW, Fall 2013
In July, Achieve released its fourth Millennial Impact Report, providing an engagement roadmap for nonprofits about how to inspire the generation of 19 to 34 year olds to connect, get involved, and give. The top takeaway: Millennials support causes first, not organizations, so it’s up to you to convince them that your nonprofit is the best way for them to make a difference on the wider issue. Your challenge: how can you reach them, engage them, and persuade them to act? Here are some report insights and recommendations that you can put to work:
DEMONSTRATE HOW YOU MAKE A DIFFERENCE.
60% of millennials want nonprofits to share success stories illustrating how they help people
- Highlight high-impact stories.
- Make the “about” section and contact information easy to find on your website.
49% follow one to five nonprofits online
- Keep your web content updated.
- Include a calendar of events.
- Make sure your site is mobile-friendly (at the very least, ensure that text isn’t too small to read on a phone).
75% like, retweet, and share content on social networks
- Stay active on social media channels and make them easy to access.
- Feature images and video.
- Prompt followers to share posts and tweets.
PROVIDE MEANINGFUL OPPORTUNITIES TO VOLUNTEER, NETWORK, AND DEVELOP SKILLS.
79% of millennials volunteer out of passion for the cause
- Provide volunteer opportunities with a demonstrable impact.
- Debrief: share outcomes of completed projects.
- Keep training sessions short, and consider making them available online.
56% get involved to meet people;
46% to lend and develop professional expertise
- Provide opportunities for supportive activism: initiate simple “sharing” or “call-to-action” campaigns.
- Convene in-person events and encourage group participation.
- Involve board, advisory committee, and staff representatives, and offer those roles to qualified supporters.
BUILD A GIVING RELATIONSHIP ON THEIR TERMS.
84% of millennials give or want to give through a website
- Focus on web- and email-based marketing.
- Share the impact of donations online, including post-giving updates for individual givers.
70% are willing to help fundraise
- Promote peer-to-peer engagement.
- Capitalize on a growing trend: asking for donations in lieu of birthday (or other holiday) gifts.
83% made a financial gift last year;
40% gave less than $50
50% are interested in regular monthly giving
- Try soliciting smaller but more frquent gifts.