- Fri, July 20 2012
- Filed under: Marketing essentials
Yesterday, I caught part of the virtual conference MCON2012 - which focuses on how to market causes to millennials. One session focused on the 2012 Millennial Impact Report - a survey of more than 6,500 people ages 20 to 35 - which shows 75% of millennials donate (in small amounts), 70% have raised money for their favorite causes and most give for reasons that span generations—they have a relationship with the cause.
I covered some of the report here. I wanted to share the following additional information from yesterday’s presentation.
Millennials are very big on two things: doing things digitally and interacting with their peers.
Millennials prefer to hear from causes by social media, enews and websites.
They prefer to give online - or in person. They like to hear about volunteerism from their peers and online.
So what does that mean to us? According to Derrick Feldmann and Angela White, who authored the report:
1. Inspire millennials online, in the moment, to urge them to action. They tend to be impulsive givers, so provide quick ways to act when there is a compelling reason to do so.
2. Tell them about the difference they could make. And if they give or volunteer, follow up with information on their impact. Like donors of all ages, their pet peeve is having no idea what their gift accomplished.
3. Keep in mind that millennials do give, but not in the numbers or quantity of older donors and plan accordingly as a fundraiser.
4. Be millennial-friendly in your outreach: make sure your outreach and site display nicely on mobile. But don’t put all your eggs in the mobile or social media basket. As with all generations, reach out in many ways, through multiple channels.
5. Think of millennials as your partners in messaging! Over 70% have urged others to give. They can be powerful champions for your cause, because they love to spread the word.
6. Remember there are universals to all ages - and one of the most important is that the information you provide is clear, concise and meaningful. Get that right above all else! Even a nifty mobile site doesn’t matter if it has poor messaging.
For more on millennials, check out the report here.