1. Tommy Pearce, Consultant tpearce@gcn.org
Engaging Millennials
Tommy Pearce, Consultant

2. Definition millennial
noun
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.”

3. Size
Source: Pew

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

5. Dichotomies, juxtapositions of competing ideas

6. So, you can essentially make up any narrative based on perceptions of Millennials and convincingly defend it.

7. Giving
Blackbaud (2014). The Next Generation of American Giving.

8. 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

9. Giving Why? Extra money at the moment, generally
Do you donate to any nonprofit organizations or on behalf of an issue or cause?
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

10. Giving Why Not? No money! (student loans) Lack of transparency, impact
Do you donate to any nonprofit organizations or on behalf of an issue or cause?
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

11. 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 community 94% have improved moods 78% feel less stressed
More likely to find a job (27%)

12. Volunteering Why? Connection to the organization
Do 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

13. Volunteering Why Not? No free time Not a priority, don’t want to
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

14. 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).

15. How To Engage
Gamification, competition, incentives

16. How To Engage
Tell a story, and use imagery

17. How To Engage
Demonstrate impact

18. How To Engage
Provide shareable and actionable content

19. How To Engage
Use mobile-friendly sites

20. 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

21. 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:
Infographic:
The annual Millennial Impact Report from Achieve tracks donation and volunteer trends
The Corporation for National & Community Service (CNCS) tracks volunteer trends over time by state and region
A White House report on the economic impact of Millennials