PRESENTED BY: Jessica Ried, Assoc. Director, Research & Insights

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TODAY’S PRESENTATION Who they are Why they matter What appeals, what you can do

Who they are

Why they matter

What appeals, what you can do

Studied 72 Millennials over an 8-week period: one-on-one interviews, in-home video diaries, online focus groups, eye tracking Incorporated quantitative data by JupiterResearch, Harris Interactive, Forrester, MTV, etc. Reviewed topical books: Millennials Rising, Pop Culture, and Generation Me Survey with Communispace community OUR APPROACH

Studied 72 Millennials over an 8-week period: one-on-one interviews, in-home video diaries, online focus groups, eye tracking

Incorporated quantitative data by JupiterResearch, Harris Interactive, Forrester, MTV, etc.

Reviewed topical books: Millennials Rising, Pop Culture, and Generation Me

Survey with Communispace community

OUR DIGITAL MILLENNIALS 14-24 years old Digital lifestyle focus 10 hours online/week 30 min mobile phone/day 6-10 text/IM day Social networking Distribution of age, race, gender, spending and geography

14-24 years old

Digital lifestyle focus

10 hours online/week

30 min mobile phone/day

6-10 text/IM day

Social networking

Distribution of age, race, gender, spending and geography

Who they are

GEN Y IM GENERATION BLING GENERATION GENERATION ME ECHO BOOMERS

GEN Y

IM GENERATION

BLING GENERATION

GENERATION ME

ECHO BOOMERS

HOW THEY CAME TO BE Strauss and Howe, 2006

ERA OF THE CODDLED CHILD

NO LOSERS, JUST WINNING-CHALLENGED

DEFINING TRAITS OF DIGITAL MILLENNIALS Perpetually Connected Multi-tasking and “Productive” Filtering for Immediacy and Control Self-Expressive yet Assimilative Self-Entitled and Optimistic

PERPETUALLY CONNECTED DEFINING TRAITS:

DIVERSE ACTIVITIES ONLINE Forrester, 2008

70% of teens use their cell phones to take photos and videos. Sulake, 2008 High school kids typically dash off 35-40 text messages a day. The Score & More Campus Writers, 2007 62% of 18-25 year olds used a social networking site in the past 30 days. Resource Interactive iCitizen Motivational Survey, 2007

STAYING CONNECTED VIA MOBILES Forrester, 2008 Q: How frequently do you do the following activities on a cell phone / Smartphone or handheld wireless device? Age group: 18-28 year olds

EMAIL USAGE IS FLAT - NOT PREFERRED Harris Interactive, 2007 Q: Yesterday, how many emails did you get/send?

I facebooked her. — Micky, 16

MULTITASKING AND “PRODUCTIVE” DEFINING TRAITS:

24-HOUR MEDIA CONSUMPTION Harris Interactive, 2007 Q: What did you do yesterday? Age Group: 15-21 year olds

57% of teens simultaneously watch TV and surf the web. OTX and eCrush, September, 2007 Unstructured free time has decreased by 37% since 1981. Strauss and Howe, 2006 61% of young consumers feel that video ads are too long and occur too often. Forrester, 2007

FILTERING FOR IMMEDIACY AND CONTROL DEFINING TRAITS:

37% of 18-24 year olds feel their review should be posted and unedited. JupiterResearch, 2006 62% wish mobile phones could be ordered with just the features they choose. Harris Interactive, 2008 31% of Millennials have customized a product online. Forrester, 2008

NEED MULTIPLE PERSPECTIVES AND VIEWS JupiterResearch, 2008

Pop-ups are the devil. — Anna, 15

SELF-EXPRESSIVE YET ASSIMILATIVE DEFINING TRAITS:

64% of online teens (12-17) have participated in one or more content-creating activities online. Pew Internet, 2007 46% of Gen Y often tell their friends about products that interest them. Forrester, 2008 59% prefer WOM over any other vehicle to learn about new products and services. Harris Interactive, 2008

Together Everyone Achieves More T.E.A.M.

OPTIMISTIC AND SELF-ENTITLED DEFINING TRAITS:

HIGH HOPES AND ASPIRATIONS Harris Interactive, 2007 Q: If you could do any of the following, which would you like to do? Age Group: 15-21 year olds

36% of American teens want to become famous - and half that believe they will be. MTV, 2007 61% of teens indicate they download music illegally. Piper Jaffray, 2008 66% of 13 – 21 year olds want to travel the world. Harris Interactive, 2007

— Matthew, 21 I will influence more people than you can imagine so show me what I want and then you’ll be just fine.

Why they matter

Their Size Mirrors Boomers Spending Power & Influence Impact on the Purchasing Cycle Behaviors on Charitable Giving WHY THEY MATTER

Their Size Mirrors Boomers

Spending Power & Influence

Impact on the Purchasing Cycle

Behaviors on Charitable Giving

US Census Bureau, 2007 MILLENNIALS’ SIZE MIRRORS BOOMERS’

US Census Bureau, 2007 MILLENNIALS’ SIZE MIRRORS BOOMERS’

MILLENNIALS INFLUENCING ALL OTHERS US Census Bureau, 2007

SPENDING POWER OF MILLENNIALS $200,000,000,000+ 15%-17% spent online

$200,000,000,000+

15%-17% spent online

INFLUENCING HH PURCHASES Harris Interactive, 2007 Q: What role do you play when your family buys the following? Age Group: 13-21 year olds

OFFLINE PURCHASING DRIVEN BY ONLINE Learn about products online, and then buy them at a store Harris Interactive, 2007

BEYOND SHOPPING…MEET THE GIVING GENERATION JupiterResearch, 2008

THE GIVING GENERATION An online discussion was hosted on 9/2/08 with 71 members. We inquired about behaviors, actions and feeling around charitable giving and organizations. How often do you donate? How do you choose an organization? What motivates you to give? JupiterResearch, 2008

KEY FINDINGS 18% of Millennials (defined as 16-29) say the charities they support are one way they express themselves, compared to 26% of Xers and 36% of Boomers.* 87% of Millennials (defined as 16-29) agree that my priority is to look after my family, charity begins at home. * 50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment.* * Yankelovich MONITOR, 2008/09

18% of Millennials (defined as 16-29) say the charities they support are one way they express themselves, compared to 26% of Xers and 36% of Boomers.*

87% of Millennials (defined as 16-29) agree that my priority is to look after my family, charity begins at home. *

50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment.*

— Rushell I would donate again and again…if I learned my donations were making an impact.

Overview of Millenials Donations * Yankelovich MONITOR, 2008/09 Donations per year are rising in the range of $100 + range. Millennials have most frequently donated to religious organizations over the past year. These are the top five types of organizations that Millennials have donated money to in the past year. ‘ 07 ‘ 08 Under $100 71% 66% $100-$499 17% 19% $500-$999 4% 7% $1,000-$4,999 2% 4% $5,000 or more 2% 1% Don’t Know/No Answer 4% 3% ‘ 07 ‘ 08 Religious 25% 35% Local Schools 19% 32% Federated Charities (e.g. United Way) 8% 17% Disaster Relief Agencies 9% 15% Human Services (e.g. Habitat for Humanity, big Brother/Big Sister) 10% 20%

BEHAVIORS ON CHARITABLE GIVING SPIRIT GIVERS NOT THERE YET ÜBER GIVERS CONSISTENT GIVERS RI survey of Communispace Community, 2008 “ I think helping a group make their fundraising goals possible would be a great motivator…I also would like to see where and what my money is going towards.” “ I donate used items to the Goodwill every three months or so, but haven't donated money because I just don’t have any to spare.” “ I donate money every week directly out of my paycheck to the local United Way.” “ I donate to about 2-3 charities monthly…I am compelled to give because of knowing what is going on in the world.”

50% of Gen Y said a retailer’s environmental policy influenced their shopping behavior. Martiz, September 2007 50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment. Yankelovich Moniyor, 2008 61% agree with the statement I don’t trust companies that brag about all of the good they do. Yankelovich Monitor, 2008

What appeals, what you can do

If I have to research a charity then it’s one I would probably never deal with. If it’s good…you will already know enough. — Jay

KEEP IT REAL . Being fake is worse than being uncool. 01

KEEP IT REAL: Mission Fish Connects with a brand that constantly refreshing Self policing

Connects with a brand that constantly refreshing

Self policing

HEAR ME OUT. I have ideas and want to make my mark. 02

HEAR ME OUT: Windows Makes a statement through everyday tools Creates new opportunity for telling their story

Makes a statement through everyday tools

Creates new opportunity for telling their story

BE ORIGINAL OR DON’T BE. Get there first to win my attention. 03

BE ORIGINAL OR DON’T BE: Mid Ohio Food Bank Posters raise awareness in the community Facebook brings cause and caring online

Posters raise awareness in the community

Facebook brings cause and caring online

BE ORIGINAL OR DON’T BE: One Authentic to the One Campaign Gives a creative outlet and visual expression to work in action

Authentic to the One Campaign

Gives a creative outlet and visual expression to work in action

MY WAY…NOW. I want it how I want it. Period. 04

MY WAY NOW: Twloha Creates social networking opportunities Provides payment solutions they can use

Creates social networking opportunities

Provides payment solutions they can use

ENTERTAIN ME. It’s all about me – and my friends – give us a laugh! 05

ENTERTAIN ME: Rock the Vote Games, videos and high profile superstars help entertain & inform Site is fun and visually stimulating

Games, videos and high profile superstars help entertain & inform

Site is fun and visually stimulating

KEEP IT REAL. HEAR ME OUT. BE ORIGINAL OR DON’T BE. MY WAY…NOW. ENTERTAIN ME. Millennials are demanding R U Listening?

What You Can Do : Gain a deeper understanding of your (target) customers and align attitudes and behavior of the Millennial Group that applies. : Develop meaningful partnerships that demonstrate a commitment to aiding and contributing to your organization. : Design cause related campaigns or programs that provide an ongoing way for millennials to understand their impact on the charity. : Apply key insights for any cause related campaign or partnership to foster community and build trust. : Always make it easy to share and pass along to their network.

Q & A www.resource.com

thank you www.resource.com NEW BUSINESS [email_address] SPEAKING ENGAGEMENTS Megan Burnside [email_address] PRESS Holly Davis [email_address]