Why it’s critical to engage                   GENERATION “next”
Global youth are confident of their power to change the    world, and feel it’s their responsibility to do so.            ...
Are today’s youth…           TRAGICALLY FLAWED?             (misunderstood)… or like their avatars…ARE THEY SOMETHING TO “...
ISSUES              FREEDOM OF                      SPEECH   EDUCATION                        ACCESS TO                   ...
Brittany Trilphord17 years old Speaking on behalf    of the next    generation
NO “DIGITAL DIVIDES” IN U.S.A.            YOUTH                   WHITE        BLACK       ASIAN      LATINOOwn a desktop ...
- Compelling visuals- Clear call to action- Concise mission- Not too much info
The problem is… we have to REDEFINE:                  ACTIVIST                               Source: TBWAChiatDay
the PROBLEM is… the NEXT GENERATION doesn’t BELIEVE
Online, youth are                              enabled to pursue                              their interests in       int...
WHY THE ONLINE SOCIAL WORLD MATTERSYoung Adults 18+ are more engaged than traditional activists                           ...
cause champion                  as likely to encourage                          +     others to sign a                    ...
moving from                  Moments to Movements  “Body Peace Treaty”             10M users    online petition      14 ye...
KNOWLEDGE SHARING     Knowledge-sharing appears to be     the 1st step towards more familiar     forms of action (such as ...
CALL TO ACTION (TRADITIONAL)                               "The Trust Pyramid“                                 by John Hay...
Provide multiple points of entry
FLIP THE TRADITIONAL MODEL                             "The Passion Pyramid“                                   by Lee Fox
ImpactCollaborate  Learn  Share
Co-creation networks
INCREASE PARTICIPATION BY 5X
YOUTH activate differentlyWant them as your activists? Make your opportunities:      1 social & fun for youth      2 integ...
81% peer72% email67% website55% facebook43% events30% database13% other
7-in-10“activist”                      81% were                     invited by a                        friend 2:1 GENY wh...
2 in 3 care about social causes because       “it’s important to who I am.”nonprofit board77% GENY would likea “leadership...
75% GENY gave in 201126% GENZ gave in 2011                        Source: 2011 Harris Interactive Study
$298B         2011 U.S. giving        14%   5%  8%                   73%
Make it easyMake it socialMake it realMake it count
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
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Lee Fox: Nonprofit Partnerships with Youth

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Is your nonprofit tapping the goodwill of our country’s largest population group? Youth 18 and under are contributing more than 1.3 billion hours of service each year, including some who have raised hundreds of thousands of dollars for a cause or charity. Learn how Important it Is to Create Lifetime Givers and Volunteers by Reaching Out to Gen Y and Gen Z Now!

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  • Most get the information via their smart phone (77% surveyed use one), via websites, social media or e-newsletters.  Not the mail (“snail mail”) or chance meetings.Most learn about events, volunteer activities or opportunities via Facebook (67%) or Twitter (28%).  Many choose to “follow” the nonprofits/charities that interest them most.70% give online via a nonprofit’s webpage.It’s clear, we have arrived in a digital world, and connecting for younger people has become a daily (if not hourly or more often) activity.  Philanthropy will be changed, and even more vibrant, as a result
  • 76% of college students stay informed about social causes71% of them talk to their friends about social causes.
  • Rather than passively consuming content, youth participate by producing online materials, generating ideas and providing feedback.
  •  the site just passed 10 million users and is now growing by 2 million members per month.Over 100,000 campaigns have been created on issues spanning human rights, education, animal cruelty and criminal justice. 
  • Behind social media activism are real people who can and do come together to create real change.
  • YOUTH WHO WERE HIGHLY INVOLVED IN NONPOLITICAL, INTEREST DRIVEN ACTIVITIES WERE MORE THAN 5 TIMES AS LIKELY TOP ENGAGE IN PARTICIPATORY POLITICS, AND FOUR TIMES AS LIKELY TO PARTICIPATE IN ALL POLITCAL ACTS, COMPARED WITH THOSE INFREQUENTLY INVOLVED IN SUCH ACTIVITIES. (source: Participatory Politics)
  • Activism is no longer just about rallies and protests, but increasingly about gaining knowledge and sharing it.
  • Show what they can do to “help”Show how their involvement will “make a difference”Share your “message” where it matters (to them)Give them information that “prompts them to act” (don’t underestimate the element of surprise)Show how getting involved is fun & socialIgnite their creativityConsider crowdourcingEmpower individual actionMake it easyMake it accessibleConvince them they count
  • Ability to work in a teamAbility to solve complex problems.56% would be more likely to engage in social causes if they could do it with their friends.
  • Bequests were 8 percent of givingCorporate giving (corporations and corporate foundations) was flat - just 5 percent of the totalFoundation support was up but represents only 14 percent of the total
  • Lee Fox: Nonprofit Partnerships with Youth

    1. Why it’s critical to engage GENERATION “next”
    2. Global youth are confident of their power to change the world, and feel it’s their responsibility to do so. I can change the world. I need to make money. ~1.2B youth (13 to 23) = 18% of global population ~76M youth (13 to 23) are not gainfully employed
    3. Are today’s youth… TRAGICALLY FLAWED? (misunderstood)… or like their avatars…ARE THEY SOMETHING TO “MARVEL” AT?How do we value? Crowd-sourced Generation activists “NEXT”
    4. ISSUES FREEDOM OF SPEECH EDUCATION ACCESS TO HEALTHCARE CANCER OBESITY ACCESS TO LITERACY ENERGY EDUCATION CONSERVATION Source: TBWA / Take Part
    5. Brittany Trilphord17 years old Speaking on behalf of the next generation
    6. NO “DIGITAL DIVIDES” IN U.S.A. YOUTH WHITE BLACK ASIAN LATINOOwn a desktop or laptop 84 72 95 74computerOwn a cell phone, without 61 60 74 61internet accessOwn a handheld device that 51 64 57 58connects to the internetOwn a gaming device that 47 51 43 50connects to the internetHave access to computer 96 94 98 96that connects to the internet Source: Participatory Politics : New Media Political Action
    7. - Compelling visuals- Clear call to action- Concise mission- Not too much info
    8. The problem is… we have to REDEFINE: ACTIVIST Source: TBWAChiatDay
    9. the PROBLEM is… the NEXT GENERATION doesn’t BELIEVE
    10. Online, youth are enabled to pursue their interests in interests hobbies, pop culture, games technology, sports and world issues.They broadcast their message with a single click!
    11. WHY THE ONLINE SOCIAL WORLD MATTERSYoung Adults 18+ are more engaged than traditional activists Social Traditional Activity Media Cause promoter supporter Donate Money 41% 41% Volunteer Time 30% 15% Event Participation 25% 11% Purchasing for a Cause 25% 10% Political Recruiting 22% 5% Petition Recruiting 20% 4% Donation Recruiting 11% 3% Source: TNS Global survey 2010
    12. cause champion as likely to encourage + others to sign a 4x petition or contact a politician! 2x as likely to volunteer! + 2x as likely to ask for donations! 2x as likely to take part in an event! Source: Sortable
    13. moving from Moments to Movements “Body Peace Treaty” 10M users online petition 14 year old 2012 84,000 signatures 2007people powered campaigns
    14. KNOWLEDGE SHARING Knowledge-sharing appears to be the 1st step towards more familiar forms of action (such as donating time or money) 71% of college students talk to their friends about social causes.
    15. CALL TO ACTION (TRADITIONAL) "The Trust Pyramid“ by John Haydon
    16. Provide multiple points of entry
    17. FLIP THE TRADITIONAL MODEL "The Passion Pyramid“ by Lee Fox
    18. ImpactCollaborate Learn Share
    19. Co-creation networks
    20. INCREASE PARTICIPATION BY 5X
    21. YOUTH activate differentlyWant them as your activists? Make your opportunities: 1 social & fun for youth 2 integrate their passions & skills 3 consider “what’s in it for me?”
    22. 81% peer72% email67% website55% facebook43% events30% database13% other
    23. 7-in-10“activist” 81% were invited by a friend 2:1 GENY who volunteer are more likely to donate
    24. 2 in 3 care about social causes because “it’s important to who I am.”nonprofit board77% GENY would likea “leadership” position What happens when they’re not in leadership positions?
    25. 75% GENY gave in 201126% GENZ gave in 2011 Source: 2011 Harris Interactive Study
    26. $298B 2011 U.S. giving 14% 5% 8% 73%
    27. Make it easyMake it socialMake it realMake it count

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