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Lee Fox - Youth and Nonprofit Partnerships

by Social Media for Nonprofits on Oct 22, 2012

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Mobilize with mobile:Take a pictureAccess the internetSend / receive emailDownload appPlay a gamePlay musicRecord a videoAccess a social networking siteWatch a videoPost a photo or video online
According to Nielsen, Instagram is the top photography site among teens ages 12 to 17, with 1 million teens visiting the site during July 2012. Every generation has seen the emergence of a “disruptive” technology that rendered existing technologies irrelevant. New technologies continue to emerge faster than ever and “innovation leaps” are becoming smaller, leading to a stronger “connection” between newer generations.
http://quickfacts.census.gov/qfd/states/00000.htmlhttps://www.cia.gov/library/publications/the-world-factbook/geos/us.html
Teenagers, with a volunteer rate of 26 percent, outpaced young adults, both those ages 20 to 24 (18.6 percent) and 25 to 34 (22.9 percent). ~source = youthtoday.org
Passion-driven communities are directly associated with increased volunteer and charity work.
As one example, American Idol was debuted in 2002 with 9.9 million viewers. After watching contestants perform and hearing feedback from a panel of judges, viewers can call in or SMS text to place votes for different performers. As an audience participation TV show, American Idol is part of the growing trend in viewer or user-participation and collaboration in driving a storyline and outcome. This trend is real-time audience participation TV runs parallel with the growth of web 2.0 tools, particularly social networking tools, in which users connect, interact and react and respond to each other on the direction of the storyline and the gates of the participants. http://www.netwitsthinktank.com/mobile/scanning-for-good-how-one-nonprofit-used-qr-codes-to-raise-awareness.htmPEW Internethttp://www.slideshare.net/fullscreen/PewInternet/teens-2012-truth-trends-and-myths-about-teen-online-behavior/6http://www.educationnews.org/technology/study-social-media-helps-with-teenage-empathy-awareness/http://www.huffingtonpost.com/2012/08/14/facebook-teenage-email_n_1777169.html?utm_hp_ref=parents&ir=Parents&ncid=edlinkusaolp00000008http://pewinternet.org/Presentations/2012/July/Teens-2012-Truth-Trends-and-Myths-About-Teen-Online-Behavior.aspx67% of 18-to-24 year olds have a cell phone71% of 23-34 year olds77% of teens (of which 87% are 14-17)
JaneMcgonigalWhen students engage in game play, they don’t fear failure or concern themselves with their abilities (or inabilities) to master new concepts and abilities. In fact, gamers have a number of positive emotional reactions to game play:joyrelieflovesurprisepridecuriosityexcitementawe & wondercontentmentcreativityMost game play today is social and cooperative – it requires us to interact positively with those around us. Games provide us a creative agency in the virtual world. Those of us from the ‘gamer generation’ realize that games have evolved into more than just the ‘button mashing’ elements of previous generations. They now engage the user, require creativity, collaboration, thought, and multi-tasking.
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
http://www.cygresearch.com/files/free/Exec_Summary-The_Cygnus_Donor_Survey_2012-US.pdf
2) Make a private Twitter list of small and large-scale donors- and make a point to interact with them. Retweet them, @ reply them. Whatever you do, don’t ignore them. Because Twitter is a site for active engagement and open information-share, there’s potential to summon excitement and connection through this platform. It’s a bit more difficult to create direct conversation on Facebook. Quick Google searches can often indicate whether or not a specific donor has a twitter account. It’s easy to quickly search and compile a list of donor’s Twitter accounts to pass along to the marketing department (or whomever is managing social media). Give them the list and ask them to keep tabs on these folks using Twitter’sprivate lists. This way, followers cannot see your donors, but the person running social media has a quick and easy way to remember who to keep an eye on and engage. 3) Take note of donor’s interests through social media to hone your story and find your connection.Social media profiles and activities can provide a lot of personal information about donors. Marketeers use this information to help trace their demographic, but fundraisers should be using social media to fill in gaps about donors’ interests so that they can be more efficiently ‘courted’ at events and on-site. Checking up on social media activities doesn’t just help by uncovering that, say, a donor is running a half marathon next week (which may or may not be useful to you). By utilizing your museum’s social media channels, fundraisers can learn a lot about what it is about the institution that engages the donor. If someone tends to ‘like’ statuses about specific events or artists, that gives you a peek into their interests– And even better than that; it gives you a peek into your shared interests.
http://www.waldenu.edu/Documents/About-Us/WaldenUniversity2012SocialChangeImpactReportFullReport.pdf
2) Make a private Twitter list of small and large-scale donors- and make a point to interact with them. Retweet them, @ reply them. Whatever you do, don’t ignore them. Because Twitter is a site for active engagement and open information-share, there’s potential to summon excitement and connection through this platform. It’s a bit more difficult to create direct conversation on Facebook. Quick Google searches can often indicate whether or not a specific donor has a twitter account. It’s easy to quickly search and compile a list of donor’s Twitter accounts to pass along to the marketing department (or whomever is managing social media). Give them the list and ask them to keep tabs on these folks using Twitter’sprivate lists. This way, followers cannot see your donors, but the person running social media has a quick and easy way to remember who to keep an eye on and engage. 3) Take note of donor’s interests through social media to hone your story and find your connection.Social media profiles and activities can provide a lot of personal information about donors. Marketeers use this information to help trace their demographic, but fundraisers should be using social media to fill in gaps about donors’ interests so that they can be more efficiently ‘courted’ at events and on-site. Checking up on social media activities doesn’t just help by uncovering that, say, a donor is running a half marathon next week (which may or may not be useful to you). By utilizing your museum’s social media channels, fundraisers can learn a lot about what it is about the institution that engages the donor. If someone tends to ‘like’ statuses about specific events or artists, that gives you a peek into their interests– And even better than that; it gives you a peek into your shared interests.

Lee Fox - Youth and Nonprofit Partnerships Presentation Transcript

10/23/12 presented by Lee Fox
Every generation has seen the emergence of a “disruptive technology” that rendered existing technologies irrelevant.
Why in the world do youth matter? 314M 20% of USA 43.2% of population the Afghan27.7% is GenZ populationof USA ~(63M) is GenZpopulation 34.7% of ~(13M)is GenY Pakistani ~(76M) 32.5% of population Egyptian is GenZ population ~(66M) is GenZ CIA WORLD FACTBOOK 2012 ~(27M)Generation: X X Y Y Z ZAge Range: 43.7 31.2 25.0 18.7 12.5 6.2 49.9 43.7 31.2 25.0 18.7 12.5
14 year old Malala Yousafzai is known forher education and women’s rights activismin the Swat Valley.She was 11 years old when she beganwriting about her life under the Taliban.Attempted assassination: 10/10/12
74% of teens GLOBALLY consider climate changeGENERATION “WE” and global warming a greater threat than drugs, violence Brittany Trilphord or war! 17 years old Habbo Study
on one handGenX & Boomers see value in nonprofits and a majority get involvedthrough organizations (60%) on the other hand
GenY /Gen Z however 9 in 10 (92%) wish they 02/2012 Study could do more to help those in need.
So what’s the problem? when “volunteering”youth feel discounted because they’re typically given menial tasks and often left out of strategic decision- making and/or ideation.
The disconnect
new guiding lights“We looked at an array of problems to see what we could solve in our own community.”
New era of understanding
Photo by: michael.newman. TIP #1 SHARE
(18 - 32 YEARS)77% of GenY are seeking aseat on a nonprofit board.48% wish they could apply theirprofessional or academicskills when volunteering (SKILLS-BASED VOLUNTEERISM)
Non-profit TIP #2Think CO-CREATION
SMARTyou share the EXPERIENCE ? Can you share the INFLUENCE ? Can PHONE MARKET (USA % ownership) 74% GenY (25-to-34) 16 M users (Q2 2012) they’re curious 46% scan b/c 63% of all teens exchange texts 41% scan to get more info every day. 18% scan to get a free gift 16% scan to get exclusive content 58% GenZ (13-to-17) own smart phones 90% GenZ (13-to-17) own cell phones
TIP #3 Make it EPIC the “epic” game of life
TIP #4 Make it FUN
YOUTH activate differently HOW DO YOU LIKE TO HEAR ABOUT VOLUNTEER OPPORTUNTIIES? 81% PEER 72% EMAIL 55% FACEBOOK 67% WEBSITE 30% DATABASE 43% EVENTS 13% OTHER
U.S. “GIVING” $298B 2011 U.S. givingTIP #5 don’t leaveMONEY on the table2:1 GENY who volunteer are more likely to donate
In 2011 how did you make your donations? online facebook e-mail in person other verbally online deduct mobile over phone payroll
YOUNG PEOPLE ARE WILLING TO GIVE 75% GENY gave in 2011
26% GENZ gave in 2011Source: 2011 Harris Interactive Study
ARE YOU LEAVING MONEY ON THE TABLE? 53% said they could have given more ELIMINATE over solicitationBe MORE transparent about what “giving” accomplishes
What’s YOUR epic story? 83% conduct research ANSWER THESE QUESTIONS: What’s the latest “news” What do “gifts” and specific to the cause and“volunteering” accomplish? organization?Photo via Big Stock Photo
TIP #6 youth have bright ideas we believe in the power of one
CALL TO ACTION FOR PREVIOUS GENERATIONS "The Trust Pyramid“ by John Haydon
FLIP THE TRAIDIONAL MODEL FOR “GENERATION WE” "The Passion Pyramid“ by Lee Fox
ImpactCollaborate Learn Share
HOW ARE YOU TELLING YOUR STORY?
Certifiably UNSTOPPABLE Rebecca Kantar
LAST TIP: Make it easy Make it social Make it real Make it countJoin us on facebook: http://bit.ly/cause4KDZJoin us on twitter: @KooDooZEmail us: info@KooDooZ.com