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It's Not Just About the Millennials. It's About Philanthropy for a New Millennium

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Who are the "millennials?" What do they value? How do they view the nonprofit market? And how can your organization better engage and activate the second largest generational group with $1 trillion dollars in annual buying power?

Published in: Government & Nonprofit

It's Not Just About the Millennials. It's About Philanthropy for a New Millennium

  1. 1. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 It’s Not Just the Millennials: It’s about Philanthropy for a New Millennium Greta Daniels, Director of Annual Giving at Point Park University Sarah Myksin, Director of Alumni Relations at Point Park University 1
  2. 2. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Presentation Outcomes • Who are the Millennials • Millennial Values and Engagement Strategy • Integration of New Marketing Methodology • Expansion of Definition of Engagement and Philanthropy • Next Steps For Your Shop 2
  3. 3. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Who are the Millennials • Born between 1981 - 1996 • Most ethnically and racially diverse cohort in nation’s history • Digital natives – the internet, mobile technology, social media are not things they’ve adapted to • Millennials account for one trillion dollars in direct annual spending; about 21% of all consumer discretionary purchases. Pew Research Center/Boston Consulting Group 3
  4. 4. In 2015, Millennials will surpass Baby Boomers as the nation’s largest living generation.
  5. 5. Millennial Influences What happened between 1992-2012 that influenced this generation’s point of view? 5
  6. 6. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Influencers: 1992 - 2012 6 Social/Political: Rwandan genocide; Don’t Ask, Don’t Tell; Defense of Marriage Act; Clinton Impeachment; Gore vs. Bush Mandela elected president; 2008 presidential grassroots campaign; Wall Street Crisis; Arab Spring Science & Technology: Mapping of human genome, cloning, advances in medicine/extending average life span; environmental advances (hybrid cars), accessibility of technology (personal computers) Disasters/Domestic Terrorism: Hurricane Katrina, Oklahoma City bombing, Columbine & rise of school shootings, War on Terror ‘93 WTC bombing; 9/11; Patriot Act; Creation of Dept. of Homeland Security; WMDs. Communications: Birth of World Wide Web; birth of social media; cell phones
  7. 7. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Impact on Millennial Behavior • Low Institutional Trust 7
  8. 8. Impact on Millennial Perspective (cont.) • Increase use of alternate methods of communication, plus immediate access to information via web and social media • In the void left by the eroding trust in institutions, millennials have cultivated their own networks for sourcing information, news, and trends. 8
  9. 9. What do you value? • Freedom • Community • Family • Innovation • Integrity • Effectiveness • Courage • Friendship • Recognition • Leadership • Power • Responsibility • Tolerance • Compassion • Personal Growth • Opportunity • Obligation • Pleasure • Risk • Spiritual Growth • Tradition • Loyalty • Helping 9
  10. 10. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Millennial Rankings • Tolerance • Equity • Justice • Family • Friendship • Community • Freedom • Compassion • Opportunity • Personal Growth • Leadership • Innovation • Power • Recognition • Helping • Pleasure • Integrity • Effectiveness • Courage • Spiritual Growth • Risk • Tradition • Loyalty • Responsibility • Obligation 10
  11. 11. Boomer Rankings • Family • Community • Tradition • Loyalty • Obligation • Responsibility • Integrity • Effectiveness • Leadership • Risk • Innovation • Opportunity • Recognition • Power • Tolerance • Helping • Equity • Justice • Freedom • Compassion • Personal Growth • Courage • Friendship • Spiritual Growth • Pleasure 11
  12. 12. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Presentation Outcomes • Who are the Millennials • Millennial Values and Engagement Strategy • Integration of New Marketing Methodology • Expansion of Definition of Engagement and Philanthropy • Next Steps For Your Shop 12
  13. 13. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Millennial Values & Engagement Strategy • Half of all Millennial describe themselves as political independents, but lean liberal on social issues • 30% are not affiliated with a particular religion • Values drive engagement across generations, including millennials • How does this affect your org, your work, and your engagement strategy? 13
  14. 14. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Adapting Your Strategy • Engage millennials by building trust • Increase transparency • Demonstrate impact on mission • Produce and share measurable results • Personal relationships still value and that will remain constant • Millennials will engage with your organization through your content, their peers and their networks. 14
  15. 15. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 15 Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass.
  16. 16. Level 1: Inquisitor The entry point where Millennials start to learn about your organization and your mission. Level 2: Content Consumer Moving beyond general interest to content consumption. They’re interested enough to click through and are looking for information, knowledge, and opportunities. Level 3: Activist Often four major roles of activism: cause champion, volunteer, content creator, or financial supporter. Level 4: Peer Agent/Influencer The smallest but most committed group - those who care enough to actively seek the involvement of their peers. From asking peers for money, to getting volunteers or petition signers, this form of influence is genuine and intentional. Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass.
  17. 17. Working with Activists and Influencers • Build your relationship around actions, not individuals • Be flexible on volunteer structure • Feedback is a two way street
  18. 18. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Microvolunteering • Easy, quick, low-commitment actions that benefit a worthy cause • Convenient, crowd-sourced, network-managed • New opportunities to engage constituents who are more busy that they were in the past. 18
  19. 19. University of San Diego, Postcard Program Cornell University, Virtual Postcards
  20. 20. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Stewardship Never Stops • Stewarding millennial is an ongoing process • Start incorporating millennial voices into leadership • Provide support to their initiatives. 20
  21. 21. Questions So Far?
  22. 22. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Presentation Outcomes • Who are the Millennials • Millennial Values and Engagement Strategy • Integration of New Marketing Methodology • Expansion of Definition of Engagement and Philanthropy • Next Steps For Your Shop 22
  23. 23. Learn to Speak Millennial 23
  24. 24. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Revolution: Mass Communications • Framework of typical fundraising & communications strategy • Direct Mail • Email • Phonathon • Volunteers • Individual cultivation • Mass Advertising • Marketing Publications 24
  25. 25. Barriers to Success • Increased Cost, Reduced budgets, Shrinking Returns • Caller ID, Rise of Cell Phone Usage • Busy Volunteers • Noisy Marketplace • No measurable results 25
  26. 26. Even Digital is Not Safe! • Email open rates declining • 2002 = 37.3% • 2011 = 17% • Banner Ad click rates • Mid-90’s = 3.0% • 2010 = 0.1% • Cost-Per-Click Demand on Google AdWords • Between 2011 to 2012 - Down 15% Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers. 26
  27. 27. Why are these methods failing with Millennials? And with everyone? 27
  28. 28. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Communication Needs to Be Personal • What is SPAM? • One size fits all communication that aims to interrupt a person and cause them to act in the interest of the marketer. 28
  29. 29. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Content Strategy for New Millennium • “Content” Not “Communications” • Interruption vs. Permission Marketing 29
  30. 30. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Permission Marketing • Permission marketing provides avenue for non-profits to build credibility and increase revenue without alienating your audience through excessive and intrusive outreach “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.” Seth Godin, “Permission Marketing,” 2008. 30
  31. 31. The Vehicle: Contagious Content • Does your content have any of these qualities? • Social Currency • Triggers • Emotion • Practical Use • Public Availability • Stories Berger, Jonah. (2013) Contagious Content: Why Things Catch On. New York, NY: Simon & Schuster. 31
  32. 32. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Deployment of Content • Social Media! • Not Just a Millennial Thing • As of September 2014, 74% of online adults use social networking sites • 71% use Facebook • 23% use Twitter • 26% use Instagram • 28% use Pinterest • 28% use LinkedIn 32 Pew Research Center - Social Media Update 2014
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  34. 34. Social Influence on Civic Engagement • 35% of social media users have used tools to encourage others to vote • 34% have posted political materials or opinions • “Younger users are more likely to post their own thoughts about issues, post links to political material, encourage others to take political action, belong to a political group on a social networking site, follow elected officials on social media, and like or promote political material others have shared.” 34 Pew Research Center, Social Media and Political Engagement; October 2012
  35. 35. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Assessing Your Social Media • Capacity, Needs, Audience • Do you need a Youtube channel or Tumblr? • That depends on your audience, resources, and content! • Focus groups, 1:1 conversations, surveys • Don’t be a snob. 35
  36. 36. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Channel Strategy • Once you have assessed your resources and needs, form a meaningful and simple strategy for each social media stream. • Divide and conquer • Don’t fall into the trap! 36
  37. 37. Divide and Conquer • Tell Stories with Facebook • Engage with Your Users 1:1 on Twitter • Create Art on Instagram • Build a Library with Mass Appeal on Pinterest • Get Personal with Your Blog Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers. 37
  38. 38. Non-Profits Hitting It Out of the Park On… • Facebook • Twitter • Youtube • Pinterest • Instagram • Blogging 38
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  46. 46. Creators and Curators • As of August 2012: • 46% of adult social media users post original photos or videos online = Creators • 41% of users take photos, videos, and content found online and repost them to share with others = Curators • 56% of users do at least one of these • 32% do both 46 Pew Research Center, Social Media Update 2014
  47. 47. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Tying it all Together • Your goal – to create useful, interesting, mission-specific content that builds credibility, inspires trust, and motivates participation. • Use Social Media as the new vehicle for your good word-of-mouth. • Credibility rises with each share and advances your mission. Millennials view their voice and their network as equally valuable to their donations or their time. Make good use of their gift and steward accordingly! 47
  48. 48. Questions?
  49. 49. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Presentation Outcomes • Who are the Millennials • Millennial Values and Engagement Strategy • Integration of New Marketing Methodology • Expansion of Definition of Engagement and Philanthropy • Next Steps For Your Shop 49
  50. 50. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Expanding "Philanthropy" • Time, Talent & Treasure becomes Time, Talent, Treasure, Voice and Network • Voice: Time spent advocating for your organization. • Network: Leveraging personal, professional, and virtual networks to benefit your organization. • Voice and Network Utilizes the Content Generated by Your Organization 50
  51. 51. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Presentation Outcomes • Who are the Millennials • Millennial Values and Engagement Strategy • Integration of New Marketing Methodology • Expansion of Definition of Engagement and Philanthropy • Next Steps For Your Shop 51
  52. 52. Ready to Vomit? • How does Point Park score when it comes to millennial engagement and creation of contagious content?
  53. 53. Baby Steps at Point Park • Social Media Coordinator hired • Regular strategy meetings with marketing/communications • In-reach relationship building • Alumni Association President – Millennial • Twitter account launched • Two Social Media Campaigns • Social Media Ambassadors – new microvolunteer role
  54. 54. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 How to Kick-start the Process • Internal Assessment of Resources and Strategy • Identify Key Partners and Stakeholders • Form strategy that incorporates both content and thoughtful conveyance • Engage your millennials in the process! 54
  55. 55. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Final Questions? 55
  56. 56. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 For further reading • Cause for Change – The Why and How of Non-Profit Millennial Engagement by Kari Dunn Saratovsky & Derrick Feldmann • Contagious Content by Jonah Berger • Jab, Jab, Jab, Right Hook by Gary Vaynerchuk • Permission Marketing by Seth Godin • Millennial Impact Reports by Millennial Impact Project 56
  57. 57. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Bibliography • Pew Research Center • October 19, 2012. Social Media and Political Engagement.(http://www.pewinternet.org/2012/10/19/social-media-and-political- engagement/) • January 9, 2015. Social Media Update 2014. (http://www.pewinternet.org/2015/01/09/social-media-update-2014/) • February 24, 2010. Millennials: Confident. Connected. Open to Change. (http://www.pewsocialtrends.org/2010/02/24/millennials- confident-connected-open-to-change/) • Vaynerchuk, Gary. (2013) Jab, Jab, Jab, Right Hook. New York, NY: Harper Collins Publishers. • Godin, Seth. (1999) Permission Marketing. New York, NY: Simon & Schuster. • Berger, Jonah. (2013) Contagious Content: Why Things Catch On. New York, NY: Simon & Schuster. • Dunn Saratovsky, Kari and Feldman, Derrick. (2013) Cause for Change: The Why and How of Non-Profit Millennial Engagement. San Francisco: Jossey-Bass. • February 12, 2014. How Millennials are Changing the Definition of “Philanthropy” – Case Foundation. (http://www.casefoundation.org/blog/millennials-changing-definition-philanthropy/) • January 15, 2014. How Millennials Are Changing the Face of Marketing Forever – The Reciprocity Principle. Christine Barton, Lara Koslow, and Christine Beauchamp, Boston Consulting Group. https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_f orever/ 57
  58. 58. Philanthropy for a New Millennium: Emerging Philanthropy Conference, April 2015 Contact Us • Greta Daniels • gdaniels@pointpark.edu • @GretaDaniels • Sarah Myksin • smyksin@pointpark.edu • www.linkedin.com/in/smyksin 58

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