I’m going to talk about the next generation of donors – Generation Z and how nonprofits can future proof their strategy
This generation of young people – right behind Millennials (age 6-20) -- they are tech savvy, generous, and will have an influence on how nonprofits fundraise in the future.
I’m going to set some context on why it is important for nonprofits to pay attention and listen to these kids, why nonprofits need to become more networked, and share research and examples of how Generation Z is changing the world and creating movements for change in the palms of their hands!
This will be an interactive keynote, so there will be times throughout where you get a chance to reflect with your peers and ask questions.
32/20 – front row seat Modem from a microwave Learn and teach other nonprofits how to leverage the technology in service of their mission This work has taken me around the world, honored to work with thousands of nonprofits on all continents of the world Wrote two books 2013 Terry McAdams Award, thought this was the highlight of my career
But never in a million years did I dream that Conant O’Brien would be talking me and my red hat on his TV show .. The reason he was talking about me was because I had more followers than he did on LinkedIn and he thought my red hat was the secret to my success …
I offered him some advice. It’s not about popularity. It’s about using your online social networks, your social capital and influence to amplify a cause or do good online and empowering others in your network amplify it … It isn’t about a Red Hat …. http://www.bethkanter.org/conan-red/
He ignored me. And I still have more followers than he does.
But how and why is this possible that an individual like me has more influence that a national TV talk show host?
There are three digital revolutions taking place that allow individuals and organizations working in networks to scale their impact – it is happening worldwide, but in the US
85% have access to broadband Internet 92% have a mobile phone 72% use a social network …
This create the perfect storm for this to happen ..
Meet Sir Stuffington – the cutest cat pirate you have ever seen
The Facebook page was created by a teen in Oregon, to draw attention to donations, volunteering, and pet adoption after she found this cute kitty with its eye poked out in an alley in Portland, Oregon
Thousands of people joined, main stream media got the story … donations, volunteers, and people seeking to adopt Sir Stuffington or other animals came to the Shelter
But this campaign was not started by the shelter … agency embraced the so called “slacktivist” and embraced her …. She cared deeply about animal welfare, was very connected online, but took action offline and online and encouraged her network to do the same ….
Let’s look at how this might change the way nonprofits work …
Nonprofits have worked like this – as lone institutions – since the dawn of industrialized management … But these three digital revolutions are changing institutions and the way they work .. The work place is becoming more fluid, organizational charts are becoming flatter, especially with the Millennial generation entering the workforce, and Gen Z is not far behind
The transition from working like this to this – doesn’t happen over night, can’t flip a switch Change is slow …
This is the power of these tools, but we know that nonprofits change slowly
How do you adapt your organization to a networked nonprofit? Agile, transparent --- organizations that allow outsiders in and insiders out – are masters at using social media tools for social change .
Change happens slowly …
So, in the many years I’ve been working with nonprofits on becoming networked nonprofits, I found that change happens slowly and incrementally So, I developed a framework for Crawl, Walk, Run, Fly – inspired by this Maritn Luther King quote…
To embrace the future, it helps to look at the current role that social media plays in triggering donations …. To often we assume that these younger donors are just clicking but not giving – labeling them as charity slackers.
Active social media users who will do something for a charity online that requires minimal personal effort ..
Changing one's Facebook status to support a cause, joining a charity organization's Facebook page or "liking" a cause on Facebook, tweeting or retweeting a charity organization's request for support on Twitter, signing Internet petitions, and posting and sharing YouTube videos about a cause.
It is a pejorative term that describes "feel-good" measures that have little or no practical effect other than to make the person doing it take satisfaction from the feeling they have contributed. The acts tend to require minimal personal effort from the slacktivist.
The underlying assumption being promoted by the term is that these low cost efforts substitute for more substantive actions – like making a donation.
We assume they will only click, but do nothing offline ….
In fact, UNICEF Sweeden created a campaign just about this … assuming that these very active social media users don’t do more than sit on the couch and click and feel like they are saving the world. Is this criticism warranted?
And here’s some recent data that says why …
I had the opportunity to work with a data set from Vision Critical where I was able combine survey responses from a sample size of 30,000 people about thyeir donations and combine with their actual social media usage .. What pages they liked, how often they share, or if they just lurk
If the slactivist theory was correct, we’d expect to see a dramatic inverse relationship between social media activity and charitable donations: the more actively someone uses social, the less likely they’ll donate.
That’s not what we found …
In fact, very little variation between donors and non-donors based on their social media habits
The data showed no dramatic patterns between donors and non-donors based on their frequency of social media use …..
When we looked at who is inspired to move to donate after encountering a charity via a social media channel, there is a positive relationship between the level of social media use and propensity to go from social to donation.
Active social media users are donating ..
The chart shows that the more someone uses FB, the more likely they are to have made a social-inspired donation, especially those who frequently update FB status or like a lot of pages, less so with those who have a large number of friends.
More importantly, these more active social media users are NEW donors to the charity …
This data look at whether the donor was new to the charity or a repeat donor and their social media activity on Facebook – and you can see that people with who have a lot of friends, update frequently, and like a lot of pages tend to be new donors to the charity
Social media is an on-ramp, not a dead-end – but retention and ongoing cultivation/engagement strategies via social are under appreciated ….
I don’t know about, but I don’t hear nonprofits complaining that they have too many new donors ….
On the survey, people were asked if they shared an appeal for donations to a charity.
Not surprisingly, the more often people post to FB, the more likely they are to post something about the charity they supported with that donation.
But what’s really important is that the more active they are on FB, the more likely it is that whatever they’ve posted is going to be a specific appeal for donations
Virtuous circle – if you get them to donate, they will share and solicit people in their network.
In this survey, when we looked at the demographics of these donors, they skewed younger, perhaps not a surprise – biggest percentage were… Millennials … who live connected lifestyles, attended college on Facebook on their mobile phones ..
This is just a glimmer of what the future will bring … (Click) think about that next generation, Generation Z, the first generation to be born into the digital life! Some call Generation Z an extreme version of Millennials …..
Let’s take a more detailed look at GEN Z ..... Born 1995 to 2009 – they’re between 6-20 years old now
I have two who live in my house, my son, Harry, and daughter.
This is them ten years ago and they were doing their homework assignments on the Internet and searching for creative commons licensed photos to put in their powerpoint presentations!
This photo won the FLICKR Creative Commons Photo contest!
My kids were adopted from Cambodia and we took them to visit their homeland.
My son, Harry, had researched on the Internet and what mobile provider to get. He told me there is now pervasive broadband wifi and even 4 g in the on smart phones that can be access in rural areas CHEAPLY.
Also through Facebook, I’ve kept connected to the bloggers, like Mongkol who we met in Phnom Phnom. We decided to take a taxi from Phnom Penh to Siem Reap – a five hour drive – the road was good, but still the safety standards are not what they are in the US – and the drivers go fast.
I suggested that Mongkol write a note in Khmer that read .. “Please drive slowly to Cambodia, we want to arrive safely and live a long life.”
We made safely to Siem Reap and the Temples – and even climbed up to the Tre Rup and got this photo with the monk … … .. Had a glorious time
But we had to drive back to Phnom Penh. This time, the taxi had no seat belts in the back of the card, but thee road often looked this … Our driver didn’t understand much English, and was talking on his cell phone a lot of the time!
I was in the back of the car when my son suggested that I use the mobile phone to get on Facebook and post this status update
They are always texting …..
We were out for dinner. I photographed my kids texting under the table and posted it on Instagram Within five seconds, my son posted “Monkey, See – Monkey Do”
I didn’t know he had an account!
I instituted a rule of iPhone stacks on the table after that ….. Parenting Gen Z can be a real challenge
My kids use their mobile phones like a texting appliance – they are qwerty monsters
Texting with my teens is like learning a new language – texting codes and emoji
I confess that I use a cheat sheet – and if you are trying to reach out to them, you’ll need to speak their language! http://www.slideshare.net/markmccrindle/how-to-speak-gen-z-the-alphabet-according-to-gen-z-mccrindle-research
Gen Z by the numbers …
The current (2013) population of Gen Z is estimated to be a little more than 1.9 billion, or 27 percent of the global population.
Gen Z make up 16% of total population in UK and 20% in US. These are not Thatcher’s children, more New Labour’s offspring.
I think Adora Svitak, an education activist Gen Z whose 2012 Ted talk has almost 4 million views said it best …
“New generations grow and develop and become better than the previous ones. It's the reason we're not in the Dark Ages anymore. No matter your position or place in life, it is imperative to create opportunities for children, so that we can grow up to blow you away.” -Adora Grab photo of her at UNhttp://www.ted.com/talks/adora_svitak/transcript?language=en#t-395000
Adora Name: Adora Svitak Fame Age: 16 Profession: Activist, author and advocate for education Her 2010 TED talk, “What Adults Can Learn From Kids,” has received over 3 million views. Links: http://www.adorasvitak.com/ http://www.ted.com/talks/adora_svitak/transcript?language=en#t-395000 http://www.psmag.com/books-and-culture/30-top-thinkers-30-aspiring-princess-wants-see-major-changes-americas-education-system-77619 7:05 – until end https://www.youtube.com/watch?t=479&v=V-bjOJzB7LY
Listen to kids, next generation of leaders
Malalla Yousafzai is the poster child for Generation Z She is the young Pakastani education campaigner, who survived being shot by the Taliban, and who became the world's youngest ever Nobel Prize recipient.
Jack Andraka, who dropped out of high school because he got obsessed with finding a cure for cancer and created a test that can detect pancreatic cancer.
http://www.smithsonianmag.com/science-nature/jack-andraka-the-teen-prodigy-of-pancreatic-cancer-135925809/?no-ist Finding a cure for cancer
This generation is doing more than clicking on line, they making change in the world! https://en.wikipedia.org/wiki/Jack_Andraka
Gen Z is more interested in using digital tools for social good than social currency, though. Said one young activist in i-D: “We can no longer be in denial about social inequality or political unrest because in an information age it’s thrust in front of our faces.”Read more: http://www.jwtintelligence.com/2015/04/gen-rising/#ixzz3cVg6floT Follow us: @jwtintelligence on Twitter
Stats on the issues they care about … http://popsop.com/2014/11/hyper-aware-generation-z-is-the-most-resistant-to-irresponsible-business-practices-a-new-research-finds/ http://www.salt-communications.com/blog/2015/05/generationz-uk/
JWT Intelligence - Results of their survey of nearly 500 16-to-20 years-olds. They asked them about their views on the most important global issues facing the world today, about the role of businesses in addressing those issues, about their trusted sources of information, and, generally, what “a better world” meant to them.
According to the survey, Gen Z-ers think that the most important issues of the modern world are: 51% — world peace 41% — limited access to clean water and sanitation 40% — global poverty 16% — sustainable energy 16% — gender equality 12% — climate change 85% of the respondents think that governments are responsible to address these problems, 68% and 45% think that international bodies and individuals, respectively, should be in charge of those issues.
Reverse the Course When Mary Grace Henry was 12, she learned through her school’s sister school in Uganda that many girls in Africa don’t get an education, for both financial and cultural reasons. “I wanted to help, so I asked my parents for a sewing machine with the belief that If Itaught myself how to sew, I could begin making reversible headbands to sell to support a girl’s education,” Ms Henry says. Today the Harrison, N.Y., teenager is a social entrepreneur: Her company Reverse the Course sells a variety of hair accessories that she designs (now made commercially) with all of the profits (some $200,000 to date) going to Reverse the Course Foundation, a charity that has helped 66 girls afford school. “So many of my generation are willing to do this sort of thing and have the skill set to do it,” Ms. Henry says. “We have a really positive outlook on the future that I think is going to http://www.reversethecourse.org/ http://shop.reversethecourse.org/
Page 26 Entrepreneurial Surrounded by DIY education and crowdsourcing, these teens dream of self-employment. They feel pressured to gain professional experience at a very early age. 61% of high school students want to be an entrepreneur rather than an employee (compared to 43% of college students) 72% of high school students want to start a business someday (compared to 64% of college students) Millennial Branding and Internship.com, 2014, Mintel 2014 Source: http://millennialbranding.com/2014/high-school-careers-study/ http://www.forbes.com/sites/danschawbel/2014/09/02/what-generation-z-entrepreneurs-are-like/
Not afraid to stand up for what’s right – Isabella – Brasil – Isadora Faber is a 14-year-old Brazilian student who launched an online Classroom Diary (Diário de Classe) to discuss problems in her school, such as broken desks and bathrooms without toilet seats. She quickly became a national figure with regular appearances on talk shows to discuss the problems with public education in Brazil, despite threats from teachers, administrators, and even fellow students. Her example was followed by many students who adopted her approach and asserted their right to education. The Diário de Classe fan page has 620,000 likes. Newsweek named her “Brazil’s Bravest Blogger,” and Brazil’s Financial Times recognized Isadora as one of the 25 most influential personalities in Brazil. She recently set up her own NGO to improve public education in Brazil.
It all started when Brazilian student Isadora Faber, 13, decided to do her homework a bit differently. She exchanged paper and pencil for a Facebook page, where she began complaining about the conditions of her school. It didn't take long for "Diario de Classe: A Verdade" ("School Diary: The Truth) to reach 280,000 followers, reports Brazilian news portal UOL. Photos published on her Facebook page showed several infrastructure problems, such as broken facilities and a sports court lacking ceiling. The BBC had reported earlier this month how Faber was inspired by an even younger Scottish blogger, 9-year-old Martha Payne, to take the case of her unfit school to the Internet. But now the feel-good story of youthful online activism has reached the police. Isadora was reported by her language arts teacher, who accused her of publicizing problems that went on inside the classroom on Facebook, UOL. Several users made aggressive comments against the teacher, based on Isadora's complaint of bullying and humiliation. Isadora, who lives in the southern Brazilian city of Florianopolis, went to the police office for the first time in her life to give her statement on the case. “I was treated gently by everybody there”, she wrote on her page. http://www.bbc.com/news/uk-scotland-19471972 Read the full article: In Brazil, A 13-Year-Old's Facebook School Diary Earns A Visit From The Cops Worldcrunch - top stories from the world's best news sources Follow us: @worldcrunch on Twitter | Worldcrunch on Facebook
Are Gen Z Generous?
These are some stats from a survey done by the Cassandra Report of UK/US teens age 7 to 17
Stats from Deep Focus study of 902 people age 7 to 17 – Cassandra Reporthttps://twitter.com/cassandrareport
UK/US Teens 20% want to start a charity in their lifetime49% volunteer at least once a month32% have donated their own money26% have raised money for a charity39% consider giving time and money to charity a “measure of success”
When global disasters strike, their impulse is not to just to donate to Disaster Relief organizations, but launch campaigns and activate their networks to give.
Charlie Simpson Raised Money for Haiti on his bike http://www.cnn.com/2010/WORLD/europe/01/25/uk.boy.charity.haiti/ https://www.justgiving.com/charliesimpson-haiti/ http://www.theguardian.com/world/2010/jan/25/schoolboy-charlie-simpson-haiti-bike
Charlie Simpson during his five-mile cycle ride ar
A seven-year-old boy who hoped to raise £500 for Haiti earthquake relief by cycling five miles around a local park has raised £120,000 in donations and gift aid, with the total still rising.
Charlie Simpson's efforts have touched the hearts of people around the world with visitors to his JustGiving website page piling on the pounds following his sponsored ride for the charity Unicef in Fulham, south London, yesterday. ound South Park, London, in a bid to raise funds for Unicef's Haiti earthquake children's appeal
Page 20 Food Bank Kid – story Bradon http://www.bethkanter.org/kids-crowd-funding/
Braeden Quinn Mannering is passionate about stopping food insecurity for families in need. He created his own nonprofit and program called “”Brae’s Brown Bags” to help fight against hunger, probably making him one of the youngest nonprofit CEOs and founders. He has used the money to purchase and distribute bottled water, fruit and other healthy snacks to those in need in his community. He’s handed out more than 1,200 bags to shelters, soup kitchens or even on the street. Last year March at SXSW, at the Future of Nonprofits, I predicted that in the future we’d have many free agent, teenage do gooders like Mark Horvath that nonprofits will engage with. Well, Braeden is one of them. Braeden was chosen to represent Delaware at the Healthy Lunchtime Challenge banquet at the White House. His taco bowl creation earned him a seat at dinner with the First Lady, who offered yet another challenge to pay it forward. You can read about his efforts on his blog. I first learned about Braeden’s work because he left a comment on one of my blog posts. He’s established a nonprofit, been invited to the White House, and tirelessly promotes his cause – all at age 10! Look out world!
Gen Z receive $16.90 per week in allowance which translates to $44 billion a yearAnd they also influence parent’s spending decisions on household items (Get piggy bank photo from Ted Talk – that shows charity) Story:http://www.bethkanter.org/sejal-makheja-genz/ She asked her parents to fund the education …
Now that we have met this generation close up … explored their activism, entrepreneurialism, and generosity ….. Let’s start to think about ways your nonprofit can engage with them by learning from early adopters
While the kids of Gen Z want firm explanations of how their giving will help a cause, they also want to work with charities that offer their support with a light touch and give supporters flexibility in how they can help raise money, experts say.
It’s a lesson that Unicef USA, which for some 60 years has leaned on children to help it raise money, has taken to heart. “The biggest change I’ve seen in the past eight years at Unicef in terms of youth engagement is that we are letting them loose more,” says Caryl Stern, the charity’s president. “We are trying to give them enough information about what’s going on around the world and enough opportunities to motivate them to engage with us. But we’re also leaving space for them to tell us how they want to be engaged.”
The iconic orange Unicef box children have long used to collect coins for the group on Halloween remains part of the charity’s fundraising. However, Ms. Stern adds, “we are no longer justsaying, ‘Here’s the box, now go door to door with it.’ ” Instead, she says, Unicef has pointed young supporters to other ways to attract donations: “You can trick-or-treat virtually now, raising money online.
We also have tried to take advantage of young people’s willingness to use platforms like Crowdrise and place some of our projects on them.” The charity has also long encouraged the creation of Unicef clubs at high schools and colleges to raise awareness and support for child-poverty issues and advised how those clubs should be structured.
Ms. Stern, however, says she was recently contacted by a high-school student who had formed his own self-styled antipoverty organization at his school. “And we said, ‘Great. Here are all our materials, but you don’t have to fit our mold,” she says. “Our thinking now is, How do we adapt us to them instead of them to us? And his group ended up donating a significant amount of money to us last year.”
This is an example of a recent campaign to help reduce the number of dogs/cats being killed in kill shelters Research found that this was happening because many aren’t posting good photos on social networks and the internet They created an app to recruit “furtographers”
Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
This is from DoSomething.Org – they target young people/teens to get active in social change causes on and offline
This ladder of engagement is for campaign – found that many kill shelters were killing animals because there was a lack of good photos being shared online So, this is an app on Facebook to recruit “Furtograhers” – teens who could download the app and go into shelters and take photos and share them
But they had a variety of ways for engagement related to their goals
How can your organization’s programs or campaigns adapt to Gen Z versus making them adapt to you?
Before you begin to communicate with them, it is important to understand their online habits/
8. Online Habits and Patterns
Page 28: Seek information online, use social media as a research tool Page 29: Use Social for School Assignments:
Page 11 http://www.jwtintelligence.com/wp-content/uploads/2012/04/F_INTERNAL_Gen_Z_0418122.pdf Stats re: FB and Teens http://mashable.com/2013/08/13/teens-facebook-response/ Page 31: Attention Spans ShorterPage 35: Communicate in SymbolsPage 36: Communicate FastPage 37: Love ephemeral mediaPage 40: Social Circles Global
IN terms of current platforms, it is a myth that they don’t use Facebook, but they’re also on instagram and snapchat
Tap into their entrepreneurial spirit Collaborate with them and help them collaborate with others Don’t talk down, treat them as adults Help Gen Z make or collect stuff Talk in images: emojis, symbols, pictures, videos Communicate more frequently in shorter bursts of “snackable content” Tell your story across multiple screens Optimize your search results (they do their Internet research)
Future of Social: Generation Z
Look Out Everyone, Here Comes
Gen Z Donors The Power of Individuals in A Connected World! Beth Kanter, Master Trainer, Author, Speaker, and Blogger Future of Social Conference – London, June 2015
If you can’t ﬂy then
run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
CRAWL WALK RUN FLY Where
is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Leader and employees use social but no strategy Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Best Practices Measurement and learning in all above Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Share Pair: Where’s Your
OrganizaNon Now? • Is your organizaKon at crawl, walk, run, or ﬂy? • What do you need to do to improve so you can embrace the future of social?
“New generaNons grow & develop
& become be]er than the previous ones. It's the reason we're not in the Dark Ages anymore. No ma]er your posiNon or place in life, it is imperaNve to create opportuniNes for children, so that we can grow up to blow you away.” Adora Svitak
They Are Already Blowing Us
Away at Age 17! Jack Andraka: Finding a cure for cancer Malalla Yousafzai, world’s youngest Nobel Prize recipient
peace 41%: Clean water 40%: Global poverty 16%: Gender equality 12%: Climate change “We can no longer be in denial about social inequality or poliKcal unrest because in an informaKon age it’s thrust in front of our faces.” Social Media for Social Change, Not Social Currency JWT Intelligence
GeneraNon Z: Have Generosity in
their Genes • 20% want to start a charity in their lifeKme • 49% volunteer at least once a month • 32% have donated their own money (or their allowances) • 26% have raised money for a charity • 39% consider giving Kme and money to charity a “measure of success” Stats from Cassandra Report – research on US/UK teens
Creators CriNcs Collectors
Joiners Spectators Adopt Pet Donate to Shelter Volunteer at Shelter Take photos at Shelter and share online Download App Promote Campaign Engagement with a Purpose!
• How can your organizaKon’s programs or campaigns adapt to Gen Z versus making them adapt to you?
GeneraNon Z: Online Habits and
Pa]erns • Seek informaNon online, use social media as a research tool • Use for school assignments • Spend a lot of Nme online • MulNple screens • A]enNon spans are shorter • Communicate in symbols • Communicate fast • Love ephemeral media • Social circles are global
GeneraNon Z: Tips for Engaging
• Tap into their entrepreneurial spirit • Collaborate with them and help them collaborate with others • Don’t talk down, treat them as adults • Help Gen Z make or collect stuﬀ • Talk in images: emojis, symbols, pictures, videos • Communicate more frequently in shorter bursts of “snackable content” • Tell your story across mulKple screens • OpKmize your search results (they do their Internet research)
Share Pair • How
can your nonproﬁt reach and connect with GeneraKon Z donors? • How will you get their input, listen to them? • What does your organizaKon need to do diﬀerently with your social/mobile/ channels? • What is a small pilot that you can test?