The document summarizes research on charitable giving attitudes and behaviors among digital Millennials. It identifies four main groups - Spirit Givers, Not There Yet, Über Givers, and Consistent Givers - based on their life stage and donation frequency. Spirit Givers give occasionally when inspired, while Not There Yet individuals feel unable to donate due to life circumstances. Über Givers and Consistent Givers routinely donate, with Über Givers seeing it as a way of life and Consistent Givers giving out of a sense of duty. The document provides insights for each group and recommends retailers form meaningful charity partnerships to build trust with Millennial donors.

1. DIGITAL MILLENNIALS Charitable Giving & Cause Marketing Presented by: Mila Goodman Director of Experience Strategy, RI:Lab insert client logo

2. Why Retailers Should Care : Understand specific attitudes, perceptions and sentiments of Millenials : Learn how Millenials align their spending with passion, community and brands : Recognize Millenials mistrust of brands and low recall of brand and charity tie-in awareness

3. Research Methodology An online discussion was hosted on 9/2/08 with 71 members. Summary of Questions : How often do you donate money to charitable organizations? (once a month, once a year, when the spirit moves you, etc) : What are some of your favorite charitable organizations? : What made you choose these organizations? : Once you’ve given to an organization, what would compel you to give again? (text alerts, email newsletters, learning about the impact of your donation, challenge from a friend, desire to help an organization reach its fundraising goal, etc) : Did you do any research on the organization before you gave money? If yes, how did you do the research? : How do you feel about brands that take up social causes? (ex. Coca-Cola supports the World Wildlife Fund to save the polar bears, Pantene supports Locks of Love to make wigs for cancer patients)

6. 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%

14. Not There Yet: Most Cynical Group LIVE BY EXAMPLE “ They don't care about the cause, they just think people are more likely to use their services if they show us they "care". If they didn't advertise that they were supporting a cause, but were still willing to do so, and I was to find out about it from a completely unrelated source, I would be much less cynical.” JUST GIVING MONEY IS TAKING THE EASY WAY OUT! “ I'm not going to give a company extra support if it seems like they're just paying lip service to a social cause. If coca-cola is helping the polar bears, they better be doing a lot to try to reduce their plastic usage…Because that plastic comes from oil which comes from the regions where the bears live, etc. etc. It's important they're being conscious in a variety of ways, not just giving money because that's easy.” THE CHARITY SHOULD SPEAK FOR ITSELF “ If it's a good and reputable charity you will already know enough to give to it. I think it can be a good thing, so long as the charity is not overshadowed by the brand and its public relations. I will say that I hated the Lance Armstrong thing, but then is he really a brand?”

19. What Retailers Should Do : Gain a deeper understanding of your (target) customers and align attitudes and behavior of the Millenial Group that applies. : Develop meaningful partnerships that demonstrate a commitment to aiding and contributing to a particular organization. : Design cause related campaigns or programs that provide an ongoing way for your customers to understand their impact on the program as well as your total impact on that particular charity. : Apply key insights for any cause related campaign or partnership to foster community and build brand trust.

20. THANK YOU. www.resource.com insert client logo