James Sancto, co-founder and CEO of We Make Change, discusses the impact, accessibility, and experience desires of millennials and Generation Z regarding charitable giving. He emphasizes the importance of connecting young individuals with charities that address their causes and highlights their preferred social media platforms for engagement. The presentation also outlines the supporter journey and community-building as essential factors in mobilizing millennials for social change.

1. JAMES SANCTO
CO-FOUNDER & CEO, WE MAKE CHANGE
SOCIAL MEDIA FOR CHANGE
Inspiring millennials to take
real world action

2. WHY AM I HERE?

3. WHAT IS A MILLENNIAL?

4. Born between
Generation Y: 1981-1991
Generation Z: 1992-2002
A TIME OF LIFE
WHAT IS A MILLENNIAL?

5. What do they want?
1. Impact
2. Accessibility
3. Experience
A STATE OF MIND
WHAT IS A MILLENNIAL?

6. • Clear organisational purpose
• Giving what they can
1. IMPACT

7. To give you the power to
change the world.
PURPOSE
Connect people with the charities
fighting for the causes they care about.
HOW
1. IMPACT

8. • Money poor
• Skill rich
• Connected
GIVING WHAT THEY CAN
1. IMPACT

9. • Money
– Less likely to donate than other age groups
• Time
– Volunteering highest among students (23%)
– Protesting and petitioning (61% of Gen Z)
• Things
– Less likely to give things than other age groups
HOW IS THIS REFLECTED
IN CHARITABLE GIVING?
CAF UK Giving 2017
www.cafonline.org/docs/default-source/about-us-publications/caf-uk-
giving-web.pdf?sfvrsn=8

10. • Find them
• Find you
2. ACCESSIBILITY

11. • Facebook
• LinkedIn
• Twitter
• Instagram
• Snapchat
FIND THEM
2. ACCESSIBILITY

12. Generation Y
• Facebook 33%
• Instagram 22%
• Snapchat 16%
FAVOURITE SOCIAL NETWORKS
Generation Z
• Instagram 25%
• Facebook 24%
• Snapchat 23%
Sprout Social: The Social Generations Report
https://sproutsocial.com/insights/data/q1-2017/#Network-Preferences

13. • Communities
- Online and offline
• Dedicated websites
• People wanting to make a difference
FIND YOU
2. ACCESSIBILITY

14. • Supporter journey
• Community
3. EXPERIENCE

15. SUPPORTER JOURNEY
ADAPTED FROM HARVARD BUSINESS REVIEW
https://hbr.org/2015/11/competing-on-customer-journeys
Desire
Awareness
Consider
Support
Enjoy
Advocate
Bond

16. INTERNAL PROCESSES
TASK MANAGEMENT INTERNAL COMMUNICATION
GETTING STUFF DONE

17. SUPPORTER JOURNEY
ADAPTED FROM HARVARD BUSINESS REVIEW
https://hbr.org/2015/11/competing-on-customer-journeys
Desire
Awareness
Consider
Support
Enjoy
Advocate
Bond

18. COMMUNITY
3. EXPERIENCE
• Common mission
• Social – online & offline
• Events
• Perks

20. Rick O’Neill
PR Officer, We Make Change
#MILLENNIAL J

21. 1. Impact
2. Accessibility
3. Experience
SOCIAL MEDIA FOR CHANGE

22. JAMES SANCTO
james.sancto@wemakechange.org
wemakechange.org
ANY QUESTIONS,
TWEETS OR SNAPS?

23. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

24. Digital tools and
channels: make the most
of your digital presence
19 October 2017
London
#charitydigital
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