Last year on this blog, we talked a lot about the 2012 Millennial Impact Report. Created by the Millennial Impact Project, the report provided valuable information based on comprehensive research of Millennials age 20-30 and how they connect, involve and support causes. Now there’s a new edition of the report out.
We highly recommend everyone visit the Millennial Impact Project website and download a full copy of the new report. We’ve also gone through the results, and in today’s blog post we’ll provide our top takeaways for nonprofits from the 2013 Millennial Impact Report.
About the 2013 Millennial Impact Report
Achieve gathered information from an online survey distributed to Millennials (defined as individuals born 1979-1994), and conducted usability testing of nine nonprofits online presence.
The report provides a guide for organizations to better understand this generation, immerse them in the cause, and maximize the impact of their interest, time and giving. Get your full copy of the 2013 Millennial Impact Report here.
Eight Lessons from the 2013 Millennial Impact Report
The stats and survey results from the 2013 Millennial Impact Report reveal a number of valuable insights for nonprofit organizations. These key takeaways can be used to help you better reach the next generation of donors, volunteers and leaders.
1. Millennials support causes, not organizations
Millennials are interested and activated by the cause, not the nonprofit. That means you should focus your Millennial marketing less on the organization and more on the problem/solution; and work on creating online content geared toward Millennials that presents your expertise on the cause. It’s not about imprinting your brand with Millennials, it’s about inspiring them to make a difference.
2. Mobile and Millennials go hand in hand
The report revealed 83% of Millennials have smartphones. More than other demographics, Millennials are connected to their mobile devices. What does that mean for your nonprofit? Make sure you optimize your efforts for mobile—that means having a mobile-optimized website; posting images and short, mobile-readable posts on social media; and sending emails designed to be read and activated on mobile devices.
3. Millennials want integrated online experiences
Millennials often begin relationships with nonprofits on their websites and then move on to their social media pages for updates. So make sure you provide a social experience consistent with your website and regularly updated with engaging content about the cause. Millennials only connect actively with 1-5 nonprofit organizations on social media. If they choose yours, make it count.
4. Social sharing is meaningful for Millennials
How do you know when you have a Millennial engaged in your cause and connected to your organization? They will share information you post on their social media pages. This is a key signal that your message is resonating. The 2013 Report notes that sharing is a form “indirect advocacy” and “the more that nonprofits can inspire sharing, the better chance they have of capturing Millennials passion about their cause.”
5. Millennials value the interaction of volunteering
Volunteering isn’t just a way to support a good cause for Millennials. They also view it as a way to interact with peers who share the same interests and passions. So, when working to recruit Millennial volunteers, nonprofits should play up the social/peer involvement angle in their marketing. Use calls to action like “Join 100 other young people just like you…” and images showing groups of Millennial volunteers.
6. Volunteering should offer benefits for Millennials
With Millennials—and most volunteers, really—volunteering is not a purely selfless act. In fact, many young people are hoping to get something valuable from their volunteer experience—such as new skills or resume material. Offer your Millennial volunteers opportunities to get training or experience they will find useful. Attract them by explaining how volunteering can benefit them in their professional development.
7. Online is the Millennial donation destination
It’s not much of a surprise to find out that this highly connected generation prefers to make donations via the Web. It’s their comfort zone; where they turn to for information and where they like to take action. Millennials are far more apt to respond to email and online marketing than mail and phone appeals. Target your Millennial marketing in these arenas for the best chances of success (and the best ROI).
8. Peer fundraising offers opportunity w/ Millennials
Millennials may not have a lot of money to give (the 2013 Impact Report shows 40% of respondents say the largest donation they gave in 2012 was $50 or less), but they are willing to get involved. Mix that with their strong connection to Internet and social media and you have a key opportunity: Peer Fundraising. According to the report, “Millennials showed a significant interest in using their network—family and friends–to fundraise on behalf of causes they were passionate about.” The lesson here: Provide Millennials with opportunities for online fundraising.
More Millennial Stats and Insights to Come…
Those are our initial takeaways from the 2013 Millennial Impact Report. Since there were so many great statistics and insights in the report, we’ll be posting more great Millennial info for nonprofits in the near future. Check back regularly to the eleventy blog over the next couple weeks or sign up to receive our monthly e-newsletter by entering your email address into the box on the top right side of your screen.
Check out our coverage of last year’s Millennial Impact Report: