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Document Sample
Using
Social
Media
to
Connect
with
Millennial
Donors
Carol
Phillips
President,
Brand
Amplitude,
LLC
Instructor,
Marke:ng
University
of
Notre
Dame
Millennials
Are
Shaking
Things
Up
Overconfident Percep:on
Entitled
e
Fickl
Impatient
Quickly
Bored
Unrealistic
Immature
Overly
collabo
rative
Highly
Adaptable
Reality
Global
Career‐oriented
e
Collabora6v
Mul6‐tasking
ADracted
to
large
d
social
movements
Highly
Educate
Interdependent
Tolerant
Curious
Achievers
Op6mis6c
Wired
Tech‐savvy
Civic‐minded
Millennials
Have
Spending
Power
Millennials
are
Civic‐Minded
• Hold
the
government,
ins6tu6ons,
corpora6ons,
their
peers,
society,
and
themselves
to
higher
standards
than
any
other
genera6on.
“Clearly,
an
independent
spirit
pervades
this
genera:on,
and
it's
fueled
by
a
strong
sense
of
their
personal
values
and
beliefs.
Among
GenYers'
most
important
personal
values
are
authen2city,
altruism
and
community.”
–
Chip
Walker
61%
feel
personally
responsible
for
making
a
difference
in
the
world.
Gen
Y
Key
Value:
Fight
for
What
you
Believe
in
“In
2007,
I
fielded
a
global
quan:ta:ve
study
of
Gen‐Yers
in
13
countries
and
was
surprised
to
find
the
No.
1
aTtude
unifying
the
genera:on
was:
"I
would
fight
for
a
cause
I
believe
in."
A
large
majority
of
global
Gen‐Yers
agreed
with
it
from
among
dozens
of
other
aTtudes…”
‐
Chip
Walker,
Strawberry
Frog
Millennials
Are
Connected
Online
Social
Network
Usage
‐
By
Age
&
Gender
(All
Online
Adults;
%
of
Age
Group)
Total
18‐34
35‐44
45‐54
55+
Have
a
Facebook
or
48
74
47
41
24
MySpace
account
Update
Facebook
or
16
29
17
10
3
MySpace
account
at
least
once
a
day
Use
TwiDer
(Net)
5
8
7
4
1
Follow
people
on
TwiDer
5
8
6
4
1
Use
TwiDer
to
send
3
4
5
1
*
messages
None
of
these
51
25
50
59
76
Source:
Harris
Interac:ve,
April
2009
Mul:ple
responses
allowed;
*
indicates
less
than
0.5%
Golden
Opportunity
for
Fundraising?
Millennials
Fund
raising
Apps
Results
Are
Disappoin:ng
The Nature Conservancy and Students
for a Free Tibet are the only two "More
than
25
million
of
Facebook’s
200
organizations to raise more than million
worldwide
members
have
signed
on
as
$100,000 through Causes.
supporters
of
at
least
one
cause,
making
it
the
third‐most
popular
of
the
more
than
52,000
applica:ons
on
the
site
…
But
just
185,000
members
have
ever
contributed
through
the
site.
The
median
gie
through
Causes
is
$25.
The
majority
of
Causes’
par:cipants
have
received
no
dona:ons
through
the
site.
Fewer
than
50
of
the
179,000
groups
on
Causes
have
raised
$10,000
Online
Dona:ons
Are
Smaller
U.S.
Charitable
Giving
2007
(Billions
$)
Campaign
Obama
Online
Dona:ons
US
TOTAL
Giving
Online
$4
Total
Online
Dona6ons
$
$500,000,000
Number
Online
Dona6ons
6.5
MM
Number
where
Amount
<
$100
6.0
MM
Online
Dona:ons
Are
$306
Collec:vely
Large
Millennials
Are
Reluctant
Donors
Two
thirds
of
Millennials
donated
Religious
organiza6ons
and
less
than
$100
in
2008.
schools
are
the
top
recipients
of
Millennial
dona6ons.
‘07 ‘08 ‘07 ‘08
Under $100 71% 66% Religious 25% 35%
$100-$499 17% 19% Local Schools 19% 32%
$500-$999 4% 7% Federated Charities (e.g.
8% 17%
United Way)
$1,000-$4,999 2% 4%
Disaster Relief Agencies 9% 15%
$5,000 or more 2% 1% Human Services (e.g.
Habitat for Humanity, big 10% 20%
Don’t Know/No Answer 4% 3% Brother/Big Sister)
* Yankelovich MONITOR, 2008/09
AYtudes
Toward
Giving
Are
Mixed
• 18%
of
Millennials
(16‐29
years)
say
the
chari6es
they
support
are
one
way
they
express
themselves,
compared
to
26%
of
Xers
and
36%
of
Boomers.*
• 87%
of
Millennials
(defined
as
16‐29)
agree
that
my
priority
is
to
look
aeer
my
family,
charity
begins
at
home.*
* Yankelovich MONITOR, 2008/09
How
Can
You
Breakthrough?
?
1. Invite
them
to
join
the
Team
Millennials
relate
to
heroes
and
young
people
with
ideas.
• Do:
Show
them
how
they
can
get
involved
and
contribute
in
ways
other
than
money.
Like
other
segments,
Millennials
are
more
likely
to
give
when
they
have
a
personal
connec6on.
• Do:
Feature
team
members
who
are
having
an
impact.
2.
Give
them
a
Voice.
Genera:on
Y
wants
to
be
heard
so
help
them
tell
their
story.
Make
it
easy
to
join
the
conversa:on.
•
DO:
Use
blogs
to
encourage
two‐way
conversa6on.
Blogs
are
usually
less
formal
and
more
dynamic
than
a
regular
websites.
Good
blogs
invite
comments
and
discussion
and
repeat
visits
•
DON’T
FILTER:
Allow
the
nega6ve
and
posi6ve
comments
to
remain.
3.
Make
it
Personal.
Millennials
use
social
media
to
connect
to
people,
not
ins:tu:ons.
• DO:
Feature
real
people.
Be
authen6c.
•
DON’T:
Don’t
be
afraid
to
be
transparent
and
have
a
liDle
fun.
4. Use
Facebook
With
Cau:on
Facebook
is
about
connec:ng
with
friends,
not
making
friends.
Use
Facebook
to
con:nue
a
conversa:on
you
started
someplace
else.
• DO:
Create
a
company
page
or
a
group
or
a
fan
page
for
your
organiza6on
or
event.
Use
Facebook
to
seek
volunteers,
donors
and
fundraisers
(who
find
other
donors)
• DON’T
OVER
DO
IT:
When
people
join
your
group
or
become
your
fans,
you
can
send
them
messages,
but
not
too
many.
Make
them
useful.
5.
Embrace
Twijer.
Twijer
is
where
you
find
followers.
It
is
the
place
to
begin
cul:va:ng
future
donors.
Do:
Start
‘following’
people!!
Par6cipate
–
ask
ques6ons
and
respond.
Don’t:
Underes6mate
TwiDer.
Nearly
one
in
five
online
adults
ages
18
to
34
have
ever
used
TwiDer
or
another
microblogging
plaqorm.
The
number
of
users
is
doubling
every
month.
6.
Offer
lots
of
ways
to
contribute.
50%
of
Millennials
agree
that
regularly
dona:ng
your
:me
to
help
others
in
need
is
a
sign
of
success
and
accomplishment.*
Do:
Make
it
easy
and
fun
to
par6cipate
–
flexibility
is
key.
Don’t:
Over‐organize.
Millennials
will
tell
you
what
they
want
–think
Twes6vals
and
‘groundswells’
vs.
big
events.
* Yankelovich MONITOR, 2008/09
7.
Enable
directed
giving.
Connect
their
giving
to
results.
Millennials
want
to
know
that
their
contribu:on,
whatever
the
size,
majers.
Do:
Provide
op6ons
that
allow
Millennials
to
‘customize’
their
giving.
One
size
fits
all
is
not
appealing.
Personalize
the
appeal.
Don’t:
Expect
them
to
contribute
to
the
general
fund.
Don’t
put
them
on
the
spot.
Avoid
direct
appeal
phone
calls
or
too
persistent
requests.
8.
Emphasize
quan:ty
over
quality.
Focus
on
building
long‐term
rela:onships.
Do:
Re‐orient
to
a
model
that
encourages
thousands
of
$25
gits,
rather
than
twenty‐five
$1,000
gits.
Don’t:
Wait
for
them
to
pay
off
their
college
loans
–
they
can
make
small
gestures
now.
9.
Tailor
the
media
to
the
target.
Know
your
audience
and
‘court’
them
appropriately
using
mul:ple
touch
points.
Do:
Have
a
strategy
that
fits
the
media
to
the
target.
If
you
neglect
conven6onal
media,
you
might
leave
out
your
core
supporters.
Social
media
is
for
the
most
‘techie’.
Don’t:
Over
rely
on
social
media
or
expect
immediate
results.
Social
media
is
just
one
piece
of
the
puzzle,
not
a
subs6tute
for
conven6onal
methods.
10.
Market
with
them,
not
to
them.
Think
of
your
efforts
as
mul:plying
and
ac:va:ng
advocates.
Do:
Work
for
‘retweets’
‐
Encourage
donors
and
fundraisers
to
publicize
their
support
and
progress
to
their
friends.
Find
ways
to
give
them
‘social
currency’
to
spend
with
their
friends.
Don’t:
Wait
un6l
you
have
it
all
figured
out.
Put
your
advocates
to
work
on
your
behalf.
They
are
in
the
best
posi6on
to
know
how
to
talk
to
their
peers.
Final
thoughts
•
Millennials
are
the
future
of
every
business,
it’s
worth
gevng
to
know
them
now.
•
There
are
no
‘best
prac6ces’
yet
–
do
what’s
right
for
your
organiza6on,
keep
experimen6ng
and
tes6ng.
•
You
will
give
up
some
control
–
learn
to
live
with
it,
grow
to
love
it.
Thank
you!
Carol
Phillips
carol@brandamplitude.com
www.brandamplitude.com
www.millennialmarke6ng.com
www.twiDer.com/carol_phillips
