What makes these kids tick?
The consensus top takeaway: millennials care more about broader causes and issues than individual organizations.
“Seventy-three percent of millennials surveyed volunteered for a nonprofit in 2012. Their motivations: More than three-quarters were passionate about the cause and 67 percent felt they could make an impact for the issue they cared about.”
When connecting with these 19 to 34-year-olds, focus on the cause your mission serves and less on self-promotion. This report suggests that you'll have a better chance of engaging this influential generation that way.
Other, not-so-surprising takeaways from the report:
Mobile is a must
"Millennials’ biggest pet peeves are trying to navigate non-mobile-friendly sites (76%), finding some information missing or not available (65%), and not being able to find the details they want—contact information, for example—quickly and easily (52%)."
Make sure your content is as clear and concise as possible and include large buttons for things like donations. As the report suggests, you'll want to foster the impulsivity that millennials and their smart phones have.
Connect through social media
"More than 60% of respondents liked it most when nonprofits shared stories about successful projects or the people they’d helped. In the words of one survey participant, 'Educate me about [your] organization and challenge me to think and reinforce my caring.'"
According to the report, nearly half of the respondents actively follow one to five organizations on social media. There are over 1 million nonprofits in the U.S., so your best bet it to align your organization with its cause as closely as possible and become a thought leader in that space.
As one of the millennial respondents put it, “Give me information about what is going on in the field, what [you] are doing about it, and how I can help without necessarily donating money all the time.”
The full report is over 30 pages and chock full of useful insights on this enigmatic generation.