Introducing Millennials as Social Citizens A presentation for NOVN October 16, 2008
Quick intro: The Case Foundation Jean and Steve Case established the Case Foundation in 1997 to reflect their family’s commitment to find lasting solutions to complex social challenges. Our purpose is to expand giving, promote everyday philanthropy, deepen civic engagement, and broaden the use of new technologies in the nonprofit sector. We seek to do this while emphasizing the value of collaboration across all sectors, individual and organizational leadership, and entrepreneurship.
Overview • Who are the Millennials? • What can we learn from their style of leadership and engagement? • Why do Millennials matter to your organization? • How can you effectively recruit and retain Millennial volunteers?
Meet the Millennials • Born between 1979 -1993 • Size and technology empowering them in new ways • Mostly kids of Baby Boomers • Think of themselves as part of a global social and economic system • Pampered and protected
What they want… To Be Respected To Be Recognized To Be Remembered
Millennials - as Social Citizens Individuals who are energetic and passionate about social causes; brimming with new approaches and ideas for problem-solving; disposed toward sharing the responsibilities and rewards of affecting change in the world; and equipped with the digital tools and people power to make it happen. Source: Social Citizens, www.socialcitizens.org
Defining Characteristics Blended Worlds Cause Lifestyle Side to Side Leadership Immersive Living
Why Should We Care? • As a whole, the nonprofit sector is just NOT ready for Millennials • Many organizations are simply out of touch with this rising generation • Hard to find conversations “with” Millennials, lots happening “about” them • If Millennials are unhappy with their reception by nonprofits, they’ll simply start their own efforts; overnight, online, at almost no cost.
RU ITK? • Campaign • Bottom-up • Hyper Targeting • Personal Connection • Partnerships • Amusement
In Their Own Words… KEEP IT REAL: • "Being fake is worse than being uncool. Don't try to talk like us because it's not going to work. And, if you try to be something you're not or use celebrities that don't have anything to do with you -we'll see right through it." HEAR ME OUT: • "I have ideas and I want to make my mark. People my age are really creative and have a lot to say about what's going on. We can make your company better."
In Their Own Words MY WAY . . . NOW: • "I want it how I want it. Period. I like to be shown, not told because my friends and I can form our own opinions. I skim info quickly because I'm impatient, and I hate waiting because I'm always doing a bunch of things at once.“ ENTERTAIN ME: • "It's all about me -and my friends -give us a laugh! We'll stop what we're doing if you're funny -or just fun. And then we'll talk about you to practically everyone we know -and that's a lot of people! Decoding the Digital Millennials: http://myspace.com/ruready4us
Thoughts for discussion • Are my current web based communications appealing to a broad audience? • Is my web site just an online brochure, or a place for staff, volunteers and other stakeholders to share, learn, and inspire one another? • What is the status of my online volunteer recruitment efforts? Does it appeal to a Millennial audience? • Am I making the best use of inexpensive tools and widgets (Causes, Network for Good, Global Giving, etc.) to connect with existing and potential donors? • How could I leverage new online platforms and tools not just to fundraise but to build a connected network of advocates for my organization? • Other than giving money, how can my stakeholders use the online medium to support my work?