Millennials love to give, in fact, Generation Y has even been hailed by some as the most charitable generation.
According to Achieve’s Millennial Impact Report, 84 percent of millennials made a charitable donation, and 70 percent spent at least an hour volunteering.
Despite being one of the most cash-strapped and indebted generations in American history, millennials have proved their generosity is not economically governed.
Such reports are great news for the nonprofit world, an industry that’s very existence relies on the philanthropic drive of the public.
But how many nonprofit organizations are connecting with this generation of givers?
Blogging, e-mail marketing, and social media create digital opportunities for nonprofits to connect with millennials, both as clients and donors.
Here are a few “millennial-friendly” connection strategies nonprofit organizations can use to connect with today’s consumers:
Blogging and Content Marketing
Pioneered over twenty years ago, blogging has evolved into an essential component of any 21st-century digital communications strategy – including nonprofit organizations. Perhaps one of the most overlooked source of original content, an active organizational blog can grow a 21st-century organization’s following in unparalleled ways.
Blogs have replaced many traditional forms of information consumption and have emerged as one of the most trusted resources on the web.
A recent study by HubSpot revealed organizations who blog receive 97% more links to their website – wow! That’s a lot of web traffic. Nonprofits can use blogs to share campaigns, communicate their mission, and update the community on their latest events. It’s a great way to cut through the congested internet “noise” and connect with digital natives.
E-mail marketing is not just for big tech companies like Amazon. Implemented effectively, e-mail marketing can be a huge game changer for any organization.
The unique up close and personal delivery of e-mail marketing efforts vs. traditional print ads or impersonal sponsored social posts provides an amazingly convenient vehicle for today’s organizations to truly connect with customers on an individual level. “Having a website, in fact, might be the only aspect of marketing more critical than email,” states Tony Delmercado, COO of Hawke Media.
Perhaps one of the best advantages to e-mail marketing over other traditional methods is the high return on investment (ROI). Recent marketing reports revealed that the average ROI per e-mail marketing campaign is a $44 return for each $1 spent.
Nonprofit organizations can utilize low-cost digital marketing options like e-mail marketing to send monthly or quarterly newsletters, fundraising e-blasts, or event updates. By building an active e-mail list, organizations can help increase donor loyalty and community awareness.
Over 80% US adult population are currently active on social media, with Facebook alone boasting more than 1 billion users. Today's consumers use social media platforms to communicate with friends and family, connect with their communities, and research organizations. With competitive brands contributing to the hundreds of millions of dollars in annual social marketing spend, social media is no longer just a teenage fad – it’s an essential component for 21st-century business.
Development of a strong social media strategy is a must-have for nonprofit organizations, however, prioritizing the right platform presence is key to a successful strategy. Organizational leaders should ensure their organizations are digitally present where today’s consumers are – and here’s where it can get a little tricky…
Courtesy of over-commercialization coupled with the presence of their parents, the Facebook feeding frenzy is over – at least for millennials. Did you know the fastest growing Facebook user demographic for the past three years has been the 65+ crowd? While Facebook is still a cornerstone social necessity, it’s common for established organizations to neglect multi-platform presence.
So where are millennials spending their phone swiping time? Instagram and Twitter take the cake when it comes to Gen Y user growth.
Is your nonprofit organization ready to engage millennials?
Blogs, e-mail marketing, and social media provide nonprofit organizations a variety of effective tools in which to connect with millennials. Digital strategies provide multiple venues for which organizational leaders can engage the “Generous Generation”, increase engagement, and build a solid donor base for years to come.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.