Is your nonprofit tapping the goodwill of our country’s largest population group? Youth 18 and under are contributing more than 1.3 billion hours of service each year, including some who have raised hundreds of thousands of dollars for a cause or charity. Learn how Important it Is to Create Lifetime Givers and Volunteers by Reaching Out to Gen Y and Gen Z Now!
2. Global youth are confident of their power to change the
world, and feel it’s their responsibility to do so.
I can change
the world.
I need to
make money.
~1.2B youth (13 to 23) = 18% of global population
~76M youth (13 to 23) are not gainfully employed
3. Are today’s youth…
TRAGICALLY FLAWED?
(misunderstood)
… or like their avatars…
ARE THEY SOMETHING TO “MARVEL” AT?
How do we value?
Crowd-sourced
Generation
activists “NEXT”
6. ISSUES FREEDOM OF
SPEECH
EDUCATION ACCESS TO
HEALTHCARE
CANCER OBESITY
ACCESS TO
LITERACY
ENERGY EDUCATION
CONSERVATION Source: TBWA / Take Part
9. NO “DIGITAL DIVIDES” IN U.S.A.
YOUTH WHITE BLACK ASIAN LATINO
Own a desktop or laptop 84 72 95 74
computer
Own a cell phone, without 61 60 74 61
internet access
Own a handheld device that 51 64 57 58
connects to the internet
Own a gaming device that 47 51 43 50
connects to the internet
Have access to computer 96 94 98 96
that connects to the internet
Source: Participatory Politics : New Media Political Action
13. Online, youth are
enabled to pursue
their interests in
interests hobbies, pop culture,
games technology,
sports and world
issues.
They broadcast their message with a single click!
15. WHY THE ONLINE SOCIAL WORLD MATTERS
Young Adults 18+ are more engaged than traditional activists
Social Traditional
Activity Media Cause
promoter supporter
Donate Money 41% 41%
Volunteer Time 30% 15%
Event Participation 25% 11%
Purchasing for a Cause 25% 10%
Political Recruiting 22% 5%
Petition Recruiting 20% 4%
Donation Recruiting 11% 3%
Source: TNS Global survey 2010
16. cause champion as likely to encourage
+ others to sign a
4x petition or contact a
politician!
2x as likely to
volunteer!
+
2x as likely to ask for
donations!
2x
as likely to take part in
an event!
Source: Sortable
17. moving from
Moments to Movements
“Body Peace Treaty” 10M users
online petition
14 year old
2012
84,000 signatures
2007
people powered campaigns
18. KNOWLEDGE SHARING
Knowledge-sharing appears to be
the 1st step towards more familiar
forms of action (such as donating
time or money)
71% of college
students talk to
their friends about
social causes.
19. CALL TO ACTION (TRADITIONAL)
"The Trust Pyramid“
by John Haydon
25. YOUTH activate differently
Want them as your activists? Make your opportunities:
1 social & fun for youth
2 integrate their passions & skills
3 consider “what’s in it for me?”
27. 7-in-10
“activist”
81% were
invited by a
friend
2:1 GENY who volunteer
are more likely to donate
28. 2 in 3 care about social causes because
“it’s important to who I am.”
nonprofit board
77% GENY would like
a “leadership” position
What happens when they’re not
in leadership positions?
37. 75% GENY gave in 2011
26% GENZ gave in 2011
Source: 2011 Harris Interactive Study
Most get the information via their smart phone (77% surveyed use one), via websites, social media or e-newsletters. Not the mail (“snail mail”) or chance meetings.Most learn about events, volunteer activities or opportunities via Facebook (67%) or Twitter (28%). Many choose to “follow” the nonprofits/charities that interest them most.70% give online via a nonprofit’s webpage.It’s clear, we have arrived in a digital world, and connecting for younger people has become a daily (if not hourly or more often) activity. Philanthropy will be changed, and even more vibrant, as a result
76% of college students stay informed about social causes71% of them talk to their friends about social causes.
Rather than passively consuming content, youth participate by producing online materials, generating ideas and providing feedback.
the site just passed 10 million users and is now growing by 2 million members per month.Over 100,000 campaigns have been created on issues spanning human rights, education, animal cruelty and criminal justice.
Behind social media activism are real people who can and do come together to create real change.
YOUTH WHO WERE HIGHLY INVOLVED IN NONPOLITICAL, INTEREST DRIVEN ACTIVITIES WERE MORE THAN 5 TIMES AS LIKELY TOP ENGAGE IN PARTICIPATORY POLITICS, AND FOUR TIMES AS LIKELY TO PARTICIPATE IN ALL POLITCAL ACTS, COMPARED WITH THOSE INFREQUENTLY INVOLVED IN SUCH ACTIVITIES. (source: Participatory Politics)
Activism is no longer just about rallies and protests, but increasingly about gaining knowledge and sharing it.
Show what they can do to “help”Show how their involvement will “make a difference”Share your “message” where it matters (to them)Give them information that “prompts them to act” (don’t underestimate the element of surprise)Show how getting involved is fun & socialIgnite their creativityConsider crowdourcingEmpower individual actionMake it easyMake it accessibleConvince them they count
Ability to work in a teamAbility to solve complex problems.56% would be more likely to engage in social causes if they could do it with their friends.
Bequests were 8 percent of givingCorporate giving (corporations and corporate foundations) was flat - just 5 percent of the totalFoundation support was up but represents only 14 percent of the total