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Why it’s critical to engage

                   GENERATION “next”
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
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”
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
ISSUES              FREEDOM OF
                      SPEECH

   EDUCATION                        ACCESS TO
                                   HEALTHCARE




  CANCER                                     OBESITY



                                   ACCESS TO
         LITERACY
                       ENERGY      EDUCATION
                    CONSERVATION     Source: TBWA / Take Part
Brittany Trilphord
17 years old

 Speaking on behalf
    of the next
    generation
Lee Fox: Nonprofit Partnerships with Youth
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
- Compelling visuals
- Clear call to action
- Concise mission
- Not too much info
The problem is… we have to REDEFINE:
                  ACTIVIST




                               Source: TBWAChiatDay
the PROBLEM is… the NEXT GENERATION doesn’t BELIEVE
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!
Lee Fox: Nonprofit Partnerships with Youth
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
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
moving from
                  Moments to Movements


  “Body Peace Treaty”             10M users
    online petition
      14 year old
                                  2012
   84,000 signatures

        2007
people powered campaigns
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.
CALL TO ACTION (TRADITIONAL)
                               "The Trust Pyramid“
                                 by John Haydon
Provide multiple points of entry
FLIP THE TRADITIONAL MODEL




                             "The Passion Pyramid“
                                   by Lee Fox
Impact
Collaborate
  Learn
  Share
Co-creation networks
INCREASE PARTICIPATION BY 5X
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?”
81% peer
72% email
67% website
55% facebook
43% events
30% database
13% other
7-in-10
“activist”

                      81% were
                     invited by a
                        friend

 2:1 GENY who volunteer
   are more likely to donate
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?
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
Lee Fox: Nonprofit Partnerships with Youth
75% GENY gave in 2011




26% GENZ gave in 2011
                        Source: 2011 Harris Interactive Study
$298B         2011 U.S. giving

        14%
   5%
  8%

                   73%
Make it easy
Make it social
Make it real
Make it count

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Lee Fox: Nonprofit Partnerships with Youth

  • 1. Why it’s critical to engage GENERATION “next”
  • 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
  • 7. Brittany Trilphord 17 years old Speaking on behalf of the next generation
  • 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
  • 10. - Compelling visuals - Clear call to action - Concise mission - Not too much info
  • 11. The problem is… we have to REDEFINE: ACTIVIST Source: TBWAChiatDay
  • 12. the PROBLEM is… the NEXT GENERATION doesn’t BELIEVE
  • 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
  • 21. FLIP THE TRADITIONAL MODEL "The Passion Pyramid“ by Lee Fox
  • 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?”
  • 26. 81% peer 72% email 67% website 55% facebook 43% events 30% database 13% other
  • 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
  • 38. $298B 2011 U.S. giving 14% 5% 8% 73%
  • 39. Make it easy Make it social Make it real Make it count

Notes de l'éditeur

  1. 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
  2. 76% of college students stay informed about social causes71% of them talk to their friends about social causes.
  3. Rather than passively consuming content, youth participate by producing online materials, generating ideas and providing feedback.
  4.  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. 
  5. Behind social media activism are real people who can and do come together to create real change.
  6. 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)
  7. Activism is no longer just about rallies and protests, but increasingly about gaining knowledge and sharing it.
  8. 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
  9. 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.
  10. 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