The GOLDstein Family Challenge: Inspiring Recent Graduates by Restarting the Conversation
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This presentation will outline the GOLDstein Family Challenge, the first young alumni challenge campaign at the University of Miami. We will educate fellow annual giving professionals on best practices for creating and executing a challenge campaign, with specific focus placed on the young alumni demographic. This highly targeted, comprehensive campaign resulted in a 48 percent increase in the number of young alumni donors over the previous fiscal year and an approximate 4 percent increase in young alumni giving participation.
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The GOLDstein Family Challenge: Inspiring Recent Graduates by Restarting the Conversation
- 1. University of Miami The GOLDstein Family Challenge Inspiring Recent Graduates by Restarting the Conversation
- 2. Outlining Our Discussion Introduction & Background Strategies & Campaign Results & Takeaways “Failing to plan is planning to fail.” Alan Lakein, author of How to Get Control of Your Time and Your Life
- 3. Introduction & Background “Who is this guy? Why is he standing here talking to a room of people?” Your internal monologue
- 4. Hometown: Springfield, IL Education: Bachelor of Liberal Arts May 2010 University of Miami Experience: Development Director, Regional University of Miami 2014 – Present Assistant Director, Young Alumni & Student Philanthropy University of Miami 2012 – 2014 Assistant Director, Telemarketing University of Miami 2010 – 2012 Gabriel Trieger Regional Development Director + approx. 15 years =
- 5. To frame the conversation, let’s first define YOUNG ALUMNI
- 6. Young Alumni aka G.O.L.D. Alumni aka Millennials
- 7. Young Alumni aka G.O.L.D. Alumni aka Millennials
- 8. Young Alumni at the University of Miami Undergraduate alumni of the last 10 years, typically between the ages of 21 and 35 13% of total alumni population (approx. 23,000) 82% live in major cities, similar to general alumni 62% have a South Florida preferred address All graduated during Donna Shalala’s tenure as UM’s President – they are her graduates
- 9. YoungAlumniPhilanthropyat theUniversityofMiami 0% 10% 20% 30% 40% 50% 60% 70% FY12 Annual Giving Rate FY12 Annual Retention Rate General vs Young Alumni General Alumni Young Alumni Why focus on Young Alumni? Young/GOLD alumni (graduates of the last decade) offer a great opportunity for increased engagement and philanthropy.
- 10. YoungAlumniPhilanthropyat theUniversityofMiami So, did UM solicit young alumni before FY13? Yes! However, we had very rarely communicated with young alumni in a unique way and did not consider their communication preferences. General Alumni Young Alumni
- 11. Developing a dynamic Young Alumni Program was established as an area of strategic focus. Two new positions were created: • Director of Young Alumni & Student Engagement • Assistant Director of Young Alumni & Student Philanthropy (me) A New Approach
- 12. Strategies & Campaign “Insanity is doing the same thing, over and over again, but expecting different results.” Albert Einstein
- 13. Before we get ahead of ourselves, let’s discuss EXPECTATIONS & GOALS
- 14. Benchmark programs and analyze your population to DEVELOP A STRATEGY
- 15. The first step in developing a challenge grant is IDENTIFYING A DONOR
- 16. After a donor has been identified, it’s time to draft a CHALLENGE GRANT
- 17. Once the challenge grant is approved by all parties… LET THE FUN BEGIN
- 18. Choose a simple, effective theme: Design the Campaign
- 19. Structure of the Campaign GOLDstein Family Challenge Campaign Launch: February 4th Campaign Conclusion: May 31st Double Your Impact: School Challenges Campaign Launch: February 4th Campaign Conclusion: May 31st Regional Competition Competition Launch: April 1st Competition Conclusion: May 17th
- 22. With a strategy in place, it’s time for the… CAMPAIGN LAUNCH
- 23. Volunteers Campaign Launch GOLDstein Family Challenge Volunteer Slideshare University Representative Young Alumni Leadership Council Volunteers Resources
- 24. Direct Mail Campaign Launch Letter Announcement Mock Check (Front) Mock Check (Back)
- 25. Direct Mail Campaign Launch Envelope (Front) Envelope (Back) Reply Card (Front) Reply Card (Back)
- 26. Direct Mail Campaign Launch Donor Postcard (Back) Donor Postcard (Front) Alumni Magazine Ad
- 27. Email Campaign Launch Generic YA Solicitation School Challenge Solicitation Pre-Launch Donor
- 28. Webpage Campaign Launch GOLDstein Family Challenge Landing Page
- 29. Webpage Campaign Launch GOLDstein Family Challenge Thank You Page
- 30. Webpage Campaign Launch GOLDstein Family Challenge Donor Badge Page
- 32. Your campaign is off to a good start. Time for a CAMPAIGN UPDATE
- 33. Direct Mail Campaign Update Self-Mailer Update (Front) Self-Mailer Update (Back)
- 34. Direct Mail Campaign Update Donor Postcard (Front) Donor Postcard (Back)
- 36. Webpage Campaign Update GOLDstein Family Challenge Campaign Update
- 37. Set attainable goals, but be ambitious, and always… PLAN FOR SUCCESS
- 38. Direct Mail Bonus Round Bonus Round Announcement (Front) Bonus Round Announcement (Back) Bonus Round Donor Postcard (Front) Bonus Round Donor Postcard (Back)
- 39. Email Bonus Round Bonus Round Announcement Bonus Round Stewardship Bonus Round Infographic
- 40. Webpage Bonus Round GOLDstein Family Challenge Bonus Round
- 41. Regional Impact of U President’s Tour Impact of U Invitation (Front) Impact of U Invitation (Back) Impact of U E-Invitation Campaign Info Sheet Photo from DC Event
- 42. Regional Young Alumni Competition Boston YA Rally Invitation DC YA Rally Update DC Group Boston Group
- 43. Email Campaign Conclusion Final Day Solicitation Post Campaign Solicitation Post Campaign Stewardship
- 44. How about the results of the campaign you’ve been talking about for the last 30 minutes? About now, you’re all thinking… Funny you should ask…
- 45. Results & Takeaways “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill
- 46. Results Overall Young Alumni Program GOLDstein Family Challenge on Momentum2 Website
- 47. Regardless of your institution’s culture, size, and goals, there are lessons that can benefit your efforts. Let’s Discuss Some (10) Important Takeaways!
- 48. Success is dependent upon collaboration. A harmonious relationship between giving and engagement is key. Lessons Learned from the GOLDstein Family Challenge Inter-departmental support will bring your campaign to another level.
- 49. Make your campaign simple & consistent. Simplify your message and branding to make it memorable. Lessons Learned from the GOLDstein Family Challenge Build upon your institutional brand to facilitate future non-YA efforts.
- 50. Give young alumni a specific purpose. Create separate goals just for young alumni efforts. Lessons Learned from the GOLDstein Family Challenge Overall alumni goals may seem out of reach based on YA population.
- 51. Personalize outreach as much as possible. Use data to tailor outreach to the individual when feasible. Lessons Learned from the GOLDstein Family Challenge Don’t be afraid to use first names.
- 52. Millennials like supporting a cause. The focus should be on the cause and impact, not the institution. Millennial Trends from 2013 Millennial Impact Report Utilize stories about impact to better inspire young alumni.
- 53. Millennials prefer to connect via technology. Websites, search engines, social media, email, mobile devices. Keep this preference in mind when designing appeals. Millennial Trends from 2013 Millennial Impact Report
- 54. Millennials share in “micro” ways. Interaction is often immediate and impulsive. Provide opportunities with low barriers to participate. Millennial Trends from 2013 Millennial Impact Report
- 55. Millennials facilitate (and rely on) peer influence. Capacity may be lower, but there is still willingness to give. Incentivize peer-to-peer outreach through friendly competition Millennial Trends from 2013 Millennial Impact Report
- 56. Millennials want a continuum of support. One-time commitments to long-term, pro-bono skills-based opportunities. Long-term volunteers tend to give larger gifts, and solicit their networks. Millennial Trends from 2013 Millennial Impact Report
- 57. Millennials give to make an impact. Regardless of amount, gifts should achieve tangible results. Transparent reporting of results and outcomes lead to continued giving. Millennial Trends from 2013 Millennial Impact Report
- 58. ? Questions? “Is it time for brunch yet?” Your (and my) internal monologue
- 59. Gabriel Trieger, B.L.A. ’10 Regional Development Director University of Miami Office of Alumni Relations Newman Alumni Center University of Miami 6200 San Amaro Drive Coral Gables, FL 33146 305-284-4331 g.trieger@miami.edu
- 60. University of Miami The GOLDstein Family Challenge Inspiring Recent Graduates by Restarting the Conversation
Notes de l'éditeur
- The Young Alumni Program was introduced in January 2013 through a multi-channel marketing effort A Young Alumni website was created dedicated to communications specific to the population
- Create young alumni leadership opportunities Recruit a national Young Alumni Leadership Council (YALC) made up of select, influential young alumni leaders, with a blend of advisory, fundraising, and programming responsibilities. Establish the YALC as a desirable engagement opportunity for young alumni. Ensure YALC functions within the overall alumni engagement continuum. Increased efforts to educate young alumni about the benefits and services available to them throughout their student and young alumni years Formally introduced the Young Alumni Program and its staff liaisons to all young alumni Launch email sent to all young alumni - 31% open rate (5,595) Launch email re-sent to young alumni who did not open the first - 11% open rate (1,398) Follow-up email sent to the 6,993 young alumni who opened the launch piece Developed and maintained multi-channel communications with young alumni-specific messaging to connect the young alumni community with each other and UM Facebook - posted to 7,313 followers. LinkedIn - posted to 3,348 members. Twitter – created a young alumni account and gained 338 Followers (Feb. to May, 2013). Pinterest - created a young alumni account with boards that promote events, UMAA benefits and services, as well as other topics of interest to the young alumni community. Action items and follow-up strategies implemented in all correspondence Young Alumni Spotlight Integrate the Young Alumni Program with regional communications and programming Collaborate with colleagues to enhance current programs and to create new ones, such as hosting regional career networking receptions, traveling to major markets with campus leaders, implementing engagement strategies during events, and creating follow-up actions to build and maintain relationships. Create aggressive local and regional engagement strategies in select major markets. Creation and launch a Young Alumni Challenge Grant Campaign
- Patience payoff not in $$$ raised this year development of donor behavior creation of a culture of philanthropy identification of future major gift prospects What to track: Engagement In-person meetings Email Open-rates Phone Calls Completed Volunteers Social media interactions Customer service requests Giving Participation $$$ Who to count: Depends on your institution and goals Undergraduate degree holders from last 10 years All gifts in fiscal year
- The UMAA benchmarked more than 40 institutions, including ACC and AAU institutions, and also conducted a national alumni survey in 2012. The survey results were on trend with the findings discovered through benchmarking. Areas of importance that are significant to young alumni include: Opportunities for career and social networking, a greater range of benefits and services applicable to young alumni, and opportunities for volunteer leadership. Benefits of a young alumni specific campaign: Consistent marketing mechanism to transmit key messages from leadership on the importance of young alumni participation Shows regardless of capacity, young alumni have an important role Creates an effective strategy for addressing a significant challenge facing the Office of Annual Giving, young alumni giving Infuses young alumni energy into the Momentum 2 Campaign
- As a legacy family, the Goldstein Family are an excellent choice to lead our young alumni to action: Sandy Goldstein, B.B.A. ’81 M.B.A. ’85 and Cindy Goldstein, B.S.N. ’79 exemplify long-term generosity and commitment to the University of Miami we hope to inspire in all our alumni Sean Goldstein, B.B.A. ’12 is a member of the target demographic and will lead his peers by example as the symbolic first gift in The GOLDstein Family Challenge
- Challenge Grants Challenge grants are conditional gifts or pledges dependent upon the charity raising the same amount (or a ratio thereof) from other donors. Gifts or pledges may be described as challenge grants only if the charity is required to raise qualifying gifts in order to receive and/or use the grantor’s contribution. Donors may not classify the use of their gifts as challenge grants if their gifts are actually unconditional. Any outright gifts or payments on pledges that are marketed as a “challenge” must be treated as a liability until the charity has met the condition and raised qualifying gifts. Process: Obtain information from donor to assess grant as “challenge”(conditional) or “matching” (unconditional) and to clarify what gifts (outright and/or deferred), pledges and/or bequest expectancies will qualify to be matched as well as the amount of the match (e.g. “dollar for dollar,” “fifty cents on the dollar,” face or present value, “dollar per new donor,” “dollar per number of donors,” etc.), timing and designation, reporting requirements, total potential commitment. Execute gift agreement with donor with all details noted above. If applicable, ensure donor’s understanding that payments made on challenge grants before conditions have been met do not qualify for tax acknowledgments Track progress toward challenge or matching goal in fundraising system, report progress to donor As donor’s payments on a challenge grant arrive determine if they are revenue, received after conditions have been met, or a liability, received before conditions have been met Review donor’s challenge grant on a regular basis to determine conditional and unconditional balances of the pledge, adjust accordingly; also adjust any liability payments to revenue as appropriate and issue tax acknowledgment to the donor Once challenge grant goal is reached, adjust all liability payments to revenue and issue a tax acknowledgment to the donor
- Credit to one to one group GOLDstein family challenge Alumni legacy parents Sandy, B.B.A. ’81, M.B.A. ’85, and Cindy Goldstein, B.S.N. ’79, and their son, Sean Goldstein, B.B.A. ’12, challenged young alumni to participate in annual giving. The challenge was simple: If 2,013 young alumni contributed to the University of Miami by May 31st, the Goldstein Family would make a $25,000 contribution to need-based scholarships. Through the combination of volunteer/peer-to-peer solicitations and a highly personalized, multi-channel, multi-touch young alumni campaign, the GOLDstein Family Challenge sought to increase the number of young alumni donors overall by nearly 7%. The theme of the campaign was “What’s Your Number?” and provided opportunities for young alumni to share their participation online with their peers. The original goal of the campaign was to reach 2,013 young alumni donors. This goal was adjusted to 2,400 upon early completion of the initial goal.
- SCHOOL CHALLENGES In an effort to increase the percentage of young alumni gifts being designated to their undergraduate school/college, a mini-challenge was presented to young alumni from the School of Architecture and the School of Communication. The challenge statement was, “If giving from SoA/SoC young alumni to the SoA/SoC increases by 33% and 25% respectively over FY12, an anonymous alum agreed to contribute $20,000 each to educational travel (SoA) and student internships (SoC). REGIONAL COMPETITION As a pilot-program for potential expansion in future campaigns, the GOLDstein Family Challenge also included a Regional Competition between Washington D.C. and Boston, MA. The competition was to see which city could achieve a greater increase in young alumni participation over FY12. The Regional Competition culminated in a Giving Rally and Networking Reception in both cities on May 29th. The winner of the competition was announced simultaneously to both cities via live webcast by Sebastian the Ibis. The event also featured the first-ever multi-city CANES cheer.
- marketing and solicitation strategies The GOLDstein Family Challenge included a variety of traditional marketing/solicitation techniques that included the following: Direct Mail – total of 59,898 pieces sent GFC Launch Letter w/check insert – 12 unique version – total of 21,848 pieces sent Campaign Update Self-mailer – 12 unique versions – total of 19,348 pieces sent Bonus Round Post-card – 2 version – total of 18,702 pieces sent Email – total of 191,418 emails delivered Weekly Stewardship emails – 7,987 emails sent – 3,336 emails opened – 42% open-rate Solicitation emails – 184,588 emails sent – 26,500 emails opened – 14% open-rate Phone – 11,618 completed records (65.3%) – 4,394 contacts (37.8%)
- Develop a Comprehensive Marketing & Solicitation Schedule that includes direct mail, email, telemarketing, social media, and volunteer strategies, as well as regional programs to support the campaign.
- VOLUNTEER INVOLVEMENT A national Young Alumni Leadership Council (YALC) was also formed. Made up of influential young alumni leaders with a blend of advisory, fundraising, and programming responsibilities, the YALC reached 45 members by fiscal year end. The first priority of the newly formed YALC was to lead a young alumni fundraising campaign effort, the GOLDstein Family Challenge, described in the next section. A network of volunteers (including active YALC members) were utilized to help proliferate the marketing messages and secure donors to the campaign. Recruitment efforts included: Email – 244 emails sent Phone – 108 calls made Confirmed Volunteers – 56, including 32 YALC members Conference Call #1 Attendees – 19 Conference Call #2 Attendees – 12 Two conference calls were held with the volunteers to update them on the campaign, as well as assign marketing/solicitation responsibilities. Volunteers were instructed to reach out to a minimum of 4 friends/peers to solicit for donations. Additionally, volunteers promoted the campaign on Facebook through the use of donor badges. Volunteer leaders in Boston, MA and Washington D.C. were utilized in promoting the Regional Competition.
- DONOR BADGE/SOCIAL MEDIA In addition to these traditional marketing/solicitation methods, the GOLDstein Family Challenge also utilized a variety of social media networks. All qualifying donors to the GOLDstein Family Challenge received a donor badge featuring their unique donor number which they were encouraged to share via social media. Every time a donor shared their donor badge through the GOLDstein Family Challenge website, they received one entry into a prize drawing for tickets to the UF vs. UM football game. Total Unique Badge Pick-ups = 361 Total Badge Pick-ups = 640 13% of all donors from 6/1/12 21% of all donors from GFC launch Total Unique Facebook Shares = 125 Total Facebook Shares = 227 35% of all those sharing a badge Total Unique Twitter Users = 84 Total Tweets = 112 23% of all those sharing a badge Additionally, any individual that visited the GOLDstein Family Challenge website could share the Challenge directly from the homepage. GURL Facebook Shares = 81 GURL Tweets = 37
- TRAVEL SCHEDULE Los Angeles March Broward/Fort Lauderdale April Washington D.C. May Boston, MA May New York City May Boston, MA May EVENTS Organized and hosted young alumni giving rallies in the following cities: Boston, MA Washington, D.C. (hosted by Kate Lake) Staffed and attended numerous UM events, including: Attended Impact of U Events Los Angeles, Fort Lauderdale, Washington D.C., Boston, New York Attended UM Alumni Social Mixer Attended/hosted Get Carded! Reception
- An aggressive plan to strategically engage young alumni was also implemented, including exclusive young alumni receptions held in major cities during spring 2013 as part of President Shalala’s first-ever, 15-city, international Impact of U tour. A Young Alumni Engagement Project was also implemented through the Alumni Board, in which members hosted engagement appointments with young alumni in their regions. Close to 1,000 attended the exclusive young alumni receptions 375 individual and small group engagement appointments were held 10 Alumni Board members hosted regional engagement appointments with 50 young alumni EVENTS Staffed and attended numerous UM events, including: Attended Impact of U Events Los Angeles, Fort Lauderdale, Washington D.C., Boston, New York Attended UM Alumni Social Mixer Attended/hosted Get Carded! Reception
- GOLDstein Family Challenge OVERALL CAMPAIGN RESULTS Young Alumni Donors = 2,835 (118% of goal) Young Alumni Dollars Raised = $602,656.79 Young Alumni Participation Rate = 11.3% SCHOOL CHALLENGE RESULTS SoA Young Alumni Donors to SoA = 49 (123% of goal) SoC Young Alumni Donors to SoC = 160 (145% of goal) REGIONAL COMPETITION RESULTS Boston, MA % Change in Young Alumni Participation = +5.6% Washington D.C. % Change in Young Alumni Participation = +7.9% (winner) OVERALL PARTICIPATION RATE - PRE AND POST LAUNCH OF INTEGRATED YOUNG ALUMNI PROGRAM FY12 young alumni participation: 8% young alumni (15% overall) FY12 donor retention rate: 42% young alumni (58% overall) FY13 young alumni participation: 11.8% young alumni (XX% overall) FY13 donor retention rate: 45.8% young alumni (62.9 % overall) 311,000 marketing touches were achieved between young alumni engagement and philanthropy 5,100 young alumni became engaged with UM through donor and program participation Miami Magazine - In addition to featuring Sean Goldstein in the Spring 2013 advertisement for the Office of Annual Giving, a recap of the GOLDstein Family Challenge was submitted for inclusion in the upcoming edition of the Miami Magazine. Chronicle of Philanthropy 400 Survey – Submitted strategies and results of the GOLDstein Family Challenge for inclusion in the Chronicle of Philanthropy 400 Survey. Bentz-Whaley Fleissner National Webinar – During a nationally broadcast webinar covering the Alumni Relations and Annual Giving best practices in July 2013, the webinar host referenced the GOLDstein Family Challenge as a great example of integration of efforts across Alumni Programs and Annual Giving. e-Alumni Connections – The GOLDstein Family Challenge was featured in two consecutive February editions of the e-Alumni Connections electronic newsletter to help launch the campaign. e-Veritas – The GOLDstein Family Challenge was featured in the March 4, 2013 edition of the e-Veritas electronic newsletter. The article served to help launch the campaign. Momentum2 Website – Following the conclusion of the campaign, the GOLDstein Family Challenge was featured in a news release on the Momentum2 Campaign website announcing the results of the challenge and its impact on the capital campaign. Momentum2 Newsletter – In the “Scholarships and Student Success” section of the Momentum2 newsletter, the GOLDstein Family Challenge was covered, highlighting the strategies and successes of the campaign. CASE Sample Collection – The Council for Advancement and Support of Education collects samples from schools/colleges to make available to other institutions for guidance and inspiration. The Young Alumni Infographic that recapped the inaugural year of the Young Alumni Program was submitted for inclusion in the collection. Thank You Mailing – A direct mail piece was sent to all 16,000 alumni donors to thank them for their support in FY13. This stewardship piece included a section dedicated to the GOLDstein Family Challenge and the results of the campaign. Thank You Email – The aforementioned Young Alumni Infographic was sent out to all young alumni following the conclusion of the campaign. The piece shares the results of the GOLDstein Family Challenge, as well as the other efforts related to the Young Alumni Program UM Alumni Association Website – The GOLDstein Family Challenge is featured in a few places on the UM Alumni Association website, including the Young Alumni section of the Annual Giving page and previously on the Alumni Association homepage and Annual Giving homepage.
- For a more in-depth discussion of the following Millennial Trends, review the 2013 Millenial Impact Report created by Achieve! and CASE.
- The UM Young Alumni Programs team presented the program to all major leadership bodies at the University of Miami, including the Board of Trustees, UM Administration, all school and college deans, Alumni Board and Council, President’s Council, and regional alumni volunteer leaders. Reporting Schedule GOLDstein Family Challenge Donor Count: daily (as appropriate) GFC School Challenges Percentage to Goal: every Monday GFC Regional Competition Participation by Region: every Monday Marketing Overview: bi-weekly In-depth Marketing Update: as requested Volunteer Involvement: bi-weekly The following parties will receive all or part of these updates: Donna Arbide, Associate Vice President, Alumni Relations Dean Elizabeth Plater-Zyberk, School of Architecture Lamar Noriega, Development Director Dean Gregory Shepherd, School of Communication Brian Weinblatt, Senior Development Director Scott Siegel, Senior Development Director, Annual Giving Wendy Chun, Director, Online Communications Megan Ondrizek, Media Relations Coordinator Javier Blanco, Casual Worker Samuel “Sandy” Goldstein, B.B.A. ’81 Sean Goldstein, B.B.A. ’12
- Millennials prefer to share information about the cause, not the organization itself. relate your content to the greater cause, not just around what your specific organization is doing. Look within departments at your institution to identify programs that affect meaningful causes and highlight these efforts as opportunities to impact these causes through the institution.
- Mobile friendly is millennial friendly a) crafting mobile-friendly email content that calls readers to action b) posting regularly on Facebook, especially with images (the most shared item) c) writing news or action-oriented headlines to deliver organizational news use websites first to learn about the organization, and then to connect with its social networks to stay updated. The smoother and more integrated the online experience, the higher the chances for conversion along any point of the engagement pathway. In thinking “digital first,” organizations should focus on responsive design as well as content, including navigation, context around the organization’s work, and success stories. Build a content schedule that includes what topics you’ll cover, outlines when and where you’ll deploy it, and identifies ways program staff can contribute materials. Collect personal stories and photos of people you have helped to inspire Millennials to be passionate about your cause.
- volunteer programs that facilitate networking for Millennials maximize this generation’s inherent social connectedness. Designing programming with this benefit in mind will ultimately help retain young professionals and give them opportunities to broaden their skillsets among groups of people invested in the same issue. Successful emails communicate the opportunities for recipients to get involved in the issue or cause, and then give them an immediate way to do so. When posting calls to action related to your cause, be sure that show how this action is connected to some outcome and follow up with those who participated to show them your progress. Make it clear how to get involved with your organization. Be sure to include a way to donate on your homepage.
- Millennials showed significant interest in using their network—family and friends—to fundraise on behalf of causes they were passionateabout. Think about the content from their perspective—what would be most interesting for them to read— rather than thinking solely about what your organization needs from them. The more that a Millennial resonates with your cause, the more likely they are to share that content with their friends.
- offering online training in place of in-person training is attractive to Millennials, with the added benefit of allowing participants to train and serve anywhere. Supportive activism such as sharing and signing petitions is a significant actionMillennials take.
- Donation requests that focus on how the gift will benefit the recipients will garner higher response. Millennials value authenticity, variety, and actionable information. True community management goes beyond scheduling updates and monitoring retweets; it creates an honest, friendly environment where followers are treated not as ATM machines, but as collaborators. websites clearly show their work, demonstrate how potential constituents can help with current projects and events, and offer ways people can get involved in the near future.