Youth are global citizens with powerful tools. How and why your nonprofit should engage with "generation next"

1. YOUTH and
NONPROFIT
Partnerships
08/28/12 presented by Lee Fox

3. GENERATION “WE”
Brittany Trilphord
17 years old
Speaking on behalf of
generation next

4. youth
are global
citizens
with
powerful
tools
#1 treat ALL PEOPLE equally

5. WHY THE ONLINE SOCIAL WORLD MATTERS
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

6. In 2000 the digital divide was ECONOMIC
$75,000 or more
$50,000 to $74,999
$25,000 to $49,999
Less than $23,000
94.2
83.5
65.3
34.5

7. 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

8. Virtual to Virtuous

9. moving from
Moments to Movements
“Body Peace Treaty” 10M users
online petition
14 year old
2012
84,000 signatures
2007
people powered campaigns

10. Don’t call them “slacktivists”
one click to broadcast

11. virtual to viral
7 year old Charlie
Simpson raised
$240,000 for Haiti

12. #2 don’t underestimate the power of youth

13. Adults see value in nonprofits –
and a majority get involved
through organizations (60%)

14. on one hand
on the other hand

15. 02/2012 Study

16. ORGANIZED & TRADITIONAL

17. 9 in 10 teens (92%) wish
they could do more to
help those in need.
when “volunteering” however
feel discounted because they’re
they can
given menial tasks and often left out of
strategic decision-making and/or
ideation.

18. the diversity of youth
engagement

20. YOUTH activate differently
HOW DO YOU LIKE TO
HEAR ABOUT
VOLUNTEER
OPPORTUNTIIES?
81% PEER
72% EMAIL
55% FACEBOOK
67% WEBSITE
30% DATABASE
43% EVENTS
13% OTHER

22. TIP: CALLS TO ACTION
MUST BE CLEAR & EASY
Get it done with a click. Make sure you’ve
got a 1-step process for easy
engagement.
58% of youth activists prefer short-term
volunteering.

24. TIP: OFFER POSITIONS OF LEADERSHIP
77% of GenY are seeking a
seat on a nonprofit board.
48% wish they could apply their
professional or academic
skills when volunteering
Passion-driven communities are directly
associated with increased volunteer and
charity work.

25. #3 be where they are. BE EVERYWHERE

26. Teens, Charity & Social Media
February 2012

27. 83% conduct research
ANSWER THESE QUESTIONS:
- What do “gifts” and
“volunteering” accomplish?
LEARN - What’s the latest “news”
specific to the cause and
organization?
- Compelling visuals
- Clear call to action
- Concise mission
- Not too much info

28. KNOWLEDGE SHARING
the 1st step towards more familiar forms of action!
67% of youth who have interacted with a
nonprofit have done so via facebook
High school students spend an average of 39 minutes
a day accessing news!
easy to share do you have “social share” buttons?

29. #4 co-creation = transformation

30. we
believe in
the power
of one

31. CRAFTIVISM
Noa Mintz, age 12
Girls in war-torn
Sderot (Gaza Strip)
Knitting via SKYPE video
Stitching their wounds

32. Lou Wegner
age 15
July 2010
acting & singing
Oct. 2011
animal cruelty
8
Chapters
1,000
Rescues

33. HOW ARE YOU TELLING YOUR STORY?

34. CALL TO ACTION FOR PREVIOUS GENERATIONS
"The Trust Pyramid“
by John Haydon

35. FLIP THE TRAIDIONAL MODEL FOR “GENERATION WE”
"The Passion Pyramid“
by Lee Fox

36. Impact
Collaborate
Learn
Share

37. Co-creation networks

38. Youth are
mashing-up
philanthropy
#5 think like a BRAND (relinquish control)

39. Why brands are relevant
3 OUT OF 4 YOUNG PEOPLE AGREE THAT COMPANIES
HAVE THE MATERIAL RESOURCES TO NEEDED TO
SUPPORT SOCIAL CAUSES
83% of Americans say they wish
brands would support causes

40. ways to “let go”
DOES YOUR
ORG NEED:
*game design
*video production
*guest blogging
*technology training
Lauren Foose Julie Zelinger Logan Pazol
age 15 bullying age 19 age 12
video
blogger tech
cancer
feminism

41. Age 14
DOES YOUR
ORG NEED:
Age 14
*theme song
Baseball *website redesign
$27,000 Children’s *presentation build
child poverty Hospital *photo portraits
Age 15 photography participatory projects
$4,000 disaster relief

42. TIP: SHARE INFORMATION
RESOURCES
Shameless self-promotion will be
penalized. Your stakeholders are not
giving “to you” but “thru you.”
Give credit where credit is due retweet,
comment back, offer guest-blogging
and/or highlight a youth philanthropic
mash-up

43. #6 redefine activism

44. Mobilize with mobile
90% of
14-17 In 2012, the majority
year olds of 12-17 year olds
have a
cell phone
have a smart phone
63% of all teens
say they exchange text
messages every day.
Don’t SPAM.

45. SCAN LIFE
16 M users (Q2 2012)
46% scan b/c they’re curious
41% scan to get more info
18% scan to get a free gift
16% scan to get exclusive content
QR code
Quick Response

47. 27% of online teens
record & upload video

48. 180M people (U.S.) watched
33B online videos in JUNE 2012
SHORT & SWEET!
2-to-10 min (6.8 min average)
INVITE FEEDBACK
Comments, Quizzes, Polls,
Contests
CALL TO ACTION
Provide contact details

49. #7 get with the flow

50. U.S. “GIVING”
$298B 2011 U.S. giving
2:1 GENY who
volunteer
are more likely to
donate

51. YOUNG PEOPLE ARE WILLING TO GIVE
75% GENY gave in
2011

52. 26% GENZ gave in 2011
Source: 2011 Harris Interactive Study

53. 2012 Q2
Site Giving Social Giving Portal Giving
70% 14% 8%
Driven by Driven by giving Driven by
relationship events disaster
response

54. In 2011 how did you make your donations?
online
facebook
e-mail
in person
other
verbally online deduct mobile
over phone payroll

55. ARE YOU LEAVING MONEY
ON THE TABLE?
53% said they could have
given more
ELIMINATE over solicitation
Be MORE transparent about what “giving”
accomplishes

56. 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”

57. 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

58. Make it easy
Make it social
Make it real
Make it count
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