Engaging Generation Y

By Eric Jacobson, Vice President, Media Development 

Did you read the article in the Wall Street Journal this month about how to discuss the importance of giving with Generation Y individuals?

Experts quoted in the article suggest:
• Invite your son or daughter to sit with you as you write a check to a charity you support.
• In the car, ask your teen what cause they would support if they had extra money to donate.
• Encourage generous grandparents to match a grandchild’s giving to a charity two-for-one.
• Volunteer with your son or daughter to reinforce the idea that your family cares about helping others.

Our recent research with Kansas City-based Nonprofit Connect shows that people aged 18 to 34 (which falls within the Generation Y category of those born from 1978 to 1993) comprises 20 percent of the volunteer base of Greater Kansas City nonprofit organizations, yet they represent only 1 percent of the donor base.

That means many are engaged with their heart, yet many don’t have the bank account to support their causes in a big way. However, they are making donations.

2010 research by Convio, shows that:
• Generation Y makes up 5.1 million of the U.S. population
• 56 percent of them give to charity
• Their average contributions total $341 per year
• The average contribution to their top charity is $161
• 58 percent give less than $100 per year
• 5 percent give $500 to $1,000 per year

So, Generation Y is one that nonprofits and parents should nurture, especially because the future is going to bring the largest generational wealth transfer in history.

Does your organization have a strategy for reaching Generation Y to:

• Engage them even more as volunteers?
• Provide easy ways for them to make their donations under $100?
• To encourage them to increase their donation amounts?

How does your strategy include social media (Facebook, Twitter, YouTube, LinkedIn), eNewsletters, text messaging (i.e. text-to-give and text-to-pledge), websites and smartphone apps?

You can read about how many nonprofits are tackling this issue in the discussion areas of various groups within LinkedIn, such as:
• Social Media For Nonprofit Organizations
• Nonprofit Professionals Forum
• Nonprofit Marketing & Fundraising
• Nonprofit Roundtable
• Nonprofit Leadership

And, for a copy of our free 14-page research report titled, "Improve Your Nonprofit Communications Program," contact at Eric Jacobson at ejacobson@ascendintegratedmedia.com or 913-344-1436.