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#17NTCYoungDonors

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Effective Ways to Engage Young Audiences

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TradeMark Media & The LIVESTRONG Foundation

Collaborative Notes

http://po.st/17NTCYoungDonors

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#17NTCYoungDonors

Effective Ways to Engage Young Audiences

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Introductions

Rachel Clemens

Chief Marketing Officer �TradeMark Media

@tmminteractive

@rachelclemens

#17NTCYoungDonors

TradeMark Media & The LIVESTRONG Foundation

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Introductions

Ashley Wilson

VP Marketing & Communications�The LIVESTRONG Foundation�@livestrong

@gilleywilson

#17NTCYoungDonors

TradeMark Media & The LIVESTRONG Foundation

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Introductions

68%

Facebook Likes

71%

Twitter Followers

45K

Millennial Donors

LIVESTRONG + Young Audiences

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#17NTCYoungDonors

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Our conversation today

By the end of this session, you’ll know:

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  • What motivates young audiences
  • What they want from nonprofits
  • How to transition from volunteers to donors

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Understanding Young Audiences

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Understanding Young Audiences

Millennials

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Understanding Young Audiences

Millennials

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Understanding Young Audiences

Hipsters?

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Understanding Young Audiences

Generation Z / Centennials

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Understanding Young Audiences

Generation Z / Centennials

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Understanding Young Audiences

Average attention span

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Understanding Young Audiences

Why they’re important

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    • Bigger generation than the Baby Boomers
    • Diversify your donor base
    • They show us what’s next in trends, preferences, etc

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Understanding Young Audiences

Young audiences:

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    • Understand technology
    • Are used to being marketed to
    • Are racially diverse
    • Get their news and views from social networks
    • Want to better the world and their communities
    • Want flexibility (just ask their bosses)
    • Want stories to build connection

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What they want

They’re already telling you

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    • Look at your data
    • Consider segmenting audiences based on this data

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What they want

87%

Peer-to-Peer Fundraising

85%

Radio or TV Ads

84%

Email

Direct Mail

Millennial Channel Preferences

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What they want

They want:

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    • Technology that works
    • A focus on design
    • Recognition
    • Transparency & Authenticity
    • Variety & Inclusion
    • Ultimately, a relationship

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What They Want from Nonprofits

Technology

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What they want

Technology that works - Website�

    • Not just mobile friendly, but mobile FIRST
    • The full site should be responsive
    • Google wants this too
    • You aren’t going to get a pass on this

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What they want

Technology that works

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What they want

Technology that works - Website�

    • Easy to find what they’re looking for (good User Experience)
    • Don’t explain it all on the homepage
    • Video stories and thank yous

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What they want

Technology that works

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    • 2015/2016� LIVESTRONG.org

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What they want

Technology that works

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    • Current LIVESTRONG.org
    • Lowered homepage’s bounce rate by 7%.
    • Caused more users to scroll to the bottom of the page (+5%) as well as pushing a higher rate (+1.5%) of users to Cancer Support.

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What they want

Technology that works - Video

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What they want

Technology that works - Giving�

    • A giving experience that is EASY
    • Focus on efficiency
    • Likely means customizing your off-the-shelf donor platform
    • Consider pushing monthly giving programs

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What they want

Technology that works

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#17NTCYoungDonors

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What they want

Technology that works

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#17NTCYoungDonors

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What they want

Technology that works

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#17NTCYoungDonors

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What they want

Technology that works

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What they want

Technology that works

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What they want

Technology that works

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What they want

Technology that works - Social Media�

    • Choose your channels wisely and don’t over commit
    • Know your audience
    • Meet people where they are
    • Tell stories and use video
    • Test content and paid advertising

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What they want

Technology that works

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What they want

Technology that works

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What they want

Technology that works

#17NTCYoungDonors

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What they want

Technology that works

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What they want

Technology that works

#17NTCYoungDonors

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What They Want from Nonprofits

Design

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What they want

A focus on design�

    • Grew up in the Apple age
    • Design is not a differentiator – it’s a cost of entry
    • Don’t forget the delight factor

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What they want

A focus on design

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#17NTCYoungDonors

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What they want

A focus on design

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#17NTCYoungDonors

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What they want

A focus on design

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#17NTCYoungDonors

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What They Want from Nonprofits

Recognition

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What they want

Recognition�

    • Something in return (swag/incentives)
    • Public thank yous
    • Tap into influencers
    • Care about the brands they align with

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What they want

Recognition

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#17NTCYoungDonors

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What they want

Recognition

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#17NTCYoungDonors

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What they want

Recognition

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What they want

Recognition

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What They Want from Nonprofits

Transparency & Authenticity

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What they want

Transparency & authenticity�

    • Exhibit transparency and trust (Charity Navigator, etc)
    • Showcase impact
    • Must be authentic
    • Share lots of updates (email and social)

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What they want

Transparency

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#17NTCYoungDonors

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What they want

Transparency

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What they want

Authenticity

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#17NTCYoungDonors

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What they want

Authenticity

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What they want

Authenticity

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What They Want from Nonprofits

Variety & Inclusion

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What they want

Variety�

    • Communication through many channels
    • See Abila Engagement Study
    • Many different ways to engage (events, donate, volunteer)

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What they want

Inclusion - Experiences�

    • Believe in power of collective action
    • More involved through participation
    • Peer-to-peer fundraising
    • Peer giving groups (networking)
    • Helps lend authenticity

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What they want

65%

more likely to volunteer if �co-workers do

77%

more likely to volunteer if they can use specific skills

69%

more likely to �give if there’s a �company match

Inclusion

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What they want

Inclusion

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What they want

Inclusion

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What they want

Inclusion

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What they want

Inclusion - Events�

    • Experiences and FUN events to share with friends
    • Consider satellite parties of larger events
    • Off the wall events (ex. Movember)
    • Color runs, Superhero runs, etc.

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

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What they want

Inclusion

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What they want

Inclusion - In the brand�

    • Want to participate in your brand
    • Want to see the brand as extension of themselves

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

#17NTCYoungDonors

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What they want

Inclusion

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What they want

Inclusion

#17NTCYoungDonors

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What they want

600%

Increase in people talking about UW �on Facebook

288%

Increase in

# of online donations

1200%

Increase in �online giving

Inclusion

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From Volunteers to Donors

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From volunteers to donors

Moving from time to money�

    • Ask!
    • Develop a volunteer-to-donor action plan
    • Then a retention plan
    • Then offer board membership
    • Help them become advocates!

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From volunteers to donors

Board membership�

    • Help with financial assistance
    • Will offer a more diverse board (age and race)

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Recap

  • Following Millennial best practices �benefits everyone
  • Technological prowess is crucial
  • Design is a cost of entry
  • Let them participate
  • Ask volunteers to donate money too

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  • Responsive website (or donation form)
  • Better donation experience
  • Stories around impact
  • Say thank you publicly
  • Invite them into your brand and tailored events
  • Make a volunteer to donor plan

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TradeMark Media & The LIVESTRONG Foundation

Next Steps

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Get the slides!�trademarkmedia.com/youngdonors

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Complete the survey!�nten.org/17ntc-evals

#17NTCYoungDonors

TradeMark Media & The LIVESTRONG Foundation

Don’t Forget

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Questions?

#17NTCYoungDonors

TradeMark Media & The LIVESTRONG Foundation

@tmminteractive

@livestrong

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Thank You!