Taking a cue from their Baby Boomer forebears, Millennials area generation apart in the ways they support social or charitable causes.
Taking a cue from their Baby Boomer forebears, Millennials area generation apart in the ways they support social or charitable causes, according to a new national study. Technology and social media are play an integral role in how they connect to the issues about which they care and support, according to a new national study.
The 2013 Millennial Impact Report, released Thursday by Alliance, a creative fundraising agency specializing in Millennial donor engagement, finds that just as Millennial shoppers may choose the best deal over brand loyalty, so do they support causes and not necessarily an organization, observed Achieve CEO Derrick Feldmann in a statement. “Millennials are challenging the traditional methods of communication and marketing,” he said. “Millennials want to succinctly know how their time, social media post, petition signing and dollar will have an impact on the individual needing help or they issue they care about.”
The primary reasons Millennials volunteer, the survey found, are their passion for a cause and the desire to make a difference.
Social media plays a key role in their engagement with issues and cause. Nearly half of Millennials surveyed (49 percent) actively follow one-to-five organizations on social media.
More than two-thirds (69 percent) said their biggest organization pet peeve is “constantly being asked for money or help” and “seeing the same posts over and over again.” Nearly four-in-ten (39 percent) said they respond better when organizations talk to them as people rather than with canned public relations language. More than 60 percent said they prefer nonprofits to share success stories about the projects they’ve nurtured or the people they’ve helped.
Other social media findings:
· Behind email, Facebook is the preferred method by which Millennials stay current on organization issues
· What Millennials want most from organizations is a mobile friendly website to be accessed on their smartphone
· Sharing news, petition signing and donating are the top three list of actions taken through email
· The number one action taken by Millennials on websites is connecting to the organization’s social media channels
Using their money to help others is more of a priority for younger non-Millionaire investors than it is for their older counterparts, according to new research conducted by Spectrem’s Millionaire Corner. They do share with Baby Boomers a commitment that the investments they select be socially responsible, a concern for four-in-ten of these investors surveyed.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.