How to Engage 20-Somethings in Your Cause - Guidestar.org/August 2010

Finding new volunteers and donors is one of the biggest challenges facing
nonprofit organizations. For the past few years, more and more nonprofits
have used social media to get people to embrace their causes, but getting
the "social-media generation" behind your cause and then inspiring them to
contribute in time and resources is another matter.

Today's 20-somethings, sometimes called "slactivists," are often cynical of
corporate efforts. After all, at a formative age they witnessed dramatic
institutional and corporate failures. But they were also born during an age
of riches, are highly educated, and have been told that the world is their
oyster. So they are a very optimistic group.

The advertising agency TBWA/Chiat Day, with research partners Flamingo and
Changing Our World, recently conducted a study to explore what causes are
top of mind for people born between 1982 and 1992, and to find out what
types of marketing programs can successfully engage this group.

Here are eight ways the study suggests that nonprofit brands can engage
young adults:

1.Take time to understand what motivates your 20-something audience.

2.Seed information in places the 20-something audience goes for news.

3.Make your messages social.

4.Show how corporations you work with help support your cause.

5.Overcome logistical barriers. The top three reasons young adults don't get
involved in social causes are: time constraints; skepticism that their
involvement will make a difference; and a lack of opportunities to get
involved.

6.Ignite creativity.

7.Start an L3C staffed by young adults.

8.Consider going open source.

How do you engage your young-adult volunteers? What draws them to your cause
and organization?

Read the full article at Guidestar at http://www2.guidestar.org/rxa/news/articles/2010/how-to-engage-20-somethings-in-your-cause.aspx source=aug_5_2010nwsltr&hq_e=el&hq_m=714193&hq_l=5&hq_v=10589f9854