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:
Overcome logistical barriers.The top three reasons young adults don't get involved in social causes are:
Make sure you communicate that getting involved in your programs is easy—and convince participants that they count.
How do you engage your young-adult volunteers? What draws them to your cause and organization?
Dagmar King, Marketwire© 2010, Marketwire
Dagmar King is the senior marketing manager with Marketwire, a leading newswire and communications work-flow provider.
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