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JULY 25, 2013

JULY 25, 2013. Engaging The Next Generation of Donors. TOPIC Presenter. Jay Sharman, TeamWorks Media. The Millennial Mindset Millennial Media Consumption It’s The Message! Connecting the dots for alumni giving. AGENDA. History of Community In 3 Minutes. Traditional Media Landscape.

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JULY 25, 2013

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  1. JULY 25, 2013

  2. Engaging The Next Generation of Donors TOPIC Presenter Jay Sharman, TeamWorks Media

  3. The Millennial Mindset Millennial Media Consumption It’s The Message! Connecting the dots for alumni giving AGENDA

  4. History of Community In 3 Minutes Traditional Media Landscape Brands spoke. Audiences listened. It was ONE-WAY communication.

  5. History of Community In 3 Minutes Evolved Media Landscape Audiences are now participants in a new TWO-WAY conversation..

  6. History of Community In 3 Minutes: Truths of Communities • Members have shared history • Fosters sense of belonging • Offers value to its members • Has known rituals and customs

  7. History of Community In 3 Minutes: Truths of Communities • Members have shared history • Fosters sense of belonging • Offers value to its members • Has known rituals and customs • Members need to feel heard to feel engaged

  8. Generational Mindset – Get To Know The Millennials • 87 million “adult” millennials in 2014

  9. Generational Mindset – Get To Know The Millennials • Generations shaped by two factors: Parents • Values and beliefs when raising their children • Amount of involvement in the upbringing • The influence of a parent’s own childhood 2. Environmental factors • Trends in culture and society • Economic conditions • Government policies, regulations

  10. Generational Mindset – Get To Know The Millennials Children of Baby Boomers • Parents • Suburbanization = status • Raised to be extremely individualistic • Strongly disagreed with parents • Environment • JFK, 60s disillusionment • Woodstock, mass consumerism • Self-help generation • Traits • Inward focused (how does this affect me?) • External recognition • Idealistic • Materialistic • Confident • Image conscious

  11. Generational Mindset – Get To Know The Millennials Billy Crystal’s take on Millennials

  12. Generational Mindset – Get To Know The Millennials Millennials • Parents • Adore them • Environment

  13. Generational Mindset – Get To Know The Millennials • Title IX

  14. Generational Mindset – Get To Know The Millennials • Gymboree, Youth Soccer (Cohort)

  15. Generational Mindset – Get To Know The Millennials • Video games

  16. Generational Mindset – Get To Know The Millennials • Media customization • Disney Channel, Nickelodeon

  17. Generational Mindset – Get To Know The Millennials Millennial Traits • Empowered (adored by Boomer parents) • Cohort perspective • Engaged in social issues • Optimistic about place in world • Collaborative team players • Aren’t rebellious • Social networkers

  18. Generational Mindset – Get To Know The Millennials

  19. How does this relate to university giving? • Boomers (self-indulgent) – Feeling good about myself by doing • Name on it • Gen Xers (lack trust) – Need to know exactly where and how my gift will be used • Show me how it is great • Millennials (cohort) – Help others have my same university experience • Show me kids benefitting

  20. How does this relate to university giving? The Millennial: Volunteer Mentality • 81% prefer to learn about opps through peers • 63% volunteered for NP in 2011 • 58% prefer short term volunteer commitment

  21. Part II Millennial Media Consumption (aka “The Medium!”) From The Newsroom to the Laundromat

  22. Millennial Media Consumption: Jimmy John’s Style • 81% use laptop (vs 60%) • 75% use smartphone (vs 55%) • 76% use game console (vs 33%) • 64% watch TV on TV (vs 75%) • 56% watch videos online (vs 43%) • 52% read books (vs 51%) • 42% read print newspapers (vs 58%) • 38% watch movies online (vs 17%) • 35% use tablet (vs 13%) • 21% write a blog (vs 6%)

  23. Millennial Media Consumption: Jimmy John’s Style Media Multi-Tasking:

  24. Millennial Media Consumption: Jimmy John’s Style Media Multi-Tasking:

  25. Millennial Non-Profit Giving

  26. Millennials & Social Media Trends for Non-Profit Interaction • Facebook – 67% (Ave. Age = early 40s) • LinkedIn – 44% (Ave. Age = mid 40s) • Twitter – 28% (Ave. Age = late 30s) • Google+ - 27% • Pinterest • Instagram

  27. Millennials & Social Media Trends for Non-Profit Interaction For Non-Profits Using Facebook … Millennials Will Share: • Cool events – 74% • Stats – 69% • News – 65% • Volunteer – 61% • Video – 49% • I made an impact – 39% • I donated – 30%

  28. Millennials & Social Media Trends for Non-Profit Interaction Using Twitter To Connect: Millennial Impact Report • Focus groups prefer Twitter to build relationships with Non-profits • Activities: • 87% Follow • 67% Retweet • 62% Compliment • 57% Hashtag • 24% Conversation • 21% Ask a question • 20% Share photos

  29. Millennials & Social Media Trends for Non-Profit Interaction Preferable Places To Donate: • 84% - Online • 48% - In person at an event • 34% - Mail • 15% - Phone

  30. Millennials: Show me the money!!!! Millennial Non-Profit Giving Amounts • $500+: 16% • $100-$500: 27% • $51-$100: 24% • $1-$50: 34%

  31. Part III The Message

  32. The Message • “If you want advice, ask for money. If you want money, ask for advice.”

  33. The Message: University as a Media Company

  34. The Message Just Because You Use the Medium, Doesn’t Mean You’ve Nailed the Message!! @ColonelTribune vs. @ChicagoTribune - 812,000 / 77,000 followers

  35. The Message Millennial Non-Profit Fundraising Pet Peeves #3 – When I get long letters in the mail #2 – When they tell me how much to give #1 – When I don’t know how my gift will make a difference

  36. The Message Daniel Pink – To Sell Is Human

  37. The Message Key Insight • 42% of Millennials donate “in the moment” based on emotion

  38. The Message Real World Examples • $750 million in transactions • 4.5 million people • 45,000 projects

  39. The Message Kickstarter Vision • Backing a project is more than just giving someone money. • “It’s supporting their dream to create something that they want to see exist in the world. People rally around their friends’ projects, fans support people they admire, and others simply come to Kickstarter to be inspired by new ideas. Some projects take longer than anticipated, but creators who are transparent about issues and delays usually find their backers to be understanding.”

  40. The Message Message PLUS the Medium • Authenticity • Peer-to-peer influence • Frequency – Daily Dose • Show don’t tell

  41. The Message Real World: Warby Parker INSERT VIDEO LINK?

  42. The Message Real World: Tom’s Shoes • “One for One” marketing

  43. The Message Real World: Brazen Careerist

  44. The Message Final Countdown Connecting The Dots (How Does This Help Me?)

  45. The Message Message: One Size Doesn’t Fit All • President’s message = Boomers • Peer impact = Millennials • Connect the two cohorts; boomers want it

  46. The Message The Future of University Engagement “Career advice by your school, for your school”

  47. The Message

  48. The Message University Examples – Getting Warmer • Share The • Wonderful • (University of Wisconsin)

  49. The Message University Examples – Getting Warmer • Our Northwestern • Daily Domer.com • Harvard – Ripple Effect Campaign • Stanford – Digital Media Internships

  50. Thank you!

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