3 Ways to Get Millennials Involved In Your Nonprofit

Millennials get a bad rap.

Derisively dubbed Generation Me, they’re seen by many as lazy, narcissistic (think selfies) and self-entitled. They can’t hold normal conversations, we’re told, because they’re constantly texting and checking Facebook. Were any millennials to read this, we’re led to believe, they’d probably retreat to the nearest criticism-free ‘safe space.’

But millennials are a demographic to be reckoned with. They’re poised to have the most buying power in the U.S. by 2017. According to Derrick Feldmann, the Lead Researcher and Creator of The Millennial Impact Project, “Each year, millennials in the U.S. account for more than 300 billion in discretionary spending.”

If the stereotypes about millennials are true, it bodes ill for the future of nonprofit giving. After all, why would Generation Me donate to You?

Thankfully, the stereotypes about millennials are just that—stereotypes. Feldmann says that what “motivates millennials is a desire to affect THEIR cause through YOUR organization with their friends.”

The key for nonprofits, then, is to figure how to engage millennials and get them active in your organization.

“Each year, millennials in the U.S. account for more than 300 billion in discretionary spending.”

– Derrick Feldmann, Lead Researcher and Creator of The Millennial Impact Project.

Here are 3 ways to rally millennials to your cause. 

1. Give them Experiences

Millennials are not interested in your nonprofit per se; they’re interested in the cause it represents. Millennials tend to value experiences over owning things. If you give them something to experience, you are de facto getting them involved in your nonprofit.   

For example, each year Milwaukee River Keeper (MRK) organizes a spring river cleanup that attracts thousands of volunteers. Sasha Mazur, a 24-year-old Milwaukee, Wis. native, interned with MRK for nine months. She saw firsthand the comradery that developed among the volunteers. “Events like the spring cleanup are a good way to meet new people. What’s also cool is you feel good when you give back,” she said.

Mazur also worked as a Development Specialist at the Milwaukee-based Urban Ecology Center. She says the organization offers daily volunteering opportunities that “attract a lot of college and high school students.”

Offering millennials opportunities to have positive interactions with your nonprofit can convert them into members or donors down the line.

2. Be where they are

It’s true that millennials are attached to their gadgets and gizmos. Instead of bemoaning that reality, leverage it. Millennials spend large amounts of time connecting through social media, like Facebook, Twitter, Instagram, Pinterest and others. They have the ability to influence hundreds, if not thousands, of their peers—if they feel passionate about a cause. Don’t use social media to sell your organization; use it to further your cause.

Get creative. Post pictures on social media of young people having fun at one your events. Those fun photos will encourage other people to come to your next event so that they, too, can have fun, do good, and meet people who share their passion. Word will spread about your events, and your nonprofit will get more attention.

Here’s another idea: Provide a quote from a participant about how much fun they had at at event, and how many cool people they met. Appeal to their desire to socialize.    

3. Rise to the Challenge

Events aren’t the only way to get millennials engaged in your cause. People love to rise to a challenge. The wildly successful ALS Ice Bucket Challenge in 2014 is a great case in point. It raised a whopping $220 million. But challenges don’t have to go viral or require a donation (although it’s great if they do). The goal is to get your organization top of mind among millennials.

Here’s another example. Millennials believe the science regarding climate change. With that in mind, Polar Bears International (PBI) created a biannual Thermostat Challenge. People are challenged to reduce their energy consumption during the cold and hot months, thereby reducing carbon emissions, which are a major cause of global warming.

This ties into PBI’s mission, because global warming is destroying polar bear hunting habitat. Participants were also encouraged to spread the word about the Challenge via Facebook and Twitter. When people take the Challenge, they’re also learning about Polar Bears International. 

Conclusion

Although most Millennials may not have the financial capacity to become big donors yet, with the right strategy you can get them involved in your nonprofit, and even turn them into brand evangelists. By keeping them engaged now, you can reap the financial benefits down the road.

“Events like the spring cleanup are a good way to meet new people. What’s also cool is you feel good when you give back.”

– Sasha Mazur, Development Specialist for the Urban Ecology Center and former intern for Milwaukee River Keeper

Tags: member, millennials, museum, nonprofit, outreach, Social Media, spending