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- Millennials, not Gen-Y or Echo-BoomersDo not make the mistake of assuming the next generation is just a younger version of the previous generation1982 - 2002 - Class of 2000Important to understand Millennials in contextGenerationsGen X = Lost GenerationMillennials = GI GenerationEnter young adulthood during a crisisHeros: Footsoldiers of Afghan & Iraq warsCivic mindedTeam orientedBuildersMillennials are the children of Boomers & XersBoomers smother their children because they are an extension of themselvesXers smother their children because they were the latchkey kidsXers childhood = Evil baby movies - Rosemary's Baby, The Omen, \'Children should be seen and not heard\'Reacting to the permissiveness of their parentsMillennials: Cute baby movies, precocious children, child safety laws & products, school shooting laws, amber alerts, MySpace scaresStructured lives & Group PlayOrganized & team playersAccomplishment is second natureMost supervised generation in historySurveillance is the normAt ease with parental involvementPushed to succeed and doted overConfident & understand their powerOptimistic = Obama's Yes We CanCivic mindedThey voteOrganized & tech savvyInfrastructure built by Xers, they taking advantage of it by building new institutionsBarack Obama using the InternetRaised during an era of institutional mistrustDiverse, Tolerant & International36% nonwhite15% African American14% HispanicGrew up during the most diverse era in American historyBecause of the Internet, they more likely to have friends from other countriesTechnology is a givenAt ease using technology, no fearNo mass media - Audience fragmentation, micromarketing, online hangoutsMobile: Cell phones/texting/broadband wifi - Place shiftingTV/DVRs = Time ShiftingVideo GamesiPods - audio/videoEmailInstant MessagingSocial NetworkingWeb sites & BlogsMashupsOn Demand, 24/7
- Millennials give small amounts online to schools in low-income neighborhoods; at the supermarket to help feed victims of natural disasters; and to political candidates through their websites.
- Organizations shouldn’t underestimate young donors as the study shows they are just as generous as other donors.A study by Center on Philanthropy at Indiana University funded by Campbell & Company found that controlling for other factors such as income, education and frequency or attendance at religious services, donor across all generations [including Millennials] tend to give roughly that same about to philanthropic causes.Findings suggest that younger individuals will respond better to messages that focus on the global impact of an organizations work, while older donors are more likely to fund to groups that highlight services they provide that the government does not.
- Holding for factors such as education level, income, marital status and religious affiliation, Millennials are just as likely to give as any other generation.
- Millennials are most motivated to support causes that aim to make the world a better place, where as other generations are most likely to support causes that provide services that the government does not.
- The best and brightest idealists of another generation, in another time, might have entered public service. Today, these Social Citizens are dedicating themselves to activist causes using social media and online social networks.
- http://www.pewinternet.org/pdfs/PIP_Teens_Social_Media_Fi... and Social Media: The use of social media gains a greater foothold in teen life as they embrace the conversational nature of interactive online media12/19/2007 | Report | Amanda Lenhart Mary Madden Alexandra Rankin Macgill Aaron Smith Content creation by teenagers continues to grow, with 64% of online teenagers ages 12 to 17 engaging in at least one type of content creation, up from 57% of online teens in 2004. Girls continue to dominate most elements of content creation. Some 35% of all teen girls blog, compared with 20% of online boys, and 54% of wired girls post photos online compared with 40% of online boys. Boys, however, do dominate one area - posting of video content online. Online teen boys are nearly twice as likely as online girls (19% vs. 10%) to have posted a video online somewhere where someone else could see it. The survey found that content creation is not just about sharing creative output; it is also about participating in conversations fueled by that content. Nearly half (47%) of online teens have posted photos where others can see them, and 89% of those teens who post photos say that people comment on the images at least \'some of the time.\' However, many teen content creators do not simply plaster their creative endeavors on the Web for anyone to view; many teens limit access to content that they share. There is a subset of teens who are super-communicators -- teens who have a host of technology options for dealing with family and friends, including traditional landline phones, cell phones, texting, social network sites, instant messaging, and email. They represent about 28% of the entire teen population and they are more likely to be older girls. In addition, many internet users post comments on news sites, bulletin boards, and group webpages. Many interact with others in the gaming environment.Moreover, social networking applications and websites such as Facebook and MySpace integrate many of these content-creating behaviors and the opportunity to display content created elsewhere into one centralized location. Indeed, the very act of creating a profile on a social network site constitutes content creation – and 55% of online teens have such profiles. Thus, the growth we observed across the five activities we have measured over time should be seen as an indication of broad trends toward engagement with what some have termed “participatory media.” MIT professor Henry Jenkins notes that, along with the rise in popularity of participatory media applications, there has also been a concurrent development of “participatory cultures” that serve to encourage all of this user-contributed content. Jenkins defines a participatory culture as “a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices.”4 According to Jenkins, participatory cultures take the form of “affiliations” (i.e., informal and formal memberships built around various forms of media, which include social networking sites, message boards and gaming communities), “expressions” (producing transformative forms of creative expression such as mash-ups and fan fiction), “collaborative problem-solving” (working in teams to complete tasks and contribute to a knowledge base using a wiki or other collaborative environment), and “circulations” (changing the distribution and flow of media through tools like blogging and podcasting). Since our last survey, teens have gained more experience with a wider range of content-creation activities. Compared with teen content creators in 2004, more teen content creators are currently doing multiple content-creating activities. In other words, the number of teen content creators who have done one activity has decreased significantly while the number of content creators who have done two or more activities has increased. Some 93% of teens use the internet, and more of them than ever are treating it as a venue for social interaction – a place where they can share creations, tell stories, and interact with others. The Pew Internet & American Life Project has found that 64% of online teens ages 12-17 have participated in one or more among a wide range of content-creating activities on the internet, up from 57% of online teens in a similar survey at the end of 2004. 39% of online teens share their own artistic creations online, such as artwork, photos, stories, or videos, up from 33% in 2004. 33% create or work on webpages or blogs for others, including those for groups they belong to, friends, or school assignments, basically unchanged from 2004 (32%). 28% have created their own online journal or blog, up from 19% in 2004. 27% maintain their own personal webpage, up from 22% in 2004. 26% remix content they find online into their own creations, up from 19% in 2004. The percentage of those ages 12-17 who said “yes” to at least one of those five content-creation activities is 64% of online teens, or 59% of all teens. In addition to those core elements of content creation, 55% of online teens ages 12-17 have created a profile on a social networking site such as Facebook or MySpace; 47% of online teens have uploaded photos where others can see them, though many restrict access to the photos in some way; and 14% of online teens have posted videos online.
- FACEBOOK CAUSES (Project Agape) http://apps.facebook.com/causes/about269,988 daily active users (5% of active facebook users)Causes on Facebook lets you start and join the causes you care about. Donations to causes can benefit over a million registered 501(c)(3) nonprofits and major presidential campaigns. “Facebook Platform presents an unprecedented opportunity to engage our generation, most of whom are on Facebook, in seizing the future and making a difference in the world around us. Our generation cares deeply, but the current system has alienated us. Causes on Facebook provides the tools so that any Facebook user can leverage their network of real friends to affect positive change.” – Causes developers The goal of all this is what we call \'equal opportunity activism.\' We're trying to level the playing field by empowering individuals to change the world. Existing nonprofits must raise hundreds of millions of dollars and leverage massive direct marketing campaigns to attract members. We're democratizing activism by empowering activists with an arsenal of tools for users of Facebook who want to leverage their network on Facebook to effect positive change. “ –Causes DevelopersAny Facebook user with a little passion and initiative can create a cause, recruit their friends into that cause, keep everybody in the cause up-to-speed on issues and media related to the cause, and, most importantly, raise money directly through the cause for any registered 501(c)(3) nonprofit. We process the donations automatically via credit card, tally the results, and report the donation activity via a public \'scorecard\' in the cause. This allows us to reward people who grow their causes, donate, and successfully raise money.This is a natural evolution of social networking. Leveraging real world social networks is an important part of activism, fundraising, and political campaigning. This is especially true of grassroots activism, local-chapter style nonprofit organizations, and the walks/runs used by many charities to raise money. Given all this, it's a bit surprising that online social networks haven't been more aggressively leveraged until now.
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Millennials And Microgiving
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Desc: Tunheim Partners' David Erickson's and Eliza Appert's presentation at the 2008 Minnesota Council on Nonprofits conference, Nonprofits & Government: Partnerships & Policies in a Time of Retrenchment on Millennials & Micropayments: Social Giving & ePhilanthropy.
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Slideshow Transcript
- Slide 1: Millennials & Micropayments Social Giving & ePhilanthropy Minnesota Council on Nonprofits Annual Conference Nonprofits & Government: Partnerships & Policies in a Time of Retrenchment October 3, 2008
- Slide 2: Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
- Slide 3: Presenters Eliza Appert, account executive, Tunheim Partners Millennial e-Strategy team member Experience in online marketing and communications, cause marketing, corporate social responsibility and corporate communications David Erickson, director e-Strategy, Tunheim Partners Gen X Uncle to Millennials 13 years Internet marketing experience
- Slide 4: Tunheim Partners – e-Strategy Service Offering e-Strategy Tunheim Partners’ specialty full service Internet marketing practice Search Engine Marketing/Optimization Email Marketing Social Media Marketing Ecommerce Online Reputation Management Blog Marketing Video Marketing Mobile Marketing Experienced leadership, strong team
- Slide 5: Millennials in Context Millennials were born between 1982 and 2002 (Class of 2000 - currently 26 years old). They are the largest living generation, outnumbering living Baby Boomers. Millennials are: Children of Xers & Boomers Millennials: Cute baby movies, precocious children, child safety laws & products, school shooting laws, amber alerts, MySpace scares, Brangelina The GI Generation – Civic generation, Institution Builders, Mark Zuckerberg Most supervised generation in history – Surveillance is normal Structured lives & Group Play Team workers Pushed to succeed and doted over Everyone’s A Winner Confident, Can Do Civic minded, volunteering, child voting programs Diverse, Tolerant & International – Global Internet access Technology is a given Coming of age during a time of crisis – 9/11, Iraq, Katrina, Recession
- Slide 6: Millennials in Context Millennials are fascinating and important for: Growing up digital How they work – collaboratively What they believe - that they can make the world a better place to live How they are living their lives - green, connected, passionate, idealistic yet practical Source: Social Citizens BETA, 2008
- Slide 7: Life of a 15-29 year old Don’t read newspapers No land-line phone Television on their terms Trust peers more than experts Will pay for digital content Internet experience is social Content is going mobile Television is for video games Portable content Want to be heard (user generated) Texting (and IM) E-mail is for parents Like online video Time & place shifting On demand content Source: The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project – USC Annenberg School--Center for the Digital Future
- Slide 8: Millennials Online “Teens and Generation Y…are significantly more likely than older users to send and receive instant messages, play online games, create blogs, download music, and search for school information.” -Pew Research “The Ties That Bind”
- Slide 9: A New Way of Communicating and Organizing That was then… This is now… Getting news through the paper or TV Getting news through the Internet Socializing and shopping at the mall Socializing and shopping online Spreading the word by mail or phone Spreading the word by email and text message Pamphleteering Blogging Mobilizing through rallies and petitions Mobilizing through online social networks Achieving goals through public policy Achieving goals through social connections Boycott Buycott Hierarchical leadership “Side-by-side” leadership Nationalism Internationalism Embracing causes as a political act Embracing causes as a moral imperative Writing an annual check to charity Giving 10 bucks online Researching using an encyclopedia Researching by surfing Wikipedia Trusting the opinions of the experts Trusting the opinion or friends
- Slide 10: Millennials are Social Citizens “Let’s forget apathetic, ambivalent and passive, and instead consider active, energized and connected – a powerful combination for future success…” -Kari Dunn Saratovsky, Director, Social Investment, The Case Foundation A 2008 study by The Case Foundation provides a positive outlook for Millennials They are Social Citizens, representing a nascent model and era of citizen participation that combines idealism, digital fluency, and immersion in social causes. Social Citizens are: energetic and passionate about social causes brimming with new approaches and ideas for problem-solving disposed towards sharing the responsibilities and rewards of affection change in the world equipped with the digital tools and people power to make it happen. Millennials truly believe they can change the world, that it is their moral imperative to help others – through small donations, simple volunteerism and responsible purchases. Source: The Case Foundation, 2008
- Slide 11: Millennials are Social Citizens Volunteering: 61% of 13 to 25 year olds feel personally responsible for making a difference in the world. (Cone, Inc and AMP Insights) 81% of 13 to 25 year olds have volunteered in the past year Volunteerism by college students increased by 20% from 2002 to 2005 (Federal Corporation for National and Community Service) Voting: Millennials experience the largest increases in voting and registration rates from 2000 to 2004 relative to all other age groups. 2004: 47% of 18 to 24 year olds reported voting 2000: 36% of 18 to 24 year olds reported voting Exit polls in 22 states estimate that more than 3 million voters under the age of 30 participated in Democratic primaries this year, up from about 1 million four years ago. (New York Times) 19% of college Millennials are likely to volunteer on a campaign (Readers Digest poll) Nearly half have attempted to influence the vote of a friend or peer in 2008 election, often by using Facebook (Readers Digest) One-fourth have lobbied one or more of their parents on politics. (Readers Digest) Source: U.S. Census Bureau
- Slide 12: Micropayments & ePhilanthropy Micropayments – Low cost online transactions Spare Change Application – 25 cent tips iTunes - 99 cent songs Ringtones Video game virtual property Weapons Cars Clothing eBooks Microgiving – Giving small amounts of money online to social causes: $10, $25, $50 ePhilanthropy – Socially networked giving. Facebook Causes Kiva The world of philanthropy is changing. Philanthropy (then): slow-moving, risk-averse, and institutional Philanthropy (now): faster, less hierarchical, creative, and democratic. The philanthropists of the 21st century will be smaller in size, but much larger in numbers then the philanthropists of the last century.
- Slide 13: Millennials: Giving Trends Millennials are just as likely to give to a cause than any other generation – in many circumstances, they are more socially conscious than any previous generation. They are committed to causes, not tied to organizations Unlikely to be lifelong donors to their local United Way or Sierra Club. They will engage enthusiastically in specific campaigns about which they feel passionate, but their institutional support is likely to vanish once that campaign ends. Millennials want to support causes and organizations that aim to make the world a better place and organizations that develop new approaches to solving social problems. Just ask and ask in the right way. “A lot of Millennials can easily give $100, but in our experience, organizations are only asking them for $25 or $50 gifts.” -Shaun Keister, annual giving consultant, Campbell & Company “I want to know where my money is going and what my individual impact is.” -Ben Rattray, Change.org Source: Social Citizens BETA, 2008
- Slide 14: Giving Rates by Generation Source: “Generational Differences in Charitable Giving and in Motivations for Giving” Campbell & Company and Center on Philanthropy at Indiana University
- Slide 15: Average Total Giving by Generation Source: “Generational Differences in Charitable Giving and in Motivations for Giving” Campbell & Company and Center on Philanthropy at Indiana University
- Slide 16: Motivations for Giving by Generation Source: “Generational Differences in Charitable Giving and in Motivations for Giving” Campbell & Company and Center on Philanthropy at Indiana University
- Slide 17: Online Giving: A Growing Trend Global giving in 2007 is estimated to have surpassed $20 billion (USD). Total online giving in USA reached $10.44 billion (estimate) in 2007, a 52% increase over 2006 estimates. Increase online giving driven by: creativity in strategy unprecedented use of the Internet by individuals for non-disaster and disaster support efforts. The US represents slightly more than 50% of the world-wide online giving. (2007) More nonprofits are getting serious about raising major and midsize gifts (those of $500 or more) on the Internet. Source: Ted Hart’s Annual Estimates 2007
- Slide 18: Millennials, the Internet and Social Activism Millennials are using social media to improve the world, changing the face of philanthropy and developing new approaches to activism, fundraising and information sharing Online social networks are the backbone of Millennial activism “People want to feel that they are part of a critical mass of people dedicated to one overriding cause.” -David Smith, founder of Mobilize.org Online networks are more effective than traditional methods at reaching and mobilizing Millennials. Barack Obama campaign. Millennials use the Internet to learn about causes, build networks around common goals, donate, participate and share: Social Networking Sites: Facebook and MySpace Blogs Websites Cell phones
- Slide 19: User-Initiated Philanthropy “Facebook and other social networking sites mimic existing relationships, making users feel more pressure to get involved.” -Joe Green, Causes for Facebook founder Peer-to-peer philanthropy Millennials use social networks to support causes, start philanthropic movements and educate their peers Social networks connect social entrepreneurship with mass markets of consumers (peers) – they link the motivation behind a cause/philanthropy with the desire to create change Anyone can start a movement for change… It’s easier than ever before
- Slide 20: Online Millennials by the Numbers 93% of teens use the internet 64% of 12-17 year olds have participated in one or more content-creating activities, up from 57% of online teens in 2004 39% of online teens share their creations online, up from 33% in 2004 26% remix content they find online into their own creations, up from 19% in 2004 75% of teens read news online. 85% participated in social networking, and 57% reported involvement with blogs. - PriceGrabber survey, 2008 Only 1% of Amherst college 2008 freshman have landlines, 99% have Facebook accounts 88% of teens have mobile phones. 27% are very likely to listen to a friend's recommendation and 52% are somewhat likely. Don Tapscott, author of Wikinomics Source: Pew: Teens and Soclal Media Report
- Slide 21: Millennial Influencers by the Numbers
- Slide 22: Millennials Word of Mouth by the Numbers
- Slide 23: Credit Cards = Online Donations The vast majority of Millennials have credit cards, making it EASY for them to donate online College Age Credit Card Use 56% percent of college undergraduates get their first card at age 18 91% of college students have at least one credit card by their final year 56% of students carry four or more cards by college graduation The number of incoming college freshmen with credit cards tripled between 1999 and 2002. High School Age Credit Card Use Approximately 1/3 and possibly as much of 40% of all High School Seniors AND Juniors have a credit card today. 18 to 24 year olds are the fastest-growing group of credit card users. Nearly six out of 10 US teens have made a purchase online. (2008 OTX and The Intelligence Group study) 90% of Barack Obama’s online contributions were under $100. 40% were $25 or less, and 10,000 people gave $5 or $10 to the campaign. (TechCrunch, Feb 2008) Source: Nellie Mae, National Bankruptcy Research Center and JumpStart Coalition for Personal Financial Literacy
- Slide 24: Millennials’ Ecommerce Channels
- Slide 25: Millennials’ Use of Cell Phones 18 to 24 are the most talkative on their phones (averaging 290 calls a month in 2007) Text messaging is highest among 13- to 17-year-olds (who averaged 1,742 texts a month in 2008) Neilsen Mobile. 21 percent of 18-34 year old consumers use their cell phone for mobile banking transactions, compared to about 10 percent of the general population. - 2008 Opinion Research Corp. survey More than 140 million mobile subscribers worldwide will use social networks on their phones by 2013. - ABI Research's September 2008 \"Mobile Social Networking\" study. 57% of mobile subscribers have data plans - Nielsen Mobile Internet has 15.6 percent penetration in the US (40 million regular users). - Nielsen Mobile Smart-phone sales in North America were up 106 percent in 2008 from the first quarter of 2007. - Gartner Smart Phones Ubiquitous WiFi/Broadband Smart Cameras Barcode readers Portable Video Watch, Record, Live TV Text , Instant Messages, Email Full Browsing Music/Podcasts/Streaming audio Video Games GPS – Location-based Marketing Mobile Commerce
- Slide 26: Communicating with Millennials Communicating with Millennials requires an adapted approach, prolonged outreach and the ability to be part of their conversations. How do you reach Millennials with your message? Get digital: online communications most convenient for Millennials. Get personal: Face-to-face still matters Get relevant: your message must blend in with their interests and passions, but it also has to make sense in the context of their lives. Get simple: if you can’t say it in less than 100 words, you won’t have any takers. Get practical: don’t ask for a big donation or ask them to attend a stuffy cocktail reception; ask them to do something during a commercial or to donate spare pocket change – you want to create loyalty so they keep coming back once they have more time and money. Get original: an original and creative idea (sticky) has a better chance of getting these folks to take the next step. Source: Cool People Care
- Slide 27: Social Media = Word of Mouth The barrier to entry is near zero Facebook, MySpace, YouTube, Blogs Common Attributes of Social Media RSS Status Updates Friends/Fans Comments Subscribing Internal Email Profiles, Pages & Groups Conversational Marketing Friends/Fans = Endorsement Tap into social network Trusted Source Icon marketing Network broadcasts Search
- Slide 28: Example: Facebook Causes Facebook Activism Application 269,988 daily active users Leverages communities of common interests Allows direct (and immediate) donation Well funded developers Average donations are $10 - $40 “We’re putting tools into the hands of individuals to mobilize their friends and ultimately build social and political movements.” -Sean Parker, Facebook founding president, 27. “This is a natural evolution of social networking. Leveraging real world social networks is an important part of activism, fundraising, and political campaigning. This is especially true of grassroots activism, local-chapter style nonprofit organizations, and the walks/runs used by many charities to raise money. Given all this, it’s a bit surprising that online social networks haven’t been more aggressively leveraged until now.” -Causes for Facebook founders
- Slide 29: Example: MySpace Impact MySpace.com/PayPal Nonprofit fundraising contest Ends October 13 Social network fundraising Micropayments Widget marketing Online wizard Portable content
- Slide 30: Example: Obama Mobile Groups – Text your friends ObamaMobile.mobi VP Announcement Zip – Location based marketing Forward to 5 friends Mobile content Watch the debate Come to the rally Voter registration information Volunteer Give to Red Cross for Hurricane relief
- Slide 31: Web Form Design Minimize the pain Make it as easy as possible to fill out Progress indicator Forgiving inputs, validation Clear, helpful error messages Ask for only the information you need, when you need it Make action button highly visible Remove reset button Eliminate unneeded navigation Crystal clear labels Smart defaults – e.g. List of states Enable tabbing Top-aligned labels cut eye fixations in half Uniform field lengths but long enough for data Completion verification Example of well designed nonprofit donation system United Way: liveunited.org
- Slide 32: Trends Broadband Ubiquity Wireless Mobile Smart Phones get smarter Mobile commerce Smart cameras Barcode readers GPS – Location-based marketing Broadband TV Internet Access HD RSS Video Game Consoles Entertainment centers Downloadable content
- Slide 33: Resources Facebook Causes apps.facebook.com/causes Facebook Pages facebook.com/pages/create.php MySpace Impact myspace.ocm/paypal Spare Change sparechangeinc.com Micropayment social networking application ChipIn.com Fundraising widget FirstGiving.com Fundraising page wizard 7.5% transaction fee Mobile Giving Foundation mobilegiving.org MobileActive.org Change.org Social network for activists
- Slide 34: Thank you For a copy of this presentation go to: http://www.slideshare.net/tunheimpartners/millennials-and-microgiving-presentation/ For more information contact: David Erickson 952-851-7242 derickson@tunheim.com Eliza Appert eappert@tunheim.com Tunheim.com e-Strategy.com EcoLogicblog.com
