Strange Animals: Part Three – Statistics
Okay. So in my first post on millennials, I talked a bit about how we divide generations (for better or for worse), and moved on to millennial stereotypes. Now let’s take a look at some actual statistics.
For these numbers, I’m relying on The Next Generation of Canadian Giving 2013 Report and The 2013 Millennial Impact Report, both of which you’ve likely already seen. Here’s my take on some of the data, and some thoughts around how it connects to millennial engagement.
1) Gen X & Gen Y aren’t quite there yet in terms of equaling Boomers and Civics – the latter half still make up nearly 60% of giving, with Gen X at 27% and Gen Y at 15%. Simply stated, Xs and Ys don’t have the same financial foothold as their parents and grandparents.
2) When asked about future giving, 22% of Gen Ys said they wanted to give more, and 14% want to give to more charities. This figure is interesting, and surpasses other generations who weren’t as likely to increase what they give and to whom.
3) Gen Ys are more likely to be globally focused in their giving – supporting more human rights and international development. Interestingly enough, Civics are three times more likely to support arts-related organisations than their grandchildren .
4) Gen Ys believe they can make the most impact by volunteering their time, though they still don’t volunteer as much as their older counterparts. In other words, they say they want to help but don’t.
5) Nearly 2/3 of Gen Ys say the ability to directly see the impact of their donation would have bearing on where their money went, in comparison to just over 1/4 of Boomers.
6) Online, checkout donations, purchase for proceeds, and events are popular means of Gen Y giving. Direct mail, planned gifts, and (gasp!) giving via social media outlets are low on the totem pole.
7) Younger donors are more likely to give of their time and money in the workplace.
8) Peer to peer fundraising and crowdfunding campaigns are popular with Gen Y- with a higher demand for transparency.
9) Social media is incredibly important for Gen Ys to keep informed and engaged, but not so popular as a vehicle for solicitation.
10) Multi-channel for all – while there are slight differences in preferences for methods of delivery, the quality and relevance of the content matters most to all donors, regardless of generation.
And What The Frick Does This Actually Mean?
Chillax, pops. No need to get yer grandpa manties in a knot about these punk-ass kids. Yet. (lol)
1) Civics and Boomers still dominate giving. Keep trying to figure them out and retain them!
2) Engagement and transparency be the Biggie and Tupac. What millennials can’t (yet) give of their dollah bills, they are interested in giving in their time to organisations that are upfront, honest, transparent, and credible. We’re hungry to give our time to something, we just haven’t figured out what. Convince us. Make it easy to volunteer. If you snag us while we’re hungry to give of our time, we’ll definitely remember you when we can afford to open up our wallets.
3) Use social media to connect and engage, not to ask. Upfront, honest, engaging, funny, and direct. Use these channels for conversations that draw millennials in and get involved with their time (and their hearts.)
4) Be the “in” crowd. Giving is a more social experience for millennials – they want to give to and with their peers. Make it easy for giving of time and money to be a communal experience. Make involvement a social thing.
5) Millennials want to change the world. Help them. Gen Y is much more globally minded than their parents and grandparents. Find ways to immerse them, challenge them, mentor them, and offer them leadership in ways that allow them to step up to be the change they want to see (you see it too, remember?)
5.5) Talk with us, not just about us. I’m not a lab rat (nor are your other donors of any age) – if you truly want to engage millennials, try talking to them. Create with us, not for us.
Unless it’s a sandwich. Then create for. It’s really a one person job, no?
Fine. I’ll make my own damn sandwich, mom. Gawd.