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Millennials: A New Generation of Expectations

We hear a lot of buzz about Millennials and that’s probably because, at 95 million strong, they will

make up the largest and most educated generation yet. These self-expressive, optimistic and

tech-savvy twenty-somethings possess unique values that will play a large role when strategizing

employee engagement programs in CSR initiatives.

Although most full-time positions in the workforce are currently filled with the generation before

them (Gen X), more than half of Millennials ages 25 to 29 finished their formal schooling and are

well on their way to launching careers and families, according to the Pew Research Center.

Thus, we strongly suggest that, as more Millennials trickle into the workforce, companies

integrate CSR strategies aligning with the generation’s high expectations for the products they

purchase, the companies they work for and the nonprofits they support.

Here’s some insight into the giving and volunteering trends of the Millennial generation, which will

help you design programs that gauge participation now and years to come.

1 Implement Flexible Volunteer Opportunities

The keyword is flexible. Millennials were

raised with more choices than their

predecessors. They had multiple menu

options in their school cafeteria line (including

the Atkins diet preference) and are used to

being connected 24/7. It’s no surprise they

demand the same flexibility in their volunteer

life as well. And, with Millennials leading the

highest percentage of those who have

volunteered in the past 12 months, perhaps

their ‘wants’ are worth listening to (see bar

graph to the right).

Collective action is the major volunteer preference among Millennials. In fact, 61 percent of

Millennials surveyed said they prefer to volunteer with family and friends, and 56 percent said

they prefer to volunteer with organized groups, according to the 2011 Millennial Donors

Report. With this in mind, companies should plan to provide tools that support employees’

grassroots efforts in volunteerism by creating sponsored events that create organized group

opportunities. Not only does it give them the preferred volunteer environment, but it also helps

your employee base learn more about each other and build up a sense of ‘team.’

In addition, the flexibility to allow paid time-off around volunteer opportunities will be key

motivators for Millennials. This can be equally rewarding to your organization if the volunteer

opportunities are skill-based, capitalizing on personal talents and core business skills.

2 Democratize Philanthropy via Online Giving

Millennials don’t use technology, they require technology. After all, they are the generation that

invented and adopted the social network. Their frequent, high use of modern technology

distinguishes themselves from every other generation. So, it’s no surprise that when it comes to

philanthropy, these digital natives prefer online giving.

When planning employee giving programs, companies will need to consider online giving solutions

and how adjacent online tools must be able to gauge participation. Millennials expect optimal

user experience, as well as the flexibility to match their giving behaviors that trend in many small

gifts rather than single large donations.

Remember, Millennials thrive on flexibility and the ability to choose what works best for them. The

more opportunities to give in various ways (large or small, ongoing or moderately) proves to be

more effective than hosting one annual campaign with a limited list of organizations to support.

3

Although Millennials tend to give smaller gifts amongst multiple organizations, they are more likely

to give if the organization is transparent with the allocation of donations. In fact, 82 percent of

surveyed Millennials would donate if the organization specified how the money will be spent,

according to the Millennial Donor Report.

Therefore, it’s important to communicate about nonprofit partnerships and how their dollars will

make a difference. By simply understanding why the company supports such organizations,

Millennials may be more likely to participate and give. Progressive technology can play a role in

offering a solution that connects the company, employees and nonprofit partners to promote a level

of trustworthiness these Millennials value.

In addition to transparency, the report also revealed that 71 percent of surveyed participants would

be likely to give if they could increase their impact by seeing their gifts matched by another

donor. Therefore, matching gift programs will continue to remain popular among Millennials, as long

as they clearly see how and where their money is going toward.

Remain Transparent while Increasing Impact

May 2011

Contact: Amy Chait | Market Development | achait@Yourcause.com

Let their Voices be Heard (and acted upon)!

4

Self-expression is a core Millennial value. These confident individuals believe they have much to

offer and expect to be treated with respect in the workplace. Give them a platform to express

themselves, but most importantly, implement their suggestions. They are a generation that expects

actions based on their beliefs and ideas. Remember the 2008 Presidential Election? It is said that

Millennials were amongst Barack Obama’s biggest supporters and instrumental in his election into

office. If a generation can help elect a President, they have huge expectations to be heard and be

acted upon.

Contact: Amy Chait | Market Development | achait@Yourcause.com