youth & non-profit partnerships
TRANSCRIPT
Activity
Social Media
promoter
Traditional Cause
supporter
Donate Money 41% 41%
Volunteer Time 30% 15%
Event Participation 25% 11%
Purchasing for a Cause 25% 10%
Political Recruiting 22% 5%
Petition Recruiting 20% 4%
Donation Recruiting 11% 3%
Source: TNS Global survey 2010
WHY THE ONLINE SOCIAL WORLD MATTERS
In 2000 the digital divide was ECONOMIC
$75,000 or more $50,000 to $74,999 $25,000 to $49,999 Less than $23,000
94.2 83.5
65.3 34.5
NO “DIGITAL DIVIDES” IN U.S.A.
YOUTH WHITE BLACK ASIAN LATINO
Own a desktop or laptop computer
84 72 95 74
Own a cell phone, without internet access
61 60 74 61
Own a handheld device that connects to the internet
51 64 57 58
Own a gaming device that connects to the internet
47 51 43 50
Have access to computer that connects to the internet
96 94 98 96
Source: Participatory Politics : New Media Political Action
2007
2012
Moments to Movements
moving from
people powered campaigns
“Body Peace Treaty” online petition
14 year old 84,000 signatures
10M users
9 in 10 teens (92%) wish
they could do more to
help those in need.
when “volunteering” however
they can feel discounted because they’re
given menial tasks and often left out of
strategic decision-making and/or ideation.
YOUTH activate differently
81% 72%
55% 67%
30% 43%
13%
PEER EMAIL FACEBOOK WEBSITE DATABASE
EVENTS OTHER
HOW DO YOU LIKE TO HEAR ABOUT
VOLUNTEER OPPORTUNTIIES?
TIP: CALLS TO ACTION MUST BE CLEAR & EASY
Get it done with a click. Make sure you’ve got a 1-step process for easy engagement.
58% of youth activists prefer short-term volunteering.
TIP: OFFER POSITIONS OF LEADERSHIP
77% of GenY are seeking a
seat on a nonprofit board.
48% wish they could apply their
professional or academic skills when volunteering
Passion-driven communities are directly
associated with increased volunteer and
charity work.
83% conduct research ANSWER THESE QUESTIONS:
- What do “gifts” and “volunteering” accomplish?
- What’s the latest “news” specific to the cause and organization?
LEARN
- Compelling visuals - Clear call to action - Concise mission - Not too much info
the 1st step towards more familiar forms of action!
67% of youth who have interacted with a
nonprofit have done so via facebook
easy to share do you have “social share” buttons?
KNOWLEDGE SHARING
High school students spend an average of 39 minutes a day accessing news!
Noa Mintz, age 12
Knitting via SKYPE video
Stitching their wounds
CRAFTIVISM
Girls in war-torn Sderot (Gaza Strip)
83% of Americans say they wish brands would support causes
Why brands are relevant
3 OUT OF 4 YOUNG PEOPLE AGREE THAT COMPANIES HAVE THE MATERIAL RESOURCES TO NEEDED TO
SUPPORT SOCIAL CAUSES
ways to “let go”
age 12
cancer
tech
Logan Pazol
*game design *video production *guest blogging *technology training
DOES YOUR ORG NEED:
age 15 bullying video
Lauren Foose Julie Zelinger age 19
feminism
blogger
*theme song *website redesign *presentation build *photo portraits
DOES YOUR ORG NEED:
Age 14
$27,000 child poverty
$4,000 disaster relief
Age 15 photography
Baseball Children’s Hospital
Age 14
participatory projects
TIP: SHARE INFORMATION RESOURCES
Shameless self-promotion will be penalized. Your stakeholders are not giving “to you” but “thru you.”
Give credit where credit is due retweet, comment back, offer guest-blogging and/or highlight a youth philanthropic mash-up
Mobilize with mobile
In 2012, the majority of 12-17 year olds have a smart phone
63% of all teens say they exchange text messages every day.
Don’t SPAM.
90% of 14-17
year olds have a
cell phone
16 M users (Q2 2012)
46% scan b/c they’re curious 41% scan to get more info 18% scan to get a free gift 16% scan to get exclusive content
QR code
Quick Response
SCAN LIFE
180M people (U.S.) watched
33B online videos in JUNE 2012
SHORT & SWEET! 2-to-10 min (6.8 min average)
INVITE FEEDBACK Comments, Quizzes, Polls, Contests
CALL TO ACTION Provide contact details
70%
Site Giving Social Giving
2012 Q2
14%
Portal Giving
8%
Driven by relationship
Driven by giving events
Driven by disaster
response
In 2011 how did you make your donations?
verbally over phone
e-m
ail
online deductpayroll
face
bo
ok
mobile
oth
er
in p
ers
on
on
line
ARE YOU LEAVING MONEY ON THE TABLE?
53% said they could have
given more
ELIMINATE over solicitation Be MORE transparent about what “giving” accomplishes
TRAGICALLY FLAWED?
Are today’s youth…
… or like their avatars… ARE THEY SOMETHING TO “MARVEL” AT?
Crowd-sourced activists
Generation “NEXT”
How do we value?
(misunderstood)
Source: Sortable
4x +
2x
2x +
2x
as likely to encourage others to sign a petition or contact a politician!
as likely to volunteer!
as likely to ask for donations!
as likely to take part in an event!
cause champion
Make it easy Make it social Make it real
Make it count
Join us on facebook: http://bit.ly/cause4KDZ Join us on twitter: @KooDooZ Email us: [email protected]