How to Engage 20-Somethings in Your Cause

Nov 21, 2010

How to Engage 20-Somethings in Your Cause

by Dagmar King, Marketwire, August 2010

"Finding new volunteers and donors is one of the biggest challenges facing nonprofit organizations. For the past few years, more and more nonprofits have used social media to get people to embrace their causes, but getting the 'social-media generation' behind your cause and then inspiring them to contribute in time and resources is another matter.

"Today's 20-somethings, sometimes called "slactivists," are often cynical of corporate efforts. After all, at a formative age they witnessed dramatic institutional and corporate failures. But they were also born during an age of riches, are highly educated, and have been told that the world is their oyster. So they are a very optimistic group.

"The advertising agency TBWA/Chiat Day, with research partners Flamingo and Changing Our World, recently conducted a study to explore what causes are top of mind for people born between 1982 and 1992, and to find out what types of marketing programs can successfully engage this group."