Derrick Feldmann and Kari Dunn Saratovsky co-authors of the book Cause for Change: The Why and How of Nonprofit Millennial Engagement joined VolunteerMatch in uncovering how nonprofits can have meaningful connections with Millennials. “Why and How Nonprofits Can Engage Millennials for the Long Haul,” took place on August 14, 2013 as part of the Nonprofit Insights series and is jam packed with information on the how-to’s for tapping into the Millennial mind.
The Millennial generation is comprised of 80 million technologically savvy, passionate go-getters. Kari and Derrick enlightened us why it’s important to reach out to Millennials and how nonprofits and organizations can effectively establish relationships in their webinar. Nonprofits are beginning to see the value in the Millennial generation and can utilize different levels of engagement to create deeper and longer-lasting partnerships.
Different Levels of Engagement
1. Micro – Millennials like to participate at micro levels before moving to highly
involved states of cause action. “We move Millennials up the ladder of engagement from supportive activism to organizing activism by providing small steps towards becoming deeper involved,” Kari, founder and principal of KDS Strategies, explained.
2. Peer Small Group – Many Millennials participate with peers/family/colleagues in small groups. Kari and Derrick created a Virtuous Cycle of Engagement model that showed how Millennials’ involvement can grow from just “Like”-ing a cause’s Facebook page as an Inquisitor to becoming a Peer Agent who actively seeks others to volunteer with them.
3. Action = Transparent Solutions – Both Derrick and Kari emphasized that Millennials act when organizations are transparent agents of tangible solutions. Millennials will be more inclined to participate when the impact of their actions is clear.
4. Usability – Derrick, CEO of Achieve, guided us through the Five Factors of Usability; satisfaction, learnability, efficiency, memorability and errors. Millennials engage in online content because of enticing and stimulating usability. He explained the need for nonprofits to create an efficient, memorable learning experience for Millennials to help them understand why your organization needs their help.
The ability of your nonprofit to connect relies on these levels of engagement. The way people are connecting with each other is shifting to a more online and mobile platform. Derrick stated that these inspire Millennials to share and “like” your organization on social media, becoming engaged, and expanding your reach for you. Kari explained why and how nonprofits can adjust to the changing times through the acronym BUILD.
Be unified in working with this generation.
Understand the environment is changing, society is moving faster, and nonprofits need to stay current and relevant.
Identify changemakers and work with Millennial leaders to create a call to action for your nonprofit.
Leading by engagement starts with understanding the best ways to communicate with Millennials and creating a relationship that inspires them to participate and challenge you.
Determine success by creating a standard that meets the specific needs and goals of your nonprofit and implement it across the board.
As Kari and Derrick wrapped up, they stressed the importance of the Millennial generation to nonprofits. This generation must be understood as a resource for new volunteers who are interested in helping out a nonprofit’s cause. The co-author duo has provided great insight as to what it takes to capture the essence of Millennials and translate it into deeper engagement.
Over 200 participants attended this very insightful webinar put on by Kari, Derrick and VolunteerMatch. Many attendees, Millennials included, found the information to be helpful for their organization to create and enhance deeper engagement and long lasting relationships with the Millennial generation.
Want more? Watch the whole thing here or view and download the slides here.
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