I have Millennial envy. It seems that although we Generation X’ers are busting our tails, working hard and giving back, marketers could care less. But, I digress. Let’s get on to the results of Case Foundation’s recent Millennial Impact Report.
Case has again partnered with next-gen thought leader and creative services agency, Achieve in support of their third annual Millennial Impact Report. The report identifies new findings using survey responses from more than 2,600 millennials. This year’s edition touches upon peer engagement, design, messaging, and what encourages millennials to act in the moment — and analyzes the data through the lens of how organizations can apply the information.
To date, more than 14,000 millennials have responded to the survey over the last four years — making it one of the most comprehensive and detailed reports of this generation on engagement.
Here are some key findings:
#1: Cause vs. Organization
“Seventy-three percent of millennials surveyed volunteered for a nonprofit in 2012. Their motivations: More than three-quarters were passionate about the cause and 67 percent felt they could make an impact for the issue they cared about.”
When it comes to engaging with a nonprofit organization, the report revealed that millennials are drawn to the broader cause and issue — not the organization itself. This learning is critical for understanding how organizations can improve their approach to engagement. In particular, consider this framework when crafting messages, programs, or events with millennials.
Takeaway #2: Did Your Organization Make the Cut?
“Millennials are highly selective about what organizations they follow in a crowded and noisy media landscape… Nearly half of respondents (48.8 percent) follow one to five organizations on social media.”
Despite the 24/7 flow of information, significant amount of time spent online, and near constant presence online for many millennials, the report confirms that most millennials actually only follow one to five organizations in social networks — even though they are hearing from so many more online. This emphasizes the need for tailored messaging so that when your content is seen by this influential audience it will have a better chance of resonating with them and breaking through the social media clutter.
Takeaway #3: Turn Every Opportunity into a Networking Opportunity
“Respondents tended to be more interested in intrinsic benefits such as networking (51 percent) and gaining professional expertise (61 percent) than intangible discounts or gifts (though they wouldn’t sneeze at free food!).”
This offers a good insight for anyone trying to rally a group to action or organize an activity around millennial involvement. In other words, frame the event or function around the opportunity to meet and work with others — specifically peers.
More of the report can be found here.