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This is a session I led last week in West Virginia for 100 nonprofit leaders about how to reach the next generation with their messaging. I discussed how Gen Y is changing the communication world and what makes for a good nonprofit strategy in reaching them effectively.
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The Fountain of YouthThe Fountain of Youth
How to Communicate with the Next Generation
Generation YMillennialsBorn after 198076 millionCollaboratorsAccessWork/Life BalanceEngagement
Community doesn’t happen in one physical space.
Authority is needed, but it must be relational.
Helping people connect relevant dots will be the hallmark of a good organization.
If you’re able to have a conversation, then you’re doing something right.
Get digitalGet relevantGet simple
Get practicalGet original
Technology andthe Internetare a strategy,not a solution
Use processes that are both digital and ‘analog’
Embrace,
don’t fear,
the ever-changing world of
technology
Work with strategicpartners to ease
the learning curve
Top two reasons most nonprofitsTop two reasons most nonprofitswantwant to use social media: to use social media:
FreeFreeEveryone Else is Doing ItEveryone Else is Doing It
Those are the Those are the two worst two worst
reasons to start reasons to start using social using social
media.media.
When nonprofits When nonprofits shouldshould use social media: use social media:
To start conversations with a new audienceTo start conversations with a new audienceTo deepen conversations with an existing audienceTo deepen conversations with an existing audience
To make all conversations more efficientTo make all conversations more efficient
strategy
Who are you talking to?
Who do you want to talk to?
What are you saying?
Can people understand you?
What tools are you using?Are you using new media?
Are people talking about you?
Is anyone listening?Who’s talking back?
Can people have a conversation with your organization?
Are you saying something that matters?Do you understand the changing media landscape?
What’s next? Who’s speaking for you?
Benefits of aBenefits of aSocial Media StrategySocial Media Strategy
A Social Media Strategy helps your organization A Social Media Strategy helps your organization have a have a consistent message and voiceconsistent message and voice
A Social Media Strategy helps A Social Media Strategy helps link your online outreach to your link your online outreach to your organization’s traditional media initiativesorganization’s traditional media initiatives
A Social Media Strategy can help A Social Media Strategy can help increase the amount and increase the amount and depth of advocacy your organization doesdepth of advocacy your organization does
strategystrategyIt all starts with a It all starts with a
Pieces of a social media strategyPieces of a social media strategy
AudienceAudience
AudienceAudience
StrangersStrangersFriendsFriendsDonorsDonorsLoyal DonorsLoyal DonorsAdvocatesAdvocates
Pieces of a socialPieces of a socialmedia strategymedia strategy
GoalsGoals
GoalsGoals
Long-termLong-termShort-termShort-term
Pieces of a social media strategyPieces of a social media strategy
ResourcesResources
ResourcesResources
PeoplePeopleTimeTimeMoneyMoneyToolsTools
Pieces of a social media strategyPieces of a social media strategy
ActionAction
ActionAction
WhoWhoWhatWhatWhenWhenWhat platformWhat platformWhat purposeWhat purposeOutcomeOutcome
It’s about the future of your fundraising.It’s about the future of your fundraising.
In its first year, Causes In its first year, Causes raised $2.5 million on raised $2.5 million on
Facebook and MySpace.Facebook and MySpace.
Generation Y Generation Y currently controls currently controls more than $211 more than $211
billion in spending billion in spending power.power.
It’s about the future of your clients.It’s about the future of your clients.
According to the Corporation for National and Community Service, According to the Corporation for National and Community Service, the growth rate of college student volunteers (approximately 20%) the growth rate of college student volunteers (approximately 20%) is more than double the growth rate of all adult volunteers (9%).is more than double the growth rate of all adult volunteers (9%).
In 2005, approximately 30.2 percent of college students In 2005, approximately 30.2 percent of college students volunteered, exceeding the volunteer rate for the general adult volunteered, exceeding the volunteer rate for the general adult
population of 28.8 percent.population of 28.8 percent.
The future of your organization depends upon it.It’s about the future of your workplace.It’s about the future of your workplace.
According to Deloitte and Touche, According to Deloitte and Touche, over 1/3 of our work force will need to over 1/3 of our work force will need to
be replaced in the next 20 years.be replaced in the next 20 years.
According to the Bridgespan Group, According to the Bridgespan Group, nearly 640,000 new senior managers nearly 640,000 new senior managers will be needed in the nonprofit sector will be needed in the nonprofit sector
in the next 10 years.in the next 10 years.
Start the conversationStart the conversationMake the commitmentMake the commitmentFind the championFind the champion
strategy
Volunteer recruitment
Board development
Press relations
Strategic planning
Employee relations
Buzz buildingPublic relations
CommunicationsDonor appreciation
Development
Event planningVolunteer retention
Employee recruitmentCommunity relations
Advocacy
Alliance building
Stnt image
Sam@CoolPeopleCare.org
CoolPeopleCare
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