Social Media & Non-Profits: How Can We Get Millennials to Give?

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With the rise of social media, social causes and charities seem to be more prominent and important than every before. It seems like every time I scroll though my newsfeed, I am learning about a new Go Fund Me campaign for a family or a fundraiser to raise money for Angels Among Us Pet Rescue. As a millennial, I am very interested in these causes; I often learn about them because my friends have shared them. Could it be that that there are there more charities that exist now than what existed before? Or do we see these posts so often because millennials are more charitable than other generations? Perhaps there is just a different way that millennials choose to go about donating. If social media is a main pillar of communication and community for millennials, it would make sense that they would choose to learn about causes and donate through social media. Research also shows that in 2014, people between the ages of 16 and 24 gave the second highest amount to charity. We can thank social media and the Ice Bucket Challenge for that (Targeting Millennials).

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Since 1971, charitable donations have consistently made up anywhere between 1.7% and 2.3% of America’s Gross Domestic Product (American Press Institute). Although it seems like we are being more charitable, we’re really not. Perhaps the perception that we are becoming more charitable is based on what we are exposed to more charitable efforts on social media? Are we sharing these fund-raising posts but not really donating any money to them? If this is indeed the case, I believe that the percentage of donations will soon increase, as millennials gain more spending power and make up a larger percentage of the market and as marketers for these charitable orgianizations are understanding how to use social media to reach out to the millennial audience.

Who are these millennials and what do they care about? The term millennial refers to individuals that were born between 1980 and 2000. According to Millennial Marketing, this demographic group represents 25% of the U.S. Population and accounts for 21% of consumer discretionary purchases. While some older generations often may consider this group to be self-centered, lazy, and disrespectful, common positive demographic traits for this group includes being open minded, supportive of others, and receptive to new and different ideas. This group of individuals also purchases products differently than other generations; they truly put their money where their mouth is. In fact, over 50% of millennials are more willing to make a purchase from a company if that company supports a cause that they cared about (ex: animal and homeless shelter donations). What does that mean for brands? Brands that support more than just making profits are more appealing to millennials. The Millennial Marketing study also states that 37% of millennials are willing to purchase products and services that support causes that they believe in, even if that means paying more money. This group also grew up with technology and are social media savvy. They have smart phones and keep up with the latest news on channels like Facebook, Twitter, Instagram, Periscope, and SnapChat. What does this mean for marketers and advertisers? How does this affect the marketing techniques for brands, especially those that include millennials in their target demographic? Does this have an overall effect on charitable donations? Some brands are really taking notice and are adjusting their brand strategies and marketing techniques accordingly.

The fast food brand, Wendy’s creates their marketing strategy with millennials in mind. Have you noticed that in the majority of their television ads, they feature millennials? They also have one of the most dynamic and engaging social media presences out of all of the fast food giants. The brand is fun and people want to engage. One of their recent integrated marketing campaigns, #ShareforAdoption, takes a product that they sell (soft drinks) and allows customers to take action on social media in order to raise money for a charity- The Dave Thomas Foundation for Adoption. Every time a customer takes a photo with the Wendy’s cup and shares it on social media using #ShareforAdoption, Wendy’s donates $5 to the charity. Why would you not want to do that?! It literally only takes ten seconds to raise $5 for a charity. As a millennial, I couldn’t imagine not taking a few seconds to help support this cause and share it with my friends in hopes that they support the cause as well.

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During an interview, I asked a 20-year old college student, Sierra Nolan, how she felt about the promotion- “I think it’s great that Wendy’s is donating money for adoption. I actually don’t eat at Wendy’s too often, but because I saw on Instagram what Wendy’s was doing, I actually stopped by there for lunch one day last week with a few of my friends. We needed to eat lunch anyways, so why not help give to charity when I do.” Her comments resembled what studies have been saying about millennials and how they choose to purchase products. If you look on social media, there are thousands and thousands of posts from Wendy’s customers responding to this promotion. The brand as a whole is being shared on social media and is being discussed within social circles, including on college campuses. This is a great example of how the forward thinking by Wendy’s marketing team has increased the digital footprint and popularity of the brand among millennials.

Another brand that really appeals to the charitable side of millennials is Toms. Since it’s initiation, Toms shoes has pledged to give a pair of shoes to a child in need for every pair of shoes that they sell. This “one for one” philosophy has made the brand successful  and a well-known brand among millennials. Toms also created “A Day Without Shoes” which occurs May 21st every year. On this day, people are encouraged to go barefoot for the day to realize how difficult life would be if you couldn’t afford to wear shoes. Also during this day, many Toms retailers offer a big promotion to help promote these shoes. Hashtags #oneforone and #adaywithoutshoes will be trending on social media, as millennials are sharing photos of them participating in this social cause. Wearing Toms is the cool thing to do because it supports a bigger cause. The shoes are really expensive, in my opinion, for what they are (canvas and a flat sole), but that doesn’t stop millions of millennials from wearing them. Toms also has a collegeate product line, allowing you to purchase shoes in your school colors. I have purchased at last three pairs myself. Because of this success, Toms has branched out to include sunglasses, jewelry, and small accessories. They also support other “one for one” businesses on their website and social media pages.

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In addition to large, multi-million dollar brands like Wendy’s and Toms, smaller start-up organizations are better understanding millennials and are taking the qualities they value into consideration when creating a company and the associated marketing message. The video below discusses a start-up brand, Karma-52. This online-based company sells products to benefit charity. For each product sold, $7.52 is donated to the specific charity of the week. These products include t-shirts, hats, jackets, and pet clothes. Wearing apparel that supports causes seems more important today than wearing top name brands. Brands like Karma-52 build their entire business model around millennials.

Other companies are choosing to run sales promotions where the company donates to a charity for every purchase of a participating product. Is giving to charity more important than receiving a discount off the product or a free item with purchase? One thing is for sure, marketers are going to have to shift their marketing strategy and perhaps their business model in order to stay relevant and accommodate the needs and qualifications of the millennial buyer. This includes being up to date on all the newest technology and social media platforms. You have to be where you customers are. Because of social media, they are able to dictate when, where, and how they hear from your brand.

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What do all of these brands have in common? Are these products cheap? No. Are these products made with top quality materials? Maybe not. The key is that these brands are appealing to the millennial generation and making it easy for these individuals to feel that they are making a contribution to society. These brands are being successful in the marketplace because they are understanding their customer base. We know that charity is important to millennials. So is social media communication and a sense of community. These brands have realized this and capitalized on these realities to promote their brand and increase their business. I feel that more and more brands will follow suit in the weeks and months to come.

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