Gaining support from millennials is important, and yes, they do want to support organisations; it’s just how you go about it that matters.
I’ve recently spent some time with a group of 17 to 26 years olds talking about charities and how people connect with them and how charities work to connect with supporters. Some great insights for me, and I’m glad I had the opportunity.
One thing that came across loud and clear, was the need for great storytelling, not meanigless information, muddled stats, but real stories about the people, the cause that the organisation is working to help.
Millennials want to know who you are helping, they want to hear the stories from the people being helped. Little Casandra needing surgery so she can continue in school is more likely to get support than some airy fairy long winded explanation and meaningless raft of stats about kids missing out on schooling due to health issues.
They always want to know how you are helping, what you’re doing to make things better. And, yes, they want to know why they should help.
When tapping into millennials it’s important to be a storyteller, tell the stories of who/what is going to benefit. Better still, where possible have those benefiting tell their own stories.
When talking about your work, when telling stories use images, videos and infographics, 1000 words will likely turn millennials off, a 2-3 minute video will capture their attention.
We all know there’s duplication in the charity sector, and the group I talked with said it was important to show how you’re different, show how you handle your cause differenlty, what makes you stand out from others doing the same or similar thing.
They also want to know how the money is being used, they want organisations to be fully open. They also said they want to know what the campaign total was.
And, you have to be clear about what action you want millennials to take, don’t assume they can read your mind. Be transparent, if you want money – ask, if you want them to share your information – ask. Plain and simple really.
One thing that I hadn’t considered that this group said was important, is they want to know who is supporting your cause now, and what is their story, what makes them motivated to support.
We can’t assume all supporters, current or ones we’re trying to attract will respond to the same message, the same plea. Charity appeals are no different really to other marketing forms, different people speak and hear differently, some people want scant information, others want the most indepth information you can give them. The trick is knowing who your supporters are and adapting to them.
Have you run a campaign specifically targetted at millennials, how did you go, what tips and tricks do you have you can share?