30 ideas to amplify your millennial participation
TRANSCRIPT
30 Ideas to Amplify Your Millennial ParticipationJosh Robertson and Brian Gawor
Are you ready?
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Targeted Digital Advertising
Reach your supporters where they spend their time1
Source: M+R 2016 Benchmarking Report
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Geo-Location
Make their place – your place2 BuildingsStadiumGraduation FacilityDeliver Custom Mobile AdsCampus AppGive NowUpdate your Information
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WAY FIRST Data Enrichment
Reaching out to say we care about keep in touch312% Click to Open Rate
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Cellular Data Append
Get those mobile numbers4
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Recent Grad Engagement Campaigns
Special communications
Partner Across CampusAlumni AssociationAthleticsCareer Services
Survey First Invite back to Campus Remember when they miss you
the most…play off the nostalgia
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Advanced Address Research
Not your grandma’s NCOA6 Estimated that 40% of Americans don’t file a change-of-address form with the Post Office
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Social Media Stewardship
Make gratitude social7
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Direct mail is not dead
Stop measuring in silos
Think Beyond solicitation
Take a trip to admissions office
Personalize
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Snapchat
Disappearing conversations massive conversion9
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Student Philanthropy Programs
Build the Culture of Philanthropy Before Students Leave Campus
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Student Philanthropy – Phonathons
Asking Giving11 of student fundraisers
(phonathon) indicate that because of their experience, they are
more likely to give.
RuffaloCODY 2014 Survey
USA, Canada, Australian = 714
94%http://www.ruffalonl.com/fundraising-management/white-paper-developing-phonathon-callers/
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Engage Millennials as Volunteers
They will be more likely to give12
of Millennial alumni who have
volunteered with their alma mater
plan to donate.
2014 Millennial Alumni Survey,themillennialimpact.org
82%
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Crowdfunding Engages Millennials
And builds on peer connections13
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Giving Days
Answer: “Why Give Now?”14
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Ambassadors
Peer to peer is the Millennial authenticity engineRecent giving day: $393,681
1,781 gifts837
from direct ambassador influence
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Enable social sharing after gifts
For online AND offline giving.16
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Use Video
It makes a difference17
A message to my donor:“I won’t let you down. I promise I will make a difference.”- Sydney scholarship recipient.
https://youtu.be/7nXkPVHimpE
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Ungray your donor stories
Annual, leadership AND major gifts18
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Mobile optimization
If it’s not mobile optimized, it’s dead to them
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Stop Asking for Everything
Reduce Giving Page Friction20 How many clicks does it
take to give? 3 minutes and 58 seconds on
average for an online purchase. 4 minutes and 15 seconds
for online donations*. Ask your team: “What do we actually
need to accept a gift?” How long does it take to make a gift to Charity
Water on FB?
(*Nielson Norman Group Study)
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Retargeting
Bring that traffic back
Giving Page Event Page Info Update
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Customized Giving Pages
If you are using just one page, you’re doing it wrong Customized ask amounts Theme to match
related appealsCYE-HolidayPhonathon fulfillmentRecurring Giving Campaign
Matching Challenge
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Build on the relationship
Why are you using a shotgun?
Target based on identified passion.
Use the data you have.
Get data you don’t have.
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Connect with Millennial passion
“It’s not about you.”24 of Millennials say
they would donate to their alma
mater.73%percent who would donate to another
cause first: 75%
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Online Degree Young Alumni
Growing number of online students
Different experience Unique segment Unique message Different results
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Create Cool Events
Drinks with the president is so 198226
YOU HAVE THE PEOPLE AND IDEAS TO POWER THE BEST EVENTS
UNIVERSITY OF TORONTO – CASE AWARD
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Recurring Giving
The Forever Donor Engine27
Source: Network for Good
25% Renewal of New Single Gift
Donors80% Renewal of New Recurring
Donors
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Emulate Top Causes
Higher Education Donors are Donors28
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Develop Actionable Surveying
Feedback is the Millennial mindset
Stay focused Keep it short Recognize their
participation Enable Social sharing Don’t ask and ignore
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Partner with Career Services
Young alumni want and need help
Only 14% of Millennials say they have received help from career services.
43% of young alumni who received help had donated.
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Source: 2014 Millennial Alumni Survey
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Brian Gawor, CFREVice President
Twitter: @BrianGawor
Josh RobertsonVice PresidentProduct [email protected]: @JRobertson207
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