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THE NEW RULES OF ATTRACTION FOR THE NEXT GENERATION
Written by: Billy SharmaArticle Overview: Recently, we’ve heard a lot about how we should be using social media to appeal to the younger generation. However, much of the focus has been about the tools and how they work, but little about how and why they appeal to the younger generation.
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Free Download - WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? By Billy Sharma |
THE NEW RULES OF ATTRACTION FOR THE NEXT GENERATION
Recently, we’ve heard a lot
about how we should be using social media to appeal to the younger generation.
However, much of the focus
has been about the tools and how they work, but little about how and why they
appeal to the younger generation.
First, Gen X, Gen Y, and Gen
Z are all quite different from their parents. They respond differently. This
generation demands closeness with the cause they support.
Charities that utilize Web
2.0 will be more successful because they offer this group what they really
need: control, interactivity, networking and community-building opportunities.
Also because this generation
donates in a public common forum, the majority also appreciates being thanked
in the public commons forum.
They definitely don’t want
or expect a thank you note from the cause they support for the $5 or $10
donation they gave on a social networking site.
They would rather be thanked
and complimented for their effort online in a public commons media like
Facebook Causes or Change.org for all their networking friends to see.
They do give smaller amounts
but they tend to give to many causes that they may never have heard of before
they saw them on Facebook, Twitter, MySpace, Change.org, etc.
In short, if your
organization isn’t on these sites, then your organization is not on their radar
screens.
Finally, when they donate
they only provide their e-mail address and opt out of providing your organization
their mailing address. They are smart enough to know that their contact info
could be bought, sold, or traded many times over.
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