Millennials have surpassed Baby Boomers as the United States’ largest living generation, according to the U.S. Census Bureau. With that in mind, it’s no surprise that everyone is competing for their attention. So, what can you do to get the attention of this popular segment?
First, it is important to realize that Millennials care about charitable giving and they now have the money to help. According to the Millennial Impact Report, 84% of Millennial employees and managers made charitable donations in 2014. According to the Pew Research Center, Millennials are people ages 20 to 36. So we need to start talking to Millennials like the adults that they are.
Second, we need to provide Millennials with convenient ways to give. This digital age we live in affects everyone. While Gen Xers and Baby Boomers use their phones regularly, most Millennials feel that it’s an extension of who they are, like an extra brain. If they need to know anything, it’s a simple google search away. More and more people are using phones in place of computers. This means everything needs to be mobile responsive. At Summit Marketing, we insist on mobile responsive design for our clients because we know it is critical to their success. Millennials won’t waste their time zooming in to find your donate button. If it isn’t user-friendly they’ll find another cause to support.
Third, when using traditional media, provide your audience with a digital option. According to the NGO Online Technology Report, a worldwide study for the year 2015 revealed that 72% of millennials and 66% of Gen Xers prefer to make their donations online. With a large majority of younger donors preferring to make their donations online, we need to make sure donation pages are easy to access. Susan Yockey, Director of Strategic Fundraising Client Services at Summit Marketing says, “We include online donation options in our direct mail packages for The Salvation Army because more and more donors are wanting that option.” Postcards are a great option because studies show they are effective at generating website traffic. Postal mail is welcomed by younger audiences who haven’t been inundated by it. It’s also a very cost-effective option.
Finally, when speaking to millennials use concise messaging. If you have a billboard or print ad, include your web address, but don’t crowd the space with http://www, that is no longer necessary and it will make your brand look dated. Also, don’t waste space including your phone number and physical address. If your audience is interested in that information they can get it on your website. Including those in traditional advertising adds unnecessary clutter that distracts from your message.
Traditional advertising media are still great options for reaching Millennials, we just need to ensure the message speaks to them. This means we should speak to them like caring adults, provide them with convenient digital ways to give and use concise messaging without superfluous information.
Want to learn more about marketing to millennials? Contact us at Info@Summitmarketing.com
Bethany Duber, Copywriter, authored this blog post. When she isn’t writing for Summit Marketing’s nonprofit clients she spends her free time writing blogs and recording content for her and her husband’s film review podcast. Her favorite social platforms include Twitter, Facebook and Snapchat and she is always interested in the next new thing.