YOUTH and NONPROFIT Partnerships

presented by Lee Fox 08/28/12

Brittany Trilphord 17 years old

Speaking on behalf of

generation next

GENERATION “WE”

#1 treat ALL PEOPLE equally

youth

are global citizens

with powerful

tools

Activity

Social Media

promoter

Traditional Cause

supporter

Donate Money 41% 41%

Volunteer Time 30% 15%

Event Participation 25% 11%

Purchasing for a Cause 25% 10%

Political Recruiting 22% 5%

Petition Recruiting 20% 4%

Donation Recruiting 11% 3%

Source: TNS Global survey 2010

WHY THE ONLINE SOCIAL WORLD MATTERS

In 2000 the digital divide was ECONOMIC

$75,000 or more $50,000 to $74,999 $25,000 to $49,999 Less than $23,000

94.2 83.5

65.3 34.5

NO “DIGITAL DIVIDES” IN U.S.A.

YOUTH WHITE BLACK ASIAN LATINO

Own a desktop or laptop computer

84 72 95 74

Own a cell phone, without internet access

61 60 74 61

Own a handheld device that connects to the internet

51 64 57 58

Own a gaming device that connects to the internet

47 51 43 50

Have access to computer that connects to the internet

96 94 98 96

Source: Participatory Politics : New Media Political Action

Virtual to Virtuous

2007

2012

Moments to Movements

moving from

people powered campaigns

“Body Peace Treaty” online petition

14 year old 84,000 signatures

10M users

Don’t call them “slacktivists”

one click to broadcast

virtual to viral

7 year old Charlie Simpson raised

$240,000 for Haiti

#2 don’t underestimate the power of youth

Adults see value in nonprofits –

and a majority get involved

through organizations (60%)

on one hand

on the other hand

02/2012 Study

ORGANIZED & TRADITIONAL

9 in 10 teens (92%) wish

they could do more to

help those in need.

when “volunteering” however

they can feel discounted because they’re

given menial tasks and often left out of

strategic decision-making and/or ideation.

the diversity of youth engagement

YOUTH activate differently

81% 72%

55% 67%

30% 43%

13%

PEER EMAIL FACEBOOK WEBSITE DATABASE

EVENTS OTHER

HOW DO YOU LIKE TO HEAR ABOUT

VOLUNTEER OPPORTUNTIIES?

TIP: CALLS TO ACTION MUST BE CLEAR & EASY

Get it done with a click. Make sure you’ve got a 1-step process for easy engagement.

58% of youth activists prefer short-term volunteering.

TIP: OFFER POSITIONS OF LEADERSHIP

77% of GenY are seeking a

seat on a nonprofit board.

48% wish they could apply their

professional or academic skills when volunteering

Passion-driven communities are directly

associated with increased volunteer and

charity work.

#3 be where they are. BE EVERYWHERE

Teens, Charity & Social Media February 2012

83% conduct research ANSWER THESE QUESTIONS:

- What do “gifts” and “volunteering” accomplish?

- What’s the latest “news” specific to the cause and organization?

LEARN

- Compelling visuals - Clear call to action - Concise mission - Not too much info

the 1st step towards more familiar forms of action!

67% of youth who have interacted with a

nonprofit have done so via facebook

easy to share do you have “social share” buttons?

KNOWLEDGE SHARING

High school students spend an average of 39 minutes a day accessing news!

#4 co-creation = transformation

we believe in the power

of one

Noa Mintz, age 12

Knitting via SKYPE video

Stitching their wounds

CRAFTIVISM

Girls in war-torn Sderot (Gaza Strip)

Lou Wegner age 15

acting & singing

animal cruelty

8 Chapters

1,000 Rescues

July 2010

Oct. 2011

HOW ARE YOU TELLING YOUR STORY?

"The Trust Pyramid“ by John Haydon

CALL TO ACTION FOR PREVIOUS GENERATIONS

"The Passion Pyramid“ by Lee Fox

FLIP THE TRAIDIONAL MODEL FOR “GENERATION WE”

Share

Learn

Collaborate

Impact

Co-creation networks

#5 think like a BRAND (relinquish control)

Youth are

mashing-up

philanthropy

83% of Americans say they wish brands would support causes

Why brands are relevant

3 OUT OF 4 YOUNG PEOPLE AGREE THAT COMPANIES HAVE THE MATERIAL RESOURCES TO NEEDED TO

SUPPORT SOCIAL CAUSES

ways to “let go”

age 12

cancer

tech

Logan Pazol

*game design *video production *guest blogging *technology training

DOES YOUR ORG NEED:

age 15 bullying video

Lauren Foose Julie Zelinger age 19

feminism

blogger

*theme song *website redesign *presentation build *photo portraits

DOES YOUR ORG NEED:

Age 14

$27,000 child poverty

$4,000 disaster relief

Age 15 photography

Baseball Children’s Hospital

Age 14

participatory projects

TIP: SHARE INFORMATION RESOURCES

Shameless self-promotion will be penalized. Your stakeholders are not giving “to you” but “thru you.”

Give credit where credit is due retweet, comment back, offer guest-blogging and/or highlight a youth philanthropic mash-up

#6 redefine activism

Mobilize with mobile

In 2012, the majority of 12-17 year olds have a smart phone

63% of all teens say they exchange text messages every day.

Don’t SPAM.

90% of 14-17

year olds have a

cell phone

16 M users (Q2 2012)

46% scan b/c they’re curious 41% scan to get more info 18% scan to get a free gift 16% scan to get exclusive content

QR code

Quick Response

SCAN LIFE

27% of online teens record & upload video

180M people (U.S.) watched

33B online videos in JUNE 2012

SHORT & SWEET! 2-to-10 min (6.8 min average)

INVITE FEEDBACK Comments, Quizzes, Polls, Contests

CALL TO ACTION Provide contact details

#7 get with the flow

$298B 2011 U.S. giving U.S. “GIVING”

2:1 GENY who volunteer

are more likely to

donate

YOUNG PEOPLE ARE WILLING TO GIVE

75% GENY gave in

2011

Source: 2011 Harris Interactive Study

26% GENZ gave in 2011

70%

Site Giving Social Giving

2012 Q2

14%

Portal Giving

8%

Driven by relationship

Driven by giving events

Driven by disaster

response

In 2011 how did you make your donations?

verbally over phone

e-m

ail

online deductpayroll

face

bo

ok

mobile

oth

er

in p

ers

on

on

line

ARE YOU LEAVING MONEY ON THE TABLE?

53% said they could have

given more

ELIMINATE over solicitation Be MORE transparent about what “giving” accomplishes

TRAGICALLY FLAWED?

Are today’s youth…

… or like their avatars… ARE THEY SOMETHING TO “MARVEL” AT?

Crowd-sourced activists

Generation “NEXT”

How do we value?

(misunderstood)

Source: Sortable

4x +

2x

2x +

2x

as likely to encourage others to sign a petition or contact a politician!

as likely to volunteer!

as likely to ask for donations!

as likely to take part in an event!

cause champion

Make it easy Make it social Make it real

Make it count

Join us on facebook: http://bit.ly/cause4KDZ Join us on twitter: @KooDooZ Email us: info@KooDooZ.com