The Nonprofit Marketing Blog

Millennials as Your Secret Weapon

Nonprofits are finding new ways to tap the most vocal supporters outside their core networks to become active supporters of their causes. These supporters, or peer influencers, could be even more important than your brand. While young people may be inclined to “like” or share your existing information, you must respect the fact that they are capable of much more. Focus instead on inspiring Millennials to create and share their own perspectives. Give them the opportunity to take greater ownership over how you are perceived in the world. Peer influencers can help establish trust, exchange ideas and information, and demonstrate relevance.

Millennials as Your Secret Weapon

 

You can begin to embrace peer influencers and make them work for you by following these steps:

  1. Consider working with influencers so you can know the message they are sending while giving them room to adapt and remix it.
  2. Create opportunities for influencers to be creative, and recognize their efforts when they have success.
  3. Make sure your website and landing pages are easy to read and access, or the influence will not work.
  4. Monitor the reach of your influence (retweets, etc.).
  5. Help your staff understand and leverage the power of influencers.

At the end of the day, Millennials are highly selective about what organizations they engage with in a crowded and noisy marketplace. Even though peer influence might attract a Millennial to click or read, it might not be enough to persuade them to follow your social channels. The key to reaching and engaging Millennials isn’t to do more traditional, expensive advertising and marketing campaigns or flashy, creative social efforts that emerge from inside your operation. It’s about finding a way into conversations between Millennials, and then letting those conversations take their course.

Adapted from Network for Good’s eBook “The Millennial Donor Playbook,” by Kari Saratovsky, Chief Engagement Officer at Third Plateau Social Impact Strategies

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About This Blog

Linda Lombardi

We’re here to help you win hearts and minds—and donations.

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