MARKETING FOR NONPROFIT ORGANIZATIONS: 5 TIPS TO ATTRACT A MILLENNIAL AUDIENCE

I'll start by giving you 6 reasons why targeting your marketing to millennials is a plus for your nonprofit organization:

• Millennials get involved with causes that help other people, not with institutions.
• Millennials support actions, not brands.
• Millennials prefer to do small acts rather than commit to a cause entirely.
• Millennials influence their peers through their decisions and behaviors.
• Millennials consider that everything is worth the same (time, money, contacts, etc.)
• Millennials need to see and feel a brand's work without needing to be present.

If you're familiar with the way NGOs communicate today, you'll have noticed that the traditional approach has been left behind. Recently, we have witnessed a huge explosion of social responsibility campaigns and initiatives from numerous associations, and that's because society is increasingly aware of social and charitable causes thanks to digital media.

But it is specifically millennials who are the most committed to this type of action; 70% of them report having supported a social initiative through a donation made via a digital campaign.

That said, isn't it time to adapt marketing strategies and readjust them to the needs and interests of this new generation of consumers? The answer, obviously, is yes, but how?

 

5 tips to adapt your digital content to capture the attention of a millennial audience:

1. Language. Communicate casually, be natural, using clear language and trying to create a bond with your target audience. Be careful not to write messages that are too long, hard to read or boring.
   
2. Create educational, informative content with real data that helps the audience understand the importance of the cause. Email marketing is an excellent tool for educating consumers.
   
3. Adapt all your content, website and images to mobile devices. Regardless of whether we're targeting the millennial generation or not, it's already essential to be one hundred percent mobile-friendly.
   
4. Invite your audience to take action: include CTA buttons or action buttons next to relevant content to encourage people to support the cause at any time.
   
5. Facts and evidence. If you say one thing in your messages and then do another, this generation will penalize you with criticism. Make them feel like, and actually be, part of the cause they've decided to support with results and success stories from those who have benefited from their contribution. Storytelling is ideal if this is your goal.

Marketing to millennials is neither simpler nor more complicated than marketing strategies for other types of consumers: it's simply different. Marketing to millennials has to be dynamic, flexible and ever-changing, like our opinions.

If you want to adapt your NGO to digital marketing trends in order to attract donations, schedule a consultation with us; we know how to help you.

Don't forget to subscribe to our YouTube channel, or follow us on our Facebook Fan Page to learn more.