The 2013 Millennial Impact Report was released by Achieve last month, detailing the trends of a rising generation that is “eager to connect, get involved, and give to causes they’re passionate about.”
The full report is chock full of great information, not only explaining the results of their surveys but laying out key impacts of their findings and how organizations can adapt their approach to meet the Millennial priorities.
Here are three key takeaways:
Your website has to live and breathe
Since the advent and meteoric rise of social media platforms, many organizations tend to focus their online outreach, updates, and photos to these platforms often neglecting their websites. But leaving out of date or generic information on a website is a major turn-off for Millennials. Your website is the center of your online universe - the sun to your orbiting social media planets. It needs to be just as robust, appealing and up-to-date as all your other other online environments.
Also, your website has to take the show on the road. Mobile access is on the rise as 87% of Millennials are carrying smartphones everyday. Creating a mobile-friendly online environment will keep mobile users engaged and enable impulsivity - from an admittedly impulsive generation.
Millennials are results-driven
Yes, we are impulsive and bit impatient at times (full disclosure: I am a Millennial), but it can serve us well. Millennials want to see the impact they are having immediately - they want results. Millennials have the desire to help and make a difference and are led by their passion. So it's the passion, the underlying cause, that will inspire them - not the institution or organization.
Be specific in your call-to-action and show tangible results. Millennials don't have a lot to give (yet), so they want to do the most good with what they have. Break down your ask into small increments, detailing how each gift will create change.
Keep it simple and concise
It's noisy out here. We are all overwhelmed daily with messaging trying to sell us or convince us to take action. Millennials will not spend a lot of time reading an email campaign (especially if it's too text heavy) or media messaging that is complex or unclear. They want honesty, brevity, and a picture or two that draws them in. Also, it's best to focus your call to action emphasizing the importance - and impact.
These takeaways can be quickly implemented and can have a big impact as you work to get Millennials to connect, involve, and give to your cause. Check out the full report for many more detailed recommendations and finding to continue engaging Millennials.