Are We Ready for These Young Kids?
We all know I’m an infographic junkie — I just love them. Send me an e-mail with one in it, and you’ll have me hooked. But recently I read an article that was so interesting to me, I almost never made it to the infographic before I started noodling what this really means for us as marketers and fundraisers.
The article is “The Hyperconnected Life,” and it talks about teens and young adults and how they use technology. Also within the article is a link to the report Teens and Technology 2013, which was done through research by Pew’s Internet & American Life Project. And, of course, there’s an infographic.
Now, I realize our industry is no stranger to trying to understand the younger generation. And no one is debating that many of our donors are from the older generations. But we also know that those donors are aging, and all nonprofits are focused on trying to engage individuals along the entire life cycle. Young adults might not have much money, but they have time for volunteering and participating, and they also have a lot of friends — meaning their networking reach can be extensive.
What’s interesting is that they are not like their parents. So while they may be introduced to nonprofit giving and volunteering through their parents and family activities, they are wired (forgive the pun) totally differently.
Here are some key findings in the report and some thoughts that came to my mind. Of course, it’s not surprising how “connected” they are for their age: 80 percent own a computer, 78 percent a cell phone and 37 percent own a smartphone. But the real question is how this affects their view of life, how they interact, etc. In fact, in the Pew report it seems that the experts are split as to whether this level of connectivity is positive or negative.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.