Are We Ready for These Young Kids?
This hyperconnectivity is:
- Creating users who are adept at finding answers to deep questions efficiently.
- Creating quick-acting multitaskers.
- Allowing users to learn more information quickly.
- Encouraging users to count on the Internet as their external brain.
- Allowing future generations to transform things like education.
- Are developing a need for instant gratification.
- Lack deep-thinking capabilities.
- Lack face-to-face social skills.
- Are becoming shallow consumers of information.
- Are settling for quick choices, due to a lack of patience.
Some of the findings are not necessarily a surprise, but let’s stop and think through what this means for us as marketers to these people. Forget what is positive vs. negative because all of these issues are realities when it comes to how we are going to engage and motivate them to get involved.
Efficiency, speed, instant gratification
If you are someone out there with four-page letters in the mail or a website that requires multiple clicks to actually get to the meat of things, you need to be nervous. But those are the easy observations.
This generation is not willing to wait around for much. This means that we’ve got to make our case quickly and in a way that appeals to these donors. We also know from other studies that the younger generations are somewhat skeptical and require detailed information around operations, financial accountability and mission progress to make a decision to support a charity. So, the challenge with this younger group is how we provide the right level of detail around the key topics in an efficient way.
And while this is not something that is studied yet, one could easily imagine this group associating the inability to access information in digital form and quickly with not just frustration but a lack of trust. Whether it is lack of patience or shallowness, it doesn’t really matter because it’s clear that it will have a negative impact on their desire and ultimate decision to engage with a brand.
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.