Because Millennials Donate With Their Eyes …
Nonprofits face a tricky marketing situation
If nonprofits can’t figure out how to convert their audiences from brick-and-mortar to digital, many will disappear by 2025. And this excerpt — from a recent article in OZY featuring Good Amplified CEO Amber J. Lawson, along with some knowledge drops from yours truly — explains why:
In the U.S. alone, charitable giving generated more than $358 billion in 2015, according to The NonProfit Times. But in the age of social media and YouTube, charities face a “tricky marketing situation,” says Kelly Collins, CEO of Vult Lab, a social media group specializing in … community building.
She notes how organizations have long relied on fundraising campaigns powered by snail mail, telemarketing and email. But to thrive, she says, these groups must “learn how to interact with millennials on mobile platforms.”
The main goal for nonprofits, Collins says, is to simply engage with millennials. They’re not playing the “everything must go viral” game so much because, Collins says, “they don’t expect young people to give money.” Instead, they’re striving for Likes and Follows to make an initial, lasting connection with millennials before worrying about getting donations from them.
“If they can’t figure out how to convert their audiences from brick-and-mortar to digital, I think many nonprofits will disappear by 2025,” Collins warns.
Read more in OZY: http://www.ozy.com/rising-stars/shes-making-make-a-wishs-dreams-come-true/67099
