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The Millennial Mindset: What Gets Them to Give?

November 30, 2023

April 6, 2018

Written By:

Zack Shockley

"Its not wether you get knocked down"

Name

If you could be anyone you wanted to be, who would you be? How exciting is it to think that you could start a new chapter in your life in a whole new world? Without the limitations of the physical world and human constructs that have been created around you?

Well that’s where the Metaverse comes in. There are whole new worlds being created out there that will remove the physical limitations of life and allow you to chase your dreams and be who you want to be.

Sounds pretty exciting right? Let’s dig in a little more to understand what this might look like.

SO, WHAT IS THE METAVERSE?

Simply put, the Metaverse is the convergence of all the digital things you do online into one virtual experience.

In a sense, it already exists. We sit on Zoom calls, research on the web, talk on social media, buy things on Amazon, watch streaming events and online video, and play games. The Metaverse is already here.

But think of tying all of it together and removing some of the limitations that still exist in your physical life when you access the web.

But how is this all of the sudden now possible?

When I told my parents I was going to major in digital art, my decision was met with echoing questions:

“What even is that?”

“How are you going to make a living?”

Now 10 years out of college and as the Senior Digital Art Director at Karsh Hagan, I understand that these questions aren’t far from what we hear from prospects and clients on a daily basis.

“What is digital art, and how can it help our brand’s advertising strategy?” Let’s start from the top.

What is Digital Art?

Digital art is an artistic work or practice that uses digital technology as part of the creative or presentation process.

Digital art is all around us. It’s everywhere we look. From movies like Pixar’s ‘Toy Story’ to apps like Instagram, digital art has introduced modes of storytelling that were once impossible, making it a valuable and limitless tool for advertising.

Why is Digital Art a Successful Marketing Tactic?

Now, more than ever, we’re a visually driven society. It’s no coincidence that we’re naturally drawn to images, when you consider that 90% of the information processed by the brain is visual, and that our brain processes images 60,000 times faster than text. The brain’s preference for images even impacts how memory is formed as 80% of people remember what they see, compared to 20 percent of what they read. That makes digital art an especially important tactic for brands looking to create a campaign that’s as efficient as it is impactful.

What is the Difference Between Digital Art and Traditional Art?

When it comes to advertising, the difference between digital art and traditional art is simple. There are no gatekeepers. Anyone with a phone in their pocket and a little bit of creativity can create and share their art. Unlike the billboards or magazines of the past, online apps allow artists to instantly publish their work for free for all to see.

The success of digital art within that context comes down to ROI. Delivering the highest return on your investment requires the ability to measure, analyze, and adapt your strategy – it requires the ability to learn. Digital art is iterative and efficient – allowing us to easily track engagement rates that let us fail fast, tweak, and refine. We can then use that information to employ data-proven digital art across all marketing channels, ultimately delivering a product that best serves your brand and your audience.

How You Can Use Digital Art In Brand Advertising

At Karsh Hagan, we have used our understanding to create beautiful and effective marketing campaigns for our clients. For VISIT DENVER we created an immersive world that targeted convention planners all over the country. We created three unique videos, using 2.5D animation. These videos were seen by over 462,610 people and counting! Check out the work here:

At Karsh Hagan, we have used our understanding to create beautiful and effective marketing campaigns for our clients. For VISIT DENVER we created an immersive world that targeted convention planners all over the country. We created three unique videos, using 2.5D animation. These videos were seen by over 462,610 people and counting! Check out the work here:

Though often labeled as lazy and self-absorbed, millennials are proving to be a much more giving than their stereotypes suggest. Nonprofits large and small have long been infatuated with the generation, but many are still struggling to reach them.

According to research by Blackbaud, 60% of millennials give an average of $481 to charity per year. That may not stack up particularly well to the dollar amount given by 59% of Generation X ($732) and 72% of baby boomers ($1,212). But millennials make up the largest demographic in the United States, so connecting with them could lead to massive returns for any organization. However, it’s important to understand that they differ from previous generations in how they donate.

HOW DONATING DIFFERS

Donating habits of baby boomers (1946-1964) seem to be just that: habit. Unlike millennials, whose donations spike after crises and disasters, boomers are regular and steady contributors to their charities, helping them combine for a respectable 43% of total giving. They view things like community service and donating blood as cultural norms and continue to lead those areas (60% of blood donations come from those over 40).

Much of the donating styles for Generation X (1969-1979) have been inherited from baby boomers. But as they become more comfortable with today’s technology, their habits are beginning to mimic those of the tech-savvy millennials. Overall, Generation X makes up about 20% of total giving.

Despite having the largest population, millennials account for just 11% of total giving. Millennials (1981-1995) are an outcome-based bunch. They like to see exactly where their time and money is going and crave the concrete evidence that shows how their contributions are making a difference.

Millennials enjoy instant gratification and are able to earn it from online crowd funding sites like GoFundMe that set specific goals. Every time a donation is made, they see their contribution push the total toward the set goal. Social media platforms like Facebook are great organization tools for orchestrating volunteer events. The ability to check-in to specific locations and share photos allows millennials to share their beliefs while earning the satisfaction of contributing to their causes.

CHANGING THE DONATING BEHAVIOR OF MILLENNIALS

The good news is that millennials are reachable. But what motivates them to give? And what are the best approaches to engage them in ways that can change their behavior?

1. LEVERAGE SOCIAL

Millennials are constantly connected via smart phones and have the ability to influence thousands of their peers through social platforms, so it makes sense that social media is a good place to start.  

Tap into the social power that they possess by telling stories, posting engaging photos, showing where their efforts go and how they make a difference. Share your results with them so that they can retweet and repost to the masses. Millennials are more likely to donate to a cause that they’ve heard about through friends or family, so leverage word-of-mouth marketing by distributing your most shareable content and let them do the rest.

2. MAKE IT EASY

Millennials donate the same way they buy: impulsively. They’re used to making spontaneous decisions, from getting new music on Spotify to making purchases with two-day shipping on Amazon. This impulsive behavior translates into the ways that they donate. They contribute when they are inspired. So, if you’re looking to cash in on the generation, it’s crucial that you make it easy for them to give at a moment’s notice.

The younger generations gravitate towards easy donation styles like online platforms (47%), add-on to retail purchases (53%) and mobile (62%), so it’s important that your website is optimized for mobile. Recurring giving options can work as an easy way to keep them giving more than just an impulse-donation.

3. GO TO THEM

For nonprofits interested in more than monetary donations, going straight to the source is a great way to drive results. For example, according to NBC News, fewer than 10% of blood donations come from those aged 23-29. Yet over the past decade, blood banks have increased donations by hosting high school and college blood drives. This makes it easier for millennials to donate while offering a chance to spread the word socially with photo opportunities and hashtags.  

4. GIVE THEM THE FACTS

As a group that loves tangible results, it’s important that they know what type of impact their efforts can have. Once millennials are armed with the facts, they are much more likely to take action. Brands like TOMS and Warby Parker have worked this idea into their identity, each pledging to donate one pair of shoes or glasses, respectively, to someone in need with each pair purchased. Millennials gravitate toward this business model, not only because they enjoy the brand and the product and the fact that they’re giving back, but also because they know exactly what type of impact they are making with every purchase.

5. KEEP THE CONVERSATION GOING

One-and-done donations aren’t going to get the job done. Retention is key for millennials and they’re a group that is ready to become regular contributors. The best way to ensure they stick around is to keep in touch with them.

Many millennials lack the financial resources to make significant single donations. Instead, they’re often willing to contribute smaller amounts more frequently. If they have signed up to make a monthly donation, thank them each time or offer gifts to show that their generosity is appreciated. If they are one-time donors, follow up and let them know their first donation made a difference, but there is still work to be done. In either case, show them where their contributions are going and highlight the difference they are making. Re-engage with them often so that you are staying top-of-mind. They value relationships and transparency and they’re accustomed to staying connected, so use this connection to build and maintain loyalty.

Just like targeting any group, to successfully reach millennials you first must understand their values and habits. Recognizing the behaviors of this up-and-coming generation can be important to the success of your nonprofit.

While stereotypes surrounding the millennial generation may carry some truth, at the end of the day, they’re willing and able to be generous donators and volunteers. But as a new generation, they require you to create new techniques to engage them in your cause.  

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