Typically, the younger audiences aren’t targeted for donations or volunteerism. Perhaps there’s an assumption that the youth don’t have money to give or that they simply don’t care. Guess again…and re-focus your campaign.

Gen-Y has become a major force in social change. They’re more active, more social, and are able to motivate themselves in ways other generations have never done. What has changed?

There are a few reasons for the shift that may explain this trend:

To begin, the poor economy has affected philanthropic donations. Consequently, there were more $5 donations than $1000 donations. In fact, single donors made up roughly 70 percent of all donations. I think it’s safe to say we can all afford $5. By making the amount affordable for every generation, there’s more potential donors.

Another increasingly useful tool is the cellphone donation. In the days where cellphones outnumber land-lines, campaigns can reach a larger audience without paying more. Gen-Y is guilty of being inseparable from their phones and use them for just about everything. Sending a quick text is easier than calling a hot-line or mailing in a check…and it’s FAST. Here are some examples of successful phone-driven campaigns:

1. American Idol – Besides encouraging viewers to vote for their favorite singer, American Idol requested their enormous audience to donate to global social issues via SMS (text) in the Idol Gives Back campaign.
2. Haiti – In the days and months after the devastating earthquake in Haiti, several organizations asked for donations of $5-$10.
3. Gulf Spill – The recent oil spill in the Gulf of Mexico has caused serious damage on multiple fronts. While measures to stop the leak continue, donations for the local residents, wildlife, and water are possible via text.

Some campaigns are ahead of the curve. Products that Gen-Y buy have enough influence to evoke some empathy and motivation. For example:

1. Concert for Haiti
2. White Castle/KFC
3. Pepsi Refresh

Finally, social media networks where Gen-Y gather can get huge groups to support a cause. Mainly, (and somewhat obviously):

• Facebook
• Twitter
• Open forums and chatrooms

It seems that the cause for the disparity between generations social participation is the significant difference in technology. Gen-Y is very technically hands-on. They share information on broad, loosely defined, networks. They are comfortable using new forms of social networking and spend a lot of time on them. All these new tools allow them to be connected 24/7, while other generations talk, get news, and spend time differently.

Related articles

• Embrace the Gen-Y Stereotypes (itsjosipnotjoseph.com)
• Your Business Will be Run by Gen-Y – Get Over It (startupprofessionals.com)
• Gen Y, Social Media, and Learning in the Digital Age (debaird.net)

The recent tragedy in Haiti affected people all around the world. Communication was imperative but not readily available. Friends and families couldn’t verify who was safe, relief groups were unable to organize properly, and Haiti was unable to help themselves recover. Governments and disaster relief groups rushed to help any way they could. However, the damage was done.

Help was needed and social media answered the call.

“A 48-hour-old fundraising campaign to help Haiti earthquake victims, done solely through text messages, was already stunning Red Cross officials on Thursday when it hit $3 million. By Friday morning, the tally had more than doubled.

The campaign, made viral on networking sites like Twitter and Facebook, had raised $8 million by Friday, according to a Twitter message from the White House that was re-posted on the Red Cross account.

The organization also has accounts on Facebook, Flickr and YouTube as well as its own blog, and hosts an online newsroom that provides updates on the organization’s disaster responses. (CNN)”

Social media tools also helped relieve some unease by linking families and friends together.

Connecting Through Social Media

Do you think social media proved its value during this crisis?