Future of Social: Generation Z

Look  Out  Everyone,  Here  Comes  Gen  Z  Donors  The  Power  of  Individuals  in  A  Connected  World!  

 Beth  Kanter,    Master  Trainer,  Author,  Speaker,  and  Blogger    

Future  of  Social  Conference  –  London,  June  2015  

Beth  Kanter:    Master  Trainer,  Author,    and  Blogger  

@kanter  

Beth  356,371  

Conan  236,251  

Broadband  Mobile   Social  Networks  

3  Digital  RevoluNons  

NGO  Photography  

InsNtuNons  Need  To  Change  From  the  Inside  Out  

Embrace  OrganizaNonal  and  Individual  Networks  

If  you  can’t  fly  then  run,  if  you  can’t  run  then  walk,  if  you  can’t  walk  then  crawl,  but  whatever  you  do  you  have  to  keep  

moving  forward.”  

CRAWL

WALK

RUN

FLY Where is your organization?

Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Leader and employees use social but no strategy

Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Best Practices Measurement and learning in all above

Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online

Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement

Share  Pair:    Where’s  Your  OrganizaNon  Now?  

•  Is  your  organizaKon  at  crawl,  walk,  run,  or  fly?    

• What  do  you  need  to  do  to  improve  so  you  can  embrace  the  future  of  social?  

Social  Media  and  Fundraising  

Flickr  Photo  by  tedski  

Charity  SlackNvists  

No!!    

AcNve  Social  Media  Users  Are  Donors!    

AcNve  Social  Media  Users    Are  Likely  To  Be  NEW  Donors  To  Charity  

AcNve  Social  Media  Users  Are  Likely  To    Post  on  Social  About  DonaNng  

Share  Pair  

   •  Reflect  on  your  organizaKon’s  experience  with  Millennial  donors  

•  Imagine  GeneraKon  Z  donros  as  extreme  versions  of  Millennial  donors.      What  do  you  think  they’ll  be  like?  

MEET  

2012  

2007  

hXp://generaKonz.com.au/  

16%  of  populaKon  in  

UK  

Gen  Z  has  larger  

networks,  more  global  

“New  generaNons  grow  &  develop  &  become  be]er  than  the  previous  ones.  It's  the  reason  we're  not  in  the  Dark  Ages  anymore.  No  ma]er  your  posiNon  or  place  in  life,  it  is  imperaNve  to  create  opportuniNes  for  children,  so  that  we  can  grow  up  to  blow  you  away.”    Adora  Svitak  

They  Are  Already  Blowing  Us  Away  at  Age  17!    

Jack  Andraka:    Finding  a  cure  for  cancer    

Malalla  Yousafzai,  world’s  youngest  Nobel  Prize  recipient  

51%:        World  peace  41%:        Clean  water    40%:        Global  poverty  16%:        Gender  equality  12%:        Climate  change  

“We  can  no  longer  be  in  denial  about  social  inequality  or  poliKcal  unrest  because  in  an  informaKon  age  it’s  thrust  in  front  of  our  faces.”        

Social  Media  for  Social  Change,  Not  Social  Currency  

JWT  Intelligence  

(Social)  Entrepreneurial  Spirit  in  their  DNA!  

61%  of  high  school  students  want  to  be  an  entrepreneur  rather  than  an  employee    Source:    Millennial  Branding  Study  

Not  Afraid  To  Stand  Up  for  What’s  Right  

GeneraNon  Z:  Have  Generosity  in  their  Genes  

•  20%  want  to  start  a  charity  in  their  lifeKme  

•  49%  volunteer  at  least  once  a  month  •  32%  have  donated  their  own  money  (or  

their  allowances)  •  26%  have  raised  money  for  a  charity  •  39%  consider  giving  Kme  and  money  to  

charity  a  “measure  of  success”    

Stats  from  Cassandra  Report  –  research  on  US/UK  teens    

Charlie  Simpson:  Disaster  Philanthropy  

Economic  Concerns  Weigh  Heavily  

Create  Social  Change  Orgs  with  Their  Allowance!  

$16.90  per  week  in  allowance  which  translates  to  $44  billion  a  year  

What  can  we  learn  from  early  adopter  nonprofits  who  are  engaging  Gen  Z  Donors?  

UNICEF:    Let  Gen  Z  Loose  

GivingTuesday:      Engage  During  School  Time  

Become Data Informed!

Video  

Creators  

CriNcs  

Collectors  

Joiners  

Spectators  

Adopt  Pet  

Donate  to  

Shelter  

Volunteer  at  Shelter  

Take  photos  at  Shelter  and  share  

online  

Download  App  

Promote  Campaign  

Engagement  with  a  Purpose!    

Share  Pair  

   •  How  can  your  organizaKon’s  programs  or  campaigns  adapt  to  Gen  Z  versus  making  them  adapt  to  you?  

GeneraNon  Z:  Online  Habits  and  Pa]erns  

• Seek  informaNon  online,  use  social  media  as  a  research  tool  

• Use  for  school  assignments  • Spend  a  lot  of  Nme  online  • MulNple  screens  • A]enNon  spans  are  shorter  • Communicate  in  symbols  • Communicate  fast  • Love  ephemeral  media  • Social  circles  are  global  

GeneraNon  Z:  Plajorms  

Qwerty  Monsters  

GeneraNon  Z:  Tips  for  Engaging  •  Tap  into  their  entrepreneurial  spirit  •  Collaborate  with  them  and  help  them  collaborate  with  others  

•  Don’t  talk  down,  treat  them  as  adults  •  Help  Gen  Z  make  or  collect  stuff  •  Talk  in  images:  emojis,  symbols,  pictures,  videos  •  Communicate  more  frequently  in  shorter  bursts  of  “snackable  content”  

•  Tell  your  story  across  mulKple  screens  •  OpKmize  your  search  results  (they  do  their  Internet  research)  

Share  Pair  

•  How  can  your  nonprofit  reach  and  connect  with  GeneraKon  Z  donors?  

•  How  will  you  get  their  input,  listen  to  them?  

•  What  does  your  organizaKon  need  to  do  differently  with  your  social/mobile/  channels?  

•  What  is  a  small  pilot  that  you  can  test?  

Thank  you!  

www.bethkanter.org  www.facebook.com/beth.kanter.blog  @kanter  on  TwiXer