7 trends in millennial engagement 1. Passion and personal experience guide preferences •

Intrinsic passion for a cause is the primary motivator for millennials

2. Demand for transparency and effective stewardship • •

Low purchasing power; many have loans; most have full-time jobs. Rather donate to causes that explicitly say where the money is going (i.e. $10 = 1 mentor) than just blanket requests.

3. Require a feeling of trustworthiness •

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“Brands reaching out to this demographic, make sure you are authentic, emotional, and cause-oriented.” Creating Brands That Engage Millennials, Forbes Engage with their comments; build authentic relationships

4. Giving is not a given • • •

Believe people like them can have an impact on the country Mostly sign petitions, only half of those donate or volunteer (they see donating as equally valuable to volunteering and skill-sharing) Even the ones that consider themselves activists (in research) have weak affinity for direct action

5. It’s all personal • •

Feel a sense of connectedness to causes that relate to their identity and experience of the world Peers are critical influencers to millennial giving (often first introduced to cause by peers- MI) (quote from interview)

6. Prior engagement is key • •

They volunteer and give modestly to causes that have engaged them early on Highly motivated by local causes

7. Be smart about social • •

They learn about and donate to causes digitally, using each social media platform distinctly Majority post on social media about causes they care about “this week” primarily on Facebook (all sources point to this), followed by Twitter Instagram and YouTube.