Highlights from MCON12

Yesterday, the Case Foundation sponsored MCON12, a virtual summit convening more than 30 speakers and attendees from around the world on Millennial engagement. Organized by Achieve and in partnership with a number of other organizations, including the Chronicle of Philanthropy, the forum allowed many to interact directly with a wide variety of groups to better understand how experts in the field are advising organizations across sectors nationwide on creative Millennial involvement.

We’ve provided highlights on select sessions and hope that you’ll add to the conversation with your own opinions and questions via Twitter on @SocialCitizen and #MCON2012 or here in the comments section.

The Entrepreneurial Spirit of Millennials with Scott Gerber from the Young Entrepreneur Council

• We have to understand how the “problems” of the Millennial generation are also its strengths. Millennials may have unrealistic expectations for themselves, but this also gives them the ability to be extremely inspired by compelling issues to the point where they will take action.
• Organizations must truly engage and collaborate with Millennials in order to be successful. Millennials are more than an untapped market--they are capable of backing social media revolutions around issues that they truly care about.
• To engage Millennials and have them solve problems, we need to have an empowering conversation with them focused on "solutions" not problems.
• Conversations via social media can form powerful communities that keep Millennials actively engaged with solving the world’s problems.

Millennials Taking Action as Volunteers with Ben Duda of AmeriCorps Alums and April Wright of DoSomething.org

• Look to expand audience to Millennials in high school because they need/want to get involved. A method to potentially try: SMS/texting can increase engagement in these groups.
• Keep volunteer opportunities quick, instant, small-scaled, and short-term. Volunteers are less likely to want long-term commitments, leading to a decrease in engagement. These events should also engage citizens in the communities they service.
• Be transparent. Make sure when using Twitter or Facebook that the messages are and interactions are genuine, and not forced or robotic (Millennials can easily discern the difference.)

Building a Millennial Movement with Grant Garrison of GOOD/GOODCorps

• Social change is shifting away from the government and into the hands of Millennials. The power of Millennials cannot and should not be underestimated because they drive trends in culture.
• Millennials support authenticity, and genuinely care about products that support causes for good.
• Value of Millennials:

1. Drive trends
2. Citizen consumers
3. Creative solutions to current issues

From “Friending” to Action with Brian Elliot from Friendfactor

• Three main traps organizations fall into when trying to engage Millennials:

1. We are wrong as soon as we start
2. We’re taking to long to build a first version of our vision, so that by the time it's "ready" it is not longer relevant or as compelling
3. It is very hard to launch a campaign and have it not be successful, but it is a risk worth taking

• Ultiamtely, there are ways to combat all of these "traps," and Milliennials are a critical component of these campaigns
• To engage more Millennials, you have to "kiss a lot of frogs.”
• Realize that people are often too nice when assessing ideas within an organization.
• “Offline narratives do not necessarily translate to online pitches.”

Creating a Mobile Strategy with Ann Maier of the National Geographic Society

• National Geographic’s mobile strategy surrounding the “Big Cats” campaign greatly increased public engagement, and made up about 5% of total donations to the initiative.
• In addition to reaching new donors, mobile strategies can capitalize on donor behavior as it already exists by embracing the sense of urgency and driving action.
• Mobile strategies can expand donors’ understanding of your mission using occasional messaging about a specific initiative, as well as general critical information.

Building Cause Awareness with Jules DiBias of Stand Up 2 Cancer

• Need a soft touch and strong intention when dealing with Millennials
• Create relative content
• Show personal stories for arouse empathy
• Ask audience how they feel about a topic
• Bring brand to where people already gravitate towards (Star Wars Video)

Why Millennials Matter with Jean Case of the Case Foundation and Peter Panepento of The Chronicle of Philanthropy

• The Millennial generation looks at things from a new perspective, which brings a huge advantage to the business world.
• They are actively engaged, and it is important to use this engagement to change the world.
• If you are not failing regularly, you're not trying hard enough.
• Millennials give to what and who they know, it comes down to relationships.
• Nonprofits have a lot of work to do in terms of bringing in Millennial engagement.