Millennials value employers that give back

Millennials, or people born after 1979, believe a company’s involvement with a cause is one of the most important factors in deciding whether to apply for a job, a new report says.

Forty-seven percent of more than 1,500 Millennials who were employees at over 300 U.S. companies and participated in a survey by Achieve and the Case Foundation had volunteered for a cause or nonprofit through their workplace in the past month.

Eighty-seven percent of Millennial employees feel encouraged to participate in their company’s cause work, an equal share donated to a nonprofit in 2013, and 92 percent believed they were actively contributing to their company having a positive effect on the world, the Millennial Impact Report says.

“With approximately 80 million Millennials in the world who will soon make up 50 percent of the workforce, thus¬† generating is already redefining our culture and the workplace,” Derrick Feldmann, CEO at Achieve, says in a statement.

The survey results challenge the “stereotype of this generation as self-centered,” he says.

While what a company makes and sells is the top motivation for Millennials when applying for a job, 53 percent of survey respondents said that, beyond compensation and benefits, having their passions and talents used and fulfilled was the top reason for staying with a company.

Another 20 percent stayed because of a belief in their company’s mission and purpose, and 20 percent stayed because of bonds with co-workers.

Todd Cohen

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Causes, not organizations, seen as key for Millennials

To effectively engage Millennials, or people ages 20 to 33, nonprofits should focus on how the causes they care about affect individuals, while also delivering their messages using digital devices and social media that generation prefers, a new report says.

“Millennials are challenging the traditional methods of communication and marketing,” Derrick Feldmann of Achieve, a creative agency that released the report, says in a statement.

“Millennials want to succinctly know how their time, social media post, petition signing, and dollar will have an impact on the individual needing help or the issue they care about,” he says.

In fact, says the 2013 Millennial Impact Report, Millennials “number one pet peeve” is telemarketing and phone-based fundraising.

The report draws conclusions from previous research on over 11,000 Millennials, and from a national online survey that drew over 2,600 responses from 14 partner institutions, as well as video recorded feedback from 100 Millennial participants who tested nonprofit social media approaches, mobile websites, digital presence, and marketing messages.

After email, Facebook is the method Millennials prefer to stay current on organization issues, the report says.

Eighty-three percent of Millennials use smartphones, it says, and the two major activities they perform on their smartphones are reading email and following organizations on Facebook.

Mobile friendly websites are the most important feature from organizations that Millennials want on their smartphones, and they actively follow up to five organizations in social media.

The top action Millennials take on websites is to connect to the organization’s social media channels.

Key reasons Millennials volunteer are from passion, to make a difference for a cause they care about, and to meet other people passionate about the cause, the report says.

The most popular peer fundraising approaches Millennials use are run, race and walk events, the report says, and Millennials increasingly prefer to ask for a donation to an organization rather than to receive personal gifts.

When Millennials make donations, the mainly use and prefer online websites, and they are more likely to donate when the organizations explains how the gift will affect an individual, the report says

— Todd Cohen