Originally posted on How To Market To Me:
Millennials volunteer at a higher rate than GenXers and Baby Boomers did at their age–82.9% college freshman participated in community service in high school. This number is the silver lining from an otherwise gloomy portrait of my generation from the Journal of Social Psychology and Personality. Aside from our higher volunteer rates, millennials are more narcissistic, extrinsically motivated, aloof to social and environmental problems than the previous two generations. As I reluctantly concluded with a thorough look at this study in the previous article, we are Generation Me. Our selflessly high community service rate? Most likely due to high school graduation requirements and boosting college applications.
For nonprofits, this grim picture masks real opportunity. More young people than ever are interacting with nonprofits–let’s figure out how to hook them! By applying findings from the Journal of Social Psychology and Personality (JSPP) study and The Millennial Impact Report (MIR), nonprofits can make the most of their millennial volunteers and donors–and hopefully turn the tide of Generation Me to Generation We.