Secrets of Millennial Philanthropy; Rock the Cause explains
Scott Herold and Kris Huson open up for us to write about some of what it takes to tap into the activism vein of the most sought after generation in American history. Rock the Cause is one of the leading 501c3’s in the country with an agenda of empowering and facilitating social change through the medium of music.
On the eve of a new show to raise funds to help cover operating expenses, the org is preparing to launch a new music down load site. On 9.18.2009 their new online music community MINDIE will go live thus enabling users who enjoy discovering emerging artists the opportunity to support them as well as select charitable causes. It is philanthropy with innovation and a pronounced cool factor.
What is Millennial Philanthropy? Why do two Yuppie Gen Xers pushing 40 years of age think they have a clue about this much coveted, but much misunderstood demographic? Enter Rock the Cause, an innovative, volunteer driven grassroots nonprofit that they helped to create, whose mission is to develop a new generation of volunteerism and giving. This is achieved through the power of music—a cultural medium that unites like no other. Here are 5 key things that we have learned.
Stop, ask, and then listen
It has been said that it takes a long time to get young. If you are looking to engage the next generation in giving without asking what they need to begin doing so, you are dead in the water. We’ve seen this tired template executed over and over; a disco band, rubber chicken entree, a time share auction and a $95 ticket price. We suggest to any organization with a plan like this in the works, hold up; wait a minute. Pull out your Sex Pistols Never Mind the Bollocks cassette to get back what you have lost. Pretty Vacant! After you have checked yourself, approach your target audience and simply ask. Ask what they want. This generation will tell you. Believe us.
Involve
Remember how out-of-touch your parents seemed when you were young? Well, kids these days think that you many of us are out-of-touch. And perhaps we are. If you want to kick it with the new generation of giving (that’s what they call it around the old “Bored” meeting) the leadership in your group must reflect that. The face of your organization must look like who you want to engage. If it’s Millennials, then this group needs a seat at the table. Twenty-something’s comprise 40% of Rock the Cause’s leadership. They are a part of every decision made and execute a lion-share of the day-to-day operations. Events are executed by volunteers, of whom 80% are under the age of 30.
Make accessible
The price of admission to our events is affordable, typically under $20, because our young donors, no matter their capacity won’t pay more than that. They told us as much. Most nonprofits will not dedicate resources to building relationships with this demographic, as they perceived them as low yield. We have discovered otherwise. A survey conducted by university undergraduates showed that 40% of the people who attend Rock the Cause events give to causes they discover through us. The same survey showed 33% became volunteers after a Rock the Cause event.
Live it, love it or leave it
Those of us who are involved in nonprofits are very fortunate. We get to do what we love and love what we do. In our case, our inspiration comes from the music and those who make it. The emerging artists who support us are the game changers. They are vested in what we are doing and their passion is contagious. We get emails daily from emerging artists wanting to be involved. They share their music with us because they want to make a difference. In return for their dedication, we help build awareness of their art and introduce them to true music fans. Remember that survey we spoke of earlier? Nearly 80% of our constituents report they’ve discovered new music through Rock the Cause. Of those, 33% bought music from our partnering artists.
Make a commitment
A one-off initiative is not going to cut it. You have to commit resources to an ongoing young donor stewardship program. Rock the Cause has developed several ongoing outreach programs to accompany its concert events. Rock the Cause Campus is a program that helps students discover opportunities to give while gathering in a music concert community. And MINDIE (Music Independent Artists Nonprofit Download and Entertainment) is a social networking site that unites artists and their fans by offering music downloads and discovery of charitable causes.
Prepare to be humbled
We have been put in our place many times by our younger peers. Maybe in a future blog we will show you Ali and Shayna’s Yuppie solicitation letter we old folks were supposed to send to our Rich friends. Then there was the time we debated over a marketing piece only to be aced by these same two young women posing in a State Fair photo booth holding up a sign that said Rebels with a Cause September 18th. Be there! It was our most successful marketing piece on Facebook to date. If you are looking to engage a generation you are not a part of, let them show you the way. ESPECIALLY THESE BEAUTIFUL PAINS-IN –THE- ASSES…The Millennials.
Who are we?
Besides being two Twitter-addicted, Facebook-obsessed, indie rock-loving, rebellious, boundary pushing, young professionals with big hearts whose 20-something volunteers, bands, and even Board members remind them daily that we are old. Scott Herold, CEO and Founder of Rock the Cause, gets referred to as “Crazy Uncle Scotty” regularly. Scotty has more than 15 years experience leading world class executive sales and marketing teams for consumer goods companies. Chairperson Kris Huson, the feisty mother lion looking after her cubs, that should never under any circumstances be called a “cougar,” is a nonprofit veteran specializing in marketing and communications.
Shayna and Ali are currently pushing for a Boy Band concert. We were thinking otherwise. Stay tuned.
