AMB200

ASSESMENT ITEM 3: CB REPORT

NINDY PERWITASARI
STUDENT NUMBER: 10188029
TUTOR: SCOTT MURRAY
WORD COUNT : 2203
I. Context and Problem/Opportunity

Nowadays, the alteration within the environment cause urge of the non-profit organization to adjust
their understanding of donor behavior among the new generation young people. The gen-y or also known
as the millennials are the new generation that are characterized by the use and development of technology
in their day-to-day lives, values, life experiences, motivations, and similar consuming behaviors (Carreon,
Lafuente & Moreno, 2017). Acknowledging that every generation has its own characteristics, the marketing
strategy of the non-profit organization (NPO) should be effective enough to attract the donation of the gen-
y in both monetary donations and financial donations.

This report aims to assist the non-profit and non-government organization that is Youngcare in
becoming the priority charity foundation among the other competitors by targeting on the gen-y as the
modern consumer who will be the next generation of benefactor. A literature review, consumer behavior
theory/model/ framework (T/M/F) and recommendations will be undertaken to investigate how Youngcare
could have the gen-y donate in charity.

II. Literature Review

The changes in consumer behaviour can be understood well by observing the generation approach.
According to Hume (2010) the different generations and consumer groups are exposed to four aspect; firstly
the different social and economic chances and obstacles, secondly the different types of activities in relation
to technology, thirdly the different social or community perceptions and standards, and lastly the different
life experiences and events. Each generation groups has their own characteristics which influence their
values, choices and consuming behavior (Parment, 2013), where such generation groups classification is a
useful tool for marketing in segmenting markets. Among the different segments of generation, the gen-y is
the large segment that spend significant amount of the goods spending. This gen-y generation or millennials
have become the major force in the marketplace and soon will hold more than 50 percent of global
consumption in 2018 (Carreon, et al., 2017).

The age range of this generation was born between 1980 and 2000 (Lee & Kotler, 2016), indicating
their ages are between 18 and 38 years old. They are the first global generation that are exposed by the
internet and social media (Espinoza, Ukleja, & Rusch, 2010). Based on the Pew Research Center (2010) the
majority of millennials (75%) have created a social media account in comparison to the Gen Xers (50%).
Whereas only 30% of boomers (generation from 1950 to 1960) have created their profile in social media.
Survey such as that conducted by Pew Research Center (2010) have shown that the millennial generation
are characterized by being users and consumers who reveal their tastes and preferences through the
articles they subscribe, up till a particular trend of what is attractive to them (Carreon et al., 2017).

In response to the non-profit organization, it is an essential for the non-profits to attract these gen-y
generations to create them as the reliable donors. However, in order to do so, a relevant understanding
regarding what they seek from a charity, appropriate offer engagement opportunities and how to
communicate the same language with the millennials (Nonprofit Business Advisor, 2016: 1). Based on the
previous research by King (2016) in terms of charities, these millennial donors would willing to support an
organization that:

 Generate common personal brand and values with gen-y. Millennials pay attention to their personal
image based on their values and how they want to be known. Anything that leaves a mark on their
digital footprint such as Facebook, Twitter, Instagram, YouTube and other social media network
(Nonprofit Business Advisor, 2016) are considered to be important, as they will be judged to make
sure they reflect those positive values and view through the world (Yarrow & O’Donnell, 2009).
 Contribute them deeper than just giving financial support. In the previous generations, sending
money or check would be seen as enough whereas the Millennials seek more on volunteer, raise
awareness as they want to witness where the money is going, seeing the kitchen of things (Campbell
& Company, 2008).
 Arising awareness is as authentic as financial support. The gen-y generation believes the power of
‘liking’ a post on social media; contributing in viral charity ‘challenges’; using the trending hashtags
such #nomakeupselfie , and all actions towards the charity websites that attract more people are
the kind of actions they value to carry to the organization (Nonprofit Business Advisor, 2016). These
millennial ways would take the organization to the level of popularity and familiarity.
 Support the start-ups charity foundation in return to avoid such failure of previous charities to achieve
their missions or to properly manage the received donations. The easy access towards information
within the reach of fingertips when evaluating charities. If they do not obtain such
acknowledgement, they would think it does not work and they cannot afford to sustain it (Egger,
2011).
 Charities that are using technology to solve problems. Considering the role of millennials, developing
a mobile application that would help to advance in ways to give charity would be affective in
creating an easy access for people to give on a moment’s notice (Ng, Schweitzer & Kyons, 2010).
  A well compelling language and imagery to attract the millennials. This generation want a genuine,
trustworthy and optimistic that difference could happen (Egger, 2011).

III. Theory/Model/Framework

As mentioned in the literature review above, it is known that the gen-y are most likely to share the
common personal brand. In this term, they care about the personal image that is marked on their social
media. Taking an example of how many gen-yers get involved in viral charity challenges which give an image
of supportive, empathy and awareness. Some charity challenges are spreading and followed by the
millenials due to urge of adjusting and fitting to the beliefs or actions that is taken by the group. If such
latest trends are not followed, it may leads to the real or imagined punishment where one is considered to
be deviant. This theory of social influence affecting a change in belief or behavior in order to fit within the
group is called ‘conformity’. Acknowledging that gen-y are very considerate in regards of what they appear
to be in the eye of social media, making a viral charity challenge can be one of a foot on the door idea where
asking for their simple post can be followed with a bigger favor which is a charity.

Taking an example of using a hashtag to reach new donors, galvanize supporters, and telling the
organization’s story. Such idea of hashtag can be a simple social media trend trigger to open a new
conversation from philanthropy to one about the community can be an opportunity to build awareness, call
attention that soon be led by a fundraising through a social media.

The viral charity can be more affective with the modelling of someone whose opinions and actions are
taken as a role model. Gen y consumers select and consume product which support them in defining who
they are, what they think is valuable. Therefore, raising the awareness regarding the disabilities would be
necessary by having a person who has a social power as the modelling in influencing the people especially
gen-y. The influential person can be the trigger in setting a trend in which be followed by the people who
admire him/her in a manner that this person exerts various kinds of power over the individual. . The target
would publicly change their behaviour in order to match within the group while also agreeing with them
privately. According to Kelman (1958) there is an internalization type of conformity where an individual
accepts influence because the idea and actions which is believed is rewarding and congruent with his/her
value system.

IV. Recommendations
 The recommendation are listed based on the step-by-step that should be taken before taking by order.
The recommendation are based on the theme that should be taken into account started from arising a
brand awareness in order to be a more familiar organization and gaining trust from the consumer, followed
with the language and information selection in attract the millennials to donate, and lastly is to build a brand
loyalty where one would become a monthly giving to sustain the Youngcare organization. The further
detailed recommendations are as follow:

1. Digital strategy: changing the world with a hashtag

The effective use of digital technologies has a great potential in enhancing an engagement and build
and build an effectiveness in an organization where a mindful technique that matches what their givers are
looking for. Acknowledging the targets are consisted of milennials who are characterized by the use and
development of technology in their day-to-day lives, values, life experiences, and motivations.

For decades the symbol of hashtag was referred as a pound sign. In recent years, this simple symbol
have grown to a greater significance in a modern world ruled by social media as a cyber-appendage with
sites like Twitter, Facebook, Tumblr and Instagram. The power of social media marketing depend on how
well the engagement and conversations between organization and the targeted consumer are created
through the content. Hashtags can help facilitate this greater engagement as it brings online users who
clicked on the link to the to the company’s campain and turn to a greater brand awareness.

Youngcare has a vision in creating a change for the high care needs through building a High Care Housing
in order to create a better home for the people of high needs. The idea of living a youthful lives with choice,
independence and dignity in their homes can be put in a hashtag of #creatinglivewealldeserve or
#givingforfreedom. These examples of hashtags can be used in creating the brand awareness towards the
gen y, emphasizing their main vision as the non-profit organization (NPO). Typing in the hashtag on Twitter,
Facebook, Instagram, Pinterest or any other digital media can be more affective within the help of someone
whose opinions and actions are taken as a role model which potentially can reach the trending. Using the
aspirational reference group where the idealized figures such as successful business people, actress,
athletes or any other performers who have a strong connection in ideal selves (Solomon, 2013). The
Consumers of gen y would be motivated to buy or use the brand in order to be consistent with that other
people do.

2. Physical evidence: Giving optimistic message that 1 dollar matters

 A well compelling, clear language of information and image is also a matter to attract the millennials in
order to make them think their small help will work and they can afford to sustain it. Showing how 1 dollar
matters in providing the disability people with stationery/proper cleaning equipment/healthy food can
enhance the belief of gen y benefactor that there is hope in every donation they make. Give the millennials
a communications that are authentic and hopeful that change is possible. Gen y are not attracted to the
‘pull on their heartstrings’ campaign, but more of an inspiring campaign (Egger, 2011).

The generation y are different with the prior generation where sending a check would be enough. They
want to know where their money is going and seeing the back of things. Therefore, giving a clear, in detail
information on how this amount of money will be channeled to is an essential for the critical gen y. It is
important for marketers to provide such feature of how 1 dollar matters, and how the bigger amount of
donation would provide a better service or product towards the disability. The millennials are mostl likely
inspired by an organization when they see their gift are creating a unique impact.

Aside from the given information of beneficial that will be given, an up-to-date updates via email
towards the recipient condition after receiving the donation would make the benefactor feel clear that the
world is changing.

3. Contribute them more deeply than just giving financial support

When it comes to get the millennials engaged with the non-profit, they do not just want to gmive a simple
cash or financial. They wanted to contribute due to their invested emotion in the impact itself, not just the
beneficial to do so. According to Nahai (2013), in order to succeed the campaign, a focus on the outcome
and advantages that the organization wants to achieve will not enough. However, finding a way to add
value towards the donors by providing intrinsic benefits such as arranging a gathering of group within the
like-minded people or taking them in a volunteer which contributes to their CV will boost the immediate
donations and create a stand out organization among the competitor.

Ultimately, create an on-going or always on relationship with them would help creating an enthusiastic
community, like-minded individuals, whom not actively contribute on financially, but also socially on both
online and offline. Sharing the users about the stories with potential supporters how they are helping
those who are contributed by the issue at hand. Some documentary such as photos, videos, and posts on
social media can attract respond from gen y, showing how volunteers are helping in specific areas. Such
concrete, tangible stories would encourage the millennials to share via Twitter or Facebook. Appeal the
image of ‘pleasure, festivities, and efficiency’ would appeal the gen y better than making them feel guilt
and duty.

V. References (not included in word limit)

Egger, R. (n.d.). The Millennium Generation and the End of Charity. Nonprofit World, 29(2), 22–23. Retrieved from
http://search.proquest.com/docview/865657936/

Espinoza, C., Ukleja, M., & Rusch, C. (2010). Managing the Millennials: Discover the core competencies for managing
today’s workforce. John Wiley and Sons. Fabrigar, L. R., MacDonald, T. K., & Wegener,

Evans, R. (n.d.). #Giving Tuesday: Changing the world with a hashtag. Jewish Advocate, p. 13. Retrieved from
http://search.proquest.com/docview/1628337346/

Hume, M. (2010). Compassion without action: Examining the young consumers consumption and attitude to
sustainable consumption. Journal of World Business, 45(4), 385-394.

King, N. (2016). Millennials looking for more engagement opportunities, alignment with personal values. Corporate
Philanthropy Report, 31(4), 1-12. doi:10.1002/cprt.30076

Lee, N., & Kotler, P. (2016). Social Marketing: Changing Behaviors for Good. (S. Publications, Ed., 5th ed.). United
States of America.

Generation Y & their charity giving habits. (2018). Retrieved from https://www.giveasyoulive.com/pdf/futurology.pdf

Ng, E. S., Schweitzer, L., & Lyons, S. T. (2010). New generation, great expectations: A field study of the millennial
generation. Journal of Business and Psychology, 25(2), 281-292.

Millennials looking for more engagement opportunities, alignment with personal values. (n.d.). Nonprofit Business
Advisor, 2016(319), 1–3. https://doi.org/10.1002/nba.30172

Millennials increasing charitable commitments as they mature. (n.d.). Nonprofit Business Advisor, 2017(334).
https://doi.org/10.1002/nba.30335

Moreno, F. M., Lafuente, J. G., Carreón, F. Á, & Moreno, S. M. (2017). The Characterization of the Millennials and
Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135. doi:10.5539/ijms.v9n5p135

Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior, Their Shopping Preferences and Perceptual aps Associated
With Brand Loyalty. Retrieved October 9, 2018.

Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for
retailing. Journal of Retailing and Consumer Services, 20(2), 189199.

Yarrow, K., & O’Donnell, J. (2009). Gen buy: How tweens, teens and twenty-somethings are revolutionizing retail.
John Wiley and Sons.