Trend Report: Mobile Cause Marketing and
Millennials & Generation Z"
MARCH 2015 Going Mobile In 2015, mobile traffic is expected to
be the primary source of online
browsing, especially among
Generation Y (Millennials) and
Generation Z. !
!
Upgrading to a responsive mobile
design and running integrated,
mobile campaigns is important now
more than ever. !
Generation Timeline Baby Boomers"
Born 1946-1964!
Ages 50-68!
Generation Y (Millennials)"
Born 1977-1990!
Ages 26-36!
Generation X"
Born 1966-1976!
Ages 42-52!
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1940
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!1950
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!1960
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!1970
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!1980
Generation Z"
Born 1990-2015!
Ages 0-25!
!|
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!1990
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!2000
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!2010
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!2020!
Millennials vs. Generation Z Millennials"
Generation Z"
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Tech-savvy!
Transparent!
Slacktivists !
Multicultural !
Tolerant of others!
Communicate with text!
Share things!
Now-focused !
Optimists !
Want to be discovered !
Team-orientated!
Tech-innate!
Protective (e.g. geo-location off) !
Active volunteers!
Mixed race and gender!
Accepting of others!
Communicate with images (e.g. emojis) !
Make things!
Future-focused !
Realists !
Want to work for their success !
Collective-conscious !
Millennials: At A Glance 80 Million!
Social Savvy"
Millennials in USA!
Facebook and Instagram are !
the preferred social platforms!
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Digital Natives!
Socially Liberal"
75% use phones for online !
browsing!
66% voted for Obama!
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Brand Loyal!
Educated"
70% who find a brand will !
stick with that brand!
Obtain college and !
post-college degrees!
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Millennials: Behavior 78% say they’ve had good experiences texting donations"
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85% are inclined to “text-to-give” to an organization they support"
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87% of millennial employees donated to a nonprofit in 2013!
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87% feel encouraged to volunteer or participate in their company’s work!
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97% prefer using their individual skills to help a cause "
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Millennials: Best Practices to Engage Emphasize mobile platforms"
•  Make sure websites are readable and accessible on mobile devices.!
•  Many sites neglect to place their “donate here” tab somewhere immediately
visible to viewers.!
!
Be bold and authentic"
•  In a culture of information overload, eye-catching always wins.!
•  Genuineness is key: 60% reported that they liked it most when nonprofits shared
stories about successful projects and the people they helped directly.!
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Empower them to make a change"
•  Millennials want to feel important; they want to know that they are helping to
make a difference in the world and are not just a small part of a big organization.!
•  Some have called this the “goal of being recognized.” Millennials post videos,
artwork and political calls to action to social media in hopes of generating
engagement from friends and followers.!
Millennials: Key Platforms Crowdfunding Platforms"
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Kickstarter, Indiegogo and Razoo have helped raise hundreds of millions of dollars for
nonprofit organizations and causes. Users set a monetary goal to fund a cause in hopes
of reaching it, and certain donation amounts can earn donors certain rewards. !
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One-For-One Platforms"
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“Buy one, give one” companies like TOMS and Warby Parker have been wildly successful
in getting Millennials’ attention, dollars and market share.!
Gen Z: At A Glance Informed"
Gen Z has experienced tougher times than previous generations: they’ve seen
their parents struggle through a recession, and witnessed a news cycle filled with
war and natural disasters.!
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Entrepreneurs"
Gen Z has a DIY-type of attitude, and are motivated by an entrepreneurial spirit to
create something new from scratch.!
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Short Attention Span"
Their attention is oscillating between many screens, creating more distractions.!
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Favor Privacy"
Gen Z prefers incognito platforms and media (e.g. Snapchat) because they fear
advertisers and other third parties are tracking their communications and activity.!
Gen Z: Best Practices to Engage Appeal to their interest in cause and social impact!
•  Gen Z consumers are becoming hyper-conscious of companies’ charitable
spending, as well as their corporate social responsibility and social impact
programs!
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Provide incentive to share things on social media "
•  Remember, Gen Z communicates through images, so make sure you invest
heavily in visual content, including high-res photographs, infographics and
videos.!
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Harness those who love your product or idea"
•  They’re more frugal, so if you have their support make you sure maintain it.!
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Avoid putting all resources into Facebook and Twitter"
•  This generation uses apps like Instagram, Snapchat and Vine at greater rates
than Millennials.!
Gen Z: Key Platforms Content Platforms "
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Platforms such as We Heart It and Learnist are up-and-coming hubs for content curation.
We Heart It is a service similar to Pinterest that allows users to upload, collect, curate and
share photos of deep meaning to them. Learnist is a new platform in which users curate
their own slideshows about educational information ranging from recipes to theories on
astronomy.!
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Social Messaging Platforms"
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Secret is an app that allows users to send messages to friends anonymously. Although
not always tactical for marketers, it captures Gen Z’s love of privacy and anonymity.
Likewise, Pheed, considered by some the “new Twitter,” is a combination of Instagram
and Twitter. Users can share status updates that resemble tweets using an interface very
similar to that of Instagram.!
Gen Z: Snapchat Snapchat is a fun, popular messaging application in which users can !
take photos and videos, add text and drawings on top of them, and send!
them to a list of recipients. Users control the amount of time that recipients !
can view their messages (called “Snaps”), after which they are deleted by !
the application. As of April 2014, the time limit is between 1 to 10 seconds.!
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Quick Facts:"
•  77% of college students use Snapchat.!
•  73% of users said they would open a photo from an unknown brand. "
•  Snapchat has the ability to engage individual donors on a more personal level.!
•  The platform includes a “My Story” feature offering a simple, formal way for
brands to connect with followers, without intruding on their privacy.!
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Mobile Cause Marketing Case Studies Tap Project – UNICEF & Giorgio Armani!
UNICEF partnered with clothing designer Giorgio Armani to bring clean water to those in
need. UNICEF pledged to donate one day’s worth of clean water to a child in need
whenever a user with the Tap Project app didn’t use their phone for 10 minutes.!
To date, people from around the world have donated 250 million minutes prompting UNICEF
to donate 25 million days of clean water.!
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Mobile Cause Marketing Case Studies Third Eye – StarHub & Singapore Association of the Visually Handicapped!
Telecom giant StarHub partnered with the Singapore Association of the Visually Handicapped
to create “Third Eye,” a mobile app that allows visually impaired people to see through the
eyes of others.!
The app allows visually impaired users to take pictures of their immediate surroundings and
receive feedback from a group of registered “micro-volunteers” who reply via text messaging
with what they see in the picture. Their text messages are then converted to speech, allowing
visually impaired individuals to hear a description of their physical surroundings.!
Mobile Cause Marketing Case Studies Bullseye's Playground – Target & St. Jude Children’s Research Hospital!
For the 2014 holiday season, Target released an interactive, in-store mobile gaming
experience called “Bullseye’s Playground” featuring a series of mobile games including
sledding, ice fishing and snowball fights.!
Shoppers could play games to unlock characters and new game levels on their mobile
phone in-store. Target donated $1 up to $1 million for every game played to St. Jude
Children’s Research Hospital.!
Other Mobile Marketing Case Studies “I Am Here” Campaign – Mobile Loaves & Fishes "
Austin-based social ministry Mobile Loaves & Fishes approached Danny, a homeless
man living in Austin, to stand next to a billboard perched above a major highway that
asked drivers to donate $10 through text messaging to help provide him with a home. !
The campaign raised $12K for a new home for Danny, and generated greater awareness
about homelessness in Austin and throughout the country.!
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Other Mobile Marketing Case Studies “WeFree” Campaign – Amnesty International !
By hosting a free Wi-Fi network at a music festival dubbed
“WeFree,” Amnesty International allowed festival attendees
to receive free Internet service but only after agreeing to a
deceptive terms policy that contained a false testimonial
about the attendee.!
The campaign highlighted how false confessions often
result in false imprisonment across the globe, and raised
over 8,600 signatures from festival attendees to end such
imprisonment."
Other Mobile Marketing Case Studies Blind Date – Brazil DPPD Missing Persons Unit!
Nearly 3,000 people go missing every year in Santa Catarina, Brazil. Brazil’s DPPD Missing
Persons Unit built a campaign to help find these individuals by creating personal accounts
for them on Tinder, a popular location-based dating app for smartphones.!
Every time a Tinder user clicked on a profile of a missing person, they would be notified that
the person was missing. The user was then prompted to call a number and report on any
information they knew about the missing person. The campaign caught the media’s attention
in Brazil, and helped find 25 missing people.!
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About Phil & Co. CONTEMPORARY"
MARKETING FOR"
PHILANTHROPIES &"
COMPANIES DOING GOOD"
"
A highly creative and award-winning cause
marketing, public relations, digital, advertising,
branding and design agency, Phil & Co. has
quickly become one of the category’s more
sought-after and fastest-growing agencies. We
excel at results-driven integrated marketing that
humanizes brands, builds awareness and drives
engagement, purchase and support. Clients
include both corporate and nonprofit
organizations.!
!
Connect With Us"
/philandco!
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/philandcompany!
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/+philandcompany!
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/company/phil-&-co.!
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Learn more at Philandcompany.com."
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Phil & Co.!
833 Broadway, Suite 3!
New York, NY 10003!
[email protected]!
646.490.6446!
Sources www.adforum.com!
www.causeupdate.com !
www.creativecriminals.com!
www.generationz.com.au !
www.mccrindle.com.au !
www.themillennialimpact.com
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