For Millennial Donors, Give Them a Cause to Share

The latest nonprofit Millennial Impact Report, based on 2013 online research by Achieve and 14 partners, underscores the promise and challenge of appealing to millennials, those born between 1979 and 1994. How do nonprofits maximize millennial engagement? Per the report, charitable appeals need to tap millennial motives for involvement, with 79% of millennials saying it's about passion for the specific cause (not the institution), 56% citing opportunities for socializing and networking, and 45% seeking enhanced professional expertise. A hefty 72% were interested in joining a nonprofit young professional group, for example. To communicate their message to millennials, nonprofits also need to invest in mobile-friendly communications  (with 85% of millennial respondents owning a smartphone), social media (75% "like," retweet or share content on social media, especially if there are compelling photos), and updated websites catering to millennial usage (51% will go there to connect to social media, 46% will donate and another 46% will read a blog post). The good news is that 83% of millennial respondents reported making a financial gift to an organization, and 52% said they would be interested in monthly giving. So if nonprofits can get it right, they can cultivate a new generation of donors and volunteers. For the full report, go to http://www.themillennialimpact.com/2013research

Cost-Effective Mini Catalogs Grow in Popularity

Direct marketers are embracing mini catalogs to cost-effectively supplement full-size catalog mailings, according to a recent story for multichannelmerchant.com. The 10-page mini catalog, which can mail at the cost of a standard automated letter without the hard-to-open wafer of a slim jim, is proving a cost-effective response earner. Success stories cited include Crestline, a custom promotional products firm, which went from mailing 68-page catalogs every other week to mailing full catalogs every third mailing with mini catalogs in between. The result was an increase in response rate of up to 10% in some customer segments, a 20% retention rise, and savings of one-third in postage and production, the article reports. Another new mini catalog fan is National Ropers Supply, retailing Western decor and lifestyle supplies, which switched from mailing five to six $1.50-each catalogs annually to mailing two full catalogs supplemented by mini catalogs with a cost of just $0.32 each -- for a cost-effective boost is both catalog and online sales. For more, see the story at http://multichannelmerchant.com/marketing/mini-catalogs-catching-on-as-economy-and-culture-change-24072013/