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December 12, 2014
Pulling Millennial Heart Strings Helps Non-Profit Campaigns
 
The idea behind supporting non-profits is ideal: the group looking for support is trying to trigger the altruistic nature of humans and leverage the idea that we want to help others because it will make us feel good.

Well, some studies show that altruism can have ulterior motives. In order for non-profits to stay in the black, they need to figure out a different strategy.

But what?

A study coming out soon in the Journal of Nonprofit and Public Sector Marketing (yes, there's a journal for everything) suggests that emotive advertising does have its place with millennials, but the target must be different.

The study suggests that the messaging towards millennial women must continue to focus on an emotional appeal, and audience members will engage themselves because of it. Messaging towards millennial men is slightly different. The ad must appeal to them on an emotional level, but it must show how their time, money, or support will help the people needing it. They need to be shown how it feels to be in the other person's shoes.

Is it a big shift in thinking? No, but sometimes a small shift is all it takes.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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