Sierra Club: Toiyabe Chapter Secondary Research

Toiyabe Chapter Challenges Gaining new membership Researched target demographic of Millennials (20-35yrs) Absence on social media Created a case for why Toiyabe Chapter would benefit from marketing and promoting on social media Promoting grassroots efforts Researched national organization grassroots promotions and leading grassroots efforts Toiyabe Chapter should be promoting

Target Demographic: Millennials Born: 1980-1995 Age range in 2015: 20-35 Share of adult population: 27% Independant: 50% Democrat: 27% Republican: 17%

Millennials Involvement in Outdoor Activities Among the ten most popular activities and sports among Millennials in 2011, four could be considered outdoor activities: #1 swimming #4 bicycling #6 jogging/running #8 camping/hiking

Millennials involvement in nonprofits Millennials first support causes they
 are passionate about (rather than institutions), so it’s up to organizations to inspire them and show them that their support can make a tangible difference on the wider issue. The question for nonprofits becomes then: How can we fully invest in this generation, immerse them in the cause, and maximize the impact of their interest, time, and giving?

Connecting with Millennials Online

Millennials use of nonprofit websites Mission statement should show the purpose and value of the organization without being lengthy. Top 3 actions Millennials take on nonprofit websites: 51% connected to social media accounts 46% donated 46% read a blog post One focus group participant said, “Even if you are a small, scrappy nonprofit, your website should look professional. I judge the character of the organization with its presence on the web.”

Millennials response to nonprofit emails Email Tips from Millennials: Prefer emails to be updates regarding the nonprofit Prefer to not get emails too frequently Important to have an informative and short subject line Email signup must be prominent on nonprofit’s homepage Important to describe benefits of subscribing to emails Prefer emails to focus on the most important call to action and story Important to provide links to more information, other topics, volunteer opportunities and events

Millennials engagement with nonprofits on Facebook Among social media platforms, Facebook is by far Millennials’ most popular conduit for connecting with nonprofits. 67% of respondents who said they have interacted with nonprofits via Facebook 92% have “liked” nonprofit pages 71% have joined a Facebook Group 74% have “liked” a post on a nonprofit’s Facebook page. Almost 69% of respondents used Facebook to follow news and updates about an organization 58% have used Facebook to RSVP to an event.

Millennials engagement with nonprofits on Twitter While Twitter has not forged as strong a connection between nonprofits and Millennials as Facebook – only 28% of respondents have interacted with a nonprofit on Twitter – it nonetheless offers Millennials an easy way to share information about nonprofits.

Graph By: Social Media Examiner for their 2014 Industry Report showing findings from brands that actively marketed on social media.

Marketers were asked to select the single most important social media platform for their business. Graph By: Social Media Examiner for their 2014 Industry Report showing findings from brands that actively marketed on social media.

“Email remains a critically important piece of the puzzle for most nonprofits, but declines in fundraising email response rates show the importance of connecting with donors through more than one channel. Successful nonprofits are responding to this reality by securing more and more revenue from monthly donors, and by rapidly expanding their audiences not just for email, but on social media as well.” -Will Valverde, Vice President of Creative Development at M+R Strategic Services

Facebook Example

Instagram Example

Twitter Example

Getting Millennials Involved

Getting Millennials to Donate

Millennials are not Environmentalists Millennials do not like to identify as “environmentalists” because term has been politicized. Sources: http://www.npr.org/2014/10/11/355163205/millennials-well-help-the-planet-but-dont-call-us-environmentalists http://www.people-press.org/2011/11/03/section-8-domestic-and-foreign-policy-views/

Source: http://www. people-press

Americans on the Environment Americans are more for economic growth than the environmental protection, since the recession (lost 10-20%) About 77% of Americans recycle regularly More than half of Americans support the Keystone Pipeline

Sierra Club grassroot promotion example

National Grassroots Causes Keystone XL Pipeline Renewable Energy Beyond Fossil Fuels

Toiyabe Grassroots Causes Move toward 100% renewable energy Keep public lands in the public’s hands “Vote No” on SJR1 Public lands have broad support 78% of Nevadans agree that national forests, parks, wildlife refuges, and other public lands in Nevada belong to all Americans 62% don’t think it would be fiscally fair or responsible to foot taxpayers the bill Water Preservation TMWA requests for voluntary cutbacks but 10%

Recommendations for Primary Research: Focus Group Email Survey to current Toiyabe chapter members Surveymonkey on likelihood: participating in various outdoor activities participating in grassroot efforts joining a nonprofit joining an environmental club