1. Sierra Club: Toiyabe Chapter
Secondary Research

2. 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

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

4. 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

5. 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?

6. Connecting with Millennials Online

7. 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.”

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

9. 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.

10. 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.

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

12. 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.

13. “ remains a critically important piece of the puzzle for most nonprofits, but declines in fundraising 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 , but on social media as well.”
-Will Valverde, Vice President of Creative Development at M+R Strategic Services

14. Facebook Example

15. Instagram Example

16. Twitter Example

17. Getting Millennials Involved

18. Getting Millennials to Donate

19. Millennials are not Environmentalists
Millennials do not like to identify as “environmentalists” because term has been politicized.
Sources:

20. Source: http://www. people-press

21. 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

22. Sierra Club grassroot promotion example

23. National Grassroots Causes
Keystone XL Pipeline
Renewable Energy
Beyond Fossil Fuels

24. 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%

25. Recommendations for Primary Research:
Focus Group
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