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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Millennial Influx: Implications for the nonprofit sector
By Jennifer Kennedy
July 21, 2008
What do you think of when you hear the word millennial? Perhaps you have never heard the word before. It's the term used to describe those born between 1982-2001, the Millennial Generation. Chances are, if you are not familiar with the term yet it will only be a short time until you are as knowledgeable about the myths, realities and generalizations about this generation as you are about baby boomers and Gen-Xers.
Mainstream media has shown a negative bias and even fear about millennials. In a recent CBS segment titled The "Millennials" Are Coming, correspondent Morley Safer refers at one point to millennials as "narcissistic praise hounds." Safer warns bosses, "A new breed of American worker is about to attack everything you hold sacred."
As a member of the Millennial Generation, I have my own biases about the potential of my generation. However, many experts on millennials agree that although it may be a challenge for organizations to adjust to an influx of workers from this generation, it is worth the time and effort to adjust. Some sociologists and analysts believe that millennials, with their optimistic attitudes, strong values, and technological know-how, may actually be able to change the world.
Experts in all areas are beginning to grasp the power millennials have in the workforce and consumer market. You can see evidence of this from restaurants catering to millennials diverse palates and late night dining habits, to politicians analyzing how to gain the millennial vote. The influx of millennials in the workplace affects all businesses and organizations, so what are the implications for the nonprofit sector?
Volunteering
As a sector that relies heavily on volunteers, it will be essential for nonprofit organizations to adapt and adjust to millennials. In a USA TODAY article from January 17th, 2007, it was reported that millennials volunteer more than any previous generation.Cheryl Swanson, principal of a New York-based brand strategy firm, states in the article What Makes Millennials Millennials that, "Giving back to the community is a priority. Whether it’s driven by a desire to get into a good college or by pure altruism, millennials volunteer."
Work values
Many millennials have strong personal values and it is essential that their jobs and careers reflect these personal values. Millennials, unlike some members of previous generations, are not content settling for a paycheque. This means many look for work in sectors that reflect their personal values, including nonprofits, NGOs and charitable organizations.In researching and writing the paper Social Citizens, Allison Fine discovered that, "Millennials are set apart from other generations by their cause lifestyle - a youth that is infused with giving and volunteering, eventually complemented by careers dedicated to causes."
As a generation that was raised with computers, technology, and an increasing blurring of global borders, many millennials are searching for ways to make their world a better place. The 2006 Cone Millennial Cause Study reported that 61% of millennials feel personally responsible for making a difference in the world.
Why it is important to work with them
Fine sums up the importance of millennials in the nonprofit sector saying, "If we don’t figure out how to incorporate millennials into our nonprofit organizations, they’re just going to start their own causes, overnight, using free tools."Social media tools such as Facebook and Myspace are usually free and, thus, a great way to raise the profile of a nonprofit organization. Millennials grew up using computers and technology, so it is no surprise that they are the masters of these social media tools.
This is an exciting time for the nonprofit sector. Most businesses and corporations have very structured environments. Millennials desire results but they balk at rigid rules and linear logic; this is often what makes it difficult for businesses to adjust to their presence. Many nonprofit organizations embrace these types of non-linear thinkers and will be able to grow and expand by recognizing the potential of millennials and incorporating their creativity and exceptional grasp of technology.
Now that we know they're coming, what can we do?
Many experts have raised questions and conducted research and analyses of millennials, but few offer organizations any concrete solutions to enable them to adjust to this new type of employee.In his research as a social network analyst, millennials expert Scott Degraffenreid began to realize the impact millennials were having on the workplace and developed a number of resources and tools to help organizations. Degraffenreid and the consulting team at N2Millennials offer webinars, e-courses and books on their website www.n2millennials.com.
Here are some helpful tips for employers from the N2Millennials website:
Regardless of whether you are a workaholic baby boomer, angst ridden Gen-Xer or a spoiled millennial yourself, it is important to think about this major shift that is occurring in the workforce. How will it affect you or your organization? Will you embrace this new breed of worker? Are you a member of this new breed of workers? Will you be a part of the change?
- Millennials thrive on constant feedback. Creating systems that reward points for specific behaviours provide that feedback and help millennials excel.
- Millennials value their personal lives more than their work. They do not feel work should be a priority over other important activities in their lives. Offer employees team scheduling and bankable time off to provide that freedom.
- Millennials are creative and desire the chance to express this creativity. Although it will differ from organization to organization, there are always ways to allow for a little self expression
Jennifer Kennedy is a freelance writer and communications consultant. She can be reached at: kennedyj9@gmail.com.
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