Involving Millennials in Nonprofit Organizations

Sep 05, 14 Involving Millennials in Nonprofit Organizations

Posted by in Nonprofit

Say what you want about Millennials, but this young generation truly believes that they can change the world. Nonprofit involvement is one way Generation Y chooses to make a difference, and their engagement early-on is key for an organization’s long-term sustainability. Consider implementing the following strategies when looking to targeting Millennial involvement.   1. Highlight the cause When donating time and/or money to a nonprofit organization, Millennials are more drawn to a broad cause or issue, as opposed to a specific organization. According to the 2013 Millennial Impact Report, of the 73% of this generation who volunteered for a nonprofit in 2012, 75% donated their time because they were passionate about the cause. Millennials believe they can make a difference for a cause they care about, so they will be looking to organizations that emphasize a commitment to an issue.   2. Use social media effectively Social media is a good opportunity for organizations to educate the Generation Y audience about how they uniquely contribute to a greater cause. Millennials are somewhat selective about what organizations they follow on social media, and are more interested when nonprofits share specific stories about successful projects or people they have helped. However, when nonprofits use social media to share compelling narratives, 75% of Millennials who do follow these organizations interact with social content that nonprofits post (liking, retweeting, sharing, etc.).   3. Create a continuum of participation opportunities Millennials are attracted to organizations that offer a variety of volunteering opportunities, as this generation is almost evenly split between those who are looking for short-term volunteer projects and long-term volunteer opportunities. This group doesn’t appreciate feeling like they’ve wasted, and 32% of Milliennials are open to any kind of volunteer opportunity as long as they know their efforts will make a difference.   4. Allow for networking and professional development Millennials also seek intrinsic benefits when finding a nonprofit to get involved with, identifying networking and gaining professional expertise as important factors to their involvement. For example, 72% of...

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Gift of Hope Organ & Tissue Donor Network Public Service Announcement Awarded Silver Telly Award

Apr 17, 14 Gift of Hope Organ & Tissue Donor Network Public Service Announcement Awarded Silver Telly Award

Posted by in Nonprofit

“At the Opera” PSA earns third award, sees increase in donor registration. Gift of Hope Organ & Tissue Donor Network has been awarded a Silver Telly Award for its “At the Opera” Public Service Announcement. “At the Opera” is part of a multichannel campaign featuring 30- and 60-second TV spots, digital video, and online banner advertising developed by The San Jose Group, an integrated advertising agency based in Chicago. Aimed at attracting Illinois and northwest Indiana residents to register as organ and tissue donors in order to provide a lifesaving opportunity to the more than 5,000 people waiting for an organ transplant in Illinois, the PSA campaign was a significant contributor to statewide spikes in registration. Since the launch of the “At the Opera” campaign in June 2013, there has been more than a 15% increase in organ registration at the Illinois Department of Motor Vehicles, where the broad majority of residents choose to register. However, the Gift of Hope website also saw a 176% increase in donor registration compared to the same time the year prior. The campaign centers around Lola, a first-time opera attendee, whose passion for organ donation and saving lives gets the best of her when a character dramatically faints on stage. Caught in the moment, Lola engages the audience by sharing just how easy it is to register as an organ donor using Gift of Hope’s website, encouraging everyone to take action. “Throughout creative development, several different storylines and ideas were considered. In the end, we felt it was important for us to break out from the standard in the category,” said George L. San Jose, President and Chief Creative Officer of The San Jose Group. “Our creative team was thrilled that Gift of Hope chose one of the most unique concepts to take to execution.” This integrated campaign was developed alongside an outreach strategy designed by SJ Public Relations. An affiliate public relations division of The San Jose Group, SJ Public Relations has already won seven awards for outstanding...

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Be the Star among the Tinsel: Tactics for Not-for-Profits this Holiday Season

Nov 08, 13 Be the Star among the Tinsel: Tactics for Not-for-Profits this Holiday Season

Posted by in Nonprofit

The season of giving is upon us, and that means an influx of donations for Not-for-profits. While the spirit of the season moves people to contribute (a survey by Ask Your Target Market showed that 57% of respondents said they donate to charity during the holiday season), some Not-for-Profits struggle with getting exposure during the holidays. “Marketing not-for-profits may be tricky and challenging, but ultimately they’re rewarding,” said George L. San Jose, president and chief creative officer at The San Jose Group. “People, especially this time of year, want to know they’re giving back to make a difference.” According to the 2012 Nonprofit Almanac, the United States houses an estimated 2.3 million not-for-profit organizations. While tactics such as not-so-gently reminding donors that the tax deduction deadline (December 31st) is nearing and drawing on the emotions of the season generate an influx of donations during the holidays, not-for-profits can use more creative avenues to break through the tinsel and be heard over the jingle bells. Manners Matter Organizations must prove their validity and can do this by showing donors where past donations have gone and how funds will be distributed. Also, thanking donors on social media or sending thank you emails can increase the odds of future donations. Giving Charitable Gift Cards Not-for-profits can offer and promote donation certificates and cards. With these cards, donors can gift a preloaded card that the recipient can spend on the cause(s) of their choosing—a gift that keeps on giving (at least by one degree). Some successful not-for-profits have already teamed up with charity donation cards like Tisbest.org’s Charity Gift Card and Network for Good’s Good Card. Organizations should use email, newsletters, social media, mobile apps, etc. to alert the public about these and other charitable gift options. Emotional Engagement Emotional connections to causes and recipients generate donations. Including photos of beneficiaries in emails, posting testimonials to YouTube and focusing on subjects in PSAs can all add to donations. Organizations that give specific examples of what contributions go toward...

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Just Because You Build It, Doesn’t Mean They Will Come: Brands Utilizing Digital Content

By George L. San Jose, President and Chief Creative Officer of The San Jose Group Digital Jabber Jaws is a modern epidemic plaguing today’s brands. In fact, brands are losing out daily by casting out massive quantities of digital content with little regards to the most important aspects: quality and relevancy. Yes, social media and search engine optimizations have altered the industry in the sense that brands need to be present, involved and constantly engaging in the online conversation. Yes, clients want to see ROIs, conversions, likes, follows and retweets. However, the method to achieving this is not “new.” Building brand awareness isn’t about populating every digital space available but more so about creating rich, memorable content that aligns with the brand’s persona and speaks at the opportune time to its targeted consumer. Is this a pioneering or groundbreaking concept? Perhaps not, but that doesn’t mean brands don’t need a reminder from time to time. Speaking frankly, the objective of the advertising game is the same as it was before Facebook, Google and Twitter dominated the playing field. The only thing that’s changed is brands simply have more channels to play in now. So, as brand guardians, changing our approach to meet the opportunities within the growing digital space doesn’t need to be revolutionary. It appears the onset and growth of social media has distracted marketers, causing them to switch their focus from “quality, quality, quality” to “views, views, views.” Unfortunately, views and clicks do not build brands or increase market share. In the grand scheme of the advertising industry, the Internet—particularly social media—is still a new frontier confusing brands to believe they should strive for the numbers by flooding everywhere and anywhere with content. In doing this, creativity almost always suffers thus changing the role of Artistic Director to Mass Producer. Most often, marketers play the Field of Dreams approach: “If you build it, [they] will come.” This strategy only generates content and speaks nothing to creating a positive, lasting brand impression—let alone...

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Hispanic Heritage Month: Brands doing it right

By Cassandra Bremer, Content Manager and Developer at The San Jose Group Each September, a growing number of marketers celebrate Hispanic Heritage Month, recognizing the growing Hispanic American community. Introduced by President Lyndon B. Johnson in 1968 as Hispanic Heritage Week and later expanded to cover a 30-day period by President Ronald Regan in 1988, Hispanic Heritage Month (September 15 to October 15) celebrates the history, culture and contributions of Latino Americans. According to the 2010 census, one in six Americans identifies themselves as Latino. While Hispanic Heritage Month gives Hispanics a chance to embrace their roots and connect with their favorite brands on a more intimate level, they know the difference between obligatory campaigns and true public relations efforts, so to succeed, brands must do it right. “Hispanic Heritage Month offers brands a grand opportunity to really capture Hispanic consumers’ attentions,” said George L. San Jose, president and chief creative officer of The San Jose Group. “Often though, marketers forget about Hispanic Heritage Month by October, having filled that marketing quota in September.” This case is especially evident in social media where the hashtags #HispanicHeritageMonth and #HHM have dwindled in usage from brands since the second to last weekend of September. Naturally, one would think that targeted social media posts would be on the rise since Hispanics over index in social media use (Pew Research Center reported that 80% of Hispanics use social networking sites vs. 70% of white, non-Hispanics). While some marketers have missed opportunities to reach these consumers, a number of brands are truly making the most out of Hispanic Heritage Month. This year, for instance, PBS planned a full calendar, celebrating Hispanic Heritage Month, including a new six-part series embracing Latino contributions ranging from arts and entertainment to journalism and politics entitled, Latino Americans. According to PBS, this series, narrated by actor Benjamin Bratt, is the “first major television documentary series to chronicle the rich and varied history of Latinos.” Supporting the project as a major corporate funder, Ford featured...

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Gift of Hope and SJ Public Relations Receive Top Honors

Jun 07, 13 Gift of Hope and SJ Public Relations Receive Top Honors

Posted by in Nonprofit

Not-for-profit organization and agency partner recognized for outstanding work during the Publicity Club of Chicago’s 54th Annual Golden Trumpet Award Ceremony CHICAGO (June 1, 2013) – Gift of Hope Organ & Tissue Donor Network (Gift of Hope) and SJ Public Relations (SJPR), a division of The San Jose Group won two Gold and two Silver Trumpets during the Publicity Club of Chicago’s  54th Annual Golden Trumpet Award Ceremony, the most prestigious awards program in the Midwest honoring notable individual achievement in the planning, creativity and execution of public relations and communications initiatives. “Having the opportunity to support Gift of Hope’s mission of saving lives by imparting insightful, strategic communication is an award in itself,” said George L. San Jose, founder and chief creative officer of The San Jose Group. “Our team strives to deliver distinguished, measureable results to our clients and we’re honored to be recognized for our collaborative work together.” Gift of Hope, a member of Donate Life Illinois, is an organ procurement organization that works to educate and raise awareness about the critical need for organ and tissue donation. SJPR has served as the non-profit’s PR agency of record since 2009 and leads its external, strategic communication and earned media efforts. Gift of Hope Organ & SJ Public Relations won the following 2013 PCC Trumpet Awards: PCC Golden Trumpet Award/Community Relations “Gift of Hope’s World Record” PCC Golden Trumpet Award/Special Events & Observances “World Record-Breaking Organ Donation Outreach” PCC Silver Trumpet Award/Community Relations “Gift of Hope: Operation Smile” PCC Silver Trumpet Award/Special Events & Observances “Local Vigil for National...

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