Reaching Out to the Millennials
The Millennials are the generation of people born between 1979 and 2001. They make up 30 percent of the population of the United States, and they are more involved and active in social causes than any generation before them.
For many Millennials who aren't Doing Something, the reason is, quite simply, that nobody asked them to. Do Something is asking. But without a huge marketing campaign, without billboards and countless TV ads, getting the word out is not always easy. Luckily, the group has the best marketing campaign money can't buy: word of mouth.
It's one thing to read about an organization in the paper (or online); it's something else altogether if a friend turns you on to the organization. Word of mouth is one of the primary building blocks of Do Something. It may take a little longer, but the quality of people who find the organization through word of mouth are far and away more dedicated, more involved, and more likely to take action.
Another way Do Something finds its audience is through strategic partnerships. But the group will only enter into a partnership with a company if it makes sense. So, for example, Do Something has a series of safe-teen-driving causes that it works on in partnership with Allstate. That makes sense. A project to build homeless shelters in Latin America with an alcoholic beverage company wouldn't make as much sense.