The next generation

Over the past decade or so, the idea that generations respond differently to language and technique has become widely accepted. The most successful organizations have, among other things, targeted their messages on different platforms, to speak directly to the generation most likely to engage.

We all know that the main subsistence of nearly every nonprofit organization comes from the Boomers and beyond, with Gen Xers in the wings as they slog through the expensive child-rearing and college years. Yet we still keep our eye on those elusive Millennials - on what our marketing and fundraising world might look like in 10 or 20 years.

As the mother of a Millennial about to enter college, Time Magazine's recent issue, titled "The ME ME ME Generation," (not freely available online) intrigued me. Of course, there's the traditional talk about trophies for every achievement, incessant self portraits posted to facebook, and the seeming inability to grow up and move away from home.

Then there was this: They're nice, and they're positive. "They want new experiences, which are more important to them than material goods. They are cool and reserved and not all that passionate. They are informed but inactive: they hate Joseph Kony but aren't going to do anything about Joseph Kony."

It could be called lazy, and many have called it just that. But as I read through the article, practical was actually the word that came to mind. It seems perhaps, that to connect with this generation - those18 to thirty-somethings - it's not heart on your sleeve. It's not about a grand vision for the future. It's not about vehement opposition to wrongs or daring solutions to issues. 

It's somehow a simpler, gentler appeal for good - for a more concrete way they can make the world a better place. Practical.

Now if we can only figure out how we're going to reach them when the post office stops delivering mail, and they completely stop reading email (which they have nearly done already)....