As stated in a previous post, Millennials are always looking for ways to be involved. One way this gets accomplished is by eliminating the middleman. Millennials have discovered, through sites like Kickstarter and GoFundMe, they can make an immediate impact. Now that we are living in a world where investigative journalism is no longer funded by corporate leaders in the news business, and where we have seen world news flounder, these sites provide Millennials an avenue to fund such projects.
Since 2009, crowd funded projects for journalism has increased from $49,000 to a staggering $1.7 million.
Most project funds went toward the travel required to get the journalists to where the news is happening. Despite more the millions of dollars being funded to journalistic opportunities on Kickstarter’s Web site, only 22 percent of the nearly 3,000 proposed projects received the requested funding. Still, this is a great opportunity for Millennials to give back.
So, how do marketers take advantage of this type of information? By giving back. It would be a simple tactic that would receive a high return in consumers’ eyes. It would be similar to the Toms project, where every pair of shoes sold, another pair goes to an underprivileged person in a developing country.
By funding such projects, a company could advertise that it has given back to the community through funding one or more of these campaigns. The recent announcement of the Late Show’s Stephen Colbert partnering with DonorsChoose generated tons of earned media for his television show.
With shows like his coveting the all-important Millennial demographic, this was a genius-marketing ploy. However, knowing what Colbert does for the community, this was not just a ploy on his part. It is that type of authenticity that Millennials want to follow and be associated with.