Wake up! Youth do get involved!

I've been saying it for years. This latest generation wants to change the world, but they want to do it before their date on Friday. They are young, idealistic, action-oriented and have an incredible propensity to raise money. Now, I get to say in an appropriately sing-song voice, "I was right."

Today, an article in USA Today (don't make that face - I stayed in a hotel last night and it showed up at the door.) confirms my assertions. Two separate studies are being released today concluding that, "61% of 13- to 25-year-olds feel personally responsible for making a difference in the world." In the past year, "81% have volunteered." They support companies and products that are socially and environmentally responsible. They have been greatly affected by 9-11 and the Hurricanes of last year. Full story at: http://www.usatoday.com/news/nation/2006-10-23-gen-next-cover_x.htm.

Interestingly, there is also a sidebar about this generation's use of the the internet to create change. (http://www.usatoday.com/news/nation/2006-10-23-students-web_x.htm) I think it's safe to conclude that these kids want to be involved and they want to do it online and they don't want to wait until they hit their "prime giving years."

So, what are nonprofits doing to form relationships with this generation right now? Unfortunately very little. Why? Generation Next isn't on any mailing lists yet. All is not lost, though. Several "blue chip" nonprofits are developing campaigns aimed at youth. Hooray.

This summer, Save the Children launched the High FIve campaign focusing on micro-donations: http://www.savethechildren.org/Hi-Five/. In October, Oxfam and MySpace.com advertised a rock concert series benefiting and calling attention to Darfur, Sudan: http://www.myspace.com/rockfordarfur.

-Heather Fignar