Reaching a New Generation: Can Compassion be Cool?
Jeffrey Zaslow of the Wall Street Journal wrote an insightful article recently on the need for non-profit organizations to reach a new generation. Studies show that 20-somethings are less likely to make donations or volunteer than their parents did, and overall, service organizations are shrinking, from the PTA to the NAACP. Today, we live in a society that isn’t as connected as a generation ago, and young people are more transient, less likely to develop local relationships, and have more things competing for their time. What is the answer? Mr. Zaslow suggested we remember that young people revel in experimentation, love to have fun, and are much less traditional than older generations. But don’t just patronize them – it’s more than just showing music videos, wearing trendy clothes, and shaky-cam TV programs. We need to look for long term connections, seriously listen to their ideas and suggestions, and make a commitment to them for the long haul. It will take time, but the future of our organizations depend on it.
