What is Your Cause?
As an older sister, I’ve had the chance to spend a decent amount of time around teenagers, even as I enter my late 20s. One of the benefits of that is being able to have conversations with my siblings and their friends relating to their future, their passions, and how they want to impact their communities.
The number one thing I have learned from these conversations, is that when a young person is considering where to volunteer, or donate, they have two questions that you need to answer: “What is your cause?” and, “Is it MY cause?”
When it comes to the younger generation, we know that they are motivated by causes. They don’t care how much money you raise or that you fund partner agencies. They want to know what change you are trying to accomplish. They want to know if you are trying to reduce poverty, increase third grade reading scores, or end hunger. Unlike their parents and grandparents, telling the younger generation that you are funding in education, income, and health isn’t good enough. They want something more concrete than that. The younger generation knows what the Trevor Project’s cause is – suicide prevention for LGBTQ+ youth. They also know what Doctors Without Boarders’ cause is – they provide health care to people around the world who are in need. So, what is your United Way’s cause? Is it easy for a young person to understand?
Next, you need to answer the question, “Is it MY cause?” Luckily, we know that the younger generation has a lot of causes that they are passionate about. That being said, you have to show them that you are impacting a cause that they are passionate about. This means providing clear communication outlining what it is you do, so that the younger generation can see their cause in your work.
One fantastic way for your United Way to answer both of these questions is by becoming issue focused. With an issue focus, your United Way selects an issue that is prevalent in your community, such as poverty, hunger, third grade reading, or the graduation rate, and then sets a bold goal outlining the change your United Way wants to accomplish addressing your issue. With an issue focus, it will be clear to the younger generation what your cause is, provide your United Way with a clear message, and allow your United Way to attract new (and younger) donors.
The younger generation wants to make a change in their communities, around issues and causes they are passionate about. With an issue focus, you will be able to support the younger generation in accomplishing this change through your United Way.