NPR’s Tips for Reaching Millennials

For organizations that want to reach people in their 20s, “the first thing to do is listen—deeply,” says Danielle Deabler, who oversees NPR’s efforts to reach audience members under age 34. She notes that this demographic grew up “being mass-marketed to” and as a result responds best to an approach that is tailored to an individual.

“It’s better to start with even two or three and listen in-depth rather than throwing the widest possible net just to get high numbers,” she says. If young supporters feel like they’re being heard, she says, they will be willing to activate their social networks and bring in their friends and peers.

“Who is in your network? Who do your board members know? Do you have any young volunteers?” asks Ms. Deabler. “It’s not an ad in the local newspaper.”

Young people crave a sense of belonging and want nonprofits to treat them like family members. The Generation Listen project that Ms. Deabler oversees organizes events that allow its members to meet and brands itself with the slogan, “Join the tribe.”

Many young people are eager to contribute—but often in untraditional ways. To define new support roles they can play, says Ms. Deabler, “You need to roll up your sleeves and sit around with Frappuccinos listening to their thoughts and concerns and what they need, minus preconceived notions.”