Advocacy Tips: Capturing the Attention of the All-Important Youngster Demographic

I recently attended a conference about professional speaking, and as I was listening to speakers speak about speaking (confusing, I know), a resounding theme seemed to pop up: it’s time to start appealing to a younger audience, aka the Millennials or Generation Y. To offer an extremely loose and clichéd definition, Millennials are those individuals born between 1980 and now, and they tend to be technologically savvy, media junkies, and a crazy combination of easily-distracted multitaskers (I’m definitely guilty of the last one). When they’re not busy getting distracted by shiny things (guilty again), the truth is these young adults are quickly dominating the market, the workforce, and even politics. So how does anyone trying to sell their message, whether a professional speaker, a grassroots campaign manager, or an advocate meeting with those super-young staffers on the Hill, appeal to their sensibilities? Here are a few thoughts:

•  Millennials enjoy multiple stimuli. Millennials can watch the news, check their Facebook, play Angry Birds, tweet about playing Angry Birds, and listen to music all at the same time. And while it’s true that everyone has more information flooding their brains from various sources compared to a decade ago, Millennials are generally more active about seeking it out. This inevitably causes them to filter the information they take in (as impressive as it would be, they don’t actually retain every tweet they read). So with these subconscious filtration systems set in place, what ends up standing out? How do you get them to remember you and your message? One of the answers is repetition from multiple platforms. Create a Facebook page, a Twitter account, a YouTube channel, a blog, and interconnect them whenever possible. If you write a blog entry, tweet and post a status update about it. Tweet your Action Alert multiple times throughout the day using slightly different messaging each time. Don’t just give that twenty-something Hill staffer your business card; make sure they have access to all of these additional resources.

•  QR codes are the next big thing. I’m willing to bet my future puppy on it, and anyone who knows me knows that’s a big deal. Not only are QR codes the next big thing, but they have “Millennial” written all over them (I assume you know I don’t mean that literally). For those of you that aren’t in on this growing fad, QR codes are those funny-looking black and white boxes that you scan with a smartphone app and a website pops up (like magic!). They are free to create on websites like qrcode.kaywa.com and qrstuff.com; simply enter in the website you want to pop up when people scan your QR code, hit go, and BAM, a custom code shows up on the screen. Now just start plastering it on all of your business cards, one-pagers, advertisements (tattoo it on your body, create custom jewelry out of it, shave it on your head..), and you’ll not only share your resources more effectively but you’ll also be super hip.

•  Be entertaining and engaging. Just because you are in a one-on-one meeting with a young Hill staffer doesn’t mean you have their undivided attention or that they agree with what you are saying. When you’re speaking to a younger audience it becomes more important than ever to find ways to catch and keep their attention, make creative and compelling arguments, and truly engage them with your message. Once you’ve done that, just hand over your QR code-embellished business card and you will be so in. 

Never Too Young to Start Advocating

I attended a climate change forum a couple of weeks ago hosted by Climate One to discuss how younger people are taking action to cut carbon emissions in their communities. The students that were participating had unique approaches to how they were taking on climate change in their community but they all understood the power of advocacy and raising awareness for their issue. Advocacy can take many forms from doing student projects that raise awareness for their issue to talking to the decision makers in their community about making changes that will help reduce their carbon footprint. Take a look at how these students are making a difference in their communities through their innovative advocacy efforts.

Facebook, Obama & the Future of Grassroots

Yesterday a few thousand souls turned out at George Mason University to hear Sen. Barack Obama's (D-IL) first political rally since announcing the formation of his presidential exploratory committee. Unremarkable you say? Well, what's interesting is that this event wasn't the product of political consultants, campaign operatives, or even the good Senator himself. According to the Washington Post, the event was organized and promoted through two Facebook.com groups of students who support Obama's run for the White House.

Last summer Meredith Segal was a rising junior at Bowdoin College in Maine. Her enthusiasm for Sen. Obama led to a Facebook group, Barack Obama for President (subsequently renamed "Students for Obama"). Yesterday, she took the podium in Fairfax to introduce him. Her group now counts more than 56,000 members. Another Facebook group of young people supporting his candidacy numbers a whopping 200,000. Segal and her compatriots are now working to transition from an online group to a true grassroots network with regional organizing and other networking tools (website, blog, etc.)

Young people have traditionally been considered low turnout voters largely disinterested in politics. In the grassroots world -- particularly for associations and other DC interest groups -- they are usually third class citizens. Afterthoughts. However, the times they are a changin'. The Center for Information & Research on Civic Learning and Engagement studies voting patterns among 18 - 24 year olds. Among their findings:

• In 2004, youth voting surged to its highest levels in a decade
• In 2006, the trend continued with the young people comprising the demographic with strongest voter turnout growth since the 2002 midterm

The Pew Charitable Trust found that in certain targeted districts the 2006 youth vote turnout more than doubled from '02 levels. This happened in 36 congressional districts ... more than the current Democratic majority in the House.

Could it be that young people can be mobilized as a significant element of a grassroots network or campaign if we use the right tools? Most grassroots campaigns mostly ignore students and young professionals. That's a mistake. A growing pool of data suggests these may be some of the most passionate advocates ... and they usually have time and energy to be engaged. Trouble is, we can't just throw the same old grassroots tools at them and expect results.

New tools can lead not only to more participation but also the kind of participation that launches a student from a New England campus computer to sharing the stage with a high-profile presidential candidate. What I'm saying is that they don't to just want to passively belong, they want to really engage.

Technology is certainly part of the answer to turning young people into grassroots activists. But, the real trick is the work Meredith Segal is trying to figure out right now: translating online interest into offline action.