Not too long ago, when I was in high school, I was fortunate enough to have had many opportunities to be involved in my community. I loved volunteering, running fundraising events, and doing what I considered “good work” in my school. I was helping people, I was making a difference, and that made me feel amazing. These opportunities are what first sparked my love for philanthropy, and I am confident that this experience largely contributed to my decision to work in the non-profit sector as an adult.

Why does my story matter? Because, just like most other cultural customs and life lessons, philanthropy must be taught. The non-profit sector is growing, and as advocates of philanthropy we have an obligation to help cultivate a love of humanity in the leaders of tomorrow. While it’s true that not everyone has the resources to invest in this long-term plan, if you can, you ought to.

There are a number of charities and fundraisers who are deeply committed to engaging young people. Though their personal giving capacity is low, fundraisers in this camp strongly believe in investing resources to engage and motivate Canadian youth. These programs typically take the form of a peer-to-peer fundraising event combined with an educational piece. If done correctly, a strategic youth engagement program not only educates and inspires action in young people, but can create passionate ambassadors for your cause and grow loyalty to your organization.

Armed with a burning curiosity about exactly what motivates charities to pursue youth engagement, I spoke with representatives from 5 different charities in the GTA with a long-standing youth program. I learned about their successes, their struggles, and the heart that is needed to run programs that are often considered too low of an immediate return on investment. Here are some important lessons on what needs to change across the board in order to engage Canadian youth:

1.     Be adaptable.

Today, trends and technology are shifting much faster than they ever have. Youth are always ahead of the curve. To be successful in building a meaningful, successful youth engagement program, charities should focus on understanding the tools that young people are using, anticipate trends as they are developing, and find ways to integrate them into their efforts. Online tools should be constantly shifting and always change according to performance from the year before.

2.     Build great relationships with educational staff and integrate themselves in the culture of their schools. 

Because youth engagement does not immediately deliver high return on investment, charities need to focus their programs on more long-term goals like education and involvement. Fundraisers have to respect the busy schedules of educational staff by providing ready-to-use toolkits and using small touchpoints throughout the year. This style of contact keeps your charity top of mind and continues your relationship with the facilitator who makes the program happen year to year. Charities should work to understand their audience and create tools that will appeal to youth, helping to build affinity for the cause. Some charities even go so far as to grow their reach with young adults by building presence at universities and colleges. This strategy bridges the connection between high school and the early years of adulthood, making it possible for young people to continue their relationship with your cause beyond the confines of high school.

3.     Treat youth ambassadors like donors.

With access to so much information right at their fingertips, it is undeniable that youth are smart. They are passionate and want to affect change immediately. By consciously building their affinity for a cause and providing increasing opportunities to become involved in leadership roles, youth can be an incredible resource for your charity. One charity interviewed highlighted that of all donors polled, the second highest number said that they gave because their children told them about the charity. To ensure long-term success of youth programs and cultivate relationships with young people, charities must keep detailed records of participation and capture any data available. With this information, charities will be able to measure the long-term impact and see how youth engagement grows affinity in people as they age. 

Summary

Having a youth program presents many opportunities and benefits, but don’t pick up the phone to call the local school board just yet!

If you currently have a youth engagement program and are wondering how to make it the best it can be, or you are curious about starting one, there are actions you can take to effectively mobilize youth in your community. Here are some great tips I learned on what you should have in place in order to execute a successful youth engagement program:

1. Know the trends of technology young people are using, and utilize them strategically. Have a follow-up plan. Be conscious of change, always re-evaluate and try to stay ahead of the curve. This principle can be applied to successful P2P fundraising, too!
2. To combat the feeling of being forgotten in partner schools, be as consistent and direct as possible in your communications with staff and students. If your timing is predictable, you’ll be less likely to get lost in the shuffle of a busy school year and students will be more inclined to participate.
3. Just like donors, you should constantly work to learn more about your school constituents and tailor your touch points to appeal to specific groups. Consider partnering with another brand that youth identify with. Speak their language, and be interesting.
4. Set financial as well as non-financial targets. You should be tracking your reach and your opportunity to connect, educate and empower young people in addition to raising money. Not all charities can afford to think this way, but if you go into a youth engagement program with only the goal of raising money you will be disappointed.
5. If you are able to, start identifying opportunities for youth who have a heightened interest in your organization and get them involved at a deeper level. If you do this well, you can become integrated in the lives of young people who care about your cause and maintain a relationship with them into adulthood. Some examples of these opportunities might include scholarships, leadership positions in or outside of school, and skills training.
6. The biggest lesson I learned in my interactions with these charities is that youth programs are a huge time investment. If this is something you want to grow, human resources are a must. It is absolutely vital to have at least one full-time staff member to execute the program and build relationships between schools and your charity.

Many charities are working to shift their focus to major and corporate giving. I applaud that decision – it makes the most sense to go where your cost to raise a dollar is lowest. However, we as a sector cannot forget where these big donors came from and who they once were. We all had to grow up at some point, and we had to learn the meaning of philanthropy from somewhere. The long-term health of Canadian philanthropy is our responsibility, and it is our duty as passionate fundraisers to inspire the leaders of tomorrow.

Tayler Halonen is new on the fundraising scene. She discovered a love for making people feel good at a young age, and she is thrilled to grow that passion in her work as a donor-loving fundraiser. A recent graduate of the Humber College Fundraising program, Tayler is currently working as a Stewardship Assistant at The Toronto General and Western Hospital Foundation. In addition to philanthropy, Tayler is enthusiastic about animals, books, food, and health.You can connect with Tayler on Linked In here.