Since 2009, the Millennial Impact Project has focused on Millennials' preferences when engaging with causes. By allowing Millennials to describe how they wish to give and help causes, organizations have been better able to reach them.
For the next phase of the Millennial Impact Project, beginning with the 2014 Millennial Impact Report, the research will focus primarily on Millennials' preferences in the workplace -- how they engage with their company and what they look for in corporate cause work, with "cause work" meaning the programs and initiatives companies execute that help people and communities.
As this year's study explores what motivates Millennials to engage in company cause work, the findings are separated into three general themes: culture, relationships and resources. These themes categorize the main assets cause work generates for a company. Culture describes how cause work shapes today's hiring process and the overall work culture companies are trying to establish. Relationships encompasses the interpersonal bonds coworkers build as well as the relationships Millennials have with causes and their employer. And, finally, Resources details the assets (financial, time, skill, etc.) Millennials use to benefit a cause.
- Initiate new employees into cause work. As interest in service projects declines and interest in giving increases over time, companies should focus on incorporating volunteerism and cause work through the onboarding or orientation process. Provide opportunities for employees to volunteer with groups and complete cause work with a team during their first days at your company.
- Embrace a three-pronged approach to company cause work. Focus on providing these three specific types of service opportunities: company-wide days of volunteering, department/team service projects and opportunities to use individual skills or interests to benefit a cause.
- Offer a range of cause work actions. Allow Millennial employees to perform both small actions from their desks, as well as larger projects with others, possibly off site.
- Tell stories and demonstrate the impact. DonÃ¢â‚¬â„¢t let employees assume the differences their volunteering and giving made; show them who benefited from these actions and highlight individuals who made a difference.