VIDEO: What Motivates Millennials to Participate in Online Giving?

According to the 2014 Cone Communications Digital Activism Study, American’s top drivers to online participation in social or environmental efforts include:

• They believe participation will make an impact (79%)
• There is an urgent need for immediate support (79%)
• It is easy to participate (77%)
• The issue is personally relevant (74%)
• The content triggers an emotional response (68%)
• The appeal allows participants to show their social networks what is important to them (57%)

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