Let’s get our young people more involved with charities

It’s time to listen and engage, says Stephanie Bungay of CHAS

To show you really care, you listen.” Adora Svitak addressed a 700-strong conference in 2010 and delivered an eloquent, intelligent and humorous critique on the value of thinking like children and letting children contribute to the world. She was just 12.

There are more young people than ever before. Worldwide there are over 1.2 billion 15-25-year-olds, more than a quarter of the world’s population, and there are over 1.8bn under-25s. However, research by the Charity Commission suggests 18-24 year olds made up just 0.5 per cent of trustees in England and Wales in 2010 and the average age of a trustee is 57.

Children’s Hospice Association Scotland (CHAS) is a charity that cares for babies, children and young people and their families. It would be fair, therefore, to assume we are better engaged with young people than other organisations. In many respects this is true. Our care is holistic and person-centred, which means it is not one size fits all. Every child is different and we ensure we deliver what they need and want, both medically and socially, with them deciding if they want a trip to the cinema, a pool party, a takeaway or even a stay at the hospice without their family to give them some independence.

For children who have a life-shortening condition, we know the importance of them having a voice.

However, our work in other areas, such as fundraising and volunteering, is not as connected with the younger generation. Like many charities our demographic is predominantly over-55 and female.

Yes, younger people are traditionally less likely to give to charity, but the under-25s are a cause and people, not brand, motivated generation. How can we inspire them to support us but also, what do they need from us? If traditional giving methods such as direct debit or give as you earn are not relevant, what are the channels and fundraising they want? If we know how to engage with the children and young people we care for, what is stopping us from doing this with potential supporters and volunteers?

I recently took part in Standard Life’s summer intern project, which looked at this issue. A group of university students from across the UK spent two days reviewing our engagementwithyoungpeople.they showed us why everything from our language (use “chat and a coffee” instead of “informal meeting”) to our volunteering (they’d prefer to experience the various roles at CHAS rather than just one), fundraising and website needs to evolve.

Weneedtobeauthenticwithyounger audiences. One intern said it is unfair to expect young people to fundraise and volunteer for your organisation and not have them involved in the decision-making. Authenticity is key with this generation – they want to be part of something, make a difference and have an experience. The under-25s are the most connected generation in history. They are digitalnatives,whoexpectdirectaccess to people and brands. They also have expertise, influence and spending that will benefit charities.

If we don’t allow young people to be part of what we do we are shutting ourselves off to new possibilities and are in danger of becoming irrelevant. Adora summed it up perfectly: “Children just think of good ideas… We kids still believe in perfection and that’s a good thing because in order to make anything a reality you have to dream about it first.”

I want dreams and good ideas to be the lifeblood of CHAS. l Stephanie Bungay is Head of Communications for CHAS. Follow CHAS on Twitter @supportchas and Facebook Childrens Hospice Association Scotland