Gen. X and the Non-Prof: Inconceivable Union is Upon Us

Guest Contributor: Joshua Taylor, Communications Director

Yesterday I’m sitting at a stop light in my nice, but reasonable Mercedes E420, when this smoking hot S500 AMG crept to a halt right beside me. As I was admiring the smooth curves of that luscious automobile, I started thinking about who was behind the wheel. Was it a doctor? A 50-year-old stock broker wondering if his trophy wife was about to bail because his portfolio is crashing harder than the Hindenberg? The light turned green, I rolled forward as the S500 remained at a stop and lo and behold, it was some Generation X kid driving that 80,000 whip while he’s barking at his blue tooth and chugging down a venti mocha latte. Was I surprised? Not in the least…Generation X has arrived and they’re getting ready to take over the captain’s chair of this cruise ship that we call life. I’m here to tell you that it’s time to champion the new decision makers.

As Gen. Xers begin to emerge as the leaders of the free world, they are finding that they are finally in a position to make a difference. No more cashing in the change jar to buy a 12-pack of Pabst Blue Ribbon and a bottle of Boone’s Farm, these kids are picking up the tab at Morton’s after greasing you up with some La Fin Du Monde and a bottle of Dom. Our clients know that Gen. Xers now hold the fat wallets that are going to drive business into the future.

Children, Incorporated, a Richmond-based non-profit 501(c)(3) organization, recently realized that Gen. Xers are the next group to help them build better lives for children-in-need. To help spread their message, CI turned to Madison+Main to take a proactive approach and put a fresh spin on child sponsorship with the release of the Wingman webisode, which shows that helping children-in-need is not just charitable, it’s a cool thing to do. Children, Incorporated is using New Media to target Gen. Xers and point out that sponsoring a child isn’t financially out of reach for anyone at just $28 a month.

This approach by the non-profit organization recognizes the effectiveness of targeting younger consumers through social media sites like Facebook, MySpace, Twitter and many more. Children, Incorporated is turning to New Media to show these affluent youngsters that while sponsoring a child is a generous and kind thing to do, it is also rewarding, fun and inexpensive.

Children, Incorporated is putting their new voice in front of the target audience by placing Wingman on more than 150 video upload, Social Media and New Media websites. To check out the video, click here. For more about Children, Incorporated, click here or log on to their website at http://www.ChildrenIncorporated.org.