By Ramkumar Seshu, Author of Born to Win and Antar Prerana – Leadership Lessons from the Bhagavad Gita
I LOOK FORWARD TO TALK TO YOU. CLICK THIS LINK
Continuing my Conversation with the CSR Head of a Company on using a digital strategy I had remarked “In a connected world, we need to use technology as a conversation opener and facilitate participation and build genuine human connections”
Today, we explore the digital landscape where 30-year-olds live, work, and make decisions about how to spend their precious time and energy.
The Digital Behaviour Patterns of Purpose-Seeking 30-Year-Olds
After analysing engagement patterns and successful campaigns, here’s what we know:
LinkedIn: The Professional Purpose Platform
- They follow thought leaders who discuss meaningful work
- They share content that enhances their professional reputation
- They’re most likely to engage with volunteering opportunities that align with career development
- Best for: Skills-based volunteering, industry-specific causes, peer networking around social impact
Instagram: The Authentic Story Space
- They seek behind-the-scenes, real stories of impact
- They respond to visual proof of change
- They want to share experiences that reflect their values
- Best for: Visual storytelling, event promotion, community building, impact celebrations
Facebook: The Community Connection Hub
- They join local community groups and cause-specific pages
- They respond to event invitations from friends and local organizations
- They appreciate detailed information and discussions in group settings
- They use Facebook Events for planning and coordination
- Best for: Local community initiatives, group discussions, event organization, long-form impact stories, intergenerational cause advocacy
WhatsApp/Text: The Immediate Action Channel
- They appreciate low-friction, immediate ways to help
- They respond to personal invitations from friends
- They like being part of small group initiatives
- Best for: Event coordination, urgent needs, friend-to-friend referrals, micro-volunteering
The Three-Layer Digital Strategy
Layer 1: Awareness (LinkedIn + Instagram + Facebook) Create content that connects social impact with professional and personal identity. Share success stories, industry insights, and peer testimonials.
Example: “5 Marketing Professionals Who Used Their Skills to Triple Nonprofit Donations”
Layer 2: Consideration (Email + Targeted Content) Provide detailed information about opportunities, impact metrics, and time commitments. Remove uncertainty and build confidence.
Example: A detailed case study showing exactly how 4 hours of mentoring on a monthly basis helped 3 women scale their micro enterprises.
Layer 3: Action (WhatsApp + Apps + Direct Contact) Make participation as frictionless as possible. One-click scheduling, immediate confirmation, clear next steps.
Example: “Click here to reserve your spot at Saturday’s community lake cleaning project. Location, parking, and what to bring all included in your confirmation.”
The Mobile-First Helping Experience
Design every interaction assuming they’re engaging on their phone during a commute:
The 30-Second Rule: Can they understand the opportunity and know their next step in 30 seconds?
The 3-Tap Test: Can they express interest and get follow-up information in 3 taps or less?
The Calendar Integration: Can the commitment seamlessly appear in their digital calendar with all relevant details?
Building Community in Digital Spaces
The most successful initiatives create what I call “Digital Villages”—online spaces where volunteers can:
- Share their experiences and challenges
- Get encouragement and practical support
- Celebrate wins together
- Learn from each other
- Plan future activities
This isn’t about managing volunteers—it’s about nurturing a community of changemakers.
Tomorrow, we’ll tie everything together with practical steps for creating sustained volunteering habits that grow over time.
Remember: Technology is most powerful when it amplifies human connection rather than replacing it.
The “𝗕𝗼𝗿𝗻 𝘁𝗼 𝗪𝗶𝗻 – 𝗜 𝗔𝗺 𝗮 𝗪𝗶𝗻𝗻𝗲𝗿” program has helped over 2,00,000 students studying in government and aided schools. If you would like to make this impactful program a part of your CSR activities, Schedule a call with me: I LOOK FORWARD TO TALK TO YOU. CLICK THIS LINK
