Open Access

Lisa Heinrichs

• Generation Y is not only a very popular target group among commercial marketers but also for non-governmental organisations as they try to develop a relationship at an early stage. This thesis examines the extent to which non-governmental communication fits Generation Y's demand. For this purpose, the Welthungerhilfe is chosen as an exemplary non-governmental organisation based upon which to conduct the analysis. A secondary literature review as well as an online survey among Generation Y members are conducted to verify or reject the hypothesis that the Welthungerhilfe needs to adapt their communication strategy and measures to fit Generation Y's needs. Based upon the existing research status of Generation Y's media consumption as well as studies stating how non-governmental organisations should approach this generation, a narrowing towards the Welthungerhilfe's three most relevant communication categories is applied, namely advertising, social media activities and events. The con-ducted analysis of the Welthungerhilfe's communication as well as a competitor analysis concludes that the Welthungerhilfe as well as the seven main competitors are already present in media environments where Generation Y is active. Nevertheless, the survey shows that the actual Welthungerhilfe communication measurements are only poorly to moderately appealing to Generation Y. Besides, the findings from the analysis based upon secondary sources as well as the survey are finally assessed according to the public relations theory developed by Grunig and Hunt in 1984. By applying this theory it becomes clear that the Welthungerhilfe communication does not comply with what Generation Y demands. Therefore, it is concluded in this thesis that despite the good basis, the hypothesis stating that the Welthungerhilfe needs to adapt their communication to fit Generation Y's needs is verified.