How segmentation helped Teach for America reach millennials

This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials.

How segmentation helped Teach for America reach millennials

Stephen WhitesideWarc

Not-for profits used to enjoy a distinct advantage when attracting new talent, as they offered employment possibilities that were uniquely rich in purpose and emotional appeal. However, as pointed out by Michael Lewis, senior managing director for constituent strategy and insights at Teach for America, this monopoly no longer exists.

"We have a job that provides a lot of meaning," he told delegates at The Market Research Event, a conference run by the Institute for International Research and held in Nashville in October 2013. "Unfortunately, there's a lot of...

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