By Harriet Vanderbilt, Oregon Trail Chapter Volunteer

“The Red Cross has given me so much in my life. It’s time to give back."

Northwest native Bret Bernhoft was weaned on Red Cross. “Giving back to the Red Cross is a family tradition. I want an opportunity to become a lifelong volunteer." Bret also wants to help “build a place to come home."

As the principal consultant of Insyght Consulting, Bret is in the initial stages of developing a marketing plan to connect "Generation Y" --  the age range of 13-33 -- with the Red Cross. This plan will ultimately help match what young volunteers wish to do with what the Red Cross needs to get done.

Bret employs inventive approaches to help reach Generation Y, delivering strategies that will be relevant to the needs and objectives of both this age group and the Red Cross. Both offline and online tools are used.

Twitter, Facebook and blogs are key online tools to reach the target audience. Offline techniques involve interaction in various group activities geared to teens and young adults. Among these is the “High Five Challenge," a high school game show resembling Jeopardy. The show engages teens from many different cultures and ethnic backgrounds in educational entertainment. 

The recent pairing of Insyght Consulting with KPSU offers another marketing opportunity. The show -- airing on Portland State University’s on-campus radio station --  offers a lively discussion of marketing and media and another way to help the Red Cross reach their target audience.

“Our goal is to increase the number of Generation Y volunteers at Red Cross four-fold.” As facilitator and outside consultant, Bret wants to “form a bridge between youth and the institutional policies. There are more opportunities than ever for volunteerism with the Red Cross.”

“I want to thank the Red Cross for the opportunity to help. The return on investment will be the increase of volunteers and the increase of community involvement. I want to serve before being served and I want 'Red Cross' to become a family household word."