Gen Z Generosity: 5 Ways Nonprofits Can Engage the Next Generation of Donors

Gen Zers — individuals born between 1997 and 2012 — are redefining what it means to be philanthropic. Raised in a world where smartphones and social media have always been prevalent, Gen Z donors are true digital natives. Along with their technological know-how, Gen Z is also the most racially and ethnically diverse generation in America. Encouragingly, they are also on track to be the most educated, according to Pew Research Center.

But often correlated with higher levels of education is a hefty amount of student debt. With an average of more than $20,000 in student debt (13% more than millennials), Gen Z is faced with a strain on their bank accounts due to these loans and an economy experiencing inflation.

Surprisingly though, this economic strain isn’t limiting Gen Z’s generosity. This next generation of young donors might become the most generous base of supporters for nonprofits to date. This group was also the top generation in gift frequency: 11.4 times within 12 months, according to Giving USA’s “Giving by Generation” special report.

It’s clear that Gen Z is poised to be an exceptionally generous group of people. So, how can fundraisers capture the passion and attention of these young donors to earn their support? Let’s explore five ways to reach and engage Gen Z donors. 

1. Make Your Mission Clear

Members of Gen Z have strong opinions and are not afraid to speak up about them online or elsewhere. They also admire the same quality in others and respect those who stand by their convictions and speak boldly about what they believe in.

According to Roberta Katz, a senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences, a typical Gen Zer is a “self-driver who deeply cares about others,” and “while dismayed about inherited issues like climate change, has a pragmatic attitude about the work that has to be done to address those issues.”

To earn the respect, attention and support of Gen Z donors, be clear about your values and what your organization stands for. Use your online community platforms, social media, website and donor communications to highlight your commitments, mission and values.

2. Lean Into Mentorship

Next-gen donors are more likely to give to an organization they’ve heard about from peers or influencers in the spaces they engage with. They are hungry for guidance and knowledge from older generations who have walked the path before them. 

Lean into this influencer effect with an organization network that can offer things like mentorship, career guidance, business directories, and other opportunities for connection and knowledge sharing. Over time, young donors will form a kinship with others who support the same cause, making them more willing and able donors. 

3. Reach Them Where They Are — Their Phones

It’s critical to meet donors where they are, and the fact is, Gen Z is on their phones — nearly constantly. A staggering 97% of American adults own a smartphone and more than three quarters (76%) of Gen Z say they give online, according to Giving USA’s generational report.

So what does that mean for nonprofit donor outreach? Integrating a peer-to-peer texting strategy into a fundraising program can have immediate and long-term success on your results. Whether it’s responding to urgent appeals or part of a broader campaign, a peer-to-peer texting program ensures that your organization stays at the forefront of your supporters’ minds — and in their pockets. 

4. Cut Through the Noise With Video

In the same theme of evolving donor preferences (especially for younger generations), tapping into video is key to cutting through the clutter of competing messages, robocalls and spam. 

A video messaging strategy for donor outreach and stewardship can go a long way in capturing the attention and inspiration of young donors, who are exceedingly spending time on video-based platforms like TikTok, YouTube and Twitch. 

Video can be used throughout the donor journey for things like impact updates, event invitations, milestone celebrations, birthday wishes and even solicitations. An omnichannel approach helps to keep your organization top of mind for those donors all year long. 

5. Steward Them All Year Long 

Again, young donors are giving, on average, 11.4 times in a year — nearly once per month and more frequently than any other generation. 

A strong stewardship strategy with personalized, authentic communications that include organization updates, event invitations, strategic solicitation delivered through a cohesive omnichannel approach that includes text, phone, video, email, in-person meetings and direct mail will turn a one-time donor into a recurring one. 

As the most racially and ethnically diverse, educated and giving generation to date, Gen Z’s passion for making a difference is palpable. To engage and harness the support of these young donors, it’s critical for nonprofit fundraisers to adapt their donor outreach strategies, tools and messaging. By meeting Gen Z donors where they are through a strategic, omnichannel outreach strategy and making clear your organization’s mission, vision and values, nonprofits can tap into the limitless potential of the new generous generation. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.