fundraising for nonprofits

The world has been talking about millennials for years. While nonprofits should continue to account for millennials, since they are the largest part of the current workforce, it’s now time to start examining Gen Z.  Its members were born between 1996 and 2012 and make up an estimated 30% of the population in the United States.

A Global Trends in Giving Report noted that Gen Z members are interested in giving to many different causes. The top causes they are interested in supporting are youth, animals, and human services. Gen Z members are also quite passionate and willing to help as volunteers.  Although most of Gen Z hasn’t entered the workforce yet, they are very motivated to do “good” and give back.
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How to communicate with Gen Z:

• Grab their attention. This generation is growing up with access to a huge amount of information, much of it irrelevant to their lives. To survive, they had to learn how to quickly sort through information on the internet. To get their attention, make the experience engaging and keep your message brief and compelling.
• Members of Gen Z spend a lot of their time on their phones. Remember that when designing your website and donation page.
• Visuals matter. Gen Z spends a lot of time on visual-based platforms like Instagram. When trying to communicate with Gen Z, it’s important to mimic these platforms. In addition to photos and videos, infographics are also a great tool to relay data.

​Personalize your Messages
Donors expect a personalized approach. Companies like Netflix and Amazon use sophisticated technologies to make recommendations when we are on their sites. It seems that, as a society, we are also beginning to expect this same level of sophistication in our interactions with the rest of the world.  It’s no longer enough to use one generic marketing strategy to try to appeal to a diverse base of donors.

Know your audience:

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