Greg Perlstein, the senior innovation manager at Salesforce.org, makes a compelling argument in this article in The Atlantic for why you should start nurturing a relationship now.
“AS RESOURCES ARE STRETCHED THIN during the coronavirus pandemic, many organizations are doubling down on the older audiences they’ve already captured. But what if they’re missing a major opportunity?”
“While a majority of young people say they wish they could do more to help during this pandemic, according to a report from DoSomething.org, 42 percent of them say they don’t know how to get started. If young people want to get involved but don’t know how, then as a sector we’re missing a major opportunity. Building effective engagement journeys has never been more important.”
Who is Gen Z?
As this Pew Research article states, “Social media, constant connectivity and on-demand entertainment and communication are innovations Millennials adapted to as they came of age. For those born after 1996, these are largely assumed.” Gen Z also came of age in a time of crisis (including COVID), and it’s made them passionate about social change, the environment, and making a difference. Like Millennials, they “want to work for companies with a purpose beyond profit—companies that share their values.” source
They’re also:
- The most diverse, educated generation yet
- Motivated and passionate about bettering the world
- Generous with their time and money for causes they care about
- Aligned with Millennials on most major issues facing the U.S.
- Careful with their money and with whom they spend it
- Attached to their devices, but truly value interacting in person
Tips for How Nonprofits Can Inspire Gen Z
If your nonprofit:
- Offers a variety of donation and participation options
- Embraces peer-to-peer fundraising
- Communicates authentically
- Works to create an approachable, authentic social media presence
Below, we’ll share concrete tips and resources to help you build a strategy that welcomes Gen Z in joining your nonprofit’s mission.
Yes to Social Media, but YAAAS to YouTube
We get it—Gen Z responds to video. But what kind?
Here’s a breakdown, and here’s another from Google (the owner of YouTube) for good measure.
Wondering what Snapchat is?
This article explains it, and here is where you can create filters and lenses for Snapchat. And here’s a bonus article on TikTok for nonprofit marketers.
Partner With For-Profit
Resources:
This article does a great job illustrating the sorts of partnerships and resulting social media content that Gen Z appreciates.
Peer-to-Peer Fundraising
“Gen Z are ready and waiting to ’go viral’ by peer-to-peer fundraising for your charity online. A 2019 study from CAF (Charities Aid Foundation) showed a huge amount of untapped enthusiasm from young donors to do something daring or creative for charity. Over three-quarters (77%) of 16-24 year olds would bungee jump, shave their head, or do something else daring to raise money for a good cause, well above the national average of 49%.”
You can make an A-thon type fundraiser out of almost anything and create one easily online with Eventgroove. Here’s a video that shows you how to add peer-to-peer to your fundraiser on our platform.
Go Beyond the Ask
This article from Global Giving has some terrific suggestions on how to engage Gen Z (and young people, in general) in your cause. Meanwhile, this article explains how to get Gen Zers on staff.
Get Started!
Plan, run, and organize multiple donor experiences and offer custom merch branded to your nonprofit with Eventgroove! Our all-in-one fundraising, events, and e-commerce platform can do it all, and our friendly Montana-based team is always happy to help.
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