Engaging Gen Z Donors: How to Win Over the Digital Generation

Communications, PR, and Marketing
Written By Julia Squire
Zooming in on Gen Z Donors: Your Nonprofit's Guide to the Digital Generation

Born between 1997 and 2009 and currently aged 15 to 27, Generation Z, also known as Zoomers or the Digital Generation, represents a demographic distinguished by its digital fluency, diversity, global awareness, and compelling drive for activism.

This tech-savvy generation is deeply engaged with social causes. In fact, data from Blackbaud reveals that 84% of Gen Zers interact with nonprofits, charities, or causes in some capacity, while 33% intend to increase their donations in the near future.

So, how can your nonprofit gain more Gen Z support now and in the future?

The first step is to dive deep into their world and, in general terms, understand how they operate. Once you know who these people are and what fuels their passion and support, you’ll be better positioned to turn them into loyal donors and advocates for your cause. In this article, I offer both a zoomed-in view of who these young donors are and a big-picture view with strategic tips to help you win them over.

So, let’s begin! Here are some actionable steps you can take to gain a deeper understanding of who these young donors really are.

Table of Contents

Conclusion: Adapt for Success

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Forget the Stereotypes About Gen Z Donors

Contrary to common stereotypes depicting Gen Z as self-serving and entitled, research shows a strong sense of duty and commitment within this demographic.

Of course, it’s crucial to acknowledge the diverse range of motivations and behaviors across any group of people. At the same time, this kind of pervasive, internally motivated altruism is precisely what nonprofits need from their supporters, and your organization can benefit from identifying and engaging those who exhibit these qualities.

Emphasize purpose over perks. Nearly 70% of Gen Z donors say impact reporting is a motivator for increased giving, so make sure you emphasize the tangible impact of donations. Use storytelling techniques and share real-life success stories to illustrate the profound impact of donor support.

Innovate and utilize digital platforms. Gen Z is inherently tech-savvy and spends considerable time on digital platforms. Employ robust social media campaigns, interactive websites, mobile apps, and other online strategies aimed at engaging this digital generation. Consider integrating virtual events, webinars, and interactive content that allow Gen Z donors to engage with your nonprofit’s mission and each other to foster a sense of community and shared purpose.

Be Entertaining and Informative – and Make Your Organization Accessible to Gen Z Donors

Unlike Millennials, who tend to use social media as a tool for communicating with friends, this younger generation uses social media primarily for entertainment. In fact, a typical Zoomer spends about three hours on social media and watches no less than 68 online videos every day. So, how can your nonprofit use Gen Z’s online habits to your advantage?

Focus on nurturing relationships. It’s important to keep in mind that Gen Z is far from the wealthiest group of donors. They’re entering the workforce at a time when the cost of living in the United States far outpaces wage growth. Go light on solicitations and focus on priming them to give later on by sharing content for the sole purpose of engagement.

Embrace social media and video content. Meet your future stakeholders on their home turf: social media sites. TikTok, YouTube, and Instagram Stories and Reels aren’t just for trends, challenges, and mindless scrolling; they’re powerful tools for storytelling and brand building. Use these channels to share punchy, captivating videos that highlight your mission, showcase your impact, and illustrate your values in a way that grabs attention and leaves a memorable impression.

Deliver quality content. When it comes to influencing Gen Z’s perception of and connection to your brand, quality messaging is everything. Research suggests you’ll win over more young donors if your content is both informative and entertaining. To build genuine connections, offer valuable insights, practical tips, and engaging stories that resonate with your audience’s interests and values.

Cater to short attention spans. Zoomers are used to scrolling through vast amounts of information at lightning speed. As such, they typically decide within mere milliseconds whether a piece of content is worth their time. To effectively engage them, design your content to stand out. Use eye-catching visuals and an impossible-to-ignore hook to draw them in, and make sure your core message is compelling and delivered swiftly. Every second counts when you’re trying to captivate an audience that’s always on the move!

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Embrace Gen Z Values (But Don’t Try Too Hard)

Gen Z champions organizations that are genuinely committed to causes like environmental sustainability, social and economic justice, and community support. They also tend to seek out nonprofits whose missions and operations reflect diversity and inclusion. 

And while it’s important to align with Gen Z’s values, it’s just as crucial to stay true to your mission and brand. Don’t overhaul your approach or identity just to connect with this one generation. Instead, demonstrate authenticity; be transparent and genuine in your communications, and practice stewardship to build trust and foster long-term loyalty.

Highlight shared values. Demonstrate how your organization positively impacts areas like sustainability, justice, and community support, even if they aren’t your primary focus. This will show your commitment without compromising your unique value proposition.

Practice stewardship. Effective stewardship involves building relationships with all donor groups, not just focusing on one. Maintain a consistent and inclusive engagement strategy that resonates with supporters of all ages and backgrounds. This kind of holistic approach ensures sustainable growth and broad-based support.

Promote DEI. Showcase the real people behind your organization and the direct impact of contributions. Irrespective of Gen Z values, diversity in your nonprofit’s staff, volunteers, and the communities you serve is non-negotiable. But, by visibly committing to DEI, you'll resonate more deeply with Gen Z, who place a high value on these principles.

Showcase your impact. Highlight success stories, provide clear metrics, and regularly update your community on the progress of your initiatives. When you demonstrate transparency about your spending and impact, you not only build trust but also foster a deeper connection with your audience. And, as we know, almost 70% of Gen Z donors say impact reporting can motivate them to increase their giving.

Update Your Donation Process to Gen Z Standards

Updating your donation processes requires time, effort, and, often, mistakes. But it’s worth it in the long run.

Convenience is key for the Digital Generation, and this cohort is more likely to make gifts that don’t require additional effort. And, according to Blackbaud’s report about Gen Z donors, 42% say they donate spontaneously, yet many nonprofits don’t cater to these preferences.

While spontaneity fosters immediate generosity, it doesn’t necessarily build long-term loyalty, so it's crucial to find ways to harness Gen Z’s spur-of-the-moment generosity without compromising their continued support:

Offer immediate and tangible benefits. Gen Zers are deal hunters who tend to prefer immediate rewards over long-term incentives. Consider rewarding your young donors with freebies, such as bumper stickers or t-shirts with your organization’s name on them.

Offer micro-giving options. Small, recurring donations resonate particularly well with this demographic. Micro-giving provides a sustainable way for your younger donors to continue supporting you without straining their finances. Clearly illustrate how even the most modest contributions can accumulate over time and make a substantial difference.

Make it effortless. Provide frictionless giving options that fit seamlessly into Gen Z donors’ lives to encourage both ongoing and spontaneous generosity. For example, according to Blackbaud’s report, an impressive 89% of Gen Zers participate in workplace giving programs when they’re offered.

As for your other donation processes, make them as quick and painless as possible. Accept contactless payments, enable digital wallet transactions, and consider partnering with retailers to offer donation options at checkout. And, if you don’t already, now is a good time to start including QR codes in your direct mail reply forms. That way, your readers can scan the code with their phone and go straight to your organization’s donation page.

Earn Gen Z’s Trust, Or You Might Scare These Donors Away!

Gen Zers are often shy and experience social anxiety; they’re less experienced with face-to-face conversations than their predecessors, and the rapid social changes and pressures brought on by the COVID-19 pandemic amplified these issues. When devising strategies to engage these younger groups, adopt a thoughtful approach that caters to their varying levels of comfort with direct social interaction.

Leverage digital and social media platforms. Use popular platforms like TikTok, Instagram, and Snapchat to create authentic, interactive content such as stories, reels, and challenges that don't require direct social interaction. Virtual events like webinars and live streams can also allow your shyer Gen Z donors to participate comfortably from their personal spaces.

Earn their trust. Cultivate personal and transparent relationships to foster a sense of belonging, trust, and commitment. Tailor your emails, texts, and storytelling to resonate with Gen Z’s interests and values. Highlight the impact of their contributions with clear, transparent updates and interactive reports that showcase the impact they are making.

 

Conclusion: Adapt for Success

Connecting with Gen Z isn’t just about keeping pace with the latest trends; it’s about embracing their intrinsic values and leveraging technology to create genuine, impactful relationships.

Ultimately, effective stewardship remains the cornerstone of any donor strategy, regardless of demographics. By understanding who your donors are as individuals, you can better cater to their unique needs and values.

Simply stay committed to making an impact and ensure your donors always feel connected to the difference they’re helping you make. In doing so, you'll not only secure the immediate generosity of Gen Z donors but also build a foundation for their enduring support.

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Julia Squire
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