5 Reasons Why Connecting with Gen Z Will Drive Donations and Build Long-Term Support

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October 15, 2024 | 3 min read By:

How can nonprofits reach one of the most generous and growing generations? This giving season may be the first for many Gen Zers with full-time jobs, presenting a key opportunity during this critical fundraising time. This group of potential donors is a valuable asset to nonprofits, making it essential to incorporate them into fundraising strategies, especially as giving season approaches. Despite the misconception that Gen Z might be too young to prioritize charitable causes, they are a socially conscious generation that fundraisers should consider as they think about the future of their nonprofit.

Here are five reasons why fundraisers should actively engage Gen Z audiences to maximize donations this giving season and beyond.

  1. They’re entering the workforce: Gen Z is quickly entering the workforce, and estimations show they have overtaken boomers this year. As this group grows, it’s important for fundraisers to recognize the evolving donor base and establish strategies to engage them early on. While many may not have substantial disposable income to put toward charitable causes, Gen Z will likely increase their giving as their career progresses, especially if their company offers workplace giving programs.
  2. They’re socially conscious: Gen Z prioritizes businesses that give back or are involved in some form of social good. These young donors have a passion for supporting social causes. Whether they purchase from companies with a philanthropic mission, work for companies with an eye on sustainability, or donate and volunteer for causes that align with their values, Gen Z is one of the most generous groups and may become a nonprofit’s most significant asset in the years ahead.
  3. They’re informed: Gen Z are highly aware of what is happening in the world and are motivated to create positive change for themselves and future generations. They seek causes to support based on their personal values and strive to create an equitable and sustainable world for future generations. When a nonprofit showcases and promotes its mission and vision, these donors can find and support causes that align with their values.
  4. They can become major donors: Although Gen Z may not have much to donate now, they have the potential to become loyal and significant donors. By building strong, authentic relationships with this group now, fundraisers can foster long-term loyalty. Although donation amounts may be small now, fundraisers should consider this audience an investment that can grow with time as long as they continue nurturing the relationships. Engaging this audience now can turn Gen Z into lifelong supporters as their earning potential continues to grow.
  5. They share: This generation has a strong digital presence and uses social media platforms to connect, share, and gain information with others. Gen Z positively influences others through social networks and peer-to-peer recommendations and can vastly increase a nonprofit’s visibility in the community.

For tips on how to reach and connect with Gen Z, visit our blog, 5 Strategies to Engage Gen Z and Boost Donations.

To connect with potential Gen Z donors using the workplace giving platforms, NPOconnect visit: https://nonprofit.yourcause.com/login/create-account.

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