Millennials and Gen Z are shaping the future of our society.
Millennials and Gen Z…who are they? And why should we consider this population as a major chunk of potential donors? Millennials are generally considered people born between 1981 and 1996, while Gen Z is usually considered people born between 1997 and the early 2010s. It is important to consider these figures
Planning fundraising campaigns targeting youth can be highly beneficial, as these generations are likely to engage with charitable initiatives online, through social media, and via digital platforms.
By understanding their motivations and preferences, nonprofits can design campaigns that resonate deeply with Millennial and Gen Z audiences, driving greater support and building long-term donor relationships.
According to a study
Gen Z
Gen Zs will represent 82 million people in the US by 2026 (the largest generation) and they’re considered the tech-addicted social justice warriors. Some interesting facts about them include –
- Gen Z gives the most to social and environmental issues.
- According to a study by PayPal Giving Fund Canada, 93% of Gen Z and Millenials plan to make a financial donation in 2024.
- 91% of Gen Z plan to volunteer for nonprofit organizations.
A nonprofit should target this generation because of potential success in finding passionate advocates, volunteers, influencers, and donors.
Millennials
Millennials now account for 25.9% of the US population. 84% of Millennials give to charity with an average of $481
- 60% of Millennials plan to give more to nonprofits in 2024 than in 2023
- This generation focuses more on disaster relief
- 40% of Millennials are enrolled in monthly giving programs
- 46% of Millennials donate to crowdfunding campaigns
- 64% of Millennials volunteer locally, 9% volunteer internationally
- Millennials are more likely to give via sponsored initiatives and mobile and will watch online videos before giving.
The amount of gifts for this generation is lower than for older generations, but the number of donors from this age group is significant.
After considering these statistics it is clear these two generations are leading the way in charitable giving. Let’s explore strategies that nonprofits can use to effectively engage them, along with practical tips for creating campaigns that resonate with their values and digital preferences.
- Priorities and values: These generations are very strong-headed.They are very clear about their values and priorities in life and are not ready to settle for anything less. They often prioritize issues like:
- Social justice
- Sustainability
- Unity in Diversity
- Tech-savies: These generations have learned to leverage technology in every aspect of their lives. They have grown up in the digital era of social media and the internet.
As digital natives, they are perfectly positioned to be engaged in philanthropy through the platforms and tools they already use.
- Inclination towards the idea of a better world: This ideology encourages them to be a part of philanthropic activities. They have the vision and the courage to give something valuable to society.
Tips to Create Innovative Campaigns to attract this generation
- Use of Social Media: Nonprofits should actively use social media platforms like Instagram, TikTok, and Snapchat to interact with Millennials and Generation Z.
These platforms help to share meaningful stories by organizations and enable two-way communication with their supporters.
The non-profits can consistently engage with donors to form a strong community bond. Give Central provides GC Smart tools that can further assist the nonprofits in their mission.
- Embrace Mobile Accessibility: Nonprofits should make sure that their websites and donation systems are mobile-friendly, as younger people are attached to their smartphones.
Give Central has incorporated GCsmart Text in the online donation platform as 80%of the population always has their smartphones handy to make instant donations
- Collaborate with Influencers: Social Media has given “birth” to many influencers and collaborators. Engaging with them can significantly help target a wider audience.
Influencers can help amplify your message and reach a broader audience by connecting with young people who already spend their time online.
- Trending Virtual Challenges: These generations are drawn to the excitement of an adrenaline rush. Nonprofits can harness this energy by launching engaging hashtag challenges that inspire participants to create and share content supporting a specific cause.
Through social media trends, these challenges can spread rapidly, increasing awareness and fostering a sense of community around the nonprofit’s mission.
- Peer-to-Peer Fundraising: This is done via supporters’ social networks to raise money. Millennials are more inclined to give if a friend or coworker is also participating.
Nonprofits can raise more money and reach a wider audience by encouraging supporters to make their own fundraising pages and distribute them among their networks.
This approach not only generates money but also increases public awareness of campaigns. Nonprofits can use this strategy in their 2024 Giving Tuesday campaigns.
- Live Streaming Fundraising Events: Organizing concerts and shows of popular celebrities and then live streaming these events can help generate huge donations for the organizations. The revenue generated by selling tickets and food items during the events can be used for good causes.
Make sure to be clear and transparent about the donations. As discussed earlier, these generations are more faithful to an organization that works with full transparency. It motivates them to donate in the future.
- Storytelling formula: Nonprofits can create compelling narratives around the impact of donations to grab the attention of these millennials and Gen Z.
Nonprofits should focus on storytelling that evokes emotions and highlights real-life outcomes of their work.
Sharing success stories through videos or social media posts can foster a deeper connection and transparency from organizations they support. Nonprofits should communicate how donations are used and share updates on projects funded by contributions.
- Volunteering opportunities: Encourage them to volunteer the campaigns like Giving Tuesday and witness the positive impact they are creating by being a part of such worthy activities. This creates a sense of satisfaction and are motivated to contribute in every way they can.
- Transparency In fundraising operations: Younger generations demand transparency from organizations they support. Nonprofits should communicate how donations are used and share updates on projects funded by contributions.
This openness builds trust and encourages ongoing support from Millennials and Gen Z.GiveCentral has always believed in being transparent about their giving and hence they have incorporated features like GC dashboard in their donation platform.
It provides real-time data to the organizations, and they can further provide information about the donations to their donors via different modes
Millennials and Gen Z are shaping the future of our society. To ensure a balanced and thriving community, nonprofits must prioritize engaging these generations.
By aligning strategies with their values, digital habits, and desire for meaningful impact, nonprofits can inspire long-term commitment.
Join us today on the mission to encourage these youths to support the fundraising campaigns
Let us all unite together to make this world a better place to live.
Crowdfunding donor retention easy fundraising ideas Fundraising for Nonprofits Social Media storytelling
Last modified: November 20, 2024
