Generation Z, or those born between 1997 and 2012, make up more than 20% of the U.S. population. The generation is at an interesting place developmentally—while its youngest members are attending middle school, older Gen Zers are graduating college, building professional careers, and raising families.
It’s an advantageous time to engage this generation in your nonprofit’s cause. On the one hand, a large swath of Gen Zers are finally gaining the financial power to contribute to charitable causes independently. On the other, younger members will soon inherit the responsibility of funding your work, and it’s important to make a positive impression now.
In this guide, we’ll explore some ways that your nonprofit can leverage digital marketing strategies to engage and inspire the next generation of supporters.
Leverage social media platforms.
It’s no secret that Gen Z is highly engaged on social media. Taking advantage of these platforms is one of the best ways to reach younger demographics with information about your cause. As Allegiance Group + Pursuant’s guide to digital donor acquisition explains, developing a following on social media can help your nonprofit accomplish many marketing goals, from driving more traffic to your website to inspiring followers to subscribe to your email newsletter.
To be successful on social media, use data-informed strategies and follow best practices for each platform. Keep your posting organized and stay on top of the consistent demand for new content by using a social media calendar or scheduling tool.
Here are some additional tips to keep in mind for the most popular social media platforms:
- TikTok: TikTok is an app for creating and sharing short videos. Its algorithm strongly emphasizes and rewards following trends and creating short and engaging videos. Weave your nonprofit’s unique story and values into content to ensure it comes across as authentic.
- Instagram: Also an app, Instagram allows users to upload, edit, and share photos and videos. Craft visually appealing photos and videos to share on your account’s main feed and use hashtags and influencer marketing to boost visibility. Additionally, post quick, engaging, and even interactive content (like polls) using the Stories feature regularly.
- Facebook: This platform allows users to create personal profiles, post various types of media, and engage with their friends and families. Facebook has more features than many other platforms such as exclusive groups, longer text posts, and live events—however, Gen Zers aren’t as active here as they are on other sites. Encourage them to join your Facebook group or events from other platforms and keep them engaged with compelling content.
- X (formerly Twitter): This social networking site allows users to post and engage with short messages which can contain photos, videos, and other media. Be conversational in these messages and create threads to share impactful stories or updates that won’t fit in a single message. Messages on X have a relatively short lifespan, making this a great platform for updates, announcements, and topical conversations.
Consider the user experience, particularly with your calls to action. When most people browse social media, they’re using a mobile device. But when they click on links to petitions, web pages, or donation forms, they might land on something that isn’t optimized for mobile. Ensure you have a mobile-friendly website and that any other resources social media users will interact with are accessible via a smartphone.
Create interactive, multimedia content.
Creative content formats that get the user involved are critical for Gen Z. Not only does your nonprofit have to cut through the crowded digital marketing space to grab their attention, but they may even be experiencing digital fatigue due to their time spent online. Digital fatigue occurs when audiences grow overwhelmed and mentally exhausted by digital messages, leading to them paying less attention to or ignoring them.
Interactive and multimedia content combats this by shaking up the status quo and putting viewers into a more active role. Here are some types of content you can use to engage younger supporters:
- Images (i.e., photos or illustrations)
- Infographics
- Videos and GIFs
- Podcasts
- Interactive impact report presentations
- Virtual tours of your facilities, projects, or fieldwork
- Polls, quizzes, and surveys
- Downloadable templates, checklists, and other resource
This content can be more time- and resource-intensive to create, so be sure to budget accordingly. However, think of this as an investment. These types of content have the potential for greater longevity and impact than a simple email or post on X, driving a higher ROI that makes that extra spending worthwhile.
Address Gen Z’s core values.
This generation is highly committed to social work and societal change. In fact, 32% of Gen Zers are regularly engaged in this work, compared to only 24% of Millennials. Along with providing avenues for Gen Z to participate in societal change-making, emphasize how your nonprofit aligns with the generation’s core values like:
- Authenticity: Always share messages that are sincere and true to your mission. Avoid anything that may come across as exaggerated or attention-seeking.
- Transparency: Openly communicate how donations are used and allocated through regular impact updates. Address any challenges or setbacks and lay out your plan for overcoming them promptly.
- Advocacy: Champion causes related to equality, sustainability, and inclusivity as it relates to your mission. For example, you may share the goals of your DEI initiatives and regularly report on your progress. Additionally, give Gen Z ways to publicly advocate for your cause, such as signing petitions and contacting their representatives.
Digital marketing is a great way to communicate these values and learn how to strengthen them. Communication channels like social media open the door for collaborative, two-way conversations so you can answer questions and receive feedback from Gen Z supporters.
Foster a sense of community.
Members of Gen Z might feel isolated due to increased time online as digital natives, mental health challenges, financial pressures, and the lingering effects of the COVID-19 pandemic. As a result, young people often seek out online communities to fulfill their sense of belonging.
Your organization can help fill this need for community by:
- Establishing interactive online communities via Facebook groups or membership portals where supporters can connect with like-minded individuals.
- Hosting online meetups, webinars, and other live events to promote interaction between supporters.
- Trying community-based fundraising methods like crowdfunding that allow supporters to be a small part of a collective action.
You can also promote face-to-face interactions with your digital marketing. Market open volunteer roles and upcoming events to local supporters. Make sure there is room for socializing (e.g., adding a volunteer happy hour or dinner after each shift) to help build community.
Younger generations are crucial to the long-term health and success of your organization. They will be the ones to staff it, volunteer, donate, and share your mission.
Effectively reaching and engaging Gen Z with your marketing messages doesn’t just attract new supporters and show them the work you do. It also cultivates the next generation of empathetic, generous supporters who will make your future success possible.
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