As Gen Z’s oldest members enter adulthood, nonprofits must pivot and add to existing strategies to gain their support. After all, these are the newest changemakers — and they’re ready to make their mark.

Like every generation, Gen Z has unique quirks, challenges, and preferences that inform how you should approach them. This guide will walk you through strategies you can implement to connect with your donor base’s next generation and keep them engaged with your mission.

1. Leverage social media.

Unsurprisingly, Gen Z members prefer to connect with nonprofits on social media over other platforms. This makes perfect sense; it’s where they already are, allowing them to discover and engage with new causes easily and without changing their daily routines.

How to Implement This Strategy

  • Play into social media trends. Every day, Gen Z learns valuable new information from viral content, and your nonprofit could be the next big thing on their radars. Stay current on social media trends to keep your content fresh, interesting, and, most importantly, discoverable for this savvy generation.
  • Partner with influencers. The global influencer marketing size is expected to reach about $33 billion this year. More than older generations, younger donors engage with influencers regularly and value their opinions. Reach out to influencers connected to your cause who may be willing to promote your organization. For example, the National Alliance of Mental Illness (NAMI) works with various influencers across the fashion, arts, music, entertainment, and sports industries to spread mental health awareness.
  • Make your donation page mobile-friendly. If you want Gen Z members to go directly from your social media accounts to your donation page, ensure it’s mobile-friendly for a seamless experience. Make the text large enough to read and tap targets large enough to click.

2. Be transparent.

Gen Z is motivated to support causes they believe in, and they want to know that their contributions make a real difference in their communities. While it’s always important to be transparent with donors, Gen Z especially values authenticity and clarity in nonprofit actions and communications.

How to Implement This Strategy

  • Send personalized donation receipts. Besides maintaining legal compliance and allowing for tax deductibility, donation receipts help you remain transparent with donors. As ThriftCart’s donation tax receipts guide explains, “Providing receipts builds trust by clearly documenting each donation and demonstrating how contributions are managed. Adding elements like your nonprofit’s EIN also helps donors verify your organization’s legitimacy.” Personalize each receipt with the donor’s name, donation amount, and impact to show you value them as individuals and are committed to building authentic relationships with them.
  • Communicate financial information. Once you receive their donations, Gen Z donors want to know you’re using funds responsibly. YPTC’s nonprofit financial management guide recommends incorporating financial updates into your newsletter so stakeholders can stay informed throughout the year. Use visuals like diagrams, graphs, and charts to make financial data easier to digest.
  • Share regular impact reports. Blackbaud’s “Gen Z at the Table” Report states that “Nearly 70% [of Gen Z respondents] say that impact reporting is likely to motivate increased giving.” Compile and distribute impact reports that clarify how donors’ contributions have enabled your organization to change lives via concrete impact data and storytelling.

3. Make giving convenient.

Gen Z has made it clear that they want giving to fit into their daily lives. Between entering the workforce, following their passions, and keeping up with family and friends, Gen Z members are busy and are therefore seeking quick and convenient donation opportunities.

How to Implement This Strategy

  • Offer micro-giving opportunities. As the name suggests, micro-giving involves contributing small donations to a cause. For example, when someone rounds up their purchase at the grocery store to support a charity, that’s considered micro-giving. Since it requires a smaller commitment, micro-giving encourages Gen Z donors to join the philanthropic space and make donating part of their routines.
  • Leverage text-to-give. According to recent studies, Gen Z spends approximately 6 hours and 27 minutes daily on their phones. Why not take advantage of this fact by leveraging text fundraising? Adopt an SMS marketing platform that allows you to customize campaigns and engage Gen Z donors on the go.
  • Streamline your donation page. Once Gen Z donors land on your donation page, they want the giving process to be as quick as possible. Create a positive, convenient giving experience by limiting your form to only necessary fields, providing multiple payment options, and offering suggested giving amounts.

4. Personalize engagement to their philanthropic interests.

Although they’re new to philanthropy, Gen Z members have their own ideas and preferences about how they’d like to engage with nonprofits. Appealing to these interests is key to grabbing Gen Z’s attention and gaining their support.

How to Implement This Strategy

  • Host crowdfunding and peer-to-peer fundraising campaigns. Studies show that Gen Z enjoys crowdfunding and peer-to-peer fundraising opportunities because they “make giving more transparent and personalized.” These campaigns also build a sense of community by allowing fundraisers to share their personal connections to your cause.
  • Offer value-based shopping opportunities. Many Gen Z members enjoy thrifting, with 83% having purchased or expressed an interest in secondhand apparel. To capitalize on this interest, you may open a thrift store that allows you to generate more revenue for your cause while also prioritizing the environment. You may source inventory from donations, wholesalers, yard and estate sales, and storage unit auctions. Keep track of these items with a robust inventory management system.
  • Help them get involved in corporate social responsibility (CSR). Gen Z wants to take advantage of CSR opportunities, with 89% of eligible Gen Zers participating in workplace giving and 92% in corporate volunteering. Help them maximize their impact by promoting matching gift and volunteer grant opportunities that generate more funds for your cause.

5. Provide nonmonetary engagement opportunities.

About one-third of Gen Z members consider the cost of living their biggest concern, as many are early in their careers or still dependent on parental support. To meet Gen Z where they are, offer ways they can engage with your organization without reaching into their pockets.

How to Implement This Strategy

  • Encourage Gen Z supporters to volunteer. For Gen Z members who can’t yet support through financial donations, volunteering is an excellent way to get them actively involved in your nonprofit. Provide various opportunities for them to make a difference, including micro-volunteering, virtual volunteering, and skills-based volunteering.
  • Let them know how to advocate for your cause. Gen Zers are passionate about enacting real change, and many are willing to mobilize on your behalf. Help them get involved in advocacy by sharing social media templates, messaging guidelines, canvassing opportunities, and relevant petitions.
  • Host non-fundraising events. Not every event has to be focused on generating revenue. Consider hosting educational panels and webinars that spread awareness of your cause. You can also organize behind-the-scenes tours of your facility to give donors a closer look at how your organization operates.

While these ideas are a great starting point, survey your Gen Z donor base to understand what your specific supporters care about. Let them know you’re paying attention to their interests and implementing their feedback to ensure they feel heard.