We’ve reached a time where Millennials and Gen Z make up over half of the U.S. population, and even when many probably still think of them as loud kids that complain about everything, the truth is most are now working adults looking for ways to make this a better place for everyone. As a nonprofit, you should be learning about them, and some key factors about Millennials and Gen Z are:
- Both generations grew surrounded by tech.
- They are more likely to support causes they feel deeply connected to.
- Social media plays a big role for them.
According to Forbes, 73% of Millennials donated to others during the pandemic, more than any other generation. This is why a shift towards a more tech-savvy approach in fundraising is essential, so if you want to take the lead, incorporating platforms like PayPal, Venmo or GoFundMe will give you an advantage over those who refuse to change. Here are some things to consider first:
Mobile-friendly
It is vastly known that Millennials and Gen Z spend most of their time on their phone, but did you know that 98% of Gen Z and 93% or Millennials own a smartphone, compared to 90% of Gen X and 68% of Baby Boomers? Millennials and Gen Z thrive in an environment of click and swipe, so making your website (specially your donation page) mobile-friendly is vital.
Simplify
With the arrival of apps like Tiktok and Instagram, the attention span of these generations can be short, so if your donation process takes too long and they have to fill in too many spaces, they might get bored or distracted and end up leaving before donating. Make donating simple and efficient by leaving unnecessary questions for later. Once you have their information and details, you can always contact them later either through an email, phone or social media.
Social Media
Sharing is caring some say, and for Millennials and Gen Z, this is true. Helping a cause is not only about the money for them. Sometimes, a like and share of a post can make a big difference to a cause, just like a small or big donation. You might get lucky and go viral one day, which will mean you’ll be seen by millions of eyes. Getting more publicity for free will also bring in funds, so always remember to ask donors to share your message. Boomers might not be scrolling past other people’s posts, but they are most definitely reading what their kids post. Hashtags on instagram, tiktok challenges or even going live on Facebook are all ways to stay in contact with your supporters in a fun and interactive way. Make sure to use as many of these as possible.
Communicate Your Nonprofit’s Impact
As mentioned above, getting the younger generation’s support will depend on if they feel a connection with your cause or not. They won’t blindly support you if they don’t see how their money will be invested and won’t be misused for personal gain, so make sure you share your story. Share pictures, share videos, share everything you can because for them, the more they see, the more transparent and real your actions feel. Make them see they are not just a dollar sign, but they really matter. If you do this, they’ll turn into committed ambassadors helping your nonprofit’s mission grow and reach more people. They’ll be loyal for as long as you prove to them their impact is real. Your nonprofit’s impact is their impact. Remember that.
