3 Ways Nonprofits Can Appeal To Gen Z Donors
This is a guest post from Adam Weinger, President of Double the Donation. Double the Donation is the leading provider of tools to nonprofits to help them raise more money from corporate matching gift and volunteer grant programs and is one of Kindful’s integration partners.
A new generation of donors is on the horizon: Generation Z (Gen Z). Known as “the first generation of true digital natives” or “philanthroteens,” Gen Z knows their way around cellphones and the Internet. That also means, as Classy noted in this post on Gen Z donors, that they’re hyper-aware of the changes they want to see in the world.
Here’s how you can appeal to this generous group of young donors.
Incorporate new donation options that will make it easier and more convenient for Gen Z donors to support your cause.
- Optimize your website and your donation page to be mobile-friendly to increase donor conversions.
- Incorporate text-to-give or text-to-donate payment alternatives in your next fundraiser. To learn more, check out Qgiv’s complete guide for details on these payment options and how to use them.
You’ve heard the adage “a picture is worth a thousand words.” Well, it turns out that they’re just as valuable when it comes to your fundraiser! If you haven’t already, start thinking about how you can incorporate visual assets and fundraising tactics into your overall strategy.
- Focus on Instagram and other image-heavy platforms; they’re the perfect places to visually stimulate prospective donors and engage current supporters.
- Collect photos and videos from your supporters that show them interacting with your organization and helping you carry out your mission.
- Share visual proof of how you’re delivering on the promise you made to get them to donate.
Transparency And Online Trust
Gen Z donors are able to gauge an organization’s trustworthiness with ease, so be authentic and clearly state how their donation will support your organization. Consider these tips for transparency to alleviate donor doubt and maximize donor trust.
- Donors don’t just want to be told about their impact; they want to be shown their impact.
- Don’t underestimate the influence meaningful storytelling can have on your audience and on your fundraising strategy.
- Try crafting donor-centric stories that present a problem, illustrate the action taken to solve it, and show the outcome achieved.
You should also review your website (and other online communication sources, if applicable) to analyze your organization’s trustworthiness.
- Do you come off as official? Transparent? Organized?
- If you answer “no” to any of the above questions, it might be time to update your website, your social media presence, or your nonprofit management software.
- You may want to try using a “.org” extension for your website and email.
The young people who make up Gen Z want to help. Your job is to ensure it’s as easy as possible for them to understand your mission and make a donation. By taking into account the recommendations above, you’ll be well on your way to getting their attention and support.