3 Ways to Engage the Next Generation of Philanthropists

According to a recent Bloomberg report, Gen Z has $360 billion in buying power, and that number is on the rise. With the buying power of Gen Z, their love for technology, and their motivation to make a difference, it’s a no-brainer that engaging with Gen Z is crucial for today’s nonprofits. It may be a few decades before Gen Z becomes a substantial contributor in the philanthropic sector, but when they do, they’ll have the ability to transform philanthropy for future generations. Here are three ways to engage with the new era of philanthropists.

Connect with their “Why.”

It’s no secret that Gen Z is vastly different from the generations that came before them—that’s why it’s important to understand why they engage in philanthropic efforts. Back in the day, activism may have been a hobby or an interest to some. For the younger generation, a majority of activism is focused on survival—whether it’s climate change, endangered species, or human rights—the future relies on the world’s youth.

Looking through the lens of Gen Z, they see the world in terms of connection. Before the internet could connect people across the world, previous generations were united by physical proximity. In today’s world, Gen Z can connect with nearly anyone who shares the same interests or values as them—even with people they may never meet. The pandemic enhanced this online shift even further, allowing this generation to become even more powerful.

Be transparent. Period.

Organizations need to be transparent to build trust and engage with future, young donors. Transparency = being genuine and straightforward. The new generation is tired of excuses. They’re tired of hearing things like, “We’re working on it”; they’re anxious for change, and they want it now. This is why organizations need to show the world how they’re making a difference. Gen Z wants to see the direct impact of their support. 

Consider highlighting the impact of their financial donations or sharing personal stories of those who are affected by their support. Be willing to provide measurable results that prove the success of your organization.

Engagement is everything.

This unique generation represents only about two percent of overall giving, but they are extremely powerful when it comes to influencing others on digital platforms to raise money. The first step is to engage and build a relationship with these potential donors. First-time engagement will often be something small, such as liking your organization’s post on social media. The fundamental part is to keep the conversation going and maintain the engagement of your supporters, long-term.

Unlike previous generations, Gen Z is not constantly checking their email inbox. It’s probably full of spam, anyway. The easiest way to reach them is through social media, of course. But an even better way to engage with the younger generation is by storytelling through visual content. Create videos to tell inspiring and unique stories about your cause—but be sure to keep it relatively short, because Generation Z doesn’t have a reputation of having the most extensive attention span. 

It's notably important to have goals that aren’t donation-focused to engage with this generation, too. Not everyone will be ready to donate their money at first. Organizations should make it easy for Gen Z to get involved in a variety of other ways, like signing petitions, volunteering, or simply educational opportunities!