It’s Time for Nonprofits to Focus on Technology and Video—Gratitude and Loyalty

It’s not uncommon for nonprofits to tailor their fundraising efforts to those individuals born before 1980. The idea behind this approach is that the older Boomer and Gen X generations are more financially stable and, therefore, more inclined to provide a nonprofit with a much-needed donation. While this may look plausible—at least, on the surface—it is not necessarily accurate. This methodology completely ignores the giving capacity of Millennials and Gen Zs, many of whom are actively looking for causes to donate their time and money. However, the shift in demographic means a shift in strategy to effectively reach them, starting with who they are and what’s most important to them.

 

Identifying the Donors

The Millennials: Born between 1981-1995, this generation is quickly growing a reputation for having an outspoken, powerful voice in support of human rights, child development, equality, diversity, and international developments. Millennials are interested in both volunteering their time and donating their money to social causes that align with these causes and their values.

Gen Z: Born between 1996-2010, this younger generation of donors is busy paving the way for activism with a focus on gun violence, racial, and environmental issues. It is this generation that is also seeing a large influx in entrepreneurship and—like the generation before them—has a willingness to support nonprofits that align with their core values and beliefs.

 

Engaging Younger Donors

With a better understanding of what’s most important to these two generations, it’s time to take a look at how best to attract and retain them as donors:

1. Understanding Technology: Both Millennials and Gen Zs grew up in the technology boom, right alongside popular social media platforms. They have had the internet and a way to stay connected to others their whole lives, with all the information they ever wanted to know easily accessible at their fingertips. To target the generations that walk around with their phones attached to their bodies, you want to ensure your website and any messaging is mobile-responsive. Make sure the website design is easily navigable on multiple devices and that there is a call-to-action “Donate” button clearly visible on the Home page. The ability to donate online and from a smartphone will significantly enhance the likelihood of receiving funds. At the same time, becoming more familiar with all the different cash app and charity options, including Venmo, GoFundMe, and Zelle is essential for this demographic.
   
   
2. Visuals, Visuals, Visuals: If a picture speaks a thousand words, then a video speaks a million. We are in a visual culture now with sites like Instagram, TikTok, and Youtube. Millennials and Gen Zs post both original content creations, as well as product reviews to millions of followers, all with video. For nonprofits, that means prioritizing the ability to outsource video design to an experienced team that can create social media content. If you want these donors to see it and to share it, you need to get your messaging where they are. Ensuring your website is current with more video and images and less text, as well as using social media platforms to post updates, donation requests, and videos specifically showing how donations have been used is critical. These are the generations that like to see the outcome of their labor … so, show it to them.
3. Value Volunteers: Never undermine the value of your volunteers. Everyone likes to be treated with respect, including volunteers who are giving their time and expertise free for a cause that means something to them. Treat them the same as you would treat your employees. Take this as an opportunity to learn from your younger volunteers and commit to requesting feedback on how your organization can make a greater impact on advocacy issues they feel strongly about. Ask for Millennial and Gen Z volunteers to help with your social media platforms and see if they would even be willing to help promote your organization’s cause on their own social media platforms in order to expand your reach. 
   
   
4. Say Thank You: Everyone wants to feel appreciated, and that includes Millennials and Gen Zs. Never forget to thank those who donate to your organization. In a recent survey of 1,334 nonprofit donors, it was recorded that “nearly 95 percent of survey respondents who reported a strong relationship with their charities said they frequently or sometimes received thanks,” which prompted them to donate again in the future. Whether an individual donates $50 or $5,000 to your nonprofit, and regardless of their age, treat their generosity as equally important and make sure to disclose how their gift will be utilized. Another way your organization can show their appreciation is to host events that highlight volunteers’ contributions. Happy and supported volunteers often turn into valued life-long donors. 

 

Building loyalty among younger donors through engagement is an effective way to establish a long-lasting relationship. It’s about embracing the connections through social media, video, and mobile-friendly platforms as the preferred way to interact with these potential donors. While they may be “young,” they have the world at their fingertips and can offer nonprofits an invaluable perspective.

At The Win Woman, we focus on funding opportunities for nonprofits and Corporate Social Responsibility for organizations of all sizes. We work with boards and C-Suite executives to help develop the right solutions for their specific situation in their specific industry. For more information, please contact us here. 

 

Until next time, keep Building Your BADASSERY!