Generation Z is comprised of those born between 1995 and 2012. The eldest of this generation is barely 20 years old, yet the influence they are expected to have on the world is great and powerful.Nicknamed “the mutants”—in part due to their addiction to the digital world—these youngsters have never known a life without the Internet. They spend more than three hours daily surfing multiple screens simultaneously and look to social media to interact with friends, discover trends and more. But all this tweeting, posting and vining isn’t just for fun. These budding philanthropists are using social media for good—to raise money and support the causes they care about.
Harness the power of Gen Z
Nonprofits looking to harness the power of the charitable Generation Z should keep three simple tips in mind:
- Recruit “Z” volunteers: Gen Z’ers are passionate about changing the world and love volunteering. In fact, 1 in 4 teens currently donates time! If you’re looking to recruit Gen Z volunteers, you’ll need to publish opportunities where they play. Consider posting a call for volunteers on Twitter®, Vine® or Instagram®. Encourage Gen Z supporters to capture and post footage of their volunteer efforts in action. Thank them by providing logo’d T-shirts and Fandanas or headbands that further promote your mission.
- Share your story: Generation Z is all about video. In fact, more than half visit YouTube® daily and 93 percent at least weekly. This group has also embraced video chat more than any other generation. Consider using the Snapchat® “Stories” feature to upload narratives that piece together a day-in-the-life of your organization. You can also send “snaps” to your “Z” supporters with updates, reminders or exclusives for upcoming events or fundraisers.
- Crowdfund: As a nonprofit, you are likely well aware of the impact crowdfunding can have on your organization’s fundraising efforts. In 2013 alone, $5.1 million was raised via crowdfunding, and the momentum is still going. The technology involved, coupled with Generation Z’s philanthropic nature, makes it the perfect platform to engage Gen Z donors.
Consider fundraising on sites such as gofundme™, Kickstarter® or Classy® by featuring an engaging story and thoughtful outreach to help grab your Gen Z audience’s attention. Reach out via social media, and be sure to include a video—fund requests with a video raise twice as much as those without. And, be sure to thank those who do support your cause. A text message accompanied by tech tattoos or a phone stand and cleaning cloth is a great way to show gratitude.
Remember, the value of your Generation Z supporters is great. Recruit them as your volunteers, promoters and biggest fans!
Gramigna, Kristen. “11 Stats Marketers Need to Know About Generation Z.” DMR. N.p., 02 Apr. 2015. Web. Retrieved 17 July 2015.
Benhamou, Laurence. “Everything you need to know about Generation Z.” Business Insider. Business Insider, Inc., 12 Feb. 2015. Web. Retrieved 17 July 2015.
Kanter, Beth. “How Gen Z Donors Harness the Power of Online Giving.” Beth’s Blog. N.p., 09 June 2015. Web. Retrieved 17 July 2015.
Wright, Macala. “3 things to know about marketing to Generation Z.” Mashable. N.p., 20 Nov. 2014. Web. Retrieved 17 July 2015.
Smith, Craig. “By the Numbers: 60 Amazing Snapchat Statistics.” DMR. N.p., 06 June 2015. Web. Retrieved 17 July 2015.
Gmerek, Jennifer. “Social Media for Nonprofits: Strengths and Weaknesses of Top Platforms.” Salsa Labs. N.p., 03 July 2014. Web. Retrieved 17 July 2015.
Kanter, Beth. “Kids and Kickstarter: The Rise of PhilanthroKids and Kid Crowdfunding!” Beth’s Blog. N.p., 04 Aug. 2014. Web. Retrieved 30 July 2015.
Newmark, Craig. “Cracking the Crowdfunding Code.” Craigconnects.org. N.p., n.d. Web. Retrieved 30 July 2015.