Hey there! Let’s talk about engaging younger donors. If you’ve been wondering how to connect with Gen Z and Millennials, you’re not alone. These generations are passionate about social causes, but they give in ways that are different from previous generations. To get their attention, nonprofits need to meet them where they are and speak their language.
I’ve worked with nonprofits long enough to see how donor behavior has shifted over the years. Gen Z and Millennials care deeply about the impact they make in the world, but they approach giving differently. Here’s how you can tap into these younger donor audiences and build meaningful relationships with them.
1. Make Your Mission Clear and Impactful
Younger generations are driven by purpose. They want to know exactly how their donation will make a difference and want to see tangible results. While older donors may focus on brand loyalty to your organization, younger donors are all about the cause and impact. It’s not enough to just say, “Support us.” You need to show them the real-world changes their contributions will create.
Actionable Tip:
Be crystal clear about how every donation helps. Use specific examples: “A $50 donation provides meals for a family of four for a week” or “$20 helps plant ten trees in urban areas.”
2. Leverage Social Media to Share Your Story
Gen Z and Millennials practically live on social media. Platforms like Instagram, TikTok, and YouTube are where they engage with causes they care about. But here’s the thing—they don’t just want flashy marketing or polished ads. They want authenticity, real stories, and to see behind the scenes of the work you’re doing. Sharing the raw, honest parts of your nonprofit’s mission is going to resonate more than overly curated content.
Actionable Tip:
Use Instagram Stories or TikTok videos to showcase day-to-day activities at your nonprofit. Whether it’s a volunteer event, a fundraiser, or an impact story, these formats allow you to connect in a real, personal way.
3. Make Giving Easy and Flexible
Gen Z and Millennials are all about convenience. They’re used to making purchases with a few taps on their phones, so they expect the same ease when it comes to donating. If your donation process is complicated or feels outdated, younger donors are more likely to click away.
Another thing to keep in mind is that these generations prefer flexibility in how they give. Recurring donations, one-time gifts, or even micro-donations through apps are appealing options that fit into their fast-paced lives.
Actionable Tip:
Ensure your website is mobile-friendly and offers simple, secure ways to donate. Consider offering donation options through platforms like Venmo or Cash App, as these payment methods are popular with younger audiences.
4. Offer Ways to Get Involved Beyond Giving
Younger donors aren’t just interested in giving money—they want to be part of the change. Many Millennials and Gen Zers are eager to roll up their sleeves and get involved in causes they care about. Offering opportunities for hands-on participation is a great way to build deeper connections with them.
Actionable Tip:
Create opportunities for volunteering, virtual advocacy, or peer-to-peer fundraising campaigns. Encourage younger supporters to share your mission with their networks through social media or personal fundraising pages.
5. Prioritize Transparency and Authenticity
Gen Z and Millennials have a strong BS detector. They want to know that their donations are being used effectively, and they value transparency above all else. It’s important to be upfront about your financials, where donations are going, and how they’re impacting the community. Building trust with younger donors starts with being open and honest.
Actionable Tip:
Share impact reports, behind-the-scenes content, and updates on how donations are being used. Be transparent about both successes and challenges, and engage in two-way conversations with your donors.
6. Embrace Peer Influence
Younger generations are heavily influenced by their peers. Whether it’s sharing an Instagram story, getting a recommendation from a friend, or participating in a viral challenge, they’re more likely to engage with causes that their friends and influencers are already supporting. Peer-to-peer fundraising campaigns, where supporters raise money on your behalf by reaching out to their networks, are a powerful way to tap into this trend.
Actionable Tip:
Consider launching a peer-to-peer fundraising campaign where supporters can create their own fundraising pages and share them with friends and family. It not only amplifies your message but also brings new donors into the fold through personal connections.
Wrapping It Up
Engaging younger donor audiences isn’t just about following trends—it’s about understanding what drives them and how they want to engage with the world. Gen Z and Millennials care deeply about making a difference, and they want to do it in a way that feels authentic, impactful, and easy.
By showing the direct impact of their donations, being transparent, and offering multiple ways to get involved, you can build lasting relationships with these younger generations and ensure the future sustainability of your nonprofit.
If you’re looking to dive deeper into how to connect with Gen Z and Millennial donors, I’m happy to help. Let’s make sure your nonprofit is positioned to inspire the next generation of changemakers.
Talk soon,
Kari Anderson
Principal, Incite Consulting