How Nonprofits Can Engage Younger Generations

Recruiting supporters and donors has long been the lifeblood of successful nonprofits. Historically, Baby Boomers have been a driving force behind nonprofit support, contributing significantly through donations and volunteer work. But as millennials, Gen Z, and younger generations rise in influence, nonprofits must adapt their strategies to better engage these groups.

This blog explores how nonprofit leaders can appeal to younger generations, offering actionable insights and strategies that align with their values, behaviors, and preferences. You'll learn why traditional fundraising methods may not suffice and how technology-driven, value-led engagement can position your nonprofit for long-term success.

Why Focus on Younger Generations?

Younger generations are more than just the future; they already represent a growing influence on charitable giving and activism. Millennials and Gen Z value purpose-driven organizations and are eager to support causes they believe in. Consider these statistics:

• Millennials and Gen Z are more likely to prioritize charitable giving. Studies show that 84% of millennial employees donated to charity in 2022, with 70% of Gen Z adults saying they'd rather purchase from socially responsible companies.
• Micro-donations are significant. Younger generations may not donate large sums, but they are consistent. Many will support causes via platforms like GoFundMe or by purchasing products tied to charitable contributions.
• Activism goes hand in hand with giving. Generation Z, in particular, is keenly focused on action, lending their time, energy, and resources to movements aligned with their values.

If your nonprofit isn’t proactive about engaging these rising groups, you risk losing opportunities for growth and impact.

Leverage Digital Channels They Trust

Younger generations are digital-first. They spend hours scrolling through social media, share their favorite content with friends, and engage with causes online more than through traditional posters or direct mail.

Here’s how your nonprofit can tap into their digital behavior effectively:

1. Social Media as a Hub for Community Engagement

Social platforms like TikTok, Instagram, and Twitter are crucial tools for reaching a younger audience. Use these platforms to post engaging content such as:

• Impact Stories: Share real, emotional stories about the lives your nonprofit has impacted.
• Behind-the-Scenes Content: Authenticity matters. Post videos of your team hard at work, volunteers making a difference, or events coming to life.
• Interactive Posts: Polls, quizzes, or challenges (e.g., a “30 Days of Kindness” challenge)—people love to engage, especially Gen Z.

2. Create Shareable Video Content

Short-form content like Instagram Reels or TikToks thrives among younger audiences. Whether it’s a 30-second event recap or an explainer video on your cause’s mission, keep it simple, visual, and impactful. Captions matter too; assume most users will watch on mute, so ensure your videos have engaging text.

3. Use Influencers and Peer Advocacy

Influencers don’t need millions of followers to make an impact. Micro-influencers (those with 10,000–50,000 followers) often have dedicated audiences and high engagement rates. Identify influencers who align with your nonprofit’s mission and invite them to participate in campaigns, livestream fundraisers, or community events.

Demonstrate Transparency and Impact

Younger generations are more values-driven and skeptical than previous generations. About 60% of millennials question how nonprofits use their donations, which means transparency is non-negotiable.

Show Your Work

Share exactly how donations are spent and the tangible outcomes they generate. Use infographics, reports, or testimonials to highlight the direct impact of donor contributions. For example:

• “Your $25 donation provided clean drinking water for a family of four for a year.”
• “Thanks to our supporters, we funded 200 meals for underprivileged children last month.”

Innovate with Impact Metrics

Consider using technology to build interactive dashboards showing live updates about your nonprofit’s progress, such as funds raised or initiatives completed.

Offer Volunteer Opportunities That Fit Their Lives

Younger donors and supporters value experiences alongside giving. Volunteerism not only builds connection but also encourages recurring donations. However, gone are the days of rigid, long-term volunteer commitments.

Micro-Volunteering Options

Short, flexible volunteering tasks such as packing donation kits, moderating online communities, or assisting with a single event fit into the busy, fast-paced lives of Gen Z and millennials.

Skill-Based Volunteering

Tap into younger professionals’ need to grow their resumes or showcase their expertise. Offer them opportunities to bring their unique skills to your nonprofit, whether that’s through marketing, coding, or design.

Personalize Communication for an Authentic Touch

Mass-communication strategies like generic emails or newsletters won’t resonate with younger supporters. They expect personalized, meaningful interactions.

Text Marketing and Messaging Platforms

Younger donors are more likely to open and act on text messages than emails. Use text campaigns for urgent calls to action, like deadline-driven fundraisers.

Use AI to Streamline Personalization

With AI-powered tools, you can send:

• Personalized Donation Thank Yous. Acknowledge each fundraiser or contribution with a tailored message appreciating their specific impact.
• Custom Event Invites. Invite your supporters to local meetups or webinars, referencing their previous engagement.

Build Community Around Core Values

Younger generations are drawn to collaborative and community-driven missions. They don’t want to just donate; they want to feel part of something bigger.

Foster Online Communities

Host forums, private Facebook groups, or Discord servers for younger supporters. These platforms can allow them to discuss your nonprofit’s mission, build friendships, and share additional ideas for impact.

Empower Advocacy

Encourage younger generations to be advocates for your cause. Provide them with easily shareable resources like infographics or branded templates for their socials.

Key Takeaways for Nonprofit Leaders

Engaging younger generations isn’t about abandoning your existing supporters but about expanding your reach in ways that are authentic and impactful. By meeting millennials and Gen Z where they are, leveraging technology-driven solutions, and aligning with their core values, you can build lifelong supporters for your mission.

Want expert guidance in shaping your nonprofit outreach strategy? At SD Mayer & Associates, we help nonprofits align financial resources and strategic plans to make the greatest possible impact. Reach out today to explore how we can support your mission.