The fundraising world has shifted dramatically. A new wave of donors is increasingly at the fore, armed with new technologies and preferences, social influence, and an appreciation for authenticity. For example, Gen Z are not only digital natives but also advocates for openness, diversity, and immediate results. Figuring out how to connect with them on their own terms can feel daunting, but once you do, you’ll gain supporters who champion your cause with genuine passion. Below, we’ll explore why younger audiences are such a game-changer and share tactical tips for improving engagement.
Why younger audiences matter to nonprofits
For nonprofits eyeing the future, Gen Z and beyond are potential long-term advocates who can grow and evolve with your mission. Many discover causes on social media, raise awareness through personal networks, and expect transparency from the organizations they choose to support:
- Young supporters discover causes online: one share or post can ripple through an entire circle of friends, increasing your reach exponentially.
- Social-savvy supporters advocate to their networks: a single enthusiastic supporter can recruit classmates, colleagues, or followers to join your volunteer days, fundraisers, or peer-to-peer campaigns.
- Gen Z supporters demand authenticity: This crowd grew up on curated content—they can spot generic appeals a mile away. Genuine storytelling wins them over.
- Gen Z values inclusivity and impact: Causes that show real, measurable outcomes—while welcoming a diverse supporter base—gain traction more quickly among younger donors.
12 tips for engaging Gen Z supporters
Below are strategies you can blend to meet younger donors where they are—both online and off.
- Speak their language
Be genuine, concise, and engaging. Whether it’s a Reels video or an Instagram caption, a straightforward informal tone usually resonates better than a long-form, corporate letter. - Go mobile
Make sure your donation and volunteer sign-up pages are optimized for smartphones. An awkward, clunky form can derail someone who’s otherwise ready to give or volunteer. - Leverage peer-to-peer networks
Encourage donors to create their own mini-campaigns. If they can invite friends to support a personal goal—like running a 5K or celebrating a birthday—your reach multiplies through authentic peer recommendations. - Highlight actual impact
Tweeting “We appreciate your donation” is nice, but a quick photo or video of how funds are making a difference is even better. Highlight stories or stats so donors see immediate feedback. - Embrace creative storytelling
Experiment with behind-the-scenes videos, supporter spotlights, or quick Q&As. Authentic, slice-of-life narratives do well on platforms like TikTok, YouTube Shorts, or Instagram Stories. - Offer a few options to engage
Not everyone wants to donate money right away. Some may prefer volunteering, sharing resources on social media, or attending virtual events. Provide multiple pathways for involvement so they can pick what suits them best. - Highlight shared values
Younger supporters often gravitate toward issues they care about personally—whether it’s climate, education, or social justice. Show how your nonprofit’s work aligns with their core beliefs. - Foster community
Hold small meetups, virtual coffee chats, or discussion groups. A sense of belonging can turn a casual follower into someone who advocates for your cause among friends. - Host ‘Live Updates’
During key projects or events, consider live-streaming or posting short video recaps. Real-time content boosts excitement and spurs immediate action. - Leverage perks to encourage recurring giving
Setting up monthly donations makes giving feel more accessible. Sweeten the deal with small rewards—like behind-the-scenes newsletters or early access to special events. - Collaborate with influencers
Local micro-influencers, college ambassadors, or even staff members with strong followings can help you reach niche communities. Authentic voices carry weight in younger circles. - Take time for personal gestures
A direct message or handwritten note to say “Thanks” can break through digital clutter. And a little one-on-one attention can transform casual interest into true loyalty. Some nonprofits worry that younger audiences might shrug off traditional mail, but the opposite can be true if the gesture feels truly customized. A tangible, personal note offers a moment of pause in a digital-heavy day.
Using PenPals to Send Handwritten Cards
Even if you’re sold on the idea of a personal note, it’s understandable that manually writing hundreds—or thousands—of cards sounds overwhelming. That’s where a platform like PenPals can step in.
With PenPals, you can send real paper notes that show up in donors’ physical mailboxes—an instant novelty in an email-dominated environment. Each card is genuinely penned, which means donors see you’ve gone the extra mile to connect, instead of relying on auto-generated templates. We handle writing, addressing, and mailing, freeing your team to focus on building programs and relationships.
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