What Nonprofits Get Wrong About Gen Z Donors Like Me

Figuring out how to engage Gen Z is a preoccupation among much of the nonprofit sector. I’ve thought a lot about this myself, both as a fundraiser and a proud member of the generation that brought phrases such as “touch grass” and “broligarchy” to the lexicon. Engaging Gen Z early in their philanthropic journey is important for the long-term health of nonprofits. The question is, how?

I recently transitioned out of my role as coordinator of digital engagement and annual giving for Taylor University in Indiana, where I often acted as a Gen Z translator for my older colleagues. I’ve found that many nonprofit leaders and fundraisers are guided by myths about my generation that can send them down a wrong or unhelpful path. Here are six that stand out, along with ideas for how to overcome them — and better connect with donors like me.

Myth 1: “Be active on socials!”

Gen Z spends a lot of time on social media. I’m reminded of this whenever my iPhone notifies me of my average weekly screen time. But that doesn’t mean we’re on your organization’s social media. For us, social media is social — we log on to check up on our friends. Regular activity on socials matters but isn’t enough to create a deep connection with Gen Z constituents. 

What to do: Capitalize on how we use social media. Use strategies such as takeovers and collabs, which involve partnering with “micro-influencers” in your organization’s network to promote your cause. For example, a nonprofit fighting homelessness in my hometown of Warsaw, Ind., might tap Ben Higgins — a Warsaw native who starred on The Bachelor and supports local groups — to post a video promoting an upcoming giving initiative. Such strategies are more likely to engage Gen Z donors than merely posting about your organization’s latest programs or fundraising campaigns.

Myth 2: “Make it a movement.”

Research shows that Gen Z wants to be a part of something bigger than themselves. In response, many nonprofits try to convey the message that their cause provides young people with the opportunity to join a movement. This online campaign from the American Red Cross, for example, encourages people to give blood and “join a national community committed to saving lives.” But while my generation is drawn to causes and movements, we’re turned off by blatant attempts to stretch the truth about the actual impact of our gifts.  

What to do: Communicate honestly about what a younger donor’s gift accomplishes. That means dropping the inflated language about movement building when it has little, if anything, to do with the true nature of the gift. 

Myth 3: “Use suggested donations.”

Every time we buy a pumpkin spice latte, my generation is used to being told, “The screen’s going to ask you one quick question.” Pre-filled donations can feel similarly coercive and can taint the giving experience of younger donors.

What to do: Rather than using suggested donation amounts built from donor data, provide several giving options that are matched to specific impact. For example, Charity:water pre-selects a $40 monthly option, explaining that the amount provides clean water to a dozen people a year. Gen Z donors appreciate that type of transparency and are less likely to feel you’re trying to manipulate them. 

Myth 4: “What if we made giving like another subscription?”

Annual fund directors love recurring gifts, and my generation has grown up in the subscription economy. The two seem like a match made in heaven. But while Gen Z is used to subscriptions, we don’t like subscriptions. Adopting subscription-style language within your organization could actually cheapen the experience for your younger donors and disincentivize their giving.

What to do: Try giving out “free trials” instead. In his book The Catalyst: How to Change Anyone’s Mind, author Jonah Berger identifies free trials as a way to reduce risk and uncertainty for a target audience, increasing their likelihood of adopting a certain behavior or purchasing a particular product. I’m unaware of any nonprofits that have tried this approach, but it seems likely to resonate with younger audiences. Rather than seeking recurring gifts that few would agree to, provide young people who haven’t donated yet with a 30-day “money-back guarantee” on their first gift. Some of those gifts may be revoked, but those donors were unlikely to give anyway.

Myth 5: “We need to use memes!”

I’m just barely old enough to rent a car, but the high schoolers I regularly interacted with at Taylor University took to calling me, “Unc” — Gen Z slang for old, and the subject of thousands of memes. We are unabashedly the generation of memes. As such, it can be tempting to try to relate to us by jumping on the latest meme bandwagon. Here’s the problem: Meme culture is very particular. If a meme is used incorrectly, your organization could be labeled out of touch. 

What to do: If you are going to try to engage in meme culture, put a Gen Zer in charge.

Myth 6: “Use personalization to cut through the noise.”

As a fundraiser, I sent tens of thousands of e-mails every year, and all the best practices told me to include a personal element. The idea is that this elevates the relational component of the message, facilitating a greater sense of connection for the donor.

For Gen Z though, over-personalization doesn’t tell us you know who we are and genuinely want to connect. It just shows us the quality of your database. I even came across younger alumni in the university’s database who intentionally changed their name to a simple period or added a letter at the end of their name so they knew when we were just auto-filling data rather than reaching out to them personally. One of my friends admitted doing this!

What to do: Use real human personalization. Send Gen Z donors handwritten notes or an unpolished, plain-text e-mail once in a while.

If you’re putting the pieces together, you can see where all this is going. While Gen Z has its quirks, there’s no silver bullet for engaging my generation. We want the same things as most people, regardless of when they were born — to support something that is meaningful to us and aligns with our values and to be recognized for that participation.