Why Gen Z Will Save Nonprofits
Generation Z's emergence as a philanthropic force is a significant evolution in the world of giving. During my tenure as an executive director for a Houston-based nonprofit, I witnessed this first-hand. Following the tragedy of George Floyd's passing in 2019, we received an incredible influx of support from Gen Z, amounting to 100,000 $1 monthly donations. (Yup, you read that right!) I coined these monthly donors as our “major donor,” and it was almost all Gen Z. Their action wasn't just a contribution; it was a powerful message that Gen Z is deeply invested in creating substantial, positive change within their communities, particularly for social causes that resonate deeply with them.
The Philanthropic Spirit of Gen Z
Gen Z’s approach to nonprofit support showcases their deep commitment to societal betterment. With digital tools at their fingertips and an innate sense of social responsibility, this generation isn't just donating; they're also seeking direct and meaningful connections with the causes they support. Their method of giving is transforming the nonprofit sector: a stunning 43% of Gen Z has made contributions directly to individual causes, emphasizing their critical role in advancing nonprofit missions.
Harnessing Gen Z's Potential
For Christian organizations aiming to engage with Gen Z, the following strategies are
pivotal:
Emphasize Transparency and Impact: Organizations should clearly communicate how contributions are used, emphasizing the tangible outcomes of donations to build trust with Gen Z donors.
Leverage Digital Platforms: Social media and digital channels are prime avenues to share stories and outcomes, connecting with Gen Z and fostering involvement with your mission.
Encourage Peer-to-Peer Engagement: Influenced by their social circles, Gen Z donors respond well to advocacy within their networks. Encouraging existing supporters to share their experiences can effectively draw in new Gen Z donors.
Offer Diverse Ways to Contribute: Acknowledging that support extends beyond financial donations, nonprofits can attract Gen Z individuals by providing various contribution methods, including time and skill donations.
A Future Shaped by Gen Z
The enthusiastic response of Gen Z donors to our 2019 campaign referenced above was a vivid illustration of the role this generation can play in propelling nonprofit missions. As these young individuals mature into their careers and financial capacities, their influence on philanthropy is expected to grow exponentially, with Gen Z projected to comprise 30% of the workforce by 2030 (Philanthropy News Digest).
Moving Forward Together
As we look ahead, it's clear that Generation Z's engagement can catalyze a new era of growth and effectiveness for nonprofit organizations. By embracing the values, preferences, and digital savvy of Gen Z, nonprofits can unlock new opportunities to expand their impact and achieve their goals. Remarkably, despite economic challenges, Gen Z’s commitment to contributing remains strong, with 43% having given to an individual's cause through platforms like GoFundMe in the past year (Forbes). This trend is more than just a blip; it’s a resounding signal that Gen Z will significantly shape the nonprofit sector’s future.
In embracing the promise of Generation Z, we find not just hope for the future of philanthropy, but also a tangible path to greater impact and success. Let's seize this opportunity to work alongside Gen Z, harnessing their passion and energy to create a better world for all. With Gen Z set to comprise 30% of the workforce by 2030, their influence on philanthropic giving is poised to expand correspondingly (Philanthropy News Digest). This is a call to action for nonprofits to align with Gen Z’s dynamic spirit, ensuring that together, we move forward into a future where our collective efforts resonate more profoundly than ever before.
If you’d like to talk more about how Masterworks is helping our clients better engage Gen Z, reach out here.
About Gee Arias
Giovanni "Gee" Arias is a creative director at Masterworks. He has a track record of guiding and consulting clients, collectively raising over $13m in 2022 through Aria Creative and Mission Increase. He excels in branding, creative strategy, and nonprofit growth. A dedicated innovator and proud Houstonian, Gee is committed to elevating nonprofit success while cheering on the Rockets and Astros.
Sources:
Footnotes
"Faith-based nonprofits are undergoing a moment of evolution." Classy. Link ↩
“AI and Generation Z: Pioneering A New Era Of Philanthropy." Forbes, Mark Minevich. Link ↩
"Why Gen Z Might Become One Of The Most Charitable Generations Yet." Forbes, Mark C. Perna. Link ↩
"How Millennials & Gen Z Are Stepping into Generosity." Barna Group. Link ↩
"Gen Z paves the way for intergenerational philanthropy." Philanthropy News Digest, Samantha Mercado. Link ↩
"What nonprofits can do to win over Gen Z." Philanthropy News Digest, Megan Malloy. Link ↩