In today’s fast-paced digital world, nonprofits have a great opportunity to reach younger audiences, specifically Gen Z (born between 1997 and 2012). This generation grew up with technology, social media, and fast-changing trends. So, how do nonprofits engage them effectively? The key lies in using the right digital marketing techniques. Below are some of the best practices to help your nonprofit stand out and connect with this younger audience.
Why Focus on Gen Z?
Gen Z are not just future donors — they’re future volunteers, advocates, and changemakers. They’re passionate about social causes, like climate change, equality, and mental health. Engaging them early can build long-term loyalty to your cause. Plus, they’re vocal online. So, when they support your nonprofit, the word spreads quickly to others, especially those in their peer group. However, to catch their attention, you need to meet them where they are—on digital platforms. Here’s how you can do it.
Learn the steps to take to get you and your team ready to create a digital annual report that proves your impact.
Get the ReportSocial Media: Where They Spend Their Time
Social media is one of the most powerful tools for attracting younger audiences. However, not all platforms work the same for Gen Z.
Gen Z spends much of their time on Instagram, TikTok, and YouTube. They enjoy short-form content, like videos, memes, and stories. To attract them, you should:
- Create short, engaging videos that tell a story about your nonprofit.
- Use influencers or social media ambassadors** to promote your message. Gen Z is influenced by peers and popular figures they trust.
- Post interactive content like polls, quizzes, and question stickers to encourage engagement.
By focusing on the right platforms and content style, you can connect with these audiences where they feel most comfortable.
The Power of Storytelling
Younger generations love stories, especially ones that make them feel connected to a cause. Gen Z cares about authenticity. They want to know that your nonprofit is making a real difference.
For Gen Z, focus on real stories from people who’ve been helped by your nonprofit or from those who work within it. Gen Z responds to genuine, unpolished content, like behind-the-scenes videos or candid interviews.
When you share stories that tug at their heartstrings, both generations are more likely to get involved and support your nonprofit.
Leverage TikTok and Instagram Reels
If you want to engage Gen Z, TikTok and Instagram Reels are your best friends. These platforms have exploded in popularity, especially among younger users. The key to success on these platforms is **short, snappy videos** that grab attention within the first few seconds. Here’s how you can use them effectively:
- *Use challenges: Create or join viral challenges that align with your nonprofit’s mission. For example, if you’re a nonprofit focused on climate change, you could start a “green living” challenge, where users share eco-friendly practices.
- Behind-the-scenes content: Show the day-to-day work of your nonprofit. Highlight the passion and dedication of your team. Gen Z loves to see authenticity and real people doing real work.
- Collaborate with influencers: Partner with TikTok creators who have a strong following. Influencers can help introduce your nonprofit to new audiences in a relatable way.
These platforms thrive on creativity, so don’t be afraid to experiment with different styles and trends.
Interactive and Engaging Websites
Your website is often the first place people will go when they want to learn more about your nonprofit. For younger generations, your website should be easy to navigate, visually appealing, and most importantly, interactive. Gen Z prefers engaging with content rather than passively reading or watching it. Here’s how you can make your site more engaging:
- Interactive donation buttons: Create a fun, engaging way for users to donate, like a progress bar that fills up as donations come in or animated thank-you messages after they contribute.
- Quizzes and polls: People love learning about themselves, and younger audiences are no different. You could create quizzes like, “What type of volunteer are you?” or “How can you help save the planet?”
By making your website interactive, you’re more likely to keep your audience engaged and encourage them to take action.
Email Marketing: Short and Sweet
Email marketing might not seem like the most exciting tool, but it’s still effective—especially if you do it right. You’ll want to keep emails short, engaging, and visually appealing. Use plenty of images and make your call-to-action clear and easy to follow.
Consider catchy subject lines, keep the text brief, and add social media links for further engagement. You may want to integrate text messaging campaigns as an alternative way to reach them.
Be Mobile-Friendly
Gen Z live on their phones, so your website, emails, and any other digital marketing efforts must be mobile-friendly. If your site is hard to navigate on a phone or takes too long to load, then younger users are likely to click away. Ensure your digital presence works well on mobile devices by doing the following:
- Responsive design: Make sure your website adjusts to different screen sizes and works just as smoothly on a phone as it does on a desktop.
- Fast loading times: Gen Z won’t wait for a slow site. Make sure your website loads quickly on all devices.
- Simple navigation: Keep your menus and layouts simple. Users should be able to find what they’re looking for quickly and easily.
Encourage User-Generated Content
Gen Z loves being part of a community, and one way to foster that feeling is by encouraging them to create and share content. User-generated content (UGC) is a great way to engage these generations while also getting them to spread the word about your nonprofit. Here’s how to encourage UGC:
- Photo or video contests: Ask followers to share photos or videos related to your cause and offer a prize for the best entry.
- Hashtag campaigns: Create a unique hashtag for your nonprofit and encourage users to share posts using it. This can help build a sense of community around your cause.
- Feature user stories: Share stories or posts from your followers on your social media pages. Gen Z loves to feel like they’re part of something bigger, and this recognition can go a long way.
Final Word
Reaching Gen Z isn’t just about knowing where they hang out online. It’s about understanding what they care about, how they engage with content, and making your nonprofit’s mission relatable to them. Whether through social media, interactive websites, or user-generated content, the key is to be authentic, creative, and mobile-friendly. By using these digital marketing techniques, your nonprofit can connect with the next generation of changemakers and build lasting relationships with them.
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