Nonprofit Inbound Marketing Tips to Tap into the Next Generation of Donors

02/13/2018 3 min read Written by Jenny Traster

Also known as “Philanthrokids,” the members of Generation Z are best known for two overriding characteristics: an immersion in technology and a passion for making a positive difference in the world. Of course, these young people born after 1996 are much more complex than a two-factor summary. They grew up swimming in social media, in a world facing challenges like global warming, terrorism, and uncertain economic times.

A quick rundown of stats provide additional insights into the generation:

  • 40 percent of customers will be Gen Zers by 2020
  • 26 percent regularly volunteer
  • 30 percent have already donated to an organization
  • 32 percent donate their own money
  • 60 percent want their work to make a difference
  • 76 percent are concerned about the planet
  • 77 percent are interested in volunteer opportunities and careers with nonprofits
  • 10 percent want to start their own charity

Knowing what makes Gen Zers tick provides insights on the most effective nonprofit marketing tactics to use to tap into this next generation of donors.

Make Mobile the Norm

The bulk of the generation has no idea what life was like before Facebook, Instagram or the proliferation of mobile devices. That means having a mobile-friendly website is a must, as they’re most likely to interact with nonprofits on a mobile platform. Their penchant for technology makes apps another potentially valuable choice for recruiting volunteers and requesting donations.

Be Super Social

Social media is a main game for Gen Z, and you can significantly extend your reach if you use it for your nonprofit marketing campaigns targeting the generation. In fact, 66 percent of Gen Zers said they donated to charity based on an image or message they saw on social media.

They tend to use different platforms for different activities, and you can tailor your messages accordingly.

  • Instagram: Sharing aspirations
  • Snapchat: Sharing real-life moments
  • Twitter: Gathering news
  • Facebook: Gathering information

Read More: Do’s and Don’ts of Nonprofit Social Media

Aim for Short and Simple

Now that you know where to reach them, it’s time to turn to how. The attention span keeps decreasing, with Gen Z clocking in with an attention span of eight seconds, a full four seconds below their Gen Y predecessors.

To arouse and keep their interest, your online marketing content must be straightforward, concise, and easily digestible. They need to immediately understand what your organization is all about and why they should help you.

Share Inspiring Stories

Many nonprofits have a host of inspiring stories to tell, whether it’s why they were founded, success stories of people they’ve helped, or the difference they’ve made in the world. Make sure to share yours to clearly illustrate the value your organization brings to the community.

Sharing such stories can help establish trust, the core of meaningful relationships. Build even more trust by outlining the positive impact their donation would have and how it would be put to work within your organization. An emotional connection and trust built through storytelling is likely to have a stronger effect on Gen Z than hard, cold, and seemingly impersonal facts.

Read More: 5 Ways to Make Your Nonprofit Website Donor-Friendly

Go Heavy on the Visuals

Visuals are another ideal way to enhance your nonprofit marketing message with Gen Z. Instead of using chunks of text to make a point or story, rely on the power of images instead. Try captivating photos, inspiring illustrations, and eye-catching infographics.

Videos are another prime choice that can make a big impact in a short period. It’s been said that one minute of video is worth about 1.8 million words. While the calculation may have partly been made in fun, it does underscore the potency of video for relaying a message, especially for those with short attention spans.

With the nickname of “Philanthrokids,” this generation is obviously poised to give. Combine their passion for making a difference with digital communications containing nonprofit marketing messages that resonate, and you can successfully showcase why your organization is one worthy to receive.

By: Jenny Traster

With a love of HubSpot dating back to 2010, Jenny works with clients to put the pieces of the inbound marketing puzzle together, from content marketing and social media management to demand generation and lead nurturing. When she’s not digging through data or reading the latest in social media trends, you’re most likely to find her traveling, practicing yoga or hiking with her dogs in the great outdoors.

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