Together, they make up about 63.5% of the global population. How can you position your nonprofit to get Millenial and Gen Z donors? Read on.
While Millenials were born between 1981 and 1995, experienced their early years in a peaceful and economically stable atmosphere, Gen Zs are born from 1996 and after, are growing up with diverse social and economic issues, and are highly influenced by technology.
Thus, for a non-profit organization, you might not care much about how they grew up or what influences their lives. However, what if these factors could help you encourage them to donate more to your projects? After all, Millenials and Gen Zs are said to account for 63.5% of the global population by the end of 2019. Of course, you will be interested.
In 2017, 51% of Millenials and 44% of Generation Zs in the US donated a total of $23.3 Billion to charities and other non-profit organizations across the country. For the past four years, donor support in the United States has been rising according to data from GivingUSA. However, that trend is said to come to a halt, as data from Blackbaud Institute shows that 20% of American givers say they might reduce their giving in 2018 and beyond.
Many factors account for this. First, Millennials and Generation Zs would love to see the direct impact of their donations, which doesn’t seem to bee happening as they expect. Additionally, there are issues of the donor having too many non-profits and causes to donate to, which frustrates them to a point where they would want to give up.
So as a non-profit organization, how do you meet the needs of these highly informed, somewhat picky donors? Here’s how to position your organization to receive more donations from Millenials and Gen Zs.
Let’s get you starting on building a strong nonprofit to attract Millennial and Gen Z donors.
Majority of Millenials and Gen Zs are tech-savvy. Before they donate to a particular cause, they do a lot of research on your website and other non-profit rating platforms. Thus, you need to meet their needs.
This will involve keeping a good website, having a good profile on well-known non-profit rating platforms. The goal here is to be as authentic as possible – because Millennial and Gen Z donors are digitally savvy. They know exactly when you want to sell them and when you’re trying to tell genuine stories.
Furthermore, these generations don’t just want to see you online. They want you to be active. Tell stories, create useful content, allow your volunteers to tell their own stories, and show thought-leadership qualities in the type of content you produce. This approach proves your authenticity as an organization and gives them a reason to care.
Millennials check their phones 150 times a day. Gen Zs spend an average of 5 hours a day on their smartphones. From ordering food or taking an Uber to checking the weather or setting the alarm for the next day, these two generations rely on their phones for a lot of their daily activities.
Why should you care? Because that is an opportunity for your non-profit donation campaigns. Be where they are. Let them see you as many times as possible. And they might end up donating to your project. But how do you do it?
Be mobile. Your website needs to be mobile-friendly. Not only that, it needs to load fast as well. You can also leverage mobile campaigns such as the use of SMS to deliver messages about your course and encourage them to donate.
A lot of millennials and Gen Z donors might never visit your site on a desktop but will engage with you on mobile for a long time. The way to win the game is to be mobile friendly – on tablet or smartphone.
Your first step to winning Millennial and Gen Z donors with your donation strategies is your payment methods. If you only have one donation option, say credit card payment for your non-profit, sorry to say you’re doomed.
Millennials and Gen Zs use online payment platforms more than a bank. You would want to have multiple donation options, including a credit card, online payment services such as PayPal or Skrill, and most recently cryptocurrency donation buttons.
Additionally, the donation process has to be hassle-free. You don’t want to give a Millenial or a Gen Z donor a full-page document that requires one writing an essay before donating. This will send them away forever. Make sure that the processes that lead to donation are simple, probably completed within two or three clicks.
Another great way to spice up your site or mobile app for Millenial and Gen Z donors is to offer different forms of donation, allowing them to donate money, give their online coupon codes, or even donate gadgets such as mobile phones and tablets.
Millennials in the US spend around 6 hours a week on social media. About 59% of Gen Zs in the US say they’re usually inspired to donate to a cause through social media messages. What does this mean? You need to get your social media strategy right.
Therefore, just distributing your projects to social media or designing beautiful images and posting on Instagram isn’t going to work anymore. Millennial and Gen Z donors are driven by referrals and shared stuff, so you have to create shareable content.
Additionally, you have to be less sales-oriented and more helpful with your social media posts. When you’re able to gain the trust of your followers because of your educative content, they will help you market your donation campaigns once you share it.
Like any human being, Millenial and Gen Z donors would like to be thanked when they give towards your cause. However, you have to go beyond the usual email appreciation, that looks like a one-on-one conversation between two secret agents.
How do you show them that their donation counts to keep them donating? By thanking them on your digital platforms. You can write a short article on your website thanking your latest donors and listing their names for your visitors to see.
Additionally, you can feature their profiles on your social media pages for your following. This does not only create a sense of openness about your funding sources but also encourages others to donate.
Beyond your website and social media, you can also award certificates to donors. Some donors might need these certificates someday for their work-related stuff, and this might come in handy.
Data is the new oil. This is equally true in the non-profit realm. Therefore, to achieve these goals – building mobile-friendly sites, going social or providing multiple donation options, you need a lot of data about your target audience.
What they care about, the work they do, their location, and what interest them most among others. This helps you plan to meet the needs of your donors and encourage to contribute towards your project.