Most nonprofits would love to have more young people join their cause as volunteers or donors. However, attracting younger generations can seem like solving a Rubik’s Cube in the dark.
While that’s true—it’s hard to fully understand a younger generation’s perspective if you’re not part of it—the underlying issue may be looking at the puzzle as something unknowable. Or worse, half-believing that younger generations aren’t interested in contributing time or resources as much as their parents or grandparents have.
Gen Z has immense potential to make a difference. Recent research, as highlighted by the Nonprofit Times, supports this. The article states, “Gen Zers are eager to engage as volunteers and promoters of your organization and cause…By all accounts, however, organizations have made limited investment in mobilizing Gen Z’s energy.” This underscores Gen Z’s untapped potential and the significant benefits it can bring to nonprofits.
We understand nonprofits face numerous challenges, and focusing on young people may seem like a task for tomorrow or next week. We’re not saying nonprofits aren’t trying—there’s so much on organizers’ plates that it’s hard to know what to tackle first. But, as you well know, new supporters are essential.
6 Ways to Inspire Young People to Join Your Cause
Engaging younger generations to support your mission is similar to approaching your existing donors—you must meet them where they are. To help you get started, we’ve gathered valuable tips from our fundraising platform customers and reviewed what the experts say. We’ve also informally followed up with Gen Z friends and family to ask them what made them get involved with a cause. The following stood out as things almost any nonprofit can do to forge a connection with younger generations.
Eliminate Jargon
Younger generations value authenticity, and it’s important to relay your cause’s message in a straightforward, relatable manner. A McKinsey report states that, “For Generation Z, as we have seen, the main spur to consumption is the search for truth, in both a personal and a communal form.”
Professional jargon is like kryptonite to genuine communication. Examples of jargon include words like empower, enable, community-driven action, food insecure, change agent, stakeholder, alignment, integrated, leverage, and holistic. As you can see, they’re all industry-speak. By its very definition, jargon is insider language used by a group that is difficult for others to understand. Put another way, if you read your mission statement or donor emails out loud and there’s a bunch of words that make it sound important but somehow don’t say much at all, you’ve got a jargon problem
Common language—how you might speak over dinner or coffee with friends—relates to more people and is more human. This is important to younger generations and probably everyone else your org interacts with.
Think Long Term
Appeal to Interests
People in their 20s and 30s are working hard to get their lives and careers together, and the financial strain is heavier than it’s been for previous generations. Making time for another thing is challenging, as is giving money they don’t have.
A young person is not going to get excited about a banquet or going to meetings and hearing about how important it is that they donate. They are, however, extremely motivated to make a difference with a cause that inspires them. Create volunteer opportunities through which their actions will have an obvious impact. Data entry, office work, answering phones, calling for donations…none of that feels like you’re making a difference. It feels like an obligation. Instead, ask them to help with hands-on projects that have a tangible impact on your cause.
Another way to attract young volunteers is to think about how it can help them while helping your nonprofit in the process. According to AmeriCorps, “Volunteering was associated with 27% higher odds of employment.” Contributing to a cause they believe in while adding to a resume could appeal to Gen Z. For example, a 20-year-old who plans on being a social media manager can help you by making engaging reels or creating more authentic Instagram content. Or a young writer can refresh and update email and web copy so it’s approachable and jargon-free. However, it’s important to remember that no one likes to be taken advantage of. Remember that a volunteer is giving their time—don’t overload them with a full-time job.
Make Participating Simple
As you’ve likely heard repeatedly, younger generations are “online natives” (there’s jargon, again!). They count on being able to do most things online, and if they can’t, there’s a good chance they won’t.
Make it clear on your website where visitors can sign up to volunteer. Don’t hide the link at the bottom or in a drop-down menu. Call it out on your main page and clearly explain why volunteer help matters and how people can make a difference. Most of all, make the process of signing up to help on specific tasks something they can do from their phones.
An example of this is NKLA, an animal rescue in Los Angeles. One of our Gen Z interviewees volunteers there, and when asked what made them choose that rescue (outside of a love of animals), they said they loved how easy it was to sign up and choose where and how they wanted to help. When you visit the NKLA volunteer page, it’s easy to see what our Gen Zer means.
The same goes for donations. Take advantage of your platform’s peer-to-peer fundraising functionality, set up crowdfunding campaigns that address specific needs, and use the data from your efforts to evaluate what worked, what didn’t, and what kind of did.
Share The Impact
Try Tangible
One thing that stood out to us about the Nonprofit Times article referenced earlier was that “more than half (57%) also said a postal thank-you note would increase their likelihood of giving.” In addition to sending a note in thanks for a donation, try that same tactic with your younger volunteers. You could send a thank-you note after they help out for the first time. Or, if you’re short on staff, try printed postcards with a meaningful message.
Ready to get started? Our all-in-one fundraising solution simplifies managing all your events—from community outreach to online raffles. Eventgroove is equipped with all the tools you need, including easy-to-build fundraiser and event pages, peer-to-peer capabilities, and more. Sign up for your free fundraising account.
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