Encouraging millennials and Gen Z to donate
Historically, baby boomers have been heavily involved with charitable organizations, as volunteers and donors, which isn’t a new concept. With their individual gifts being among the highest of all generations, investing fundraising efforts into this group has been key to maintaining a steady donation rate.
But as all generations age, it's important to keep in mind that many Gen Xers are already nearing retirement, millennials are rapidly increasing their giving, and Gen Z donors are forming their giving preferences as we write this, so each of these groups need just as much of your attention. In fact, according to the Bank of America Study of Philanthropy, in 2022, 79% of millennials and Gen Zers donated to charitable organizations.
Every generation has different habits and preferences when it comes to giving, so the question remains: how do you best connect with the two younger generations to maintain that donation rate? Here are a few tactics.
Consider the impact of social media. Nowadays, it’s no surprise that social media is the hub for anything and everything. Even though you may feel overwhelmed by the choices and pressured to join every platform, the key is to be intentional about what channels you invest your time into and what you publish on each platform. Every channel can be helpful in some way, so how do you know which will expose your content to the largest audience and be worthwhile in the long term?
In a recent interview with Executive Director and President of PayPal Giving Fund Canada, Wen-Chih O’Connell, they highlight the importance of social media platforms as a critical means of donation. O’Connell states that millennials generally use Facebook, followed by Instagram, and that Gen Z use Instagram, followed by Facebook or TikTok. With this information, you may want to focus your efforts on Instagram and/or Facebook to reach the largest audience. Consider also using LinkedIn as a way for employees to share content within their professional networks to attract new donors.
Being on multiple channels doesn’t have to be daunting, as there’s no reason you can’t reuse content across platforms with minor adjustments for character count, hashtags, etc. Ultimately, dedicating your time to creating quality posts will increase your chances of receiving likes, comments, shares, or reposts and force the algorithm to favour your content.
Offer multiple methods to donate. Traditionally, donors would mail in cheques; however, very few millennials and Gen Zers even have chequebooks today, so a key priority is making sure donating is effortless. With this in mind, use QR codes on printed materials so that regardless of where someone is, they can use their phones to donate instantly. If possible, offering payment options like debit, credit, Apple Pay, and PayPal will most likely accommodate all donors.
However, as O’Connell states, “the most common barrier for not being able to [donate] more [is] not being able to afford to give more.” As such, it’s important that your donors know that contributing can be as easy as sharing a post, watching a full video, or volunteering. Engagement impacts your organization in non-monetary ways and can be just as valuable. (Besides, engaged communities are more willing to donate when they’re able.)
Lead with transparency. Building an open, honest, and transparent relationship with your audience is critical. Young audiences value donating to organizations that support beliefs, missions, and values similar to their own. Ultimately, millennials and Gen Zers want to know that their donations made an impact on your organization before they donate again. The audience needs to know how your organization’s work is relevant to their lives through familiarity, contrast, or urgency.
Understanding how to best connect with younger generations may seem daunting when you're used to doing things a certain way. However, establishing a connection is key to effectively engaging the younger donor base and creating a lasting positive impact.