For most organizations, having just acquired the tools and tips to tackle Gen-Y, you will then be anxious to know that Gen-Z is hot on their heels! Gen Z is already emerging to be a socially conscious group.
Defined as 12-19 years olds, Gen-Z is a group of innovative digital natives who use technology more than any of their predecessors. More importantly, they believe in social as a real driving force for change.
With twenty percent of children and teens saying they want to start a charity in their lifetimes, the younger demographic has large opportunity. (Source: Deep Focus) Nearly 70% of people under 20 have volunteered, with nearly half volunteering at least once a month. According to the latest Winter/Spring 2015 Cassandra Report: a survey of more than 900 kids ages 7 to 17 conducted by Deep Focus more than a third of those surveyed had donated their own money to a cause, while more than one in four had helped raise money.
From a fundraising perspective, we need to consider how to better focus on Gen-Z and the value they can bring as our next generation of donors, volunteers, activists, and leaders in the non-profit arena. If we can get them to be loyal now, we can get them to be our biggest ambassadors.
According to Susan Price, author of Generous Genes: Raising Caring Kids in a Digital Age, Transparency is another key consideration for Gen-Z. “This is what nonprofits have to do to appeal to this younger generation. They want things to be concrete regarding the difference their contribution is going to make.”
New research available
According to a recent study from hjc and Blackbaud, Gen-Y represented the largest margin for online and mobile donors. 7% had donated online in the past 2 years, and 15% had given via mobile. Two-thirds of Gen Y donors have signed an action or petition online, and over half has joined a group on Facebook dedicated to a cause. This data supports the notion that we have to consider nurturing our young supporters in order to maximize engagement and fundraising opportunities.
Transparency is a key factor when communicating with Gen Z and this is further apparent; of how their giving will help a cause, they also want to work with charities that offer their supporters flexibility in how they can help raise money. (https://www.linkedin.com/pulse/you-ready-generation-z-maurice-smith).
Charities like Charity:Water and Unicef have been instrumental in providing tools to youth to then go out and fundraise in a more flexible setting.
Michael Johnston is the President and founder of the global fundraising consultancy, Hewitt and Johnston Consultants and the co-founder of two global fundraising products: The Global Legacy Giving Group and the event-based Beyond Fundraising. He has been a fundraiser for 25 years, and has worked with 100’s of nonprofit organizations in Canada, the U.S., Europe, Latin America, and Asia Pacific. You can reach Michael on twitter via @mikemjohnston or @hjcnewmedia
For more information about the Gen Z research email: Fundraiser@hjcnewmedia.com #GenerationZhjc
Sources:
Deep Focus, Winter/Spring 2015 Cassandra Report
Maurice Smith, Are you ready for Generation Z, 2015
Price, Susan. Generous Genes: Raising Caring Kids in a Digital Age, 2015
Hjc & Blackbaud, The Next Generation of Canadian Giving, 2013
