How charities can engage younger generations

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We examine how charities can involve and engage Millennials and Gen Z, with reference to onboarding trustees, creating content, mastering social media, and so much more.

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Younger generations have been exposed to huge global challenges. They have faced economic crises with the Great Recession and consequent years of instability, the worst public health crisis in a century, diverse social issues, and a raging climate crisis. The younger generation have watched all the above unfold on screen and in real-time, feeling the full force of the moment, with an awareness unknown to previous generations.

It is no surprise, then, that the young are so hungry for change. It is no surprise that they are leading the way on climate action, taking a stand on social issues, and campaigning and lobbying for real and substantial change. The young are the future, and the charity sector needs to reach out, bring them onboard, involve them in their mission, and let them shape the world.

In this article, we explore how charities can engage the young. We examine how charities can listen to young users, onboard young trustees, engage in mediums and platforms that younger generations consume, position themselves as leaders of change, and so much more.

Consider what the younger generations want

Young people want to engage with charities. According to the Donor Pulse Report for Spring 2022, for example, Millennials and Gen Z are currently giving to the widest range of charities.

In addition, a recent report from nfpSynergy showed a drastic increase in the number of people under 30 volunteering, with many young people desperate to make change, motivated by the pandemic.

So, yes, the younger generations are eager to engage with charities. But charities do not always do the best job of engaging with young people. Charities can improve by developing a better understanding of the younger generations, reaching out on their terms, and creating opportunities that will appeal to them.

Below we look at how charities can find out what young people want.

THINK ABOUT GENERATIONAL DIFFERENCES

The first thing we should discuss is the difference between generations. You will want to think about which generations are most appealing to your cause. It may be anyone under 30, or you could specifically aim at either Gen Z or Millennials.

Here is a quick reminder of the broad classifications of the generations, though different publications often include slightly different dates:

There is often a significant overlap between the wants and needs of younger generations. But there are key differences, too. Generation Alpha will become important in the future, but for now charities will likely need to engage with younger Millennials and Gen Z.

You will need to think carefully about appealing to the different generations, which will depend on your cause, your resources, and their wants and needs. Let’s look at those generations in detail.

Millennials

It is important to first note that all generations are complicated and complex, with trends shifting, patterns reversed, and individuals not conforming to preconceived notions. Still, though, we have plenty of information that can help charities understand and engage with Millennials.

Here is essential information about Millennials that charities can use to define their approach:

That information is vital for charities aiming to engage the young. Charities looking to engage that generation should perform more detailed research, spending a long time cross-referencing reports to find the best possible information.

Gen Z

Gen Z retain much in common with Millennials but differ substantially. Gen Z is the fastest emerging generation of employees, consumers, and trendsetters – and volunteers. They approach saving, consumption, investing, socialising, and work differently from Millennials.

Here is some essential information about Gen Z that charities can use to define their approach:

Of course, many charities will want to attract both Millennials and Gen Z. The consistencies between the two will help you cast a broad net. We know that both generations are on social media, for example.

We also know both consume media through mobile and we know they are politically active and emotionally driven. That is a vital information for charities – and we will cover that later.