By Amanda Lovell
Digital Marketing Manager
Big Buzz Idea Group
As nonprofits look to the future, one generation stands out for its unique, powerful potential: Gen Z. Born between 1997 and 2012, Gen Z is already making waves in the philanthropic world, even as most of its members are just beginning their professional lives. This generation is socially conscious, digitally fluent and unafraid to put their values into action, making them a critical demographic for nonprofits to understand and engage.
So, why should nonprofits focus on Gen Z as their next wave of donors … and how?
Why Gen Z is the Generation to Watch
Cause-Driven Gen Z is known for supporting organizations that create tangible change. They are deeply driven by purpose and they’re unafraid to back their beliefs with both action and donations. Unlike older generations, for whom charitable giving might be an occasional act, Gen Zers look for ongoing involvement in causes they care about, turning them into regular donors and advocates.
Digital Natives Having grown up in a digital world, Gen Z is perfectly positioned to mobilize online communities and drive awareness quickly. They’re ideal candidates for street teams that combine digital savvy with in-person engagement, bringing a unique energy and efficiency to nonprofit outreach efforts.
Purpose-Focused Philanthropy For Gen Z, giving is about more than just writing a check; it’s about alignment with a mission. They want to be part of the change, which includes engaging in advocacy, sharing experiences and spreading awareness. This dedication to purpose opens the door for nonprofits to build relationships with Gen Z supporters who are invested in creating real, lasting impact.
The Power of a Gen Z Street Team
Nonprofits can utilize street teams to help amplify their missions. These are passionate individuals who volunteer to spread the word—both in-person and in digital spaces—and can be a powerful tool for nonprofits looking to reach Gen Z audiences. By forming street teams, nonprofits can give Gen Z and other supporters an opportunity to become advocates for their mission, acting as influential voices both online and offline.
A successful street team program can significantly increase a nonprofit’s reach and engagement, especially with younger audiences. Imagine the impact of having a team of Gen Z supporters sharing your mission at community events, on social media platforms and even on college campuses. When executed thoughtfully, this approach has the potential to double or even quintuple a nonprofit’s fundraising and engagement results.
Key Stats and Findings on Gen Z Philanthropy
Here are some statistics that highlight why Gen Z is such a valuable demographic for nonprofits:
Generosity with Time and Energy: 84% of Gen Zers report that they support nonprofits, charities or causes in some way, indicating a high level of engagement even if they’re not yet making large financial contributions.
Growing Financial Support: As Gen Z gains more financial independence, their donations are expected to grow. Currently, one-third of Gen Z donors say they plan to increase their giving over the next year.
Trust and Transparency Are Essential: Gen Zers want to know that their contributions are making a difference. Nearly 70% report that impact reporting motivates them to increase giving and close to 60% say a postal thank-you letter boosts their loyalty to an organization.
Convenience in Giving: Gen Z prefers giving channels that fit seamlessly into their daily routines, such as donating during checkout, at events or via social media. In fact, 42% of Gen Zers engage with causes spontaneously, often through convenient digital channels.
Workplace Giving and Volunteering: Gen Z values companies that offer opportunities for giving back. Among employees whose companies provide giving and volunteering programs, 89% and 92% of Gen Zers, respectively, participate in these programs.
Strategies for Building an Effective Gen Z Street Team
Find Natural Leaders: Identify Gen Zers who are already passionate about your cause, whether they’re volunteers or regular supporters. These individuals can become influential voices who inspire their peers to get involved.
Utilize Social Media Skills: Encourage street team members to create content and spread the word online. YouTube, TikTok, Snapchat and Instagram are ideal platforms where Gen Z is most active and where nonprofits can benefit from their creativity and reach.
Provide Training and Resources: Give team members the tools they need to succeed. This includes information about your mission, training on how to communicate your message effectively and branded materials that they can use in their outreach.
Foster Community and Belonging: Organize events—both virtual and in-person—where street team members can connect, learn and share their experiences. This builds a sense of community and increases commitment to your organization.
Emphasize Impact and Recognition: Regularly update your street team on the impact of their work. Recognize their efforts through shout-outs on social media, certificates of appreciation or even small incentives to show your gratitude.
Gen Z’s deep connection to causes, digital fluency and passion for change make them a powerful demographic for nonprofits to engage. By embracing this generation and creating opportunities for them to advocate for your mission through street teams, nonprofits can cultivate a new wave of donors who are ready and eager to make a difference.
As Gen Z continues to grow into their role in the workforce and philanthropy, nonprofits that build strong relationships with them now will be well-positioned to benefit from their generosity and enthusiasm in the years to come. With a street team approach, you’re not only amplifying your mission but also giving Gen Z a way to be part of the meaningful work you do. This is how we turn passion into purpose and purpose into progress.
Statistics’ Source: New Report Illuminates Gen Z Philanthropic Giving Behavior by Blackbaud
