Gen Z is no longer the future of philanthropy—they’re the present. Their values, digital fluency, and desire for impact make them a uniquely powerful force in today’s giving landscape.
Yet even though over 80% of Gen Z have supported charitable causes, nonprofits tend to focus outreach on older donors, often due to outdated assumptions about Gen Z’s giving capacity and uncertainty around how to connect with them meaningfully.
If your campaigns aren’t resonating with Gen Z supporters, you’re not alone. But there are practical ways to realign your outreach. Let’s explore how to build connections and trust with Gen Z so they can translate passion into action and build philanthropic habits that last a lifetime.
What Gen Z Looks For in Campaigns
If your campaigns aren’t resonating with Gen Z, there’s likely a reason—and it’s not just about format or platform. This generation approaches giving differently than its predecessors, and you need to tailor your messaging accordingly. Ensure these characteristics are reflected in your outreach to Gen Z:
- Values-driven giving. Gen Z brings a strong sense of personal identity and purpose to their giving. They’re drawn to causes that reflect their own values. When campaigns make that alignment clear, Gen Z is more likely to take action and become long-term supporters.
- Preference for transparency. This generation grew up with access to more information than ever before. As a result, they appreciate organizations that communicate openly, sharing impact metrics, behind-the-scenes updates, and stories that feel real rather than overly polished.
- Desire for authentic alignment. Gen Z looks for consistency between what an organization says and what it does. They’re energized by nonprofits that not only talk about values, but also reflect those commitments in leadership, operations, and partnerships.
- Flexibility. Many first-time donors can face barriers to giving when first starting out, such as tighter budgets. Nonprofits that meet Gen Z where they are are more likely to win their support, even in different, nonmonetary ways, like volunteering.
As you develop your next campaign, choose one of these characteristics and audit your current messaging through that lens. Where can you be clearer? Where can you show more? Where can you build trust? Start there, and invite feedback as you go.
How to Tailor Campaigns to Gen Z Audiences
1. Meet them where they are.
Gen Z came of age with smartphones in their hands and a world of information at their fingertips. They’re constantly absorbing content, often across multiple platforms at once. But even in a noisy online world, they engage deeply when something catches their attention—especially if it feels relevant and real.
To keep up, your campaign materials must reflect how Gen Z consumes content and where they spend their time by:
- Using short-form video. TikTok, Instagram Reels, and YouTube Shorts are essential platforms for reaching Gen Z. Highlight impact moments, staff introductions, or supporter stories in quick, visually engaging formats that fit with the platform.
- Optimizing for mobile. From emails to donation pages, Qgiv by Bloomerang recommends making the supporter experience mobile-friendly, with quick load times and responsive design.
- Making experiences social. Given Gen Z’s social media usage, user-driven content spreads faster and feels more authentic. Encourage resource sharing and storytelling with easy-to-use templates, branded filters, or hashtag campaigns.
The digital world is constantly changing, so ensure you stay on top of new trends and capitalize on them. For instance, if a new TikTok challenge or sound is going around, consider how you can leverage it for your marketing efforts.
2. Use inclusive language.
Welcoming younger supporters into your philanthropic community starts with inclusive messaging. Clear, thoughtful language helps Gen Z feel genuinely invited—and more likely to stay engaged over time. Ensure a welcoming atmosphere when speaking to Gen Z by:
- Refining your tone. Gen Z is likely newer to the nonprofit world than other donors, so avoid jargon when explaining your cause. Also, treat Gen Z with the same consideration you give other donors—their age doesn’t make them any less deserving of thoughtful and respectful communication.
- Showing appreciation for all types of engagement. Whether a new supporter donates $10 or 10 hours of volunteer time, they deserve the same welcoming treatment. Show gratitude and highlight that any and all contributions matter. In fact, Bloomerang explains that by “showing [volunteers] gratitude and explaining the impact of their volunteer work,” you can steward these relationships and more effectively reach out with small donation asks later on.
- Using accepting language. Prioritize language that is free of bias or exclusion, whether related to race, religion, gender, ability, or other factors. Inclusive messaging shows that your organization values the identities and experiences of everyone in your community.
Ensure your entire team understands the standards for inclusive messaging and how to speak with different generations. You can stay up to date by reviewing reputable sources like Nonprofit Resources’ Inclusive Language Guide, attending professional workshops, and collecting feedback from members of Gen Z.
3. Build authentic relationships.
If your campaign strategy relies solely on bottom-funnel announcements, general email newsletters, and appeals, you’re likely missing opportunities to meaningfully engage Gen Z supporters. Since they’re relative newcomers to the philanthropy space, it’s important to communicate with them openly and authentically to help them feel comfortable and understand opportunities on the horizon. Here are some tips for doing just that:
- Share informal updates between campaigns. A quick note about what’s happening behind the scenes helps newer supporters understand the typical campaign process and stay connected.
- Be transparent about supporter impact and organizational challenges. Transparency builds trust and genuine relationships with your cause. Share real stories alongside donor data, and be honest when things don’t go as planned.
- Invite input through low-barrier interactions. Social media polls, quick update emails, and Q&As let supporters shape the conversation and feel seen without requiring major time commitments.
- Send meaningful follow-ups. Instead of just thanking someone for a gift, show them what their support made possible, and offer ways to stay involved beyond donating.
- Hold new donor social events. A social event aimed at Gen Z, like a barbecue or a happy hour, can help these supporters learn about your cause and find community with your organization, which is essential for engaging new supporters.
Remember that you can use these touchpoints as your relationships develop further. Just ensure that you use updated information to personalize these experiences, show that you’re actively listening to donors, and demonstrate your care for these connections. Gather this information by using prospect research tools, checking social media, and reaching out for casual meetings that aren’t connected to a campaign.
Connecting with Gen Z requires more than a savvy use of social media and inclusive events. You should ensure your tech stack appeals to Gen Z’s preferences as well, whether it’s by choosing an online fundraising platform that supports novel mobile giving channels (like Venmo and Apple Pay) or by using peer-to-peer fundraising tools that easily integrate with social media and email. As long as you understand Gen Z’s preferences and reflect them through your outreach and tech stack, you can build a strong base of potential supporters.
About the Author
Diana Otero
Senior Product Marketing Manager at Bloomerang
As Senior Product Marketing Manager at Bloomerang, Diana leverages her expertise in nonprofit CRM to help organizations strengthen donor relationships. She is passionate about showcasing solutions that empower For Purpose organizations to move beyond data tracking and foster genuine connections. With over a decade at Bloomerang, Diana excels at translating product capabilities into strategies that save time, fuel growth, and allow nonprofits to focus on what matters most: their mission. Her work is informed by her experience as a former nonprofit board member and ongoing volunteer work with various organizations, giving her unique insight into the challenges nonprofits face. Connect with her on LinkedIn.
