In a recent CharityVillage article, CanadaHelps addressed the greatest challenges facing charities today. To remedy some of these concerns, Duke Chang, President and CEO of CanadaHelps highlighted the importance of building relationships with younger generations if nonprofits are to thrive in an increasingly digital world.
Here are 5 actionable tips that your organization can take to attract younger donors and volunteers in order to close the growing giving gap within the charitable sector.
1. Leverage the power of social media
Go where the fish are. Younger generations are active on various social media platforms, making it an ideal space for charities to engage with potential donors. Establishing a strong social media presence can create awareness, build credibility, and foster a sense of community around your organization’s cause. But let’s be honest, this is easier said than done, and the world of social media can be quite overwhelming.
If you have to pick one, prioritize reels using trending audio on both Instagram and TikTok. By hopping on trends and placing popular music in your videos, your content is more likely to get viewed which will result in more exposure for your cause. What’s more is that you can film once, and post that same video to both platforms – two birds, one stone!
Action item: Check out these 15 ideas for reels that are great to use all year round:
Later Blog – 15 Evergreen Reel Ideas
Now that you know what to film, add some audio to spruce up your video. Save these resources to keep an up-to-date list of trending music:
Later Blog – Instagram Reels Trends
TikTok Creative Centre – Trending Music
2. Prioritize peer-to-peer fundraising
It’s no secret that staff burnout is a major issue in the charitable sector. To ease the load off of your overflowing plates, try tapping into the rise of peer-to-peer fundraising which has been growing in popularity among younger donors. Encouraging friendly competitions or challenges among peers can boost engagement and motivate younger donors to get involved. By asking your community to rally their friends and family, you are extending your reach to people outside of your networks at little to no cost.
Action item: Here are some peer-to-peer fundraising ideas to help get you started:
- Know of any crafty people? Ask your creative friends if they would be willing to sell their masterpieces and donate a portion to your organization. Feature their art in your newsletters or on your social media to help build their brand. More sales for them, more donations for you, win-win!
- Summer is upon us. Launch a social media challenge by inviting your community to host their own potlucks or bake sales. Encourage them to get creative and enjoy time with their friends while supporting your cause. Create a hashtag for the initiative, ask that they tag your organization to showcase their fun gatherings, and select one lucky winner to win a prize. Who doesn’t love free marketing?
3. Align with Millennial and Gen Z values
Understanding the values and interests of younger generations is crucial for charities to attract their support. According to the CanadaHelps 2022 Giving Report, “Generation Z and Millennials placed [climate change] in their #1 and #2 spot respectively, with 44% of Generation Z and 36% of Millennials selecting it as a top cause.” For that reason, both generations value sustainability and environmentally conscious organizations. If your cause does not address climate change, there are other ways for you to connect with these generations in their values by adopting eco-friendly practices into your daily processes.
One such example would be to stay away from the sale of apparel made with synthetic materials dawning your organization’s logo. Instead, shift towards other sales-based fundraising initiatives such as garage sales or flea markets. As mentioned in an article by Vogue Business, “the resale market will be worth $350 billion by 2027 [and] Gen Z will be leading the way.” Join the movement and try hosting a garage sale to extend the life of existing items as opposed to creating new ones – less cost, less waste, and more opportunity to increase awareness for your cause. Inviting your community to shop for unique items is sure to be a hit among young, thrifty consumers.
Action item: Type “flea markets near me” into Google. Summer is market season, so there are sure to be some in your area where you can get your cause in front of more people.
Remember, go where the fish are.
4. Embrace digital fundraising platforms
Charities need to adapt to an increasingly digital world by providing online fundraising options. Bringing your fundraising initiatives online will render your organization more resilient by eliminating geographical barriers and extending your reach to donors across the country.
Now to find the right platform to suit your needs. Whether you’re looking to hold an online auction or are inviting donors to host their own fundraising campaign, there are a plethora of platforms to choose from. But remember tip #3 – it’s important to pick one that would align with the values of Millenials and Gen Z. Take the garage sale idea, for example. If you don’t have the capacity to host your own, look for an online thrift store that will allow you to sell your items virtually. By bringing that initiative online, you can offer your network a new and exciting way to support you – by shopping!
Action item:
- Start small. Ask your internal team to gather items they wish to sell online – gently used clothing, original artwork, knitted hats, handmade bags, get creative! The more eco-friendly, the better.
- Post these items on a peer-to-peer eCommerce site. One such option would be to register on GiveRise, a Toronto startup allowing organizations to fundraise virtually by selling items online, at no cost.
- Invite your community to shop!
- If this goes well, take it to the next level. Encourage your network to participate in this initiative by inviting them to sell their own items and donate a portion to your cause.
- Finally, add this fundraising option to the “Get Involved” page of your website. For those who want to support your cause but may not have the means to donate – online selling might be the perfect solution for them.
5. Foster connections with students
If you’ve made it to this point in the article and all you can think is “I don’t have the time to put any of this into motion”, then this next tip is for you.
Engaging the younger generation is vital for the long-term sustainability of charitable organizations, and students are a big piece of that puzzle. Upwards of 350,000 high school students graduate in Canada every year, most of whom are generally required to complete between 25 and 40 hours of community service before they do. On the list of eligible community service hours is the option to volunteer for charitable and not-for-profit organizations. Bingo!
Students can help you in many ways. On top of helping with your existing day-to-day tasks, they are a great resource for testing out all of the tips mentioned in this article. They can help your organization experiment with new technologies, they understand social media trends, they have their own networks that you can tap into, and they can provide you with invaluable insight into the values of Gen Z.
Action item: Reach out to local school boards to establish partnerships with educational institutions. Type “high schools near me” or “school boards near me” into Google and contact a select few about advertising volunteer opportunities for your organization.
Alternatively, if you’re strapped for time, post about any volunteering opportunities at your organization on online job sites such as Talentegg.ca or CharityVillage.
Wrapping up
It’s important to adapt and innovate your processes in order to ensure the long-term success of your organization. By incorporating any or all of the tips mentioned above, you will be doing exactly that – adapting to changes in the giving landscape and innovating your traditional outreach and fundraising initiatives to engage with the next generation of donors.
Take the first step in assuring that your organization is future-ready. Register your organization on GiveRise to start collecting donations today.
