Nonprofit Futures Rest on the Shoulders of the “Social” Generation

Written by: Emma Scarbath’ 25, English Major at the University of Delaware

Having lived through publicly broadcasted tragedies like 9/11, Hurricane Katrina, and school shootings like Parkland and Sandy Hook at an early age, Gen Z is no stranger to engaging with serious topics. Additionally, the use of social media from a young age promoted a sense of social responsibility that was not developed as early in the previous generations. As many Gen Z-age professionals enter the business world, nonprofits should look to the emerging group to further their initiatives. This age group has grown up with technology, thus exposing them to a wider worldview than even the generation before them. This is evident through popular student-led initiatives like March for Our Lives and young climate activist Greta Thunberg. Generation Z knows very well that the time to act is now, but some setbacks come with engaging them and the generations beyond them. Once the hook catches, though, the drive to support community work is strong. 

Social Responsibility

This age group is extremely passionate about doing what is right and promoting inclusivity, which is exactly where the nonprofits can step in. Because sometimes online engagement with activism can fall flat, nonprofits have the chance to foster physical contributions to advocacy work, and with so many organizations in Delaware, people are bound to find something they want to support. To attract the Gen Z crowd, nonprofits can benefit from clearly outlining their mission when promoting themselves, emphasizing completed and projected mission work, and ensuring full inclusivity of volunteers and administrators. Some examples of promoting inclusivity would be providing volunteers and employees with The Inclusive Language Field Guide by Suzanne Wertheim, which outlines respectful language that guarantees all contributing members feel included. 

Social Media

With the values of Gen Z in mind, the next challenge comes with marketing to them and making them care about what the organization is trying to accomplish. As much as people do not want to admit it, social media is the most efficient way to target this generation because it is an easy way for them to share the message with others. Another priority of this age group is transparency; they would like to know where their money is going, who the major funders are, and the values of those who hold leadership roles in the organization. Making this information easily accessible and ensuring that all representatives are exemplary of the mission statement is something that this skeptical age group will look for before they commit. 

Social Control

The final aspect to assist in attracting Gen Z professionals is offering input and remaining flexible. Ultimately, Gen Z loves to be included in decision-making, and fostering a collaborative environment not only helps the organization but also helps each individual in their journey with community service. Some modes to support this interaction would be asking for feedback after events, polling on the types of events that are held (eg, Bake Sale, Gala, Drives, etc.), being precise with volunteering expectations ahead of time, and above all, listening to the input that is given. 

Conclusion

Though they can be hard to track down, Gen Z is a fighting generation that does not shy away from a challenge. Utilizing knowledge of this age group’s experience and pressure is imperative in attempting to engage them with the advocacy work that may one day benefit them. Though the nonprofit sector has had many evolutions throughout the past few years, its most profitable transition would be toward this rising generation.