Your nonprofit is always on the lookout for ways to expand your pool of loyal supporters. You might have millennials and older generations’ support, but have you considered tapping into the power of Generation Z and welcoming the newest generation of change-makers into your community?
Gen Z, with their digital savviness and passion for change, is the future of your nonprofit. This generation of young leaders wants to advocate for meaningful causes, and to put your nonprofit on their radar, you need to develop a modern marketing and fundraising plan that piques their interest. This is where text messaging can help. With a robust text fundraising campaign, you can reach Gen Z at any time with fundraising updates, event reminders, appeals, and more.
To engage Gen Z and convert them into loyal text-to-give donors for your nonprofit, use these top tips:
- Share Engaging Visual Content
- Focus on Transparency
- Create a User-friendly Experience
- Use Welcoming and Casual Language
Backed by Gen Z’s support, you can establish a reliable donation pipeline through text-to-give and secure a sustainable future for your nonprofit. Let’s dive in!
Share Engaging Visual Content
Generation Z has grown up with technology, meaning that they want their information quickly, and if something doesn’t catch their eye, they’re going to shift their attention elsewhere. In fact, Gen Z has an attention span of about 8 seconds, compared to millennials with an attention span of 12 seconds.
To grab Gen Z’s attention with your text donation appeals, include the following visual content in your text messages:
- Videos: Video is one of the most popular storytelling mediums, as it helps to condense information into an easily digestible and engaging format. Tectonic Video recommends filming and sending videos that showcase your nonprofit’s impact, such as recording testimonials from beneficiaries whose lives have improved because of donor support or showing your volunteers in action at your latest community program.
- Photos: Share emotionally compelling photos that help to show the value in supporting your nonprofit. For instance, you might share a before and after photo series of a dog your animal welfare organization recently saved from the streets and homed.
- Graphics: Break down your statistical impact with creative and comprehensive graphic designs. For instance, you might create and share an infographic that shows the results of your latest fundraising campaign and how these donations are being used to spur change.
Visuals can help supporters emotionally connect with your nonprofit and understand the tangible connection between their donations and the difference it will make in your community. Use a variety of different visuals throughout your texts to keep your audience engaged and eager to act on your donation requests.
Focus on Transparency
Gen Z values an authentic brand that stays true to its mission and builds trust with its supporters. It’s critical that your messages are honest, compelling, and demonstrate how donors’ support will be used to make a difference.
Let’s say you’re hosting a year-end text-to-give fundraiser for your animal welfare nonprofit. Let supporters know the reason behind this text-to-give campaign and clearly describe how the donations will be used. For instance you might text your supporters “With a donation of $25, we’ll be able to provide a month’s worth of food for ten dogs in our care.”
In the follow-up after your fundraiser, show supporters that you’re staying true to your promise and using their donations as said. For instance, if you’re a health-focused nonprofit raising funds for cleft palate surgeries, you might share photos of the patients who underwent their operations.
Similarly, a church running a text fundraiser to restock their community food pantry might share stories and photos of families who are able to receive warm meals every week because of donor support. This visual proof adds to your nonprofit’s credibility and helps Gen Z see the value in giving back to your nonprofit over and over again. As a result, you’ll be able to increase your donor list and establish a consistent donation pipeline.
Create a User-friendly Experience
Gen Z has had technology around them their entire lives, meaning they expect positive user experiences and will quickly get frustrated by slow donation processes or technical issues in the text-to-give experience.
Make sure you’re working with an intuitive text messaging platform that will make the entire donation process simple on your donors’ end. Tatango’s guide to nonprofit text messaging recommends looking for a texting solution that will allow your nonprofit to:
- Set up a simple yet catchy keyword and receive a short- or long-code that supporters will text to opt-in to your campaign.
- Text subscribers a mobile-friendly link to a streamlined version of your donation page.
- Automatically send thank-you messages right after supporters give, confirming their donation went through.
You should also look for a software solution with fast messaging speeds so your texts can reach hundreds to thousands of supporters in just moments. This is especially helpful for when you’re operating within tight fundraising deadlines and need to reach donors with your appeals quickly. Plus, receiving texts—like event reminders and fundraising updates—in a timely manner will contribute to a positive user experience for your Gen Z supporters and ensure they’re always tapped into your nonprofit’s progress.
Use Welcoming and Casual Language
Gen Z often responds best to casual, warm messaging, so speaking their language can help you foster an emotional connection and make them feel passionate about your cause. Keep these tips in mind when forming your text communications:
- Avoid using overly technical or outdated words. Keep your language simple so it’s easily accessible to all of your supporters. Using outdated phrases or words can quickly age your organization in your young donors’ eyes and turn them away from your nonprofit.
- Use a lighthearted tone. This can make your nonprofit feel more approachable by younger audiences and help new donors get to know your brand. For example, if you pepper humor throughout your messages, you’re signaling to donors that your nonprofit is relaxed and intent on creating a fun atmosphere. This can be especially appealing to Gen Z audiences who want to join a welcoming community and make a difference at the same time.
- Infuse their lingo into your messaging. Gen Z has their own acronyms, jokes, trends, and more. Lean into this and you’ll find it much easier to get Gen Z involved in your mission. Stay tuned into popular TikTok trends and Gen Z culture, and use this to inform your text messages and visuals.
If you’re worried about how your older supporters will respond to your Gen-Z focused communication strategy, simply create separate text messaging segments for your different age groups. This way, you can ensure your text messages are tailored to all types of supporters.
Gen Z has the power to take your nonprofit to the next level. To get this unique generation on board with your nonprofit’s mission and actively donating to your text-to-give campaign, frame your communications to Gen Z’s unique interests and motivations. With the right text messaging platform, you can actively track metrics like open and click-through rates and make adjustments as needed to your communication strategy to optimize your results.