Developing communication strategies to engage a new generation of donors: Fostering relationships between Gen Z and non-profit organizations

Abstract

A current challenge for non-profit organizations (NPOs) is attracting and retaining a new generation of younger philanthropic donors. As such, this exploratory focus group study examined how donor-perceived barriers and motivators may inform NPOs' understanding of strategically approaching and motivating Generation Z (Gen Z; born 1996–2012) donations. More specifically, the findings revealed that the participants (1) experienced pseudoinefficacy as they felt their small donations would not make a difference. In addition, they felt (2) a general lack of trust toward NPOs regarding financial stewardship. Finally, (3) they wanted organizations to develop data-driven narratives to share how funds were used to help the community. As such, the analysis and recommendations are rooted in Narrative Theory. Narrative strategies present a potential avenue for generating persuasion and fostering positive relationships between NPOs and emerging Gen Z donors.