What exactly are younger donors looking for in a nonprofit or charity? 

When it comes to understanding what younger donors desire, transparency of impact is the very first layer to consider. Millennials play a strong role in shaping how giving will look in the future, and the key is their demand for increased transparency and accountability around where their money goes. Furthermore, Millennial and Gen-Z donors want to see a direct impact of their involvement, meaning nonprofits should be able to present measurable results for all charitable contributions received.  

We’ve found that younger generations are far more exposed to personal finances and business topics than previous generations may have been. Google gives them access to information and knowledge that perhaps would have been difficult to find not too many years ago, such as understanding how a successful nonprofit is run. This increased access to information puts the power in the hands of young people and they quickly form high expectations of businesses and organizations, especially when it comes to innovation and sustainability.  

Thus, while transparency and trust are important, efficiency is also key. Younger generations expect an organization to be forward-thinking and with less wasteful processes, in terms of both time and resources. For nonprofit organizations, adopting efficient technology and encouraging online giving indicates to younger donors that you are an efficient and innovative organization. A nonprofit’s mere approach can be a deciding factor for Millennials, as 54% report that they would give more if they were approached by charities and causes in a different manner. The status quo will no longer cut it.  

The nonprofit sector is failing to meet a younger generation’s needs.  

In my experience, most nonprofits are so busy in the weeds of their important mission work that they don’t have time to consider innovation, to the point that they don’t even know where or how to look for tools that could help them. They are often completely surprised that a platform like Geenees even exists and can help them.  

Often the nonprofit sector is stuck in doing things how they’ve always been done, in part because they are unsure about how to implement new technology. For instance, looking at the Nonprofit Trends Report, 85% of nonprofit respondents believed technology was a critical success factor, but only 23% had a strategy and vision in place for using technology. An inability to adapt to new technology can be a barrier to engaging with a younger audience, especially as they desire one-click conveniences even when donating.  

Adding to these issues is the fact that many nonprofit organizations are still reliant on paper and pen, manual processes, and face-to-face operations. This is especially harmful in times of disruption, like the COVID-19 pandemic, where remote working took over and in-person events were cancelled, causing a massive impact on nonprofit organizations’ ability to fundraise.  

Another factor that prevents organizations from embracing innovation is mindset. Organizations often adopt a short-term focus, rather than investing in long-term relationships. For instance, if organizations were to begin engaging younger donors today, they would be investing in a relationship that would last decades into the future.  

What works in attracting a younger demographic? 

One of the best ways to consider how to attract a younger demographic is to learn from businesses or technology that have been successful in engaging Millennials and Gen Z. TikTok, for example, offers many key takeaways. Apart from the endless scrolling that keeps users engaged, there are core elements of the app itself, such as ease of use, that draw a younger generation. A key driver of Tik Tok’s success has been in creating an individualized experience, one that does not make Gen Z feel like they are being sold to but rather boasts a feeling of authenticity. Additionally, the app has “simple-to-use tools” which further adds to its appeal for this younger generation. Nonprofit organizations that are also able to spark a feeling of authenticity, while keeping a simple user experience, may find similar success. 

Another example is WealthSimple, a financial service that primarily targets Millennials. Key forces behind its success have been an easy-to-manage interface, a digitally-engaged communication channel…branding and social media. Many Millennials are drawn towards Wealthsimple out of their desire for transparency, as the app promotes not only a transparent experience but also a socially responsible one. Evidently, transparency is an important element in winning over a Millennial audience.  

How is Geenees constantly adapting to the needs of younger donors? 

Using a platform like Geenees, which is constantly innovating to reflect the future, a nonprofit can indicate to Millennial and Gen-Z donors that they align with the core values of trust, honesty, transparency, and impact, all of which Geenees prioritizes. For instance, through Geenees, your organization can share the true needs and stories of the families you work with, opening the door for younger donors to get to know you and your work. Furthermore, each organization and family can send back a thank you note to donors via the platform, which allows donors to get a first-hand feel of the measurable and transparent impact behind their contribution. 

Moreover, organizations listed on Geenees exhibit a fresh and innovative perspective. It shows that the organization is pushing the boundaries of what was previously the status quo for donations. It signals to Millennials and Gen Z (who are more aligned with innovation and trying new apps) that the organization is willing to think differently to make old processes better.  

What’s next?  

As a nonprofit organization, it’s important to understand the importance and power of the expectations held by younger generations of donors. Remember, these expectations can also drive more sustainable processes going forward, which only helps further the nonprofit sector’s ability to contribute to a positive impact for those in need. 

It is vital that we shift from remaining stagnant with inflexible procedures to adapting, showing efficiency, and proving to Millennials and Gen-Z donors that we are committed to innovation by creating a giving experience that is waste-free and sustainable. That’s an experience these donors will certainly want to partake in.  

The reality is that, now more than ever, a nonprofit organization cannot remain stagnant – especially when so many other organizations them will continue to adopt technology-forward procedures.  

Check out more on how you can get listed on Geenees, click here! Also, make sure to access your FREE 10-step checklist on how to engage and attract younger generations.   

Libi Berenson is a woman entrepreneur, experienced leader, and operations executive on a mission to help those who need it most through her innovative platform Geenees. Geenees is leading the new-age of giving by empowering nonprofit organizations to upscale and attract new generations of donors.