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

Abstract

AbstractA 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.