How Associations and Nonprofits Can Boost

How Associations and Nonprofits Can Boost Gen Z Membership Engagement

By 2031, the world’s workforce will largely consist of millennials, born between 1980 and 1996, and Gen Z, born from 1997 to 2013.

As associations and nonprofits aim to remain relevant in these changing times, it’s essential to understand what appeals to this incoming generation, poised to dominate the marketplace soon.

Let’s break down some of the key marketing approaches to communicating your organization’s value to this dynamic group of young professionals and stay ahead of the curve.

Learn What They Care About

Every generation has something they care about more than previous generations. You want to understand what they stand for, seeking ways to connect your messaging with their values.

Here are some of the common themes in Gen Z feelings, opinions, and motivation you should consider:

  • Most of these young professionals are digital nomads. They grew up surrounded by computers and are well-versed in navigating the Internet.
  • Gen Zs care about advancing their careers. Experts estimate that over 74% desire opportunities to develop skills and grow professionally.
  • Yet, financial success isn’t the only thing that matters. Most Gen Zs emphasize a value-driven approach, seeking purpose, transparency, and integrity from organizations.
  • Gen Zs tend to focus on issues involving social, political, and environmental issues. They openly speak their minds and are willing to back them up in their career decisions.
  • One of the signature qualities of Gen Zs is their call for diversity, equity, and inclusivity. Reports found that over 51% of Gen Zs prefer brands aligning with this set of values.

Leveraging Digital Channels For Gen Z Membership

One defining trait separating Gen Zs from other generations is their comfort with digital technology. According to surveys, 98% of the Gen Z population owns a smartphone.

Meet Them Where They Are

Nine in ten people born between 1997 and 2013 are active social media users. This makes the digital world one of the most valuable channels to focus your communication efforts.

Use popular platforms like TikTok and Instagram. Keep your association’s social media presence active and representative of the values you share.

Interact with your supporters through the comments section. Create free and compelling content, participate in trends, and establish a unique online profile.

Focus on Telling Your Story

Most people use social media to learn, communicate, and laugh. Dull advertising and marketing posts will easily become another passing and “skipped” thought.

Do not be afraid to try something original—you will have to do something to stand out or your brand could risk becoming irrelevant as time ticks on.

Use social media to share your story through videos, podcasts, and user-generated content. Make sure you are emphasizing the measurable impacts you’ve made in the communities you’re serving.

Collaborate With Online Influencers

It might not work for every association, or in every scenario for a nonprofit, but involving social media influencers is another excellent way to spread the word.

These modern celebrities have a massive reach online, with some boasting hundreds of millions of followers.

Work with content creators to campaign your cause. Choose influencers with an audience fitting the demographics you’re targeting. Or better, those who sympathize with your message.

Nearly 60% of the young population will research before signing up for organizations, so having influencers to back you up is advantageous.

Our Final Thoughts

Every generation has an identity different from those that precede them. And what makes Gen Zs unique is their official status as the first “digital nomads.” As such, nonprofit associations will have to break out of the mold and connect with the values of the younger audiences.

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