Gen Z: 6 Marketing Tips That Actually Work

By Melanie VandenBoogaard

A younger state of mind...Gen Z, born between 1995-2012, may be the freshest generation of donors and volunteers, but they’re already making their mark. They care deeply about giving back, with 84% supporting charitable causes and 59% supporting causes specifically through donations.

Capturing their attention and loyalty requires an equally fresh approach. If you want to reach Gen Z, you may need more than a great mission. Here are 6 tips on how to build authentic connections that last.

Show what you stand for

Gen Z wants to know your values, not just your programs. Almost 70% of Gen Z say they’re motivated to donate more by impact reporting. They’re also drawn to nonprofits that can contextualize large issues into tangible actions. For example, if you’re championing sustainability, show how your events truly minimize waste. If you support equity, highlight how that’s reflected in your leadership or community partnerships. Transparency earns trust and trust leads to engagement.

Make it interactive

Passive engagement won’t cut it with this crowd. Gen Z thrives on interaction—whether it’s a social media poll, live Q&A or TikTok^® challenge tied to a campaign. Let them get their hands dirty. Volunteer days with interactive stations, gamified fundraising events or digital scavenger hunts can bring your cause to life. This adds a fun layer of motivation while creating a sense of accomplishment, plus it gives Gen Z participants something to share (and tag your brand in) on social media.

Take it to the next level by incorporating a tactile element. For example, a park cleanup event with different assignments, like planting a tree or sorting recyclables. Participants collect a limited-edition sticker for each completed assignment. At the end of the day, participants with the most stickers get a gift card to a supporting business.

Speak their language

Forget stuffy mission statements or formal emails. Gen Z responds to content that’s authentic, relatable and a little witty. They’re fluent in memes, short-form video and honest storytelling. If you’re sending a mailer or creating event signage, consider playful language and design-forward items they’ll want to hang on to, like crossbody bags or glass water bottles, imprinted with a tongue-in-cheek slogan. Pro tip: Invite a few Gen Z staff or volunteers to weigh in on messaging and design to ensure you knock it out of the park.

Center them in the story

Gen Z doesn’t want to watch from the sidelines, they want to be the change. Fifty-three percent of Gen Z donors?are likely to give more than once to something they feel passionate about. Feature young voices in your marketing. Let supporters co-create event themes, serve as ambassadors or take over your social media for a day. The more they see themselves reflected in your work, the more invested they’ll be. Consider welcome kits or ambassador bundles that include useful items Gen Z will appreciate, like colorful sunglasses and stylish backpack coolers.

Meet them where they are

Known as digital natives, Gen Z feels right at home online. And 47% of Gen Z donors check social platforms before they donate. Include a QR code that links to a short video explaining what you do and why you do it on printed and digital materials.

Designate someone to pull their phone out and record a behind-the-scenes vertical video, snap photos of events or interview a volunteer for a reel. You don’t need to be flashy, just consistent and real.

Build future loyalty with small wins

Gen Z is just getting started, so think long game. Not every interaction needs to end in a donation. Host free meetups, offer internship opportunities or create mini challenges that reward participation using swag.

One idea: A “First-time Donor Club” with exclusive trucker caps that make giving feel like a milestone, not a transaction. Another idea is a volunteer punch card. After helping out at three events, volunteers earn a one-of-a-kind keychain—like a plush pig or tracker keychain compatible with AirTags^®—that shows they belong to the crew. When Gen Z feels like part of your community, they’ll stick around and step up when the time is right.

Think young to grow strong

By speaking Gen Z’s language, spotlighting your values and offering interactive ways to get involved, you can build a base of young supporters ready to grow with your cause.

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