Who are Gen Z and why should we be talking to them?
The COVID-19 pandemic has impacted communities across the globe, and for younger generations, it will be a defining moment in their lives. The past year has not only changed their day-to-day lives but changed the way they see the world and their role within it.
Gen Z, which refers to people born from 1997 onwards, are the most racially and culturally diverse generation ever. They are also digital natives, growing up alongside the rise in social media and digital technologies.
What else do we know about Gen Z? Young, tech-savvy and socially conscious, they are ready to connect with, and campaign for causes they care about – make sure it’s yours!
In 2021, the oldest members of Gen Z will be turning 24… a prime age to become donors. Younger donors are extremely generous, donating not just their money but their time and voices. These global citizens are keen activists, ready to post, click and share social media content to back social justice movements, charities, and fundraising campaigns.
How can you reach Gen Z online?
Younger audiences value honesty so be upfront in your communications and share your challenges. With accountability comes trust.
Establish a personality
Build a distinct tone across your digital channels, one that is relatable and genuine. Share ‘behind-the-scenes’ content and voices from the frontlines of your work. Gen Z wants to hear from real people.
They don’t remember life before the internet so stay up-to-date with digital trends. Test out social tools like Instagram reels, Facebook fundraisers and fleets and make sure you are posting regular content to all your social media channels. Think about what topics younger audiences might be interested in and engage with trending hashtags to make sure your content is seen.
Gen Z listen to online voices so try and engage with social media influencers who can help amplify yours! Collaborate with influencers who are aligned with your brand and mission, and will appeal to a younger audience. Think about authors, poets, singers, campaigners, brand owners… diversity is key.
Build a community
Online communities are vital for Gen Z as they are looking to engage and connect with like-minded individuals. Open up a dialogue with your social media followers by asking questions in your captions and using Instagram quizzes and polls, plus create Facebook groups to help build your tribe online.
Younger individuals want to feel like they are playing an active role in driving social change and building a brighter future for themselves and others. Let them know that by supporting your cause, and joining your community, they can do just that!
By Róisín McGovern, Digital Fundraising Coach
The Lightful team shares their reflections and hopes this International Women’s Day (IWD).
At Lightful, we believe that trust is a key foundation for our economy and society. Building Trust is at the heart of what we do at Lightful. Our three Co-Founders, Carlos Miranda, Vinay Nair, and Johnny Murnane, all arrived at this conclusion through quite different journeys. They had various backgrounds in impact investing, tech and consulting with the charity sector. They would work with incredible nonprofits, but when they engaged with them online, their websites and social media presence didn’t do justice to the power and impact of their organisation. If you visit a website with out of date information, or broken links etc, you are not filled with confidence that the organisation is trustworthy. You wouldn’t buy from a retailer with a website like that - so why would you donate money or promote the cause? It makes it feel a bit unreliable, and so lending your support or funds could be risky. This creates a real problem for nonprofits, limiting their reach and ability to raise unrestricted funds from everyday donors and others. They set up Lightful to tackle this key problem of building trust.
On the 7th of February, we celebrated #ReclaimSocial – the annual day where we get together to share positive and inspiring messages on our channels.
Join us to celebrate the fifth anniversary of #ReclaimSocial on February 7 at a time when it’s needed more than ever to make social media more inspiring.
See other ways Lightful can help
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