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Garden Z

Nurture the Future

Working today to build tomorrow

Nicolò Ghidoni, Thomas Giraudo and Nicolas Boutté from EDHEC Business School

Meet the Gen Z

Experience towards Loyalty

The Non Profit of Tomorrow

Online Communities

Create a positive relationship to engage better

Gen Z’s huge potential

Understanding is caring

Coming together in the Digital Era

Will non profits be able to engage Gen Z and increase donations?

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Before we start

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Source: Blackbaud Institute for Philanthropic Impact , 2018. The Next Generation of American Giving.

“Fundraising is not mining or hunting;

it’s Farming ”

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Gen Z wealth

7 trillions

17 trillions

33 trillions

2025

2020

2030

is the lowest compared to other generations, hence why only

contributed to the total donations

Source: https://business.bofa.com/content/dam/boamlimages/documents/articles/ID21_0026/GenZ_redacted.pdf

Blackbaud Institute for Philanthropic Impact, 2018. The Next Generation of American Giving.

However

the growth potential in the next 10 years seems promising

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of 16–19-year-old already volunteer on a regular basis

Source: https://www.theatlantic.com/sponsored/allstate/getting-gen-z-primed-to-save-the-world/747/

https://www2.deloitte.com/content/dam/Deloitte/global/Documents/2021-deloitte-global-millennial-survey-report.pdf

https://www.classy.org/blog/gen-z-next-generation-donors/

Generation Z cares

26%

of Gen Z in the past 2 years said that they have donated to charities

55%

of Gen Z are extremely interested in volunteering opportunities and in careers for the nonprofits

77%

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Reward program

Implement an enrollment process

Effectively convey the nonprofits core values

Volunteer management

We observed four practices that would enable nonprofits to improve Gen Z volunteering experience, hence engagement and loyalty

Source: https://astronsolutions.net/nonprofit-hr/

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Effectively convey the nonprofits core values

Implement an enrollment process

Reward program

Volunteer management

Diversity

Transparency

Environmentally friendly

Recruiting

Training

Development

Create Loyalty

Actions points

Maintain interest

Everyone adds value

Constructive feedbacks

Source: https://www.intechopen.com/chapters/55499

https://www.forbes.com/sites/victorlipman/2014/03/10/how-to-manage-volunteers-and-interns/?sh=6757522a112c

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No matter where you live, your time is precious

Twitch will donate 10$

Create a video to explain Photosynthesis to 3–6-year-old children

Adidas will donate 10$

Spend 1 hour teaching sports to 6–9-year-old children

Oreo will donate 10$

Create a tutorial to explain how to reduce food wasting

Gen Z

Brand

Charity

Our Innovative Solution

Increases brand image

Leverages donations and volunteering

Contributes toward a good cause

We create a Win-Win-Win Situation between all actors while respecting the Values of Gen Z and increasing engagement.

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Source: https://www.changingourworld.com/wp-content/uploads/2019/11/Next-Gen-Report_FINAL-1.pdf

https://business.bofa.com/content/dam/boamlimages/documents/articles/ID21_0026/GenZ_redacted.pdf

of Gen Z live in emerging and developing countries (India and China counting for almost 40% of the total)

Diversity, Transparency and Environment-Friendly

Three key characteristics for the nonprofits of tomorrow

90%

50%

of Gen Z need to do a lot of research into a nonprofit/charity before they feel comfortable donating money

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Source: https://www2.deloitte.com/content/dam/Deloitte/global/Documents/2021-deloitte-global-millennial-survey-report.pdf

Climate change and protecting the environment is the #1 concern for Gen Z

https://www.theguardian.com/environment/2021/sep/06/gen-z-climate-change-careers-jobs

32%

of Gen Z have participated in at least one major environmental action in the past year

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Gen Z are being engaged with Omnichannel Experiences that interact with them through Offline Channels and Meaningful Online Interactions.

Source: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping

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80%

of Gen Z feel better understood by people in their online communities than their Facebook friends

2.5 Million

spectators were connected for the

Z-Event 2020 on Twitch raising 5,7 million euros for Amnesty International, a world record for donations from a live streaming

Source: https://respawwn.com/en/the-z-event-2020-raised-a-record-amount-of-5-7-million-euros-for-amnesty-international-with-more-than-2-5-million-spectators/

https://www.prnewswire.com/news-releases/gen-z-and-millennials-feel-more-understood-by-specialized-online-communities-compared-to-facebook-and-irl-300890861.html

To engage with Gen Z, mainstream social media is unsufficient thus NonProfits should look further into building their own online community within the values of this generation.

Online communities bring Gen Z together.

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Solution Points

How can Nonprofits better engage Generation Z donors to increase charitable revenues?

The Non Profits should be at the image of the Gen Z. Following their codes as well as focusing on the donators’ experience will allow better engagement and retention. The purpose is to build a relationship with Gen Z.

Fragmented by digitalisation, Gen Z is born to be disruptive. The reshape of social interactions towards online models creates an opportunity for Non Profits to engage through Online Communities .

Charitable Revenues from Gen Z should increase as their wealth grows overtime. When looking to engage with Gen Z, we would advise Non Profits to focus their Resources towards nurturing their connection with this new section of donators over the long run.

Play the Long Run

Gen Z’s Non Profits