How charities can engage younger generations

 

Younger generations have been exposed to huge global challenges. They have faced economic crises with the Great Recession and consequent years of instability, the worst public health crisis in a century, diverse social issues, and a raging climate crisis.

 

The younger generation have watched all the above unfold on screen and in real-time, feeling the full force of the moment, with an awareness unknown to previous generations.

 

It is no surprise, then, that the young are so hungry for change. It is no surprise that they are leading the way on climate action, taking a stand on social issues, and campaigning and lobbying for real and substantial change. The young are the future, and the charity sector needs to reach out, bring them onboard, involve them in their mission, and let them shape the world.

 

In this article, we explore how charities can engage the young. We examine how charities can listen to young users, onboard young trustees, engage in mediums and platforms that younger generations consume, position themselves as leaders of change, and so much more.

 

Skip to: Consider what the younger generations want

Skip to: Think about young trustees

Skip to: Go digital, go mobile

Skip to: Think about the medium

Skip to: Use social media the right way

Skip to: Position yourself as leaders of change

 

 

Consider what the younger generations want

 

Young people want to engage with charities. According to the Donor Pulse Report for Spring 2022, for example, Millennials and Gen Z are currently giving to the widest range of charities.

 

In addition, a recent report from nfpSynergy showed a drastic increase in the number of people under 30 volunteering, with many young people desperate to make change, motivated by the pandemic.

 

So, yes, the younger generations are eager to engage with charities. But charities do not always do the best job of engaging with young people. Charities can improve by developing a better understanding of the younger generations, reaching out on their terms, and creating opportunities that will appeal to them.

 

Below we look at how charities can find out what young people want.

 

 

Think about generational differences

 

The first thing we should discuss is the difference between generations. You will want to think about which generations are most appealing to your cause. It may be anyone under 30, or you could specifically aim at either Gen Z or Millennials.

 

Here is a quick reminder of the broad classifications of the generations, though different publications often include slightly different dates:

• Baby Boomers: 1946-1964
• Generation X: 1965-1980
• Millennials: 1981-1996
• Generation Z: 1997-2012
• Generation Alpha: 2012-

There is often a significant overlap between the wants and needs of younger generations. But there are key differences, too. Generation Alpha will become important in the future, but for now charities will likely need to engage with younger Millennials and Gen Z.

 

You will need to think carefully about appealing to the different generations, which will depend on your cause, your resources, and their wants and needs. Let’s look at those generations in detail.

 

 

Millennials

 

It is important to first note that all generations are complicated and complex, with trends shifting, patterns reversed, and individuals not conforming to preconceived notions. Still, though, we have plenty of information that can help charities understand and engage with Millennials.

 

Here is essential information about Millennials that charities can use to define their approach:

• Millennials are also called Gen Y, Gen Me, Gen We, and Echo Boomers
• At the time of writing, Millennials are between 26 and 41 years old
• 95% of Millennials consume TV with Netflix as a preferred provider
• They are comfortable on mobile, but 32% still use computers for purchasing
• 93% of millennials own a smartphone
• They like to read more than other generations
• Millennials are politically-minded and politically active
• Over half of UK Millennials spend money on experiences rather than possessions
• 90.4% of millennials are active on social networks
• Seven out of ten millennials are on YouTube and Facebook

That information is vital for charities aiming to engage the young. Charities looking to engage that generation should perform more detailed research, spending a long time cross-referencing reports to find the best possible information.

 

 

Gen Z

 

Gen Z retain much in common with Millennials but differ substantially. Gen Z is the fastest emerging generation of employees, consumers, and trendsetters – and volunteers. They approach saving, consumption, investing, socialising, and work differently from Millennials.

 

Here is some essential information about Gen Z that charities can use to define their approach:

• Gen Z are also called iGen and Centennials
• At the time of writing, Gen Z are between 10 and 25 years old
• 97% of Gen Z find shopping inspiration on social media
• Gen Z outnumber millennials, making up more than 32% of the world’s population
• Gaming is the top entertainment activity, with 87% playing video games weekly
• 70% of Gen Z follow at least one influencer online
• 98% of Gen Z own a smartphone
• In the U.K., Gen Z spends an average of 10.6 hours online each day
• The average member of Gen Z logs on to social media for two hours and 55 minutes each day

Of course, many charities will want to attract both Millennials and Gen Z. The consistencies between the two will help you cast a broad net. We know that both generations are on social media, for example.

 

We also know both consume media through mobile and we know they are politically active and emotionally driven. That is a vital information for charities – and we will cover that later.

 

 

Conduct qualitative research

 

The above research is helpful. But it is broad. Charities can develop a more specific understanding of the younger generation by conducting in-house research. You can cut straight to the chase and ask young people of your target demographic the questions you most want to know.

 

The questions will depend on the ways in which you want to engage. So, for example, if you are hoping to onboard younger volunteers, you might ask about the types of volunteering that appeal, the hours and days that best suit people, the levels of communication and support needed, how you can improve long-term value for volunteers, and so on. If you are trying to find more donors, the questions will be entirely different. And all questions should always take your mission into account.

 

You could survey your users through email, socials, or even face-to-face. The answers should inform how you engage with young people, so ensure that the questions support your charity’s journey. You need practical and applicable information, specific to your charity, to help you better engage.

 

 

Consider young user personas

 

Charities can use the above to create personas of the younger generations. User personas are fictional representations of your users. User personas serve many benefits, helping you to understand your users, establish strategy with users in mind, and so much more.

 

Gather the broad information you know about the different generations. Apply any knowledge you have gained of the charity sector, your local community, and anything else specific to your cause. Then add in any qualitative data you have retrieved. Use that information to create personas.

 

You can choose nicknames to represent your fictional digital personas. One user persona could be twenty-five-year-old Peter, from Sudbury, who is active on social media and more likely to work with local charities. Peter should broadly represent the needs, desires, and attributes of a segment of your users. So, when you make decisions in your strategy, you can think about Peter (and the other young person personas you have created) and aim certain forms of engagement towards him.

 

Creating young person personas can be quite laborious. One efficient option is to use one of the many templates that are available online – check out Miro and Hootsuite, for example.

 

For more information, see: A guide to building digital marketing personas

 

 

Continue your research

 

Research is an ongoing project, not a one-time thing. Charities need to keep up to date on the younger generations, so they can make informed decisions in real-time, reacting to information rather than making assumptions.

 

Younger generations move through trends quickly, so performing research once per year will quickly render your charity outdated.

 

There are plenty of websites and forums that offer data on consumption trends, demographic trends, digital trends, and so on. All the below may prove helpful when you consider engagement:  

• GlobalWebIndex: GWI regularly publishes important research that helps organisations better understand their audience. It provides deeper insights, supports digital decision-making, and gives organisations access to a huge wealth of data
• We Are Social: The We Are Social digital report, published in partnership with Hootsuite, looks at a variety of themes and trends. It provides data on digital from different countries, including data on the use of mobile devices, the consumption of social media, and more
• Ofcom Communications Market: The Communications Market Report allows users to interrogate data from Ofcom, consumer research, and selected third parties, covering digital usage, the mediums that are being used, connection speeds, and much more
• Nielsen Digital Insights: Nielsen releases reports that highlight the behaviours and attitudes of consumers. The reports tackle individual subjects and topics in detail, which will be particularly helpful if you are looking for more information on specific digital trends
• For charity-specific trends, check out some of our friends from Cast, Catalyst, The NCVO, and many others. And, of course, check out the Charity Digital website for lots of informative articles, videos, webinars, podcasts, and more

If more of Gen Z move to a certain social media platform, you will want to know. If Millennials stop reading and shift to more video, that might prove important. Do not get left behind by relying on old information. Do regular research to stay ahead, allowing you to rethink engagement plans.

 

 

Think about young trustees

 

Trustees are the ultimate decision-makers in charities. They sign off on strategy, check that charities are safeguarding against risks, and become a critical friend of the organisation. It is a volunteer role that does not require too much time, usually meeting with the organisation 4-8 times per year.

 

For more information, check out: What do trustees do?

 

Young people are not well represented on charity boards. According to the Young Trustees Movement, less than 3% of charity trustees are under 30. It is a point that has been noticed across the sector, with the Charity Commission encouraging charities to onboard young trustees.

 

 

Recognise the benefits of young trustees

 

Trustees from the younger generation provide myriad benefits. A huge benefit is their perspective. Think about everything discussed above. A young person helps a charity to understand what younger people want and need, and allows charities to ask the right questions.

 

Charities have so much to gain by onboarding younger trustees. Let’s look at the core benefits:

• Diverse perspectives allow charities to better navigate risks and uncertainty
• Young people are often better positioned to future-proof decision-making
• The young have an entirely unique knowledge based on their lived experience
• Younger people can reflect the wants and needs of younger charity users
• Younger generations bring different ideas and innovations

The most crucial point to mention is that diversity – in every form – brings huge benefits. It allows charities to find new opportunities, notice oncoming risks, develop innovative ideas, and so much more. Simply put, encouraging intergenerational perspectives will add value to charities.

 

 

Find young trustees

 

There are lots of places to look for trustee roles and some also offer support and training, too. Charities need to advertise trustee roles and ensure they are encouraging the right applicants.

 

The below resources can help support that task. It is not an exhaustive list, but a good place to start:

• The Young Trustees Movementaim to double the number of trustees aged 18-30 by 2024. You can find and sign up for information on future trustee roles on their website
• Action for Trustee Racial Diversity provides support to help charities improve racial diversity on boards. Their website includes a list of resources for people who want to become trustees
• Getting on Board offers some educational programmes to help trustees get ready for a role and they also allow charities to advertise vacancies on social media and in newsletters
• Charity sector recruitment agencies specialise in trustee roles, including Prospectus, Charisma Recruitment, Charity People, and Green Park – charities can advertise trustee roles on these sites
• Finding a trustee is of the UK’s leading trustee and board recruitment agencies, we find the right trustees for boards of all shapes, sizes, and locations
• The government has published helpful guidance on finding trustees
• Charity Excellence also provide helpful information on trustee recruitment

There are plenty of options to help you find the right trustee. Charities need to find the right young trustee and then take appropriate steps to onboard the trustee effectively.  

 

 

Onboard young trustees

 

Now that you recognise the benefits of younger trustees and you know where to find them, the next step is onboarding and employing your new trustee effectively.

 

There are several steps that a charity should take to involve young people as trustees. We list the important points below:

• Charities need to clearly agree with the trustee about expectations and ensure the reasons for initial involvement are defined from the beginning
• Charities should work to support young trustees. That might include mentoring, supplying clear board papers, or simply opening an open dialogue for any queries
• Do not simply ask young trustees about young people – that can seem Instead, consult them on matters across the organisation
• Always ensure the trustee feels comfortable and create a safe space for them to voice opinions and concerns, share knowledge, and raise any other matters of importance

Trustees from the younger generation will improve charity operations in myriad ways. It is vital, though, that you onboard in an appropriate and effective manner.

 

For more information, check out guidance from the Charity Commission for Northern Ireland: Young people as trustees.

 

 

Go digital, go mobile for younger generations

 

You have lots of information on how the younger generation consumes, shops, donates, uses tech, and interacts with the charity sector. Now you need to start applying that information. We will show you some essential ways that charities can start to better engage with the younger generation.

 

The first is obvious. It is also essential – and neglected. Younger generations are online, digital, and mobile. That does not simply apply to their personal lives, but in every aspect. Take donations, for example. According to the Charities Aids Foundation Giving Report, younger donors are much more likely to have donated via a website or app in the past 12 months than  older donors.

 

In every way, the younger generation is online, on phones, on screen. Charities that are keen to reach that new demographic need to go where they are. They need to go online. Here are some quick tips to help you better engage with and attract the younger generation online.

 

 

Perfect your website 

 

Let’s start with your website. A poll of 2,000 adults found the typical week will see Brits spending 59 hours of their time on the internet. That is equivalent to more than two full days. So it is not just the younger generations that are online. But they are particularly online.

 

The younger generations are most likely to find your charity using a search engine. They will first encounter your homepage. It takes only 1/10th of a second to form a first impression about a person. Websites are no different, according to comprehensive studies. It takes about 0.05 seconds for users to form an opinion about your website that determines whether they will stay or leave.

 

So, your homepage needs to be simple, easy-to-navigate, and fully functional. You also want your site to be aesthetically appealing. The first step to achieving that is to either create a new website or make changes to your existing website.

 

If starting from nothing, you may want to check out WordPress, which allows you to build a website with customisable designs. Lots of charities already depend on WordPress to enormous success.

 

For more, check out: How charities can use WordPress. 

 

Or charities could think about more contemporary options, such as Wix and Squarespace, which allow you to build attractive sites with functionality that suits your needs. There are tons of other options available online, many of which offer additional functionalities at different prices. 

 

The important thing is for charities to do their research. See what you require from a website, think about functionality, then find the right website building platform for you.

 

For more information, and for a list of some of our favourites, check out: Five platforms to build your charity website. 

 

 

Make your content mobile friendly

 

More than 50% of website traffic now comes from mobile phones, according to Statista. That means that up to half the potential donors, volunteers, and service users visiting your website are doing so through their mobile phone. It is essential charities build a website that is optimised for mobile. 

 

Start by ensuring you practice responsive design. That means that your web page adapts automatically, depending on whether the audience is using a desktop or a mobile device. Research your website platform to ensure that it provides that option. 

 

Think about the content that will fill your pages. Responsive designs will ensure everything displays correctly, but you still need to think about whether the content is easy-to-read, accessible, and easy-to-navigate.  

 

One issue facing a lot of charities, for example, concerns the size of the font. A good font for desktops does not necessarily translate well when viewed on the mobile, even after we factor in responsive design. Double-check all content on the mobile site and make changes accordingly.  

 

 

Pay attention to content 

 

You will also want to start producing content that can pull the younger generation to your site or give them more information once they arrive. Writing content can be difficult, so ensure you are thinking about the younger generations when writing. What would your target audience want to read? How often should you publish? How long do articles need to be? Should you include imagery or GIFs?

 

You can develop some general content rules to aim at younger generations:

• Develop a house style that considers preferences of younger generations, such as shorter and more digestible content, shorter titles, and so on
• Increase the use of imagery, video, and other forms of visual media, especially if trying to attract younger Millennials and Gen Z
• Use keyword research to find out what younger generations are searching for. Tailor content to meet their needs and ensure the content is SEO-efficient

Basically, always write content with your target audience in mind. You should also try to produce content that creates an emotional connection, supports greater donor retention, and creates a sense of community across your network. The best way to do that is writing content that has a narrative.

 

For more information, check out our podcast on writing a successful blog:

 

 

 

Think about the mediums younger generations use

 

Younger generations, as we have seen, do not simply consume written content. They are tech-savvy and open to engaging different forms. Charities who wish to engage with younger generations need to think about the medium along with the message.

 

Written content is always a safe bet, allowing you to accurately convey your message. But you can supplement written content with other forms. You could run educational webinars, giving younger generations insight into your cause and teaching them about a particular subject or skill.

 

But a better choice is the podcast. It is the better choice because, research suggests, 62% of young consumers (13-39 year olds) listen to podcasts. According to a Collage Group report, younger generations particularly tune in while they do other tasks, such as working, studying, and doing chores.

 

You have a massive market that you can access. But it is also a heavily saturated market. There are currently more than 850,000 active podcasts, for example, and more than 48 million episodes. It is no surprise, therefore, that so many podcasts get lost amid the noise.

 

Take measures to ensure yours stands out. Think about your research, your message, and what you can offer the younger generations in your podcast. Take the following steps, among other things:

• Champion authenticity, as younger generations are turned off by over-preparedness
• Include a moderator to keep time, keep the conversation flowing, and set the tone
• Think about including storytelling and narrative to help create an emotional connection
• Keep them longer – between 45 – 90 minutes, ideally – because the younger generation tends to prefer listening to longer episodes, according to research
• Maintain a regular publishing schedule – once per week, for example, or every other week on Wednesday – and ensure that you stick to it, no matter what
• Ensure it is on Spotify, as the younger generations prefer that platform, especially Gen Z

For more information on podcasts, check out our podcast on how not to host podcasts:

 

 

Another medium that might prove popular with younger generations is video. According to reports, for example, Gen Z consumes more video content than other generations. Short-form video content has proved particularly popular, as evidenced by studies and the rise of TikTok and other social trends.

 

Short-form video can be created with one person and a camera. It does not need to be professionally produced, as younger generations love authenticity, but always aim to make it seem as sharp as possible, even if just making use of free editing platforms on phones and desktops.

 

Think about the length of videos. The length will always depend on how you wish to share the video and where. If on TikTok, the ideal length 9 to 15 seconds. If on other socials, two minutes is a safe bet. If you are producing more informative videos on YouTube or on websites, you can go longer, but remember that no one particularly wants to hear an unscripted talk on a wobbly mobile camera that lasts two hours. Be sensible and, most importantly, always think about audience.

 

For more information on video, check out: How charities can work with videographers

 

It is important to remember that you do not need to produce webinars, podcasts, and videos. Only do so if justified. Check resources and capacity and judge that against the projected benefits.  

 

 

Use social media the right way

 

Here is an intriguing – perhaps a little disturbing – statistic: projections for social media use estimates the average adult will spend 6 years and 8 months of their life on social media. It is a fact that charities, regardless of shape and size, need to have some form of social media presence.

 

And that is particularly true when it comes to the younger generations. As mentioned earlier, you must meet them where they are – and they are online. Consider the following, for example:

• 62% of Gen Z checks Instagram daily and 60% visit YouTube daily
• Gen Z spend an average of 5 hours per day on social media
• Gen Z make up 60% of TikTok’s user base
• 90% of Gen Z have used Snapchat
• The use of Facebook declines year-by-year among Gen Z

What do the above stats tell us? It tells us that young people are on socials, but they are not always on the socials preferred by the charity sectors – Facebook, Twitter, and LinkedIn. That means charities may need to pivot social media strategies to better engage the younger generations.

 

Here we will discuss some tactics that can help you better engage on socials.

 

 

Pick the right platform

 

The first mistake all charities make is trying to master all social media platforms, which only serves to limit time and resources spent on each platform. You end up a performing badly across all platforms, rather than performing well on the platforms that best serve your purpose.

 

The above stats should give you a clue to the platforms the younger generations are using. But that should not be the only variable you consider. Think about what you want to achieve and consider what you have in terms of resources.

 

So, for example, if you are trying to improve engagement with your community, perhaps Twitter will serve you best. If you have mastered the art of recording short videos, then you should try out TikTok, YouTube, and Snapchat. If you have skills for imagery and want to reach the younger generations, maybe you should consider Instagram and Pinterest.

 

 

Figure out the rules

 

Each platform has official rules that you need to follow. You need to familiarise yourself with these rules, simply to allow you to understand how the platform actually works.  

 

But, more importantly, you need to work out the unwritten rules and trends. That means thinking about some – or perhaps all – of the following questions: 

• How many posts should you do per day?
• What are the best times to post content?
• What content might be most effective on the site?
• Are you going to use images? GIFS? Videos? Memes?
• Should you engage with digital partners? 

Think about the unwritten rules in the context of the younger generations. If you are aiming to attract Gen Z, maybe add some imagery and video to whatever platform you use. If you are aiming for millennials, perhaps add a sound element. Experiment with your assumptions about the platforms and adjust depending on the results. Let the response inform your decision-making.

 

Another critical point is to engage influencers. According to Forbes, 45% of Gen Z currently follows more than 10 influencers on social media. And, according to Earth Web. 80% of Gen Z social media users follow at least one influencer. So, charities hoping to reach that demographic may want to reach out and query ways of collaborating, relying on the altruism of the influencer.

 

For more information, check out: How to work with influencers

 

 

Position yourselves as leaders of change

 

We want to end where we began. Younger generations have experienced substantial change. They are the first generation that, due to the openness of new mediums and media, expect transparency and openness and practice scepticism around unfounded claims.

 

Younger generations want authenticity from charities, they want honesty, and they want charities to have a significant impact. In short, younger generations want charities to make the world a better place.

 

That is not easy task. But charities can take steps to remain authentic, ambitious, and forward-thinking, leading positive change on the issues they care about the most. And, if such steps are taken, your charity will certainly prove more appealing to younger generations.

 

 

Demonstrate impact

 

Demonstrating impact can prove a challenging task. But charities need to convey to younger generations that they are actually changing the world in myriad positive ways. To effectively demonstrate impact, especially to younger generations, consider some of the following:

• Use effective key performance indicators and keep them consistent, showing your starting position and the increasing impact that you are having
• Effectively measure impact with sensible metrics, decided as early in the process as possible
• Report your impact using a combination of qualitative data, quantitative data, graphics, case studies, and any other meaningful data
• Focus on the human element – elevating and centring your service users, showing how the service you provide has improved individual lives
• Highlight the counterfactual to create emotional attachment – show what would have happened had your charity not intervened or supported
• Structure an impact report to include a mission statement and an executive summary, which should quickly and effectively highlight some of the greatest impact you have provided
• Ensure impact reports are written clearly and concisely, without excessive jargon or complex language, ensuring everyone can easily absorb and digest the information
• Illustrate key stats with diagrams, graphs, and images, ensuring they look appealing and can be quickly comprehended by anyone looking and re-used by anyone sharing
• Use your finances to convey your overall impact, demonstrating where money was spent and why
• Build on reports to find ways to improve in the future and clearly link shortcomings to positive actions in the future – younger generations will appreciate the honesty and future ambition
• Consider all the above-mentioned methods of engagement and let them define the data collection, writing, and sharing of your impact report
• Share widely across all channels and celebrate your successes

Impact reporting shows your value. It shows that you are making change in the world. It provides the transparency and openness that the younger generations desire. For more information, check out the below articles that can help you find your feet with impact reporting:

• How to show off your impact
• Tools to help your charity measure impact
• How to create a great impact report

You can also check out examples of impact reports online and broadly find out which are proving successful. Look at others across the sector and take inspiration by the charities that are already appealing to the younger generation. Check out their impact report for inspiration.

 

 

Stay honest

 

Our last point is that charities need to stay honest. Millennials and Gen Z value openness and transparency more than older generations. According to a recent survey, 84% of Millennials said they would be more loyal to a brand if they knew it was transparent. The same applies to charities.

 

Your charity must remain honest, open, and transparent, always giving a fair and accurate reflection of your work. Do not attempt to present numbers in ways that are more flattering. Do not omit data just because it is not positive. Avoid any misleading claims. Ask third parties to review your claims, to keep you accountable, and to ensure you are always practicing complete honesty.

 

 

Conclusion

 

All the above will help charities engage with the young. Try understanding what the younger generations want, onboarding young trustees to increase your perspective, adopting digital across the board, thinking about the best medium to deliver your message, using social media the right way, and positioning yourselves as leaders of meaningful change.

 

Following these steps, you will become more appealing to the younger generation, and you will start better engaging with them.