When we’re really busy with events and fundraising it can make it hard to look ahead and really consider what successful fundraising events of 2025 or 2030 might look like. Won’t it be more of the same? Well possibly, but possibly not.
You see, we’ve witnessed how well some charities did during the pandemic, those ones that were able to quickly adjust plans and trial new activities. And not all organisations were set up to be as nimble and agile and get new things off the ground.
And that is why I’d encourage you to start looking at your Generation Z strategy now.
What on earth are you on about Jane?!
Gen Z’s are your supporters of tomorrow!
During the pandemic we saw a complete shake up of events activity and we are seeing a complete shake up of behaviours now and with each passing year your audience moves and grows.
Your supporters in 10 years time will be Millenials (ages 36 to 51 in 2032) and Gen Z-ers (aged 20 to 35 in 2032).
Gen Z-ers are digital natives. Their attention spans are short. They’re used to looking at several screens at once. Short form mobile videos (a video up to 2 minutes and 30 seconds in length is considered short-form) are the norm for this demographic – think TikTok, Snapchat and Instagram.
Whereas older demographics might Google for articles and information to read, Gen Z’s will look up videos on Youtube to educate themselves and learn about products and brands. Gen Z-ers aren’t on Facebook. Go where they are!
A great start to a Gen Z strategy is to consider the role influencers can play in marketing your activity. Influencers have a more authentic relationship with their audience and are often Gen Z-ers themselves. They’re the celebrities of today.
Trust is very important to this demographic. This group can and will look up reviews of your charity before getting involved further. If your values and mission are clear cut and transparent, this will help build that trust. This group, more than ever, will want to believe in what you are doing and achieving and how their support is having an impact. How can you make this more transparent and obvious in your materials and on your website?
The more you can use Gen Z-ers to speak to Gen Z-ers the better. Trying to mimic this demographic in promotional materials won’t work. Try to involve them in communicating to their peers.
Gen Z-ers want to chronicle their lives with photos and video content. How does your event or activity fit this desire? If you can provide these types of opportunities in your events, it will be of benefit to this group.
Personalisation is the norm to these demographics. If they feel involved with creating the content for your event or have choice to choose the elements they want and don’t want, they’ll feel more engaged. This is why thinking about your DIY strategy is so key. What support can you give these groups to do things in their own way, at their own time, in their own location?
Whilst a big name or speaker might help with sign ups to your activity, networking and opportunities for connection are really important to this demographic. Ensuring your event allows for this, and can organise ‘down time’ for this purpose will be welcomed.
Finally these groups are the most environmentally and globally conscious demographics. Your event should recognise this, single use plastic and throw away materials are not cool. Reusable, recyclable, fair trade and sustainable products and materials need to be prioritised.
So little recap on things to think about when pulling together a Gen Z Strategy:
– Attention spans are short. Consider producing content in short form video style and more video in general
– Think about the role influencers can play in promoting your cause and activity
– How clear are your values and mission in your promotional copy?
– Trust is paramount
– Involve these demographics in your strategy and content writing. It will be more authentic than trying to mimic them. Collaboration, not broadcasting.
– Consider how you can offer photo and video opportunities at your events, these groups like to chronicle their lives in this way
– Moving towards a more DIY model of support will be key
– Networking and connection is important. Whether in person or online, providing ‘down-time’ for chat is a good idea
– The environmental impact of your event will be considered and of high priority to these groups
YouTube has recently released a report on trends of this demographic. It’s definitely worth a read.
I hope this has been useful and got you thinking?
You’re awesome!
PS. When you’re ready, here are three ways I can help you:
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