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Good Marketing Brief

Winning over Gen Z support in 2024

Nhu Te on Dec 7, 2023 3:26:49 PM

058: Winning over Gen Z support in 2024

 

You're in the throes of EOY campaigns, yet now is the time to think ahead to 2024. A key '24 priority for many nonprofits: reach the next generation of philanthropists, Gen Z.

A socially conscious group of supporters, Gen Z often has a general distrust of brands and does a lot of research before offering their support. What moves these young supporters to make a donation, participate in an event, or sign up for a membership?

By understanding their interests and emotional triggers—like how McDonald’s brought Grimace back to life—you, too, can engage this dynamic group to be a part of your cause.

Let’s explore this week's resources! 

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Snackable snippets 

Talking branding and marketing with UNICEF USA 🎧
Shelley Diamond is the Chief Marketing Officer of one of the most renowned nonprofits in the world: UNICEF USA. She joins Noah in this episode of Good Marketing Unplugged to share how the organization has built a trusted brand.

One of the biggest takeaways is Shelley’s profound appreciation for authenticity, rooted in the genuine effort to ensure every team member understands and embodies the organization's mission.

4 Gen Z marketing trends from 2023 📖

The next generation is anything but predictable. Explore this year’s trends that shaped Gen Z, and see if you can find ways to nurture these supporters to your cause.

Good to know: This younger generation is deeply committed to sustainability, climate change, and social justice issues, making these key areas for engagement and connection.

Reaching the next generation of donors 🎧
Vance Roush, Founder and CEO of Overflow, joins Jon and Becky on the We Are For Good Podcast to peel back the layers of frictionless giving and how to engage the next generation of donors.

“Why are people not giving to your organization? We've made it too hard. We've made it too limiting and we haven't connected the dots for them,” Vance shares.

10 new Gen Z subcultures for marketers 📖
If segmenting your Gen Z donors feels perplexing, you’re not alone. Horizon Media explains that Gen Z’s “fluid and fragmented interests will make traditional audience segmentation obsolete.”

To help marketers better connect with this generation, Horizon’s WHY Group and Blue Hour teamed up to release a field guide that includes 10 new Gen Z subcultures.

Tips for building a social media strategy 📖
Social media is more than just a networking platform—it’s a useful communication tool to engage younger donors, draw them to your mission, and unlock their support.

Aiden Augustin, Feathr’s Co-Founder and President, walks through the steps of how to craft a social media strategy and explores dynamic content ideas.

 

In the news

Despite a 10% dip in donor count compared to the previous year, GivingTuesday still saw a steady $3.1 billion in contributions.

While the rest of the year remains unclear, there is one positive outlook: Even during uncertain economic times, people are still opening up their wallets and generously giving to the causes they care about.

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A new report from dcdx highlights the brands that caught the most Gen Z attention in 2023. Spoiler alert: McDonald’s topped the charts through its resurrection of Grimace.

Ready to learn more about what piquing the attention of Gen Z? Check out the report!

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For your inspiration folder

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