Developing communication strategies to engage a new generation of donors: Fostering relationships between Gen Z and non-profit organizations

Kimberly A. Parker, Anne Amegbeha Amissah, Matthew Deffendall, Samantha N. Pfeiffer, Madison Adams, Christopher Clements, Sylvia Scheuer, Madison Guay, David Abney, Mark A. Ribott, Nadia Rahman

Research output: Contribution to journalArticlepeer-review

Abstract

A current challenge for non-profit organizations (NPOs) is attracting and retaining a new generation of younger philanthropic donors. As such, this exploratory focus group study examined how donor-perceived barriers and motivators may inform NPOs' understanding of strategically approaching and motivating Generation Z (Gen Z; born 1996–2012) donations. More specifically, the findings revealed that the participants (1) experienced pseudoinefficacy as they felt their small donations would not make a difference. In addition, they felt (2) a general lack of trust toward NPOs regarding financial stewardship. Finally, (3) they wanted organizations to develop data-driven narratives to share how funds were used to help the community. As such, the analysis and recommendations are rooted in Narrative Theory. Narrative strategies present a potential avenue for generating persuasion and fostering positive relationships between NPOs and emerging Gen Z donors.

Original languageEnglish
Article numbere1829
JournalJournal of Philanthropy and Marketing
Volume29
Issue number1
DOIs
StatePublished - Feb 2024

Bibliographical note

Publisher Copyright:
© 2024 John Wiley & Sons Ltd.

Keywords

  • emerging donors
  • focus groups
  • Gen Z
  • narrative messages
  • non-profit organizations

ASJC Scopus subject areas

  • Economics and Econometrics
  • Strategy and Management
  • Marketing

Fingerprint

Dive into the research topics of 'Developing communication strategies to engage a new generation of donors: Fostering relationships between Gen Z and non-profit organizations'. Together they form a unique fingerprint.

Cite this