📚 Grab your copy of Tom Kelly's book, The Million Dollar Nonprofit: https://ip.charityauctions.com/free-book-podcast
Let me tell you something, most nonprofits are getting completely wrong about Gen Z: they think they don’t care. That they’re distracted. That they don’t give. That they’re hard to reach. That’s not true.
Welcome back to The Million Dollar Nonprofit. I’m Tom Kelly. Today, we’re talking about what Gen Z really wants from your cause, because they’re not the future anymore. They’re already here, and they’re changing the rules. Here’s the shift: Gen Z doesn’t want to be asked. They want to be included. Use this framework: Authenticity. Access. Agency.
Authenticity: They reject polished, corporate messaging. They want real stories, real people, and honest communication, not perfection.
Access: They want to see behind the scenes, how decisions are made, where money goes, and what impact it actually has. Tools like DonorBooks help you track and share real engagement and impact in a transparent way.
Agency: They want to participate, not just donate, through input, feedback, and influence over decisions.
This generation doesn’t want to watch your mission; they want to be inside it. Even platforms like CharityAuctionsToday show this shift in action by turning fundraising into shared experiences where people feel included, not just asked.
Here’s the truth: Gen Z gives based on identity. What they support reflects who they are. If your message feels like a brochure, they scroll past it. If it feels like a conversation, they engage.
Your three action steps:
- Rewrite one message to sound more authentic and human
- Share one behind-the-scenes story this week
- Ask your audience for input on something small but meaningful
Tomorrow, we explore why recurring giving is becoming the new membership model, and what that means for long-term sustainability. Don’t forget to subscribe. And download my book The Million Dollar Nonprofit, it’s free in the description. Gen Z cares. You just have to meet them where they are.
