I was honored to be asked to contribute to this BrandAwareness.io article along with other marketing experts. Here’s what I said.
Nonprofit Campaign Engages Younger Generations
Nonprofits earn better results when they tailor their fundraising and marketing strategies to specific audiences. By understanding the people they want to reach-their interests, concerns, and motivations-they can create messages that connect on a deeper and more personal level. When supporters feel seen and understood, they’re more likely to engage with the organization with donation dollars, volunteer hours, and advocacy. In short, they’ll build long-term relationships with their favorite nonprofits, supporting them over time. Targeted messaging also helps nonprofits stand out in a crowded space, where donors are constantly evaluating where to give their limited time and resources.
For example, a regional social service nonprofit identified a need to engage younger generations because their existing donor base was aging. Research showed that Millennials and Gen Z care deeply about social impact, transparency, and hands-on involvement. With these insights in mind, the organization launched a campaign encouraging people to volunteer at one of the nonprofit’s programs and share their experiences on social media, creating a sense of community. The nonprofit also provided regular updates showing how their volunteer hours supported clients’ needs.
In addition, the nonprofit also identified the need to tailor their messaging to the individual program’s supporters. For example, supporters of the food pantry reacted most favorably to messaging about food insecurity, while supporters of the homeless shelter wanted to know more about the cost of affordable housing. By segmenting campaigns based on both age and individual interests, the nonprofit maximized its outreach and engagement, resulting in stronger connections with a broader audience.
This approach shows how nonprofits can reach different audiences effectively by understanding their needs and aligning messages with their interests. When an organization speaks directly to a person’s passions, it builds trust and engagement, leading to lifelong support for the mission.
Are You Reaching Younger Supporters?
The traditional messaging and channels don’t engage these digital natives effectively. Let me help you refine your brand message to meet the next generation of donors, volunteers, and advocates for your nonprofit.
