Estimated reading time: 2 minutes, 30 seconds

nextgen-300x198Nonprofits today are facing different challenges that they weren’t aware of even five years ago. It has become increasingly difficult to engage with the next generation of donors in this age of fast-moving technology. Studies show that generational shifts are changing how donors respond to fundraising campaigns, and nonprofits are grappling with trying to find new ways of working towards their organization’s goals.


The Social Entrepreneurship Trend
The up-and-coming generation expects companies to think beyond profits: a whopping 75% said that it's either fairly or very important that a company gives back to society instead of just making a profit. From Salesforce’s “1-1-1” program to Patagonia’s commitment to donating 1% of their sales, it has become increasingly popular for companies to integrate charity into the way that they do business. Nonprofits now have a substantial opportunity to collaborate with the for-profit world in a way that is mutually beneficial.

Not only do Millennials and Gen Z (those born between 1995–2014) care much more about companies being socially responsible, but they also want to know the details. This free exchange of information is expected in the age of social media, and it is now expected that companies communicate about their best practices and the impact that they’re having.

The Proliferation of Social Media & Online Giving
Millennials and Generation Z are accustomed to online charitable giving, from GoFundMe pages to marathon fundraising to crowdfunding campaigns. The next generation of donors are very familiar with online charitable giving. If they have not created a campaign for themselves, they probably donated to a friend or family member’s cause, and then promoted it to their friends and network on social media.

The younger generation expects nonprofits to be technically savvy - and that means modern, sleek website designs that look great on all devices. The next generation of donors wants to buy a charity event ticket or contribute $20 to a friend’s triathlon fundraising with a click of a button on mobile. Online forms software JotForm allows companies to create mobile-friendly and custom designed donation forms.

Merging Online & In-Person
This new generation of donors is more social and active than ever - they tend to live in cities and put off “settling down” to later in life. They are busy dancing the night away at a charity gala’s and mingling at events for a cause. The key to engaging with this generation is to make fundraising events fun and social, and for nonprofits to be authentic and transparent. They ask questions, such as: How much of an impact will their donation have? Where exactly is the money going? How can people get involved besides handing over a check? This generation thrives on transparency and accepts nothing less.



Leeyen Rogers is the VP of Marketing at JotForm, a popular online form-building tool based in San Francisco. Its simple drag-and-drop interface along with conveniently sortable submission data allows you to create forms and analyze their data without writing a single line of code.
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