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How nonprofits can appeal to Generation Z
Nonprofit organizations thrive on the vision of the organization and leaders who fulfill the mission, driving lasting impact. Nonprofits need to harness the energy of the entire multigenerational workforce to ensure sustainability and ultimate fulfillment of the organizational mission- including Generation Z. Gen Z is poised to redefine nonprofit leadership with their unique values, perspectives, experiences, and skill sets. But how can nonprofits effectively engage this unique generation to create empowered leaders?
The rise of the Gen Z workforce
Generation Z represents individuals born between 1997 and 2012, a significant portion of today’s workforce. This generation is considered to be digital natives, growing up surrounded by a changing digital landscape influenced by social media and instant access to information. Gen Z has been further shaped by the life altering events that caused societal shifts like 9/11 and COVID-19. This generation is suited for nonprofit work with a heightened interest in social change and community impact through their values of diversity, creativity, and authenticity. Gen Z’s approach to work is driven by innovation, finding their purpose, and creating impact. They prioritize jobs that align with their personal values specific causes such as climate action, racial equity, and mental health resonate deeply with Gen Z. Their interest in meaningful work provides nonprofits with a unique opportunity to engage this generation to unlock their passion for advocacy and action.
Nonprofits Need Gen Z Leaders
For nonprofits to be sustainable, they must adapt to the shift in workforce needs. Engaging Gen Z is crucial for several reasons:
1. Longevity in the Sector: Engaging Gen Z leaders ensures a consistent pipeline of talent, securing the organization’s future. Gen Z’s unique drive for finding purpose and commitment to social responsibility are valuable traits for the sustainability of nonprofit organizations missions.
2. Fresh Perspectives: Gen Z offers innovative ideas and approaches to driving social impact in an evolving world through the implementation of unique strategies. With a cause-driven approach, Gen Z candidates utilize the mission at the center of their strategies to attract new like-minded donors and volunteers.
Unlocking Gen Z’s potential
To unlock the full potential of Generation Z, nonprofits must create an environment that fosters growth, flexibility, and engagement opportunities. Here’s how:
Utilize digital tools - Their technological skills and savviness define Gen Z, nonprofits can empower them by incorporating digital tools into their responsibilities, allowing them to demonstrate:
- Social media engagement: Platforms like Facebook, Instagram, and LinkedIn are optimal platforms to share mission moments, recruit new talent, and promote campaigns
- Accountability & autonomy: Gen Z can demonstrate the results of their digital tool utilization through tracking the impact, allowing them to take accountability of social media performance results and adjust as needed.
Mentorship and leadership development programs - Gen Z employees value personal growth through methods of mentorship and career advancement opportunities. By investing in their professional and leadership growth, nonprofits can:
- Foster connection: Mentorship programs foster a collaborative work culture through strengthening relationships between experienced and budding nonprofit sector employees.
- Create pathways to leadership: Professional development opportunities allow Gen Z employees to feel valued and empowered by expanding upon their skill sets. Investing in these opportunities will allow a higher caliber of nonprofit professionals to be developed within the organization, contributing to their sustainability and succession plans.
Offer flexible work arrangements - Work-life balance is a non-negotiable benefit for Gen Z, nonprofits can attract and retain talent by providing flexibility in:
- Work hours: Through a remote or hybrid model, organizations can accommodate the needs of Gen Z employees who seek flexibility in where and when they work.
- Team collaboration: By supporting each individual’s needs, organizations will promote the health and wellbeing of all staff leading to an inclusive and supportive team environment.
A future driven by engagement
Nonprofit organizations stand at the forefront of social change, but their sustained success hinges on dynamic leadership and an engaged workforce. Organizations can drive long-term impact through understanding and adapting to the strengths and needs of Generation Z. Nonprofits must create opportunities for Gen Z to thrive within their organizations, exemplifying their dynamic nature. Through mentorship, integrating their skill sets, flexibility, and adaptability, nonprofits can inspire and attract the incoming generation of leaders to continue the growth of their organizations. The future of nonprofit leadership is dependent upon organizational adaptability in the face of the generational shift; fostering the development of engaged leaders, across all generations, is the key to sustainability and transformative change.
Emily Tisdale is a 2024 graduate of the Masters of Nonprofit Leadership and Management program at Arizona State University. Currently, Emily serves as the Campaign Development Manager for Light the Night Tucson, a Leukemia & Lymphoma Society (LLS) initiative. LLS is a leader in the nonprofit space using a holistic approach to support blood cancer patients and families from diagnosis to survivorship while funding research for a cure! Emily’s passion is centered around creating a positive impact within her community and beyond.
Emily seeks to continue her professional and leadership growth through embracing new opportunities to further her impact and continue changing lives no matter where she finds herself in the future!
Image by Lillian Finley
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