Cracking the Code: How to Connect with Gen Z in the Non-Profit World

Are you tired of not understanding or feeling like your organization can’t quite connect with Gen Z?

It seems that the dominant narrative surrounding Gen Z is one of absolute certainty about who they are and complete and utter mystification of who they are.

As someone who finds themselves on the cusp of Gen Z and Millennials, a Zillennial, as I like to refer to myself, I find that I have an interesting perspective on both generations, but for the sake of today, I’d like to share with you my take on Gen Z.

On the one hand, I too, identified with a lot of Gen Z characteristics and personality traits. Their values seemingly lined up with mine. However, one thing I never personally experienced was growing up with a phone in my hand. I got my first phone when I was 12, and it was by no means a smartphone – which is contrary to the typical markers of growing up as a Gen Z.

They are the first generation to grow up with smartphones, social media and a constant pull to be online at all times and always connected*.

And people often forget that.

Their behaviours and mindsets are shaped not only by that but also by the content they were exposed to at such a young age. From witnessing genocides to war crimes to famine, poverty, political unrest and instability – they’ve seen it all since they were young kids.

So then my question to everyone is: how did we expect them to turn out? What did we expect to happen?

“Entitled”, “ungrateful”, “demanding”, “selfish”, and “self-involved.” All words are used to describe a generation that has been put through the wringer mentally and emotionally. Stereotypes and judgements we as a society come to without thinking twice.

Why?

It’s easier to label them these things than to face the fact that young people grew up in a rough time period and witnessed it all happening through a phone, with no guidance on how to handle any of it. That isn’t to say that other generations didn’t face any hardships or life-altering events, but did they witness it play out step by step from a smartphone with limited control over what they were being told or consuming? No, they didn’t.

Gen Z is not lazy, ungrateful, demanding, selfish, etc. They care. This is surprising because despite being told about everything going wrong in the world, they didn’t turn to pessimism or apathy. They turned to hope, action and advocacy. And what did we do? We turned against them and stereotyped them because it was easier to do that than admit that it’s the generations that came before that were responsible for what they witnessed growing up.  

What does this all mean for non-profit organizations?

Non-profit organizations must realize that this mindset is doing more harm than good for their goals. Engaging with youth is THE key to an organization's growth and longevity. To transmit institutional knowledge, build a solid support base, and cultivate future donors, you have to connect with youth. Their engagement is what will help sustain organizations now and in the future.

So, if you’re a non-profit and you don’t want to play into these stereotypes - what do you do? The first step is to be open and willing to engage Gen Z and meet them where they are. Second step: understand what they value and see what elements you already have of it within your non-profit and think about how you can expand upon it.  

Gen Z Values

This is by no means a comprehensive list, but it is a starting point of what matters to Gen Z and what they are looking for from non-profit organizations, both as staff and volunteers.

• Authenticity: If your organization is not genuine, Generation Z will not pay attention to you. They are seeking real, honest, and authentic connections.

  
  

• Transparency: They grew up in a world where more often than not, what is said and what is true is not necessarily the same. When looking for causes to support or organizations to rally behind, they look for transparency.

  
  

• Empowered Leadership: It’s not enough to merely manage people; Youth want leaders who stand alongside them, empowering everyone around them. They value leaders who are truthful, honest, and not afraid to speak truth to power, regardless of the consequences.

  
  

• Empathy: While some criticize Gen Z for expressing discontent about situations that don’t personally affect them, all they are doing is empathizing. They care about causes beyond their own experience, and they shouldn't be punished for it.

When we remove the stereotypes associated with Gen Z, we find that their values are strong and commendable. These are values we should all actively embrace and live by.

So, my advice to any non-profit looking to get ahead of the game: drop the judgements and stereotypes, be open to engaging with Gen Z and focus on cultivating a culture—both internally and externally—that values authenticity, transparency, empowered leadership, and empathy.

Just watch and see how things will change and how willing young people will be to engage with you.

* https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/