432. The Future of Philanthropy: Gen Z's Unique Giving Habits and How to Reach Them - Elizabeth (McDonough) Ruikka + Alyssa Boger

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Meet Elizabeth and Alyssa. They’re sharing insights from The Nonprofit’s Guide to Engaging Gen Z created by Classy and Pursuant (bravo on evolved partnerships 👏). Gen Z just doesn’t operate like any other generation, and we love how they break the status quo. We’re chatting about how nonprofits can create long-lasting partnerships with this deeply generous generation. Tune in for your guide on engaging with this generation that’s already making its mark on philanthropy.

💡Learn

How to understand Gen Z’s motivations
An overview of The Nonprofit’s Guide to Engaging Gen Z
Ways nonprofits can partner with Gen Z for greater impact

Today's Guests

Elizabeth (McDonough) Ruikka, Senior Director, Demand Generation & Digital Marketing, Classy + Alyssa Boger, Senior Vice President, Client Strategy, Pursuant

“Gen Z donors are the most likely to support a cause through advocacy.”

— Elizabeth (McDonough) Ruikka, Senior Director, Demand Generation & Digital Marketing, Classy

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Episode Highlights

Alyssa’s story and journey to where she is today (4:30)
Elizabeth’s story and journey to where she is today (6:10)
Understanding Gen Z’s motivations (10:30)
How to Engage Gen Z (17:00)
How + Where Gen Z is gathering (20:00)
How we begin building our Gen Z donor bases (25:00)
The top 3 values of Gen Z donors (28:00)
A powerful moment of philanthropy in Elizabeth’s life (39:00)
A powerful moment of philanthropy in Alyssa’s life (41:00)
Alyssa’s One Good Thing: No is a complete sentence. (45:00)
Elizabeth’s One Good Thing: You want to hire people that are smarter than you. (47:00)
How to connect (50:00)

Powerful Quotes

“While Gen Z’s total donation volume is lower than other generations, it is increasing over time.” -Elizabeth

“As Gen Z is becoming more established in their careers, they have that propensity to give.” -Elizabeth

“Nonprofits can sometimes forget the value in those micro gifts. It might not be a huge one time donation out of the gate, it might be a small monthly donation. That can grow over time if you have a strong stewardship and engagement strategy.” -Elizabeth

“Gen Z is the ultimate long game play.” -Becky

“Gen Z donors are the most likely to support a cause through advocacy.” -Elizabeth

“Focus on advocacy, awareness, and connection. It will transform into dollars in the long run.” -Elizabeth

“Almost half of Gen Z is going to learn about a cause and be influenced by a cause by the influencers they follow.” -Alyssa

“Finding ways that you can tap into that influencer network is so important.” -Alyssa

“Gen Z wants to learn from people who are actually working in your organization.” -Elizabeth