Master of Arts in Professional Communication (MAPC)
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Browsing Master of Arts in Professional Communication (MAPC) by Author "Brice, Caitlyn"
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Item Fundraising in the Digital Era: Factors That Impact Generation Z's Engagement with Nonprofit Organizations(MAPC, The University of Tampa, 2023-08-11) Brice, Caitlyn; Kristen Foltz, J.D.With Generation Z being a newcomer in the nonprofit “playing field,” there is a lack of understanding when it comes to marketing these organizations to this generation. By conducting a literature review, two case studies of nonprofit organizations with SWOT analyses, and a survey, this paper seeks to figure out what factors influence Generation Z’s willingness to engage with nonprofit organizations. The survey results indicated that members of Generation Z favor organizations that focus on human rights and education, learn the most about nonprofit organizations through social media, and are open to engaging with and donating to nonprofit organizations. With the findings, the researcher compiled a list of 9 categories of best practices for nonprofit organizations looking to engage Generation Z. Using this information, organizations will be able to put new methods of fundraising and donor outreach into practice, thus expanding their network of donors.