Fundraising in the Digital Era: Factors That Impact Generation Z's Engagement with Nonprofit Organizations
Date
2023-08-11
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MAPC, The University of Tampa
Abstract
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.
Description
Capstone project for completion of the Masters of Arts in Professional Communication (MAPC)
Available August 2025
Available August 2025
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Other
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Keywords
Generation Z, Gen Z, Nonprofit organizations, Fundraising, Engagement