Gen Z might be the most connected generation yet, but that doesn’t mean they’re easy to reach. Born between the mid-1990s and early 2010s, Gen Z is digitally native, socially conscious, and incredibly savvy at filtering out content that doesn’t feel relevant or real.

So how can nonprofits break through the noise and build lasting connections with this generation?

Here are five social media strategies to better connect with, and convert, Gen Z audiences into engaged supporters and donors.

1. Lead with Values, Not Just Appeals

Gen Z cares deeply about issues like social justice, climate change, mental health, and equity. They aren’t just looking to donate, they want to see organizations living out the values they claim to represent.

Strategy Tip:
Highlight your impact transparently and consistently. Showcase the real-world outcomes of your work and spotlight the people and communities behind the mission. Gen Z values authenticity over perfection, so be honest, even when the work is messy or complicated.

2. Experiment with Humor and Cultural Relevance

According to a recent study by Cropink, 76% of Gen Z use social media for humor and entertainment. They’ve grown up in a world of memes, TikTok trends, and fast-moving cultural commentary. Some studies indicate that Gen Z is experiencing higher levels of stress and burnout compared to previous generations, so it’s no wonder why they’re craving more humorous, light-hearted content.  

Strategy Tip:
Infuse appropriate humor into your content through memes, playful captions, or relatable moments. You don’t need to be a comedian to make them smile, just show that your organization has a personality and understands their world. Here’s one example of how an addiction recovery center is using humor in their content to keep it real and honest.

3. Create for Engagement, Not Just Awareness

Gen Z doesn’t engage with content passively. They want to interact, respond, and feel like their voice matters.

Strategy Tip:
Use interactive tools like polls, Q&As, and Instagram Story sliders. Ask real questions about causes they care about. Make sure someone on your team is responding to comments and DMs. This generation values relationships, not broadcasts.

4. Show (Don’t Just Tell) Through Visual Storytelling

This is a generation raised on YouTube and Instagram. If your story can’t be seen, it likely won’t be heard.

Strategy Tip:
Use short-form video, behind-the-scenes photos, and user-generated content to spotlight your work. Let Gen Z see your impact through real faces and real stories, not just numbers or annual reports.

5. Let Gen Z Co-Create With You

They don’t just want to be supporters. They want to be collaborators!

Strategy Tip:
Feature young voices in your campaigns, invite Gen Z ambassadors to take over your social media accounts, or launch peer-led fundraisers where they can use their own creativity and networks. Give them agency and they’ll give you advocacy.

iDonate’s online fundraising platform allows for customized donation pages to help tell your nonprofit’s story in the voice you want to share. To speak to Gen Z web visitors and donors, we recommend features like pop-up forms and impact statements in the gift array to tell the story, illustrate the need and share the impact of each donation. Building trust and transparency can help Gen Z move from interest to learning and action.

Conclusion

Reaching Gen Z isn’t about being trendy. It’s about being trustworthy. It’s about showing up with consistency, courage, and a willingness to experiment. By leading with your values, embracing humor, and creating space for real connection, your nonprofit can build the trust and excitement needed to turn Gen Z into not just donors, but lifelong advocates.

About the Author

Brynne is a social media strategist for NGOs and purpose-driven businesses.

Working with NGOs, thought leaders, and policymakers in DC for the last decade, she specializes in getting people to care about complex issues that might otherwise get ignored.

Her team at Cause Fokus uses empathy-based marketing to turn passive audiences into loyal advocates.