Gen Z is on track to be the most well-educated generation in history with 57% enrolled in a two-year or four-year college (Parker 2020). With 84% of Gen Zers reporting that they support nonprofit organizations in some capacity, there is potential for higher ed institutions to attract young donors now and build a strong donor base that will last for years to come (Blackbaud 2024). To adapt to this new era, universities have begun to implement new strategies that address Gen Z and millennial’s philanthropic values and desire for digitally-focused communications. Let’s talk about it.

So how do you manage an inclusive yet decisive process? Consider these ideas. 

Universities are exploring more tech-savvy communications.

Gone are the days of traditional phone-a-thons. Text-to-give campaigns and mobile-friendly platforms now make donating quick and seamless. Social media has also become a powerful storytelling tool, offering vibrant narratives through Facebook and Instagram that inspire engagement. Additionally, universities are partnering with student and alumni influencers to reach broader audiences. These ambassadors share authentic stories, creating community-driven movements that amplify fundraising campaigns and deepen connections. Research suggests that Gen Z donors prefer giving channels that offer convenient and instantaneous opportunities like donating at checkout, at events, or via social media. Of these young donors, 42% report they tend to engage spontaneously (Blackbaud 2024).

Universities are expanding their impact beyond campus.

Traditionally, university services have been student-focused, on-campus resources like writing centers, tutoring offerings, makerspaces, etc. However, institutions are now reaching beyond the boundaries of campus to address community needs like food security, housing, mental health services, healthcare, small business support, and more. With nearly 70% of Gen Zers saying that impact reporting is likely to motivate increased giving, these initiatives align with values important to younger generations and have the potential to foster impactful, cause-driven giving opportunities that resonate with younger donors (Blackbaud 2024).

Universities are unifying their engagement.

By integrating alumni relations work with development objectives, universities have been able to create and employ alumni and donor engagement tactics that build a culture of philanthropy with students and new graduates. Some schools have been using “engagement officer” positions to encompass this merged work. Utilizing tools like alumni engagement and affinity scoring has also been effective when crafting targeted approaches that foster and strengthen giving rates and donor loyalty. Although new, the convergence between alumni relations and development has already begun to show promising results.

Higher education remains a cornerstone of opportunity and progress. While many facets of the higher ed sector may change over time, there is lasting value in a college degree. As generational preferences evolve, fundraisers need to stay agile and flexible—embracing digital tools and fostering authentic connections—to inspire giving for decades to come.

Bibliography

Blackbaud. “New Report Illuminates Gen Z Philanthropic Giving Behavior.” Blackbaud, May 7, 2024. https://www.blackbaud.com/newsroom/article/new-report-illuminates-gen-z-philanthropic-giving-behavior#:~:text=Convenience%20and%20spontaneity%20drive%20Gen%20Z’s%20giving,to%20engage%20spontaneously%20with%20causes%20and%20organizations.

Fry, Richard. “Early Benchmarks Show ‘post-Millennials’ on Track to Be Most Diverse, Best-Educated Generation Yet.” Pew Research Center, November 15, 2018. https://www.pewresearch.org/social-trends/2018/11/15/early-benchmarks-show-post-millennials-on-track-to-be-most-diverse-best-educated-generation-yet/.

Parker, Kim. “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know about Gen Z so Far.” Pew Research Center, May 14, 2020. https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far/.