Updated: May 7, 2021
When have you revisited and evaluated your target audience the last time? There is a new group entering the sphere of potential supporters for your Not-For-Profit Organisation (NFPO). Meet Generation Z, born from mid 90s onwards with their first members turning 25 this year. We are talking about a group of 4.6 million Australians, who are generally considered tech savvy, digitally active and, according to recent studies, the most social issues conscious generation ever. Let’s have a look at how you can reach and turn them into long-term supporters and enthusiasts of your purpose.
Let’s start with a flashback to one of the first, yet still most current human behaviour theories. Maslow’s pyramid of needs described already in 1943 how humans are striving for new goals, once they were able to satisfy substantial, personal needs. On the top of his pyramid, we find esteem and self-actualisation – this is where supporting a social cause comes into play. Whilst the first Z’s are establishing themselves in the workforce, and satisfy their basic and psychological needs, they are looking at getting involved to overcome acute global challenges. As a NFPO, you are tackling one of these issues already. Now, we just need to convince the Z’s that their contribution to your organisation makes a real impact.
As digital marketers, we need to ensure our target personas are up to date. Facebook and newsletter subscription pop-ups on our website won’t cut it anymore. Generation Z wants to be addressed in their ‘language’. Did we consider the right channels and platforms? Are we visualising our content with videos? Is TikTok, Clubhouse and YouTube in our portfolio? How do we achieve inclusion within our digital marketing efforts? Are we considering rising technologies such as Artificial Intelligence? Anyway, why isn’t a chat bot navigating interested users through our website?
Don’t miss out on addressing this most important target group of our time and start talking their language.
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(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University)