By: Greg Perlstein
“Young people aren’t our primary audience. They don’t seem to care about our cause.”
When nonprofit leaders tell me they’re not focused on engaging Millennials and Gen Z, alarm bells go off in my head. Not only are young people passionate about almost every social challenge we’re facing and willing to put their dollars behind the causes that matter to them, but they also represent today’s largest population of potential donors and volunteers.
When leaders say, “They don’t seem to care,” they’re often venting their frustration that young people aren’t as quick to become loyal supporters as older generations were. It’s true – building connections with Millennials and Gen Z requires nonprofits to get creative and strategic about engagement. Reading the YMCA’s recent report about engaging young Americans in cause work, the finding that struck me most was that while a vast majority of young people say
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