How to Rally Gen Z to Your Cause

Tap youthful creative energy.

Ask young people to contribute their design skills to your cause.

“This generation wants hands-on opportunities to mash-up their own personal approaches to philanthropy and volunteerism,” says Lee Fox, a marketing consultant and founder of PeerSpring, a website that helps connect young people with social causes. “They consider the contribution of creativity — their skill as a video editor, music producer, programmer, graphic designer, etc. — as valuable as money. Point out elements on your website that are free to download and personalize.”

Don’t sugarcoat.

This net-savvy generation has grown up with a warts-and-all world at their fingertips.

“Give them facts,” says Jamie Gutfreund, head of the marketing firm Deep Focus, which studies trends among youths. “Treating them as naïve will be out of step with their expectations.”

Communicate in ‘microbursts.’

“Gen Z’s are used to the ever-changing flow of data and appreciate being ‘in the know,’ " says Ms. Fox. “Hit them frequently with illuminating, funny, or interesting facts — just limit the amount of text they have to read. A powerful image with a few lines of text, a short video, or even a quote in a fancy font can make the difference between a connected audience and one that has already forgotten about your organization.”

Be transparent.

Companies that “apologize after mistakes get kudos, not jeers,” says Aria Finger, president of TMI Marketing, the for-profit research arm of DoSomething.org. “It’s similar with YouTube stars who are open about who’s sponsoring or endorsing them. Instead of walking away, their fans respect these stars even more.” People under 20, she says, “will see through any attempt to obfuscate.”

Ditch gender stereotypes.

“For this generation, self-identity is less constructed by gender than for past generations,” says Beth Kanter, the author and blogger. “Don’t design programs or activities that fall into a ‘pink is for girls’ and ‘blue is for boys’ dichotomy.”

Use good design.

Charities must find a “distinct” style, says Ms. Gutfreund. Even if youth can’t articulate why they like something, she says, “their eyes know.” Good design influences how they will perceive your organization.

—Brennen Jensen