THE FUTURE OF NON-PROFIT SOCIAL MEDIA
BY BETH KANTER
I’ve seen the future of social media and it’s in the hands of Generation Z.
This generation, born after the millennials, is defined by being a tribe of digital natives. They do not know a world without technology. To use these channels as part of everything they do is, for them, instinctive. It’s estimated that there are approximately 2 billion of them, accounting for 27 percent of the global population. They are also characterised by having a large network of online friends, often from all over the world.
Your generation and mine may think we invented tech for good, but for Generation Z it’s their raison d’etre.
Abby Tomlinson meeting Ed Miliband
From Isadora Faber, a Brazilian teenager whose blogs about her country’s crumbling schools led to talk show appearances to discuss the issues she raised, to Abby Tomlinson, a 17 year old girl in the UK who started the #Milifandom movement on social media to give young people a voice during the general election in 2015, Generation Z are campaigning for change using the smartphones in their hands and from their laptops in their bedrooms.
Rather than dreaming of being doctors and lawyers, they are aspiring entrepreneurs (61% would rather be an entrepreneur than an employee when they graduate). And according to a recent research survey of UK/US teenagers, 26% have raised money for a cause and 32% have donated their own (pocket) money.
HOW CAN NON-PROFITS APPEAL TO GENERATION Z?
TIPS TO ENGAGE GENERATION Z
Let me know how you are planning to appeal to them too.
FIND CHARITY TRANING
BY BETH KANTER
Beth Kanter is the author of Beth’s Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. Beth has over 30 years working in the nonprofit sector in technology, training, capacity building, evaluation, fundraising, and marketing. Beth is an internationally recognized trainer who has developed and implemented effective sector capacity building programs that help organizations integrate social media, network building, and relationship marketing best practices. Beth is an expert in facilitating online and offline peer learning, curriculum development based on traditional adult learning theory, and other instructional approaches. She has trained thousands of nonprofits around the world.
She was named by Fast Company Magazine as one of the most influential women in technology and one of Business Week’s “Voices of Innovation for Social Media.” She is Visiting Scholar for Social Media and Nonprofits for the David and Lucile Packard Foundation in 2009-2013. She was a Society of New Communications Research Fellow for 2010.