Learning from Gen Z and Planned Giving Marketing

Learning from Gen Z and Planned Giving Marketing

A Lesson in Authenticity from a Rising Generation

A Conversation with a Gen Z Thought Leader

Serial entrepreneur and author, Andrew Rosenstein, popped into my office yesterday to show me the outline of his work in progress, “Understanding the Drive of a Rising Generation.” After listening to him, I realized there is a connection between Gen Z and planned giving marketing.
Andrew (now 17) is emerging as a thought leader for Generation Z. I was between meetings, and Andrew had a conference call with his editor. “So Andrew, as a marketer, what’s the one thing I need to know about Gen Z and planned giving marketing?”

Andrew didn’t hesitate, “The BS filter is on!”

He elaborated, “You know how your daughters are way into Snapchat and not into Facebook or Instagram? It’s because you can’t edit Snaps. Snapchat is real. It’s fast. No BS. It’s Authentic.” AHA! It’s Authentic! I get it! Marketing messages are coming in fast and furious. You want to get their attention? Your point better be concise, compelling, and above all, AUTHENTIC.

Generation Z and the Modern Marketing Brain

So what do snapchat and Gen Z have to do with planned giving marketing? Actually, a lot more than meets the eye. Gen Z is an extreme example of how the brain responds to marketing. The immediacy of communication has literally changed their brains’ sensitivity to BS. Their “junk” meter is on high alert.
But this onslaught of marketing messages also affects older generations. Grandma and grandpa may not be Snapping, but they consume advertising messages at a much faster rate than ever before. Your job is to get their attention in the middle of all these messages. How do you do it? You’ll be glad to know, it’s not Snapchat! But Gen Z can teach us how to package and present a clear message. Our own planned giving marketing communications must be concise and compelling in order to stand out. And the most important thing… it must be AUTHENTIC!

Authentic Planned Giving Marketing

Speaking with Andrew helped confirm what we already know about effective marketing. People have ALWAYS responded best to authentic advertisements. It’s just that now, they respond faster and dismiss BS as dishonest, rather than just a marketing ruse.

Donors see right through the templated, mass-produced content. It’s the same content they read from a different nonprofit!

That’s why it’s more important than ever before to make sure your planned giving marketing is personal and authentic. That means, use true stories of real donors–your donors! There’s no reason to go that route anymore. The templated planned giving marketing isn’t easier to use, less expensive, or more convenient. And it definitely doesn’t get as good of a result. Just as Gen Z wants authentic interaction, your donors want authentic communication with you.