We Are For Good Podcast - The Podcast for Nonprofits 432. The Future of Philanthropy: Gen Z's Unique Giving Habits and How to Reach Them - Elizabeth (McDonough) Ruikka + Alyssa Boger
Meet Elizabeth and Alyssa. They’re sharing insights from The Nonprofit’s Guide to Engaging Gen Z created by Classy and Pursuant (bravo on evolved partnerships 👏). Gen Z just doesn’t operate like any other generation, and we love how they break the status quo. We’re chatting about how nonprofits can create long-lasting partnerships with this deeply generous generation. Tune in for your guide on engaging with this generation that’s already making its mark on philanthropy.
💡Learn
- How to understand Gen Z’s motivations
- An overview of The Nonprofit’s Guide to Engaging Gen Z
- Ways nonprofits can partner with Gen Z for greater impact
Today's Guests
Elizabeth (McDonough) Ruikka, Senior Director, Demand Generation & Digital Marketing, Classy + Alyssa Boger, Senior Vice President, Client Strategy, Pursuant
Episode Highlights
- Alyssa’s story and journey to where she is today (4:30)
- Elizabeth’s story and journey to where she is today (6:10)
- Understanding Gen Z’s motivations (10:30)
- How to Engage Gen Z (17:00)
- How + Where Gen Z is gathering (20:00)
- How we begin building our Gen Z donor bases (25:00)
- The top 3 values of Gen Z donors (28:00)
- A powerful moment of philanthropy in Elizabeth’s life (39:00)
- A powerful moment of philanthropy in Alyssa’s life (41:00)
- Alyssa’s One Good Thing: No is a complete sentence. (45:00)
- Elizabeth’s One Good Thing: You want to hire people that are smarter than you. (47:00)
- How to connect (50:00)
For more information + episode details visit: weareforgood.com/episode/432.
📅 Don't Miss These Free Upcoming Events! 👇
APRIL 29: Working Session Live: Forecast Your Monthly Giving Growth in 2026 with Dana Snyder (and the pathways to get you there!)
MAY 14: ImpactUp: Story This quarter, we're going deep on your most powerful (and underused) tool - Story. Local meetups happening worldwide. Find one near you.
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