By Michael Odom, Senior Vice President

Millennials and Gen Z are reshaping the future of philanthropy. These younger generations are generous, but they give differently. They're digitally connected, highly informed, and passionate about causes that align with their values.

While traditional outreach methods like donor mailings, newsletters, and media coverage remain important, today’s nonprofits must also embrace digital-first strategies to engage younger supporters where they are: online, on their phones, and in the social spaces they trust.

For nonprofits, this shift calls for a thoughtful, modern communications strategy that speaks directly to this audience. Here’s how your organization can start building meaningful connections with the next generation, and how Marx Layne & Company can support you along the way.

Know Your Audience

Millennials and Gen Z don’t just want to donate. They want to know exactly how their contributions are making a difference. They’re driven by purpose and expect transparency, accountability, and authenticity from the organizations they support.

How we help: Marx Layne works with nonprofit clients to craft clear, compelling messaging that reflects your mission and resonates with your key audiences.

Make Social Media Matter

Younger donors live online. Social platforms like Instagram, TikTok, and YouTube are essential for reaching and engaging them. Whether it’s short-form videos, behind-the-scenes content, or real-time updates, social media is where nonprofits can connect, inspire, and build community. Authenticity is key. Your audience wants to see the real people and stories behind the mission.

How we help: Our team provides social media strategy, content development, and platform management tailored to your goals. We help you tell your story visually and effectively across the channels that matter most.

Work with Influencers Who Share Your Mission

Today’s audiences are more likely to trust peer recommendations than traditional ads. Partnering with micro-influencers, including community leaders, content creators, or local advocates, can elevate your cause and extend your reach in meaningful ways.

How we help: We identify and coordinate strategic influencer partnerships, ensuring alignment with your values and messaging while expanding your visibility online.

Leverage Smart Digital Marketing

To truly connect with younger donors, nonprofits need to go beyond social posts and email blasts. A strong digital marketing strategy, featuring targeted content, SEO, and paid digital campaigns, can help you reach the right audiences with the right messages at the right time.

How we help: Marx Layne offers comprehensive digital marketing support, including strategy development, campaign execution, search engine optimization, and digital advertising management. We’ll help your organization cut through the noise and build awareness where it counts.

Visuals That Capture Attention

Gen Z and Millennials are highly visual, and your brand needs to reflect that. From your logo and color palette to campaign graphics and video thumbnails, your visual identity plays a major role in how your nonprofit is perceived.

How we help: Our in-house graphic design team specializes in creating bold, modern brand visuals that resonate with younger audiences. Whether you need a full rebrand, digital campaign assets, or refreshed materials for social media, we can help ensure your organization looks as impactful as it is.

Communicate with Consistency and Clarity

Millennials and Gen Z value ongoing connection with the causes they support, but that doesn’t mean more emails. It means strategic, high-quality content that offers value, shares impact, and keeps your mission top of mind.

 How we help: From traditional media relations to digital storytelling, we develop content calendars, write blog posts and press materials, and guide nonprofits in building consistent messaging across platforms.

Final Thoughts: Engaging Gen Z and Millennial audiences isn’t about chasing trends. It’s about building trust, showing impact, and communicating authentically in the spaces where they already are.

At Marx Layne & Company, we help nonprofits modernize their communications, elevate their visibility, and connect with new generations of supporters. Whether you're launching a campaign, building a brand, or expanding your reach, our team is here to make your message matter.

Senior Vice President Michael Odom leads our nonprofit division with more than two decades of experience in strategic communications, including nearly 20 years at Marx Layne. He brings a deep understanding of the unique challenges and opportunities mission-driven organizations face, helping nonprofits across Michigan and beyond amplify their voices, engage their communities, and drive lasting impact.