The View from Chapter Two
Following loads of terrific insight, engagement and thought-provoking comments, images and videos in Chapter One, our Zoomers have been busily lending their thoughts to each of our specific Cause Collectives for the past 3 weeks.
More specifically, we've heard about perceptions towards War Veterans charities, how Gen Z are most likely to support them, their role within broader society, and have even sent them on digital safaris to give us insight into how they're interacting with your and other charities today. We haven't yet revealed who's behind the project, giving us plenty of opportunities to understand their unbiased thoughts.
Before we delve into the specifics, we want to share a couple of powerful collective insights that have run across all of our cause collectives.
Charities' lights are shining brightly
Our Zoomers recognise the important work that all charities are doing and view them positively. They know it takes more than charities alone to tackle the biggest issues - with many noting that governments need to do more - but they appreciate what's already being achieved. They are willing to support your causes.
"Despite the government being the obvious choice for who should be responsible, I think that charities are doing the majority of the work."
"I feel like the most work is coming from the volunteers who are doing the most for the charities. They are spreading the word and working hard to get others involved and helping the cause. They are raising money and encouraging others to do the same."
Mental Health runs across all charities
What struck us from our Zoomers is how often they linked all of our Cause Collectives back to mental health issues. It's the one issue that is prominent in their minds and capable of galvanising them to action across the cause collectives. Relating your cause to positive mental health outcomes creates a connection to Gen Z.
"We are currently in a mental health crisis. You can give them CPR, you can bandage their wounds. But for a mental health crisis, what can we do for people who need that kind of help, rather than just kind of put them in the same hospital?"
"There is a lack of specialist mental health support to help those with disabilities who are struggling with unique mental health difficulties such as social isolation."
"People can end up homeless due to struggling with addiction and their mental health. This is important as everyone should be able to talk about their feelings and work through it with a professional rather than feeling isolated and helpless."
War Veterans - Charities mentioned:
We asked our Zoomers to list the charities they most commonly associate with assisting War Veterans and have plotted them in the above word cloud. The Royal British Legion and Help for Heroes largely dominated the mentions, with the success of the poppy appeal being a prime driver of awareness for the Royal British Legion. Both are seen as doing terrific work for this cause collective, propped up by many other smaller and more focused initiatives.
Key takeaways from our digital safaris for your cause collective
We sent our Zoomers to the website of your and other charities, asking them to tell us what inspired, motivated or caused them to disengage. Here's a preview of what they told us, and what it might mean for you.
The power of real life stories rings true for Gen Z
Talk to Gen Z directly to capture attention
Clearly explain what you do, and how THEY can help
Powerful imagery & facts are persuasive
Finally, we asked our Zoomers how would improve and enhance the websites they'd looked at to really make them pop for their fellow generation. The below example really highlighted some of the vital components are drawing in a Gen Z audience online:
"I’ve started by adding the social media links at the top of the page - this is the most relatable aspect for our age group and by following their social media, people will get regular updates at no cost to the charity.
The quick links to specific causes resonate because it shows exactly where money is being spent and feels personal so should be one of the first things we see. I think being able to donate to specific causes would be a good feature to add.
It’s also good to have what the charity does and ways to get involved other than directly giving money are good.
Finally including pictures of younger people on the first page we see makes it feel more relatable to our age."