A new generation, a new story

Last weekend I was allowed to address an audience of 800 students during the birthday of my old student association. I complimented the young people on their willingness to take action, which seems to be increasing in recent years. Much needed, but above all very hopeful to notice. The massive youth strikes for a better climate policy and the action during Budget Day There are just a few examples of this for the position of young people themselves. It is not without reason that the new generation (Z) is called the 'generation of activists'. The way in which young people want to contribute 'something' to society seems to be changing along with the growing willingness to take action.

From research published today by De Volkskrant, according to the revenues of the 25 largest charities in the Netherlands, it appears that the number of donations fell by 2.6% last year. The World Wildlife Fund even saw 63 thousand (!) regular donors leave in 2018. While growing concerns about climate change, biodiversity, and the conservation of areas such as the Amazon dominate the news this year. 'The younger generation in particular wants to be involved differently and connected to social goals differently,' explains Margreet Plug of Goede Doelen Nederland. 'Support for charities is becoming more volatile with one-off contributions, more focused on a concrete project and more active by participating in sports or organizing crowdfunding.'

Charities in 2019 seem to need new strategies to reach the youngest generation and work with them. The willingness to take action is there, but the way in which it is done is often not in line with how many charities now organize it. There seems to be a need to better connect with the experiences of young people themselves. To connect with what moves them and how they want to change the world. And what better way to do that than questioning young people themselves and working with them? In addition, charities do not seem to be able to make it clear to the new generation that the continuity of their impact depends on continuity of income. That in order to be able to take a firm stand in solving an issue, certain mass is also needed.

The charity sector needs a new story. Fortunately, there is a generation that needs action.

Maarten Spaans is sector manager of Social Organizations at De Issuemakers.