Honors Theses
Date of Award
5-2025
Document Type
Undergraduate Thesis
Degree Name
BS
Department
Management
Faculty Mentor
Jennifer C. Zoghby
Advisor(s)
Charlene Dadzie, Misty Sabol
Abstract
Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it was determined that repetitive online, in-person, and word-of-mouth appeals can help to yield more successful fundraising campaigns. In addition, value alignment between the donor and the fundraising organization and including statistics of the organization’s impact are key components of a successful appeal to Gen Z. Due to limitations, this project offers prospective research only.
Recommended Citation
Huynh, Stephanie, "Surveying the Effects of In-Person and Word of Mouth Appeals to Gen-Z on Fundraising Outcomes" (2025). Honors Theses. 111.
https://jagworks.southalabama.edu/honors_college_theses/111
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Entrepreneurial and Small Business Operations Commons, Marketing Commons, Nonprofit Administration and Management Commons
Comments
© 2025 Stephanie Huynh ALL RIGHTS RESERVED