NATIONAL NONPROFIT - POINTS OF LIGHT

Why Gen Z Stopped Volunteering

The theory was burnout, identity shifts, and institutional distrust. Traditional surveys were producing surface-level answers. We needed Gen Z to tell us on their own terms.

200+
Qualitative responses

12
National focus groups

30
Research days

WHAT I DID

  • Built TikTok accounts to speak Gen Z-native — not nonprofit language

  • A/B tested institutional vs. trend-native accounts; trend-native dramatically outperformed

  • Generated 200+ qualitative responses and hundreds of comment-level insights in 30 days

  • Layered 12 national virtual focus groups to validate patterns and clarify emotional drivers

  • Delivered strategy to inform Points of Light's national youth engagement programming

Before and after TikTok profile strategy comparison — NYLEAR Gen Z social media marketing approach for advocacy and brand campaigns