The Creative Boom: How Gen Z and the TikTok Ban Will Transform Nonprofit Marketing in 2025


The nonprofit sector is on the brink of a creative revolution. And, paradoxically, the TikTok ban — which as of press time will take effect on Sunday — may help it arrive.
Development jobs have historically been the backbone of nonprofit operations, but changes in technology and the way nonprofits build community through a hybrid-first mentality are creating a surge in creative marketing roles that is reshaping the industry. The shift isn’t a passing trend — it’s driven by Generation Z’s unparalleled influence on social media and the looming TikTok ban, which will force nonprofits to rethink how they acquire new supporters.
As nonprofits vie for relevance and support in a crowded digital landscape, they must pivot to engage a generation that prioritizes authenticity and action. Gen Z isn’t just the future of nonprofit engagement — they’re the present.
Gen Z: The Social Media Powerhouse
Gen Z’s social media behavior is changing the game for nonprofits. A recent GoFundMe survey is eye-popping: 46% of Gen Z surveyed believe that people should share donations online to help spread the word about a cause, and 41% said seeing a shared post about a nonprofit online has caused them to do research into its cause. And every time the organizer of a fundraiser shares it online, that helps drive about another $100 toward their goal.
For nonprofits, this behavior is gold. Gen Z’s shares, likes and comments don’t just spread awareness — they validate the cause to their peers. According to Classy’s “Why America Gives 2022” report, 69% of millennials and Gen Zers preferred to hear from nonprofits on social media. In addition, they are three times as likely to advocate and 2.7 times as likely to host an individual fundraising page for a nonprofit than older donors. This makes Gen Z probably the most powerful intermediaries who drive donations and increase credibility. If not already, very soon.
Nonprofits need to master the art of creating content that resonates with Gen Z. Authenticity, relatability and speed are key, and these demands make creative marketing roles indispensable. Whether it’s producing viral videos, designing shareable infographics or crafting compelling short-form narratives, nonprofits must meet Gen Zers on their terms.
The TikTok Ban: A Catalyst for Creativity
The TikTok ban might seem like a blow to nonprofit marketing, but it could actually ignite a creative renaissance. TikTok’s 150 million American users, a significant portion of whom are Gen Z, have made it a cornerstone for cause-driven content. Losing access to this platform might feel like your organization is losing a key tool — but it could push nonprofits to innovate in unexpected ways. Here are four ideas.
1. Make Owned Media a Priority
The time is now for nonprofits to develop owned media. Without TikTok, nonprofits may shift their focus more toward investments in their websites, blogs, email campaigns or in-house social media and video platforms. These platforms offer nonprofits more control over their messaging and audience engagement. However, creating engaging owned media requires skilled creatives who can design visually appealing pages, write compelling stories and produce multimedia content that keeps audiences coming back. The nonprofits that can be among the first to seize on this ability could become household names overnight.
2. Drive Innovation With Diversification
A TikTok ban would force nonprofits to diversify their social media strategies, moving beyond reliance on one platform. Alternatives like Instagram Reels, YouTube Shorts, and Snapchat Spotlights offer unique opportunities for nonprofits to reach Gen Z. For example, YouTube Shorts allow slightly longer storytelling, while Instagram Reels integrate seamlessly with fundraising tools like donation stickers. Exploring these platforms could lead to fresh, innovative content that captures new audiences.
3. New Platforms, New Opportunities
The absence of TikTok would create a void that emerging platforms are eager to fill. Apps like BeReal, which emphasizes authenticity, are gaining traction among Gen Z. Nonprofits with strong creative teams can quickly adapt to these platforms, becoming early adopters and establishing a presence before the space becomes saturated. This agility would require investment in creative talent to experiment with new formats and strategies.
4. Cross-Platform Storytelling
Gen Z is known for its fluid use of multiple platforms. Losing TikTok doesn’t mean losing Gen Z — it means meeting them where they migrate. Creative teams skilled in cross-platform storytelling can weave narratives that flow seamlessly across Instagram, YouTube and even Discord. This approach not only maintains engagement but also broadens the nonprofit’s reach to include older generations who frequent these platforms.
The Case for Investing in Creative Talent
The TikTok ban and Gen Z’s social media dominance present a clear call to action for nonprofits: creative professionals are no longer optional — they’re essential. The ability to produce engaging, shareable content at scale is the key to thriving in this new landscape. Yet, the demand for creative talent comes with challenges.
A 2023 National Council of Nonprofits report revealed nearly 75% of organizations had job vacancies, with salary competition and budget constraints/insufficient funds being the two leading causes. While financial constraints are real, technology is helping bridge the gap. AI-driven tools like Canva, Descript, and Adobe Express enable even small nonprofits to produce professional-grade content without breaking the bank. By embracing these tools and investing in creative roles, nonprofits can punch above their weight in the competitive digital space.
The Future of Nonprofits Is Creative
Nonprofits have always been about storytelling — about connecting people to causes and inspiring action. But in 2025, the tools and tactics for telling those stories are evolving. Gen Z’s social media influence, coupled with the disruptive potential of a TikTok ban, is reshaping how nonprofits operate.
Those that invest in creative talent now will be better positioned to capture Gen Z’s attention, adapt to new platforms, and build resilient, future-proof engagement strategies. The TikTok ban, rather than a setback, could be the push the sector needs to innovate and thrive. For nonprofits and creative professionals alike, the message is clear: the future is here, and it’s creative.
The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
Related story: Harnessing the Power of Social Media: Strategies for Effective Online Fundraising
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Jamie Bearse is an award-winning nonprofit CEO and executive. Over the past 21 years, he’s helped lead and advance cancer causes through strategic planning, fundraising, retention and recruitment, and team and culture building. Currently, he’s the CEO and founder of Build a Better Nonprofit and lives outside of Boston with his family.