Urbana gave us an uncommon vantage point into the future of nonprofit marketing. Our team at Branches was invited to build the full brand and marketing strategy for Urbana 2025.

We were tasked with creating a brand that speaks to Gen Z with authenticity while still resonating with the leaders, pastors, and mobilizers who guide them.

Here's what we learned:

1. Create marketing that invites participation, not just attention.

Gen Z doesn't passively consume content. They tap, comment, share, save, and respond.

Build interactive content. Ask questions. Give them clear next steps. Make your channels feel two-way instead of broadcast-only.

2. Default to clarity over creativity.

If people can't grasp your message in three seconds, they won't engage.

Strip out the clutter. Make your copy simple and specific. Test everything with this question: Would a 20-year-old immediately understand what we're asking them to do?

3. Align your message across every channel.

Gen Z doesn't experience your brand on just one platform. They see your email, your social, your SMS, your website, sometimes all in the same day.

If those channels tell different stories or feel disconnected, trust breaks down. Consistency compounds.

The Result

As we recognized these patterns and adjusted accordingly across Urbana's campaign, paid registrations more than doubled compared to the last gathering.

I think that's as much a credit to my team's ability to execute as it is that this generation actually wants to be involved.

Why This Matters

The next generation excites me.

They don't want to be passive donors. They want to co-own the mission.

But they have to be invited in.

And the nonprofits figuring out how to do that will unlock a whole new wave of generosity.

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