The Changing Face of Fundraising: Engaging the Next Generation of Donors
Fundraising Isn't as Easy as It Seems
Fundraising isn’t just about asking for money for a nonprofit — it’s about understanding the people who give. And that’s changing fast. As generations shift, our giving habits are also changing. Think about how we donate today versus how our parents did. Our parents might have given monthly or every couple of months, usually through traditional methods.
But Gen Z and Millennials have specific criteria for giving — we're tech-savvy, socially conscious, and we value authenticity. We tend to give spontaneously, often driven by emotional or inspirational content. A single powerful Instagram campaign can be enough to spark action.
Giving is evolving with the characteristics and behaviors of younger generations.
Understanding How Different Generations Give
Let’s look at how each generation engages with giving:
- Gen Z (1997–2010): 71% donate, 53% volunteer, and 46% promote causes online. They’re about action, activism, and amplification.
- Millennial (1981–1996): 74% donate, 48% volunteer, and 42% promote causes online. They balance busy lives with generosity.
- Gen X (1965–1980): 72% donate, 37% volunteer. They’re less vocal online but consistently give where it counts.
- Boomers (1946–1964): 71% donate (47% via cash), but only 27% volunteer. They remain the backbone of nonprofit support.
You can see that Gen Z and Millennials share similar giving patterns. They both prefer donating online and are more likely to volunteer their time as well. Nonprofits need to understand what motivates them to give to connect effectively and get more donations from them for their mission.
What Inspires Gen Z and Millennials to Give?
These generations give when they feel inspired and confident in the impact they’re making.
A whopping 75% of Gen Z and Millennial donors do research before donating, checking out websites, social media, and charity review platforms. They want to understand the impact, transparency, and trustworthiness of the organization.
What works?
- Creative storytelling through videos and photos
- Donor testimonials and personal experiences
- Social media campaigns that show real-world results
When nonprofits share stories of how donations change lives, along with the emotions behind giving, it helps build trust and emotional connection. That connection creates long-term support.
Building Great Relationships with Donors
Donor engagement shouldn’t stop after a donation. Building a meaningful relationship means:
- Being transparent about how funds are used
- Sharing regular updates on projects and progress
- Sending personalized thank-you notes
- Recognizing donors through newsletters or social media
- Offering volunteer opportunities
Wen-Chih O’Connell from PayPal Giving Fund Canada emphasizes the importance of offering multiple ways to get involved, not just through financial donations. When the economy improves, those relationships can naturally turn into increased giving and supporting community.
Make Giving Easy and Accessible
Gen Z and Millennials love to give—but on their terms.
Among donors in 2022, nearly 48% preferred donating online. Social media is a major driver:
- Facebook: 34%
- Instagram: 27%
- GoFundMe: 18%
As Olumide Akerewusi, CEO of Agents Inc., puts it: “It is important to know not only how young people respond to opportunities to be generous, but also to understand how ethno diverse people express philanthropy in their own unique ways.” Giving should be as easy as scrolling through social media while sipping coffee. That means offering multiple digital options—websites, donation platforms, social media links— so it’s seamless for them to give whenever inspiration strikes.
Seeing Gen Z Donors as a Long-Term Investment
Gen Z and Millennials are deeply connected to causes like social justice, equity, and community development. They may not give large amounts right now, but that’s going to change as they gain financial independence.
Soraya Alexander, Classy President and COO of GoFundMe, says:
“While elder generations are leveling out on their giving levels, we are just seeing the next generation of donors come into their own.”
According to Generations.com:
- Traditionalists give an average of $1,367/year
- Boomers: $1,212
- Gen X: $732
- Millennials: $481
Gen Z will likely follow this trajectory—starting small but scaling up. That’s why now is the time to build authentic, lasting relationships with younger donors. Building those relationships today is the first step in a long journey that can bring even greater support in the future.
How INVORG Can Help You Build Donor Relationships
Imagine being able to manage your entire donor community without juggling spreadsheets or manually tracking social media engagement.
With INVORG’s customized digital solutions, you can:
- Create donor profiles
- Track donations and engagement history
- Send personalized thank-you messages and updates
- Share impact stories easily
- Keep every supporter connected and informed
Let’s say a Gen Z donor gives $15 today. If you invest $5 in nurturing that relationship through a customized platform, and they later donate $500, you’ve achieved an incredible ROI.
INVORG helps you turn one-time donors into lifelong supporters by making communication personalized, consistent, and easy to manage.
Conclusion: Relationships Are the Heart of Fundraising
At its core, fundraising is about relationships. Gen Z and Millennials are eager to contribute, but they expect connection, transparency, and convenience. To make that possible in today’s changing landscape, nonprofits must embrace digital tools, share meaningful stories, and build genuine relationships across every touch point.
By investing in the next generation of donors now, nonprofits aren't just securing support for today—they're building a future of sustained impact and community- driven change.