Gen Z is changing the playbook for how donors discover, support, and stay connected to causes.
As Generation Z (also known as Gen Z) comes of age, and with many already in the workforce, voting in national or local elections, and engaging with the charitable sector, we would like to shine a spotlight on this cohort and its giving habits, some of which may surprise you.
Gen Z, defined as those born between 1997 and 2012, grew up in an era of constant connectivity driven by the widespread use of mobile devices, high-speed internet, social media, on-demand streaming services, and (now) artificial intelligence (AI). They could access and share news, information, and personal updates almost instantly.
These formative experiences have influenced Gen Z’s worldview, including their attitudes toward giving and social responsibility. As charities seek to connect with this emerging generation of donors, we summarize important research about their generosity and giving habits.
The Indiana University Lilly Family School of Philanthropy’s The Next Generation Report notes that Gen Z and Millennial donors approach giving differently from older generations, relying on technology to make donations, gather information, evaluate impact, and engage with causes.
Similarly, our recent Give.org Donor Trust Report: Online Giving Platforms and Donor Expectations found that nearly 60% of Gen Z and Millennial respondents identified social media as a leading way they learn about charitable organizations, compared with just 18% of Baby Boomers.
Classy’s 2022 report on Why America Gives also found that Gen Z and Millennial donors were four times more likely to learn about causes from influencers and celebrities compared to traditional donors.
Next Generation donors are more technology-focused, issue-driven, and likely to pursue social impact through crowdfunding, impact investing, advocacy, volunteering, and skills-based support.
A GoFundMe and GivingTuesday report further suggests that Gen Z is among the most generous generations when generosity is defined broadly, and that Gen Zers are most likely to support and amplify causes through their networks.
Similarly, the Classy 2022 survey found that next-generation donors were 2.7 times more likely to host an individual fundraising page on behalf of an organization they support.
For nonprofits hoping to engage Gen Z, maintaining an active, informative, and approachable online presence is increasingly important.
The above studies and others, including Blackbaud’s Gen Z at the Table report, suggest that younger donors are more responsive to causes, impact statements, and opportunities for social change than institutional reputation alone.
While their generosity extends beyond traditional charitable giving, their monetary contributions are more likely to be spontaneous, issue-driven, and influenced by personal networks.
This does not mean Gen Z cannot become loyal donors over time.
Importantly, Morning Consult notes that, while many brands are trusted less by Gen Z than older US adults, this is in part due to age: “Trust is built through years of repeated, positive exposure, and Gen Z hasn’t had those years yet.”
Similarly, Independent Sector’s 2022 Trust in Civil Society report found that familiarity and engagement are associated with higher trust.
Charities have meaningful opportunities to engage Gen Z donors.
According to Give.org Donor Trust Report 2026, younger respondents were more likely to report being open to receiving outreach from charities, while older respondents were more likely to feel that they had been asked to give more than they should.
In an earlier Give.org Donor Trust Report on Donor Participation, almost half (47%) of Gen Z donors attribute their contributions to a desire to be part of something bigger. That is something that charities can help them do.
The 2025 Bank of America Study of Philanthropy: Charitable Giving by Affluent Households research points to the value of both engagement and household decision making as drivers of generosity.
The study found that volunteers gave almost three times larger gifts, as well as a rise in wealthy families making giving decisions together. Still, Bank of America suggests that, with only 13% of family giving decisions involving children, grandchildren, or other young relatives, there is a significant opportunity for engagement.
Gen Z represents the next generation of donors, and their path to philanthropy may look different from previous generations. By building trust, creating meaningful opportunities for engagement, and meeting younger donors where they are, charities can help turn early interest and participation into lifelong relationships.
We are always working with charities to publish or update reports for donors. Visit Give.org to check out any charity before giving. Our recently evaluated charities include:
Finally, remember to let us know by going to give.org/charity-inquiry if you are interested in seeing a report on a charity not on the list and we will do our best to produce one.
