The Next Generation of Donors: What Gen Z Want from Charities
The Next Generation of Donors: What Gen Z Want from Charities
The way people give is changing. Younger generation of people are redefining philanthropy, and charities that fail to adapt risk losing a future donors. These generations have grown up with a phone in their hand. They are more socially aware, and demand transparency in ways previous generations never did. If charities want to stay relevant, they need to understand what drives these donors and how to engage them effectively.
1. Tech-Enabled Giving
Traditional donation methods don’t cut it anymore. Almost no one carries cash, there is skepticism around giving credit card details - especially over the phone. Younger donors expect seamless, digital-first giving experiences, including:
One-click donations through mobile apps like Charitabl.
Transparency lead solutions that ensure more money gets to the charity and not eaten up in fees
Subscription-based giving. Rethink monthly giving in a subscription framework - similar to how they pay for Netflix or Spotify.
2. Authenticity Over Advertising
Gen Z can spot inauthenticity a mile away. They don’t want heavily scripted marketing campaigns; they want real, raw, and transparent storytelling. They are drawn to charities that:
Share impact stories from real people.
Show behind-the-scenes of how your programs get outworked
Are honest about how donations make a difference.
3. Transparency & Accountability
Younger donors want to know exactly where their money is going. When considering charitable donations they demand:
Clear financial breakdowns on how donations are spent.
Regular impact updates via email, social media, or in-app notifications.
Direct access to data and stories that prove their contributions make a difference.
How Charities Can Adapt
To engage the next generation of donors, charities must rethink their approach to fundraising. This means:
Investing in digital platforms like Charitabl. that make donating effortless.
Leveraging social media to tell authentic stories and build community.
Prioritising transparency by showing real impact and financial accountability.
The charities that successfully engage Gen Z won’t just survive - they’ll thrive. By adapting to their expectations, organisations can build a future-proof donor base that’s passionate, engaged, and ready to make a difference.