Engaging Younger Donors: Understanding Gen Z and Millennial Giving Patterns

When it comes to generosity, Gen Z and Millennial donors are leading the way. In fact, according to JustGiving’s ‘25 Years of Giving’ report, each of these groups donates over £500 annually to causes they care about. But their approach to giving is quite different from older generations; and understanding those differences is key to connecting with them.

The new wave of donors is driven by values, not tradition. Successful youth fundraising strategies speak directly to what matters most to them:

• Authenticity: They want to support causes that align with their beliefs and feel genuine.
• Transparency: They expect to see clear impact and know exactly where their money is going.
• Convenience: They prefer mobile-friendly, fast and seamless ways to give.

The digital world is where Gen Z giving thrives. Charities looking to engage these audiences should focus on the platforms they love most:

• Instagram, TikTok and YouTube for content discovery
• Digital wallets and subscription giving models for easy donations
• Passive giving options like BuytoGive that fit effortlessly into their daily routines
• SMS and email campaigns with a story-first approach

If you want to connect with Millennial donors and younger audiences, meet them where they are - and speak their language:

• Use social-first content with bold visuals and short-form videos
• Share real stories and testimonials that reflect your values and mission
• Offer easy ways to give: QR codes, donation stickers and one-click tools that make giving quick and intuitive
• Celebrate your community, shine a spotlight on supporters and their impact

These generations aren’t just the future of giving, they’re the present. By focusing on relevance, transparency and ease, your charity can build meaningful connections and long-term loyalty.

Join BuytoGive and make it easy for Gen Z and Millennial supporters to fundraise for your cause, simply by shopping online.