Generational Giving: Gen Z Giving Trends, Preferences, & Patterns

Who are Gen Z Donors?

Gen Z is stepping into the spotlight in the world of philanthropy! Known for their activism and passion for causes, this generation is quickly becoming a key player in fundraising.

According to the QGiv Generational Giving Report, Gen Zers (ages 18–27) are ready to give—most of their donations in 2024 will land between $5 and $55, usually made via credit or debit cards. They’re also embracing digital wallets, ranking right behind Gen X in using this modern payment method.

When it comes to the types of causes they care about, Gen Z is all in for human services, healthcare, community development, and human and civil rights efforts

How Does Gen Z Connect with Nonprofits?

Gen Z finds nonprofits through friends, family, and platforms like Instagram and Google. Over half (52%) subscribe to nonprofit email lists, seeking updates on new programs, client stories, and impact. They’re also highly engaged, with 51% volunteering and 56% open to peer-to-peer fundraising.

How to Retain Gen Z Supporters

Gen Z values regular communication, but not every update needs to ask for money. They appreciate monthly check-ins with program updates or newsletters. After donating, they prefer staying in touch through email and social media.

One thing to note: 11% of Gen Z donors have intentionally stopped giving to organizations because they felt disconnected or lost trust in how their contributions were used. Building that connection through transparency and frequent updates is essential to keep their support.

3 Ways to Engage Gen Z Donors

Amplify Their Impact: Gen Z loves knowing their actions make a difference. While they might not have a lot of disposable income, that doesn’t stop them from showing up. They volunteer, participate in peer-to-peer fundraisers, and enjoy hands-on opportunities. Offer them DIY fundraising options and exciting volunteer roles to make them feel truly involved.
Invite Them to Events: It’s easy to assume that fundraising events are for Boomers and Gen X, but Gen Z is actually the generation most excited about attending in-person events! Hosting events that engage this crowd is a great way to build connections and make lasting impressions.
Encourage Subscriptions: Only 52% of Gen Z donors are subscribed to nonprofit email lists—lower than other generations. You can boost that number by prompting them to subscribe right after they donate or sharing subscription opportunities on social media.

Final Thoughts:

Gen Z is passionate and ready to engage. Stay on top of their preferences to build strong, lasting relationships. For more insights, explore the full QGiv Generational Giving Report!

Let’s Connect!

Interested in discussing how to engage Gen Z donors or enhance your giving strategy? I’d love to chat! reach out to me and let’s explore ways to amplify your impact.