Gen Z giving trends: A nonprofit’s guide to engagement

This guide draws on findings from GoFundMe Pro’s Why America Gives report and a generational giving analysis by Pursuant and GivingDNA to explore how nonprofits can better connect with Gen Z donors.

At GoFundMe Pro, we help nonprofits focus on what they do best: create change. Our goal is to give you the tools and strategies to make that easier. One of the biggest shifts we see? The rise of Gen Z donors.

Who is Gen Z?

Generation Z includes people born between 1997 and 2012. They’re the second largest generation in American history, making up nearly 21% of the U.S. population.

This group of young people is growing into adulthood during a time of big change—social movements, a pandemic, rising costs of living, and digital everything.

Unlike Baby Boomers, Gen X, or Millennials, Gen Z doesn’t remember a world without the internet. They grew up with smartphones, social media, and global news at their fingertips. This makes them more informed, more connected, and more socially aware than any generation before them.

However, like older generations, Gen Z has a strong and growing desire to give:

• 57% plan for donations in their yearly budget
• 40% reduce personal spending so they can give
• 30% would cancel a donation if they had to pull back on expenses—the lowest of all age groups

While Baby Boomers still give the most, their giving has slowed due to economic concerns and donor fatigue. Gen X and Millennials continue to give actively, but Gen Z is well-positioned to become the most influential generation for the future of fundraising.

More diverse, digitally connected, and values-driven than any generation before them, Gen Z is deeply committed to equity and social change. And by 2035, they’re expected to become the biggest and wealthiest generation, amassing $74 trillion by 2040.

Build trust with Gen Z now, and you can create long-term champions to help you thrive well into the future.

What Gen Z cares about

Gen Z giving is deeply personal. These younger donors crave authenticity, social change, and real impact. This means going beyond a compelling mission statement—they want proof that you care about the same things they do.

They’re also loyal givers:

• 53% say they’ll donate again to a cause they care about
• 38% gave to the same cause at least three times in five years

This loyalty comes from a desire to feel like their contributions are part of something bigger. They want to know their dollars make a difference, and they’ll come back when they see that happening.

So what causes capture their attention the most?

According to recent data, Gen Z tends to prioritize:

• Social justice and politics – 29%
• Conservative political causes – 17%
• Children’s charities – 12%
• Health nonprofits – 11%
• Religious organizations – 9%
• Environmental and wildlife causes – 7%

Beyond these categories, many Gen Z donors also show up for causes like local political campaigns, climate action initiatives, racial justice, and efforts to reduce gun violence. Their interests are wide-ranging but typically grounded in a desire for progress and equity.

When your nonprofit organization takes a clear stand on current issues, lives out your values publicly, and communicates the tangible results of your work, Gen Z will take notice—and they’ll be more inclined to invest in your mission.

It’s all about connection

To reach Gen Z, go beyond asking for money. Build a relationship. Focus on giving them community, transparency, and a reason to care.

Here are five ways to bring that to life at your nonprofit.

1. Meet them where they are—online

Social media is Gen Z’s door to the world. It’s also where they find causes to support:

• 79% learn about causes on social media
• 18% check your posts before donating
• 14% want updates through social channels

If your nonprofit isn’t active on Instagram, TikTok, or YouTube, now’s the time to jump in. Use short videos and real stories to connect.

And consider the power of nonprofit influencers—40% of Gen Z rely on influencers or celebrities to discover causes. Partnering with the right voice can help your message travel fast.

2. Keep it simple

Gen Z expects a quick and easy giving experience. Avoid common missteps like long forms, clunky pages, or unclear donation outcomes that can send them away.

Instead, focus on driving your donation experience with:

• Embedded giving directly from your website
• Mobile-friendly donation pages
• AI-powered ask amounts
• Flexible recurring giving options
• Instant receipts and clear impact updates

Most importantly, show supporters what their money does. Let them know how $10, $25, or $50 translates into real-world results.

When donors can see their impact, they’re more likely to give—and give again.

3. Lead with emotion

If you want to convert Gen Z supporters into lifelong advocates, start by focusing on how you make them feel.

This generation wants to be part of something bigger—a movement, a mission, a moment that matters. That starts with an emotional connection.

When you clearly show how your work helps real people, Gen Z is more likely to speak up, share your cause, and take action. They’re great at spreading the word, whether through TikTok, Instagram, or group chats. Your job is to give them something worth sharing.

So tell a good story. Show the problem. Highlight real people. Celebrate the progress.

You can even use bold, urgent language like:

• “Join the movement”
• “Turn words into action”
• “Be part of the change”
• “This is what real impact looks like”

You don’t need over-the-top videos or a big budget—be real, personal, and easy to share.

When you focus on advocacy, not charity, you empower Gen Z to do what they do best: mobilize, amplify, and act.

4. Lean into community

Gen Z values what their friends and favorite creators care about most. They trust the voices around them.

That’s why peer-to-peer (P2P) fundraising works so well:

• 79% would donate if a friend, family member, or co-worker asked
• 73% check out the nonprofit afterward

They’re also always sharing. Half of Gen Z shares a cause or fundraiser on social media at least once a week. Social sharing is more than second nature—it’s their superpower and a driving force of modern philanthropy.

Our research shows they’re motivated but don’t always know how to take the next step. That’s where intuitive tools and user-friendly platforms come in. Empower them, and they’ll become powerful champions for your cause.

Whether it’s a one-click share of your GoFundMe Pro campaign to Instagram or livestreaming for your favorite nonprofit with GoFundMe’s live fundraising tools, we make it easy to spread stories that stick, turning passive viewers into passionate advocates.

Even small gestures matter: a personalized thank-you letter, a shoutout, or an exclusive update can turn a one-time donor into a long-term champion for your cause. 

5. Think beyond donations

Create opportunities for Gen Z to get involved besides giving financially. They’re full of creativity, energy, and passion. Give them a way to use it.

Start small. Quick, low-effort tasks like sharing a video, posting on social media, or writing a review can go a long way.

Know someone with creative skills? Invite them to help design your event promotional materials, edit videos, or write for your site and social channels.

Remote volunteers can also pitch in with event support, research, or data entry—great options for students or anyone working from home.

In-person opportunities work, too. Helping at a 5K charity run or volunteering at a local fundraiser are fun and easy ways for Gen Z to get involved.

How to keep Gen Z close

Avoiding common missteps can turn virtually any potential Gen Z donor into a long-term advocate. Shortening your donation forms to ask only necessary questions, optimizing your page load times on mobile, and being transparent about where their money goes or how to make a quick, recurring gift, keeps them engaged and from going elsewhere to give.

Even something as small as social sharing tools can fuel critical momentum. Gen Z wants to give and invite others to do the same. Help them do that.

And while suggested donation amounts can help guide giving, be sure to include ranges and even an “other” option for donors to give at whatever level they can afford. This encourages donors at all giving levels while maximizing your contributions.

The bottom line? Gen Z expects giving to be easy, transparent, and empowering. When you simplify the process, communicate the impact clearly, and make it feel good to give, you not only get a donation but also build a relationship.

What’s next? The future of philanthropy

All this points to something bigger: Gen Z is more than the next generation of donors—they’re reshaping what philanthropy means.

They move fast. They care deeply. They want to give in ways that match their values. Nonprofits that listen to Gen Z and invest in building real relationships will build stronger communities, raise more funds, and stay relevant in a changing world. And we’re here to help.

At GoFundMe Pro, we mobilize nonprofit organizations to grow smarter, faster, and with purpose. Whether testing new fundraising strategies and events, growing your recurring donor base, launching a peer-to-peer campaign, or connecting with younger audiences, we’ve got your back.

Let us help you unlock the power of this generation—because when nonprofits thrive, everyone benefits.