6 Gen Z donor personas to tailor your engagement strategies

Gen Z isn’t one audience. Born between 1997 and 2012, this generation now includes college students, first-time job seekers, parents, homeowners, and established professionals. Each group brings different priorities, motivations, and expectations to how they support causes. For nonprofits, that means a one-size-fits-all approach can miss the mark. To build stronger relationships with Gen Z supporters, organizations need to understand what moves them to get involved, give, and stay connected. Below, we’ll share six Gen Z donor personas to strengthen your engagement strategy. Each one highlights distinct motivations, communication preferences, and giving behaviors, so you can build lasting relationships with this active generation of donors.

An overview of Gen Z donors

Before you segment Gen Z supporters, look at what connects them first. These shared traits can help you establish groupings that feel more relevant and useful. First, despite the common misconception that younger generations aren’t as generous as others, Gen Z actually gives in more ways and more often than other adults. Our latest report, created in partnership with GivingTuesday, found that 71% of Gen Z gave in some form in the past week compared to 65% of other adults. And their generosity goes beyond donations to include volunteering, advocacy, informal giving, and direct support for people in need. Gen Z is most likely to support causes that feel personal, urgent, and connected to real people. Whether a cause is local or global matters less than whether they can see the need and understand the impact of their support. Peer influence also has a high impact on Gen Z’s charitable giving. In fact, more than half (57%) say their family and friends influence the causes they support, making them 14 percentage points more likely than other adults to discover, share, and champion causes through their own networks.

6 Gen Z donor personas to get you started

Gen Z supporters may share common traits, but their life stages, priorities, and personal interests shape how they get involved. Once you understand what connects them, you can go deeper by looking at what matters most to each group. Use the six donor personas below to help tailor your messaging, fundraising, and stewardship tactics.

1. The college activist

Name: Jordan Age range: 18–22 Occupation: Full-time college student (part-time campus job) Income range: <$20,000 annually Living situation: Campus housing or shared apartment in a college town Family status: Single, no children Interests and hobbies: Student organizations, social justice, sustainability, sports, concerts, volunteering, outdoor recreation Preferred social platforms: TikTok, Instagram, Snapchat Media consumption habits: Short-form videos, podcasts, creator content, newsletters from campus organizations Values and causes they care about: Climate action, education, mental health, equity, food insecurity, local community initiatives

Jordan’s giving and fundraising behavior

Jordan (they/them) usually discovers new causes through the people and communities they’re already part of, like friends, classmates, student organizations, campus events, and social media. Recommendations from creators and peers carry more weight than traditional nonprofit marketing, making personal connections a powerful driver of engagement. When Jordan gives, it’s because a cause feels meaningful and immediate. They’re motivated by connecting over shared values, supporting friends, and being part of something bigger than themselves. Rather than making large or recurring donations, Jordan is more likely to give $5–25 during giving days, campus campaigns, or urgent fundraising efforts where they can clearly see the impact of their gift. They’re also more likely to volunteer or participate in peer-to-peer fundraising, and they’re comfortable encouraging friends to give alongside them. The best way to reach Jordan is through the channels they use every day, including social media, text messages, campus email, and in-person events.

A nonprofit journey for Jordan

Reach them through:

• Student ambassadors sharing why they support your mission on social media
• Partnerships with student organizations, Greek life, club sports, and campus service groups
• Campus events, like volunteer fairs, welcome week, homecoming, giving days, and student leadership programs
• TikTok and Instagram Reels featuring students, behind-the-scenes moments, or day-in-the-life content
• Text message reminders for volunteer opportunities, fundraising challenges, or giving day events
• Campus newsletters, digital signage, and emails from trusted student leaders or faculty

Messaging that resonates: Messages around community, belonging, shared values, and visible, immediate results, such as:

• “Join hundreds of students making a difference today.”
• “Just $10 provides a week’s worth of meals for a fellow student.”
• “Your gift, no matter the size, helps others succeed.”
• “Invite three friends to support this cause and multiply your impact.”

Preferred content:

• Short-form videos on TikTok and Instagram Reels
• Student stories told in their own words
• Volunteer highlights and day-of-event recaps
• Behind-the-scenes videos showing where donations go
• Campus creator or ambassador takeovers
• Interactive Instagram Stories, polls, quizzes, and countdowns leading up to giving days

Best calls to action (CTAs):

• Sign up to volunteer at an upcoming event
• Attend a campus fundraising or awareness event
• Become a student ambassador or peer fundraiser
• Make your first gift—even $5 makes a difference
• Follow us on social media to stay involved

2. The early career professional

Name: Maya Age range: 22–26 Occupation: Entry-level professional Income range: $45,000–$60,000 annually Living situation: Apartment with roommates or partner in an urban area Family status: Single or partnered Interests and hobbies: Fitness, travel, career development, local restaurants, networking, personal finance Preferred social platforms: TikTok, Reddit, LinkedIn, YouTube Media consumption habits: Podcasts, newsletters, YouTube explainers, LinkedIn articles Values and causes they care about: Workforce development, education, mental health, environmental sustainability, DEI initiatives

Maya’s giving and fundraising behavior

Maya (she/her) finds causes to support through the professional and personal communities she’s built after college. She learns about nonprofits through LinkedIn, friends and coworkers, employer volunteer programs, newsletters, podcasts, and impact creators. While recommendations from people she trusts still matter, she’s also looking for organizations with a clear mission and a proven track record. Maya is motivated by causes she feels personally connected to, whether that’s somewhere she volunteered with in college or somewhere that aligns with her values today. Maya is comfortable making gifts between $25 and $100, especially when organizations clearly explain how they use donations and the impact they create. As her career grows, she may begin making recurring gifts to nonprofits she’s built a relationship with over time. She’s also likely to participate in workplace giving campaigns and take advantage of employer matching opportunities, especially when those opportunities help her strengthen her sense of belonging with her colleagues. You can find Maya through email, LinkedIn, and communications from her employer. She’s also likely to engage with your content on TikTok or through discussion threads on Reddit.

A nonprofit journey for Maya

Reach her through:

• Workplace giving campaigns, volunteer days, and employer matching programs
• LinkedIn posts from nonprofit leaders, alumni, or professionals she follows
• Alumni newsletters, reunion campaigns, and young alumni networking events
• Email newsletters with impact updates, volunteer opportunities, and donor stories
• Podcasts, newsletters, and creators covering social impact or community issues
• Peer recommendations from coworkers, mentors, and former classmates

Messaging that resonates: Messages that highlight measurable impact, transparency, and long-term change, such as:

• “See how your $50 helped provide emergency support to a local family.”
• “Every dollar stays local and helps families in our community.”
• “Your employer will match your gift and double your impact.”
• “Use your professional skills to make an even greater difference.”

Preferred content:

• Volunteer testimonials from young professionals and alumni
• Social media infographics that show impact, financial transparency, and program results
• LinkedIn articles highlighting community partnerships and success stories
• Email updates featuring milestones, campaign progress, and beneficiary stories
• Short videos showing the people and programs her support makes possible

Best CTAs:

• Join the monthly giving program
• Check if your employer offers matching gifts
• Sign up for a workplace volunteer day
• Volunteer your professional skills or expertise

3. The digital content creator

Name: Alex Age range: 22–27 Occupation: Content creator, freelancer, marketer, or community manager Income range: $35,000–$90,000+ annually (variable) Living situation: Urban or suburban Family status: Single or partnered Interests and hobbies: Photography, gaming, content creation, online communities, entrepreneurship, livestreaming Preferred social platforms: TikTok, Reddit, YouTube, Discord, Twitch Media consumption habits: Creator content, livestreams, newsletters, podcasts, online communities Values and causes they care about: Mutual aid, mental health, LGBTQ+ advocacy, disaster relief, community care, creative communities

Alex’s giving and fundraising behavior

Alex (he/him) chooses his nonprofits to support through the creators, communities, and conversations he follows online. A recommendation from a favorite content creator, a friend sharing a fundraiser, or a campaign gaining traction on social media is more likely to capture his attention than a traditional nonprofit appeal. He also spends time in online forums, like Discord communities, where people with similar interests often share causes and fundraisers. When Alex gives, he’s motivated by authentic stories and the chance to help real people. He wants to see the faces behind a campaign. Rather than making one large donation, Alex prefers to give $10–$50 to causes that feel timely and personal, especially during emergencies or viral fundraising moments. He’s also highly likely to share campaigns with his own network or even start a peer-to-peer fundraiser, making generosity something he experiences with others instead of on his own. If you want to reach Alex, use the digital spaces where he spends most of his time: social media, creator partnerships, direct messages, and community platforms like Discord.

A nonprofit journey for Alex

Reach him through:

• Instagram Reels, TikTok, YouTube Shorts, and livestreams featuring real people and real impact
• Discord communities, Reddit AMAs, and other online groups where supporters gather around shared interests
• Social media challenges, giving-day campaigns, and viral moments that encourage participation
• Direct messages and personalized social outreach from impact creators or peer-to-peer fundraisers

Messaging that resonates: Messages centered on authentic storytelling, transparency, and community participation, such as:

• “Meet the family your support helped this week.”
• “Every share helps this story reach someone who can make a difference.”
• “Join thousands of supporters coming together to help.”
• “Start your own fundraiser to rally your community.”

Preferred content: Short-form videos on TikTok, Instagram Reels, and YouTube Shorts Livestreams with nonprofit staff, beneficiaries, or ambassadors Impact creator collaborations and campaign takeovers Real-time campaign updates during emergencies or fundraising milestones Best CTAs:

• Start a community fundraiser
• Share our campaign with your friends and followers
• Become a digital ambassador
• Make a small gift to help reach today’s fundraising goal
• Follow us for campaign updates and impact stories

4. The community-oriented career climber

Name: Sofia Age range: 25–28 Occupation: Mid-level professional Income range: $70,000–$100,000 annually Living situation: Apartment or first home in an urban or suburban community Family status: Married or in a long-term relationship Interests and hobbies: Volunteering, running clubs, community events, travel, civic engagement Preferred social platforms: Instagram, LinkedIn Media consumption habits: News apps, podcasts, email newsletters, community publications Values and causes they care about: Local nonprofits, education, affordable housing, food security, neighborhood improvement

Sofia’s giving and fundraising behavior

Sofia (she/her) looks for causes to connect with through her immediate community. She’s likely to learn about nonprofits through local events, friends and neighbors, volunteer opportunities, community groups, and employer partnerships. Sofia gives to strengthen her community and create lasting impact. She wants to know her support makes a difference close to home, whether that’s helping local families, protecting public spaces, or expanding opportunities for future generations. She typically gives between $50 and $250 a few times a year, including planned year-end gifts, birthday fundraisers, and spontaneous donations when a campaign from a trusted nonprofit resonates with her. If she builds a strong relationship with a nonprofit, she’s comfortable becoming a recurring donor and may even encourage friends and family to support the causes that matter to her. Engage Sofia through email updates, neighborhood and community events, local newsletters, and Instagram.

A nonprofit journey for Sofia

Reach her through:

• Volunteer opportunities that create visible impact in the local community
• Community events, like farmers markets, neighborhood festivals, charity walks, and park cleanups
• Partnerships with local businesses, schools, libraries, and community organizations
• Employer volunteer days and workplace giving campaigns
• Instagram posts featuring community members, volunteers, and neighborhood success stories

Messaging that resonates: Messages that emphasize local impact, trust, and long-term community change, such as:

• “Together, we’re creating a stronger future for local families.”
• “Your monthly gift helps provide reliable support all year.”
• “Meet the neighbors whose lives have been changed through your generosity.”
• “Join a community of supporters investing in the place we call home.”

Preferred content:

• Volunteer profiles and community member spotlights
• Photos and videos from community events
• Before-and-after stories showing the long-term impact of donations
• Updates that celebrate milestones made possible by local supporters

Best CTAs:

• Attend a fundraiser, open house, or neighborhood gathering
• Become a monthly donor
• Make a year-end or birthday gift
• Subscribe to receive local impact stories and community updates

5. The new parent

Name: Taylor Age range: 26–28 Occupation: Professional balancing a career and young family Income range: $85,000–$150,000 annually (household income) Living situation: Homeowner or renter in a suburban community Family status: Married or partnered with young children Interests and hobbies: Parenting, family activities, schools, parks, reading, local events Preferred social platforms: Instagram, Pinterest, YouTube Media consumption habits: Newsletters, neighborhood groups, YouTube, podcasts on topics like parenting, pop culture, or book clubs Values and causes they care about: Children’s health, education, family services, community safety, food security

Taylor’s giving and fundraising behavior

Taylor (he/him) finds causes to support through the people and organizations that are part of his family’s daily life. He learns about nonprofits through his young children’s school, childcare providers, parent groups, friends, and local community organizations. With a busy schedule balancing work and family, he’s more likely to engage with nonprofits that already have a trusted presence in his community. Taylor’s giving centers on opportunities to help children, strengthen families, and create a better future for the next generation. Taylor typically gives a total of $250–$500 throughout the year, often making planned quarterly donations and a larger year-end gift. Once a nonprofit earns his trust and demonstrates its impact with consistency, he’s comfortable becoming a recurring donor. While he’s less likely to organize a fundraiser himself, he’s happy to support causes that make it easy for his family to get involved. Consider engaging Taylor through email, text messages, school communications, parent groups, and community events.

A nonprofit journey for Taylor

Reach him through:

• Partnerships with schools, PTAs, childcare providers, and youth sports organizations
• Parent newsletters, school emails, and classroom communications
• Community events, like school fundraisers, family festivals, fun runs, and holiday drives
• Parenting groups on Facebook or local community forums
• Text message reminders for volunteer opportunities, giving campaigns, or community events

Messaging that resonates: Messages related to helping children thrive, supporting families, and strengthening the local community, such as:

• “Together, we can help every child start the school year with the supplies they need.”
• “Your monthly gift provides dependable support for families facing unexpected challenges.”
• “Small monthly gifts create lasting opportunities for local families.”
• “Join other parents investing in a stronger future for our community.”

Preferred content:

• Stories from families who have benefited from your programs
• Short videos featuring children, parents, volunteers, and community partners
• Testimonials from teachers, caregivers, and local leaders
• Educational resources that provide value beyond fundraising
• Community event recaps and volunteer highlights

Best CTAs:

• Become a monthly donor
• Volunteer as a family at an upcoming community event
• Attend a school or neighborhood fundraiser
• Invite another family to get involved

6. The social impact entrepreneur

Name: Cameron Age range: 24–28 Occupation: Small business owner, startup founder, consultant, or freelancer Income range: $50,000–$150,000+ annually (variable) Living situation: Urban area or remote worker Family status: Single or partnered Interests and hobbies: Entrepreneurship, innovation, mentoring, networking, investing, technology Preferred social platforms: LinkedIn, Instagram Media consumption habits: Business newsletters, founder podcasts, industry publications, LinkedIn content Values and causes they care about: Entrepreneurship, education, workforce development, local businesses

Cameron’s giving and fundraising behavior

Cameron (they/them) regularly connects with new initiatives through their professional communities. They find organizations to support through LinkedIn, local young professionals associations, networking events, fellow entrepreneurs, and community leaders. Recommendations from peers still matter, but Cameron is also looking for nonprofits that have a clear vision, strong leadership, and measurable results—the things they value in their own small business. Cameron wants to invest in nonprofits that strengthen their local economy, develop future leaders, and solve problems at scale. Cameron typically gives between $100 and $500 each year, often through annual campaigns, sponsorships, or a combination of personal and business philanthropy. They’re just as likely to contribute their expertise, mentor junior nonprofit staff, or organize a fundraiser as they are to make a financial gift. The best way to engage Cameron is through creating opportunities for meaningful partnerships. Cameron doesn’t shy away from one-on-one conversations to explore big ideas.

A nonprofit journey for Cameron

Reach them through:

• Chambers of commerce and young professionals organizations
• LinkedIn thought leadership from nonprofit executives and board members
• Industry conferences, networking events, and leadership summits
• One-on-one outreach from nonprofit leaders, board members, or volunteers
• Partnerships with local businesses and corporate giving programs

Messaging that resonates: Messages about partnership, innovation, leadership, and long-term community investment, such as:

• “Partner with us to create lasting change in our community.”
• “Your expertise is needed.”
• “Together, we can scale solutions that reach more people.”
• “Join a network of business leaders investing in the future.”

Preferred content:

• Partnership case studies highlighting measurable outcomes
• Thought leadership articles on philanthropy, innovation, and community development
• Videos featuring community partnerships and program success stories
• Behind-the-scenes looks at how major initiatives are planned and delivered

Best CTAs:

• Sponsor a campaign or community initiative
• Launch a community fundraiser through your business or professional network
• Join a leadership council, advisory board, or committee
• Volunteer your professional expertise

Personalize your outreach to Gen Z for greater engagement and stronger relationships

There isn’t one type of Gen Z donor, so there shouldn’t be just one strategy for engaging them. While this generation shares many values and behaviors, life stages, personal experiences, and digital habits all shape how they connect with causes, build trust with nonprofits, and choose to give. The more you understand what motivates different segments, the more you can create messages and experiences that feel relevant to them.

Use these personas and data from our latest report, Gen Z is more generous than you think, as a starting point. Test different messages, play around with audience segments, and look for opportunities to better personalize your outreach. By meeting Gen Z supporters where they are today, you’ll build stronger relationships that grow alongside them, turning first-time participants into lifelong advocates for your mission.

Copy editor: Ayanna Julien