How Generation Z are becoming one of charities’ biggest advocates

In recent years, charities and nonprofit organisations have experienced a notable growth in support from one of society’s youngest demographics, Generation Z. Comprised of individuals born between 1997 and 2012, Generation Z has emerged as one of the biggest advocates for charities, surpassing previous generations with engagement and reaching close to the largest donors, baby boomers, with their generosity. Charity Times revealed that Generation Z adults, on average, give twice as much to charity as any other age group – a notable distinction driven by the unique upbringing of this generation and their passionate values.

Our piece below explores the reasons why Generation Z are among charities' biggest donors, including their motivations, behaviours, and what this means for the future of fundraising.

A connected generation

Generation Z, born in the 21st century and raised during a technologically innovative time, have a unique worldview shaped by their ability to be constantly connected to the latest news. A 2023 report revealed that Gen Z are particularly motivated by current events and are more likely to be inclined to give to a cause they care about if they have seen a negative headline criticising it.

Their awareness of global issues such as climate change and plastic pollution has translated into proactive behaviour with their charitable giving. This demographic are not just aware of worldly issues, but they are actively seeking solutions and supporting organisations that align with their values and the change they wish to see. Charity Digital suggests that maintaining online-connections and learning about Generation Z’s online behaviour, such as what they are passionate about and how they show support, is essential for attracting the right donors and volunteers. Charities should utilise these digital connections and communities, keeping their cause at the forefront of online communications.

The influence of social media

As digital natives, Generation Z are equipped with an unmatched ability to utilise technology for good. Skilled in using social media to engage with charitable organisations, Gen Z are using their online platforms to express their values, support causes and engage with like-minded individuals who share their charitable passions.

The digital experience of this generation has made them particularly responsive to online engagement, proving social media to be a valuable avenue for charities to connect with potential Gen Z donors. Torchbox supported the effectiveness of social media, reporting that a considerable amount of Gen Z donations are coming from exposure to campaigns and coverage across the online platforms over time. Partnering with influencers, collaborating with other non-profits, and interacting with followers are a few ways which charities can use social media to spread awareness and engage potential donors or volunteers.

For guidance on how to navigate social media as a charity, visit the gov.uk help page.

Engagement with social and environmental issues

One of the core traits of Generation Z is their commitment to social justice and climate change. Coming of age in a digitally connected world, they have developed a heightened attention to global challenges, from social inequality to environmental struggles – an awareness which has translated into a strong desire to make a change. According to research, the top causes that Gen Z’s support is centred around are the environment, animals, health and disaster relief, with the generation being the most likely to donate because they feel like it’s the right thing to do.

Renowned for their active push for change, Gen Z are highly motivated by social causes and are more likely to support non-profit organisations outside of their local community. Their active engagement is a testament to their commitment to making a real difference in the world.

Alternative ways to donate

Being raised with a continuous connection to the internet and social media, Gen Zers are experienced in donating through a variety of platforms. Fundraising solutions and fundraising management software provider, Gravyty, shared that the young generation are comfortable with new methods of donation, with Gen Z leading the charge in the adoption of texting as an emerging channel for charitable giving.

Adults within the Gen Z demographic are reported to most likely opt for digital donation methods such as contactless payments, texts or QR codes; however, they remain the highest in giving street donations, with 31% having donated this way. A UK survey uncovered the donation preferences of Gen Z adults, with two thirds saying they would be more likely to donate to charity if they could donate in an app they already use, and a quarter saying they typically donate via a link on social media. Speed and convenience also emerged as an important factor in donating, highlighting the need for charities to adopt alternative payment methods, such as accepting donations through PayPal, social media profiles, and even cryptocurrencies.

Opportunities to volunteer and fundraise

Volunteering and fundraising for causes they care about are charitable activities that Generation Z have led the charge on. An article by the Charity Times revealed that Generation Z adults are the age group most likely to carry out fundraising for charities, with two in five having fundraised in 2024, and Enthuse’s Donor Pulse Spring 2024 report sharing that 61% are keen to participate in future fundraising.

Recent results have shown that adults under 25 are by far the most generous and engaged, especially since the pandemic ended. The British Heart Foundation, one of the most popular charities and providers of charity shops, revealed that they have seen a boom in younger volunteers, with Gen Z more likely to want to help than any other group. Their survey also discovered that 94% of Gen Z would consider volunteering, the highest percentage when compared with other generations. To capitalise on Gen Z’s willingness, charities should be showcasing benefits, sharing volunteer-stories, and providing flexible micro-volunteering opportunities to build upon the young generation’s support.

Personal benefits

Generation Z's motivations for giving are deeply intertwined with the personal and collective benefits they experience from taking part. Social enterprise and digital agency, Zoe Amar Digital, emphasised that Gen Z are motivated to give by the wide opportunities available for engagement and belonging, such as fundraising events and social media campaigning. These initiatives offer them platforms to connect with like-minded individuals and organisations. A survey found that over nine in ten of Gen Z respondents would consider volunteering, driven by the potential to boost their confidence and improve their mental health.

For Gen Zers, giving is not just about philanthropy, but also about personal development and building meaningful connections within their communities.

The future of philanthropy

As more of Generation Z ages into adulthood, their importance to the nonprofit sector continues to grow, with recent research supporting that Gen Z are on their way to become an exceptionally generous and passionate generation. Their engagement with charities is expected to continue to increase, solidifying their role as the next biggest donors in the nonprofit world. Their habits and passion for change reflect a deep understanding of what matters in today's world, and their actions are driven by a genuine desire to make a positive impact.

Their worldly perspective, digital skills, and commitment to social justice is reshaping the charitable landscape and the ways in which individuals can show support. It’s essential that third sector organisations continue to adapt to the generation and embrace their unique characteristics to thrive. The emphasis on engagement, transparency, and strategic giving is paving the way for more inclusive and impactful philanthropy.

As Gen Zers continue to mature and their economic power grows, their influence on the charitable sector will undoubtedly expand, driving even further positive change on a global scale.

Read about our charity insurance solutions, or discover more insights about the UK Charity sector, visit our Help & guidance hub for charities.