Gen Z is Redefining Philanthropy. Here’s What Fundraisers Need to Know

When you think of a donor, what image comes to mind? If it’s someone older with deep pockets and a checkbook, it’s time to refresh that picture. Gen Z, born between 1997 and 2012, is quickly making its mark in the philanthropic world. Now, approaching their late 20s, their giving habits may look different than previous generations, their impact is already being felt.

A wave of new research reveals a generation that’s generous, hands-on and driven by purpose. What makes Gen Z unique and how can nonprofits better engage them? Let’s dive into the key trends shaping this rising generation of changemakers.

1. Yes, Gen Z Gives, Just Not Always With Their Wallets.

Gen Z may still be early in their earning years, but that hasn’t stopped them from getting involved. In fact, 84% support causes or nonprofits in some way, whether through volunteering, advocacy or sharing campaigns online.

While only about 19% donate money regularly, that number is expected to grow. A third of Gen Z donors say they plan to increase their giving in the next year, and they’re already outpacing other generations in donation frequency, averaging 11.4 gifts per year. It’s not always big dollars, but it’s consistent, passionate giving.

2. They’re Spontaneous, Impact-Driven and Motivated by Trust.

Gen Z’s giving style is unplanned and emotional. More than 40% describe their giving as spontaneous, often inspired by peers, influencers or stories that move them. Traditional giving channels like monthly appeals or annual mailers? Not so effective.

What does resonate? Belief in a cause, trust in the organization and clear impact reporting. Nearly 70% of Gen Z donors say they’re more likely to give when they see tangible outcomes. And interestingly, something as simple as a mailed thank-you note makes a difference. A total of 57% said it would encourage them to give again even though only 14% of nonprofit professionals expected that.

3. They’re Digital Natives, But That Doesn’t Mean They Only Give Online.

There’s a misconception that Gen Z donors primarily give through social media. While platforms like Instagram and TikTok are great for discovery and education, only 23% report giving directly through social media.

Instead, their top giving channels are ones that fit naturally into their day-to-day lives: checkout donations, event-based giving and nonprofit websites. Convenience is king, and mobile-first strategies, including QR codes, peer-to-peer texting and digital wallets, are essential to reduce friction and boost conversions.

4. Volunteering Is a Gateway to Giving.

For Gen Z, financial giving often starts with hands-on involvement. They want to be in the trenches with volunteering, organizing, advocating. In fact, volunteers are 10 times more likely to become donors. And Gen Z is eager to roll up their sleeves.

Flexible, purpose-aligned volunteer opportunities, especially peer-led or DIY-style campaigns, are highly effective. With the right tools and support, Gen Zers become powerful advocates who spread the word, raise funds and bring others along for the ride.

5. They Want to Lead, Not Just Follow.

This generation isn’t waiting for permission. 31% say they’re interested in serving on boards or advisory committees, and that number jumps to nearly 50% among Gen Z supporters of public media. They want a seat at the table, not just a role in the audience.

Nonprofits that empower young leaders, offer mentorship and create clear paths to leadership will not only tap into Gen Z’s energy, but also build long-term loyalty. Cultivating these emerging leaders today ensures sustainability tomorrow.

6. They Value Identity and Authenticity Over the “Philanthropist” Label.

Here’s something refreshing: Gen Z doesn’t want to be called “philanthropists.” That term feels outdated. They prefer to be seen as givers, changemakers, advocates and humanitarians. These titles reflect action, not just donations.

Their giving is personal. It’s rooted in identity, values and a desire for social change. And they’re not just inspired by organizations. They’re inspired by people, peers and influencers who model the change they want to see.

7. Education Is Key to Unlocking Greater Impact.

Many Gen Zers are still learning about the giving landscape. A large number aren’t familiar with donor-advised funds, impact investing or giving circles, but they want to be. In fact, 43% want to learn more about giving circles, and over 40% are interested in tools like donor-advised funds.

This is a golden opportunity for nonprofits to educate and empower. Providing resources and guidance around how Gen Z can amplify their impact, both now and as their financial capacity grows, is essential.

The Bottom Line: Gen Z Isn’t the Future. They’re Already Here.

They may be young, but Gen Z isn’t waiting in the wings as they enter their 30s in the next few years. They’re already driving change, supporting causes they care about, and shaping what the next era of philanthropy looks like. For nonprofits, now is the time to engage, educate and empower this passionate generation.

Want to build lasting relationships with Gen Z?

Start by showing them the impact of their involvement, inviting them into leadership roles, and meeting them where they are, on their phones, at events, and in your inbox.

The future of fundraising is inclusive, digital and purpose-driven. And Gen Z is leading the charge.

Looking to deepen Gen Z engagement at your nonprofit?

We’d love to help. Contact us to explore how Julep’s tools and fundraising automation can help you personalize outreach, simplify mobile giving and build stronger supporter relationships, no matter their age.