Encouraging Generation Z to Donate

Generation Z is a key target group for the future of fundraising. However, traditional appeals for donations are often not enough to reach young people. Anyone who wants to attract young donors must rethink the conventional fundraising model.

Generation Z (born between 1997 and 2012), or Gen Z for short, is considered the next generation of donors. But what does their involvement actually look like? Current figures show that even though young people often have fewer financial resources than older generations, their willingness to engage in social causes is high. According to the Swiss Donations Report 2025, 71 percent of 15- to 34-year-olds say they already donate. The donation rate is thus lower than that of 55- to 99-year-olds (87 percent), which is due, among other things, to differences in life stages and financial resources.

However, that doesn’t mean that Generation Z is less interested in social issues. Their commitment often manifests itself in different ways. Many young people also support organizations by sharing campaigns, volunteering, or mobilizing their networks. Generation Z is therefore a target group that is very willing to donate. Grant-making foundations and NPOs simply need to learn how to reach them through the right channels and inspire lasting enthusiasm for their causes.

Being Part of Something: Generation Z Wants to Get Involved

For Generation Z, social engagement doesn’t start with a monetary donation. Young people get involved in a variety of ways and want to be an active part of a cause. A U.S. study conducted in collaboration with GivingTuesday shows that 71 percent of 18- to 29-year-olds have already been involved in some form of social engagement—including not only monetary donations but also donations of time or in-kind contributions. Of these, 35 percent volunteered, 32 percent actively advocated for a social cause, and 47 percent directly supported individuals.

For many young people, social media or their own social circles are their first point of contact with a social cause. Before they donate money, they want to understand what they’re supporting and identify with the cause. They want to feel like they’re truly part of a movement or community.

Engaging Generation Z Early On

Understanding this behavior is particularly important for nonprofit organizations. It’s worth building a long-term relationship with Gen Z and providing them with various ways to get involved. This can include volunteering, peer-to-peer fundraising, or simply sharing campaigns. Above all, however, it means not waiting to reach out to young people until they’re in a position to make financial donations, but rather involving them early on and building trust so that they become part of the cause from the very beginning.

Winning over Generation Z

Many members of Generation Z don’t just want to know exactly what they’re supporting. They also want to be sure that their support makes a tangible difference. So the key question isn’t just “Why should I donate?” but, above all, “What does my donation actually accomplish?”

Trust among younger generations is therefore built through transparency and a clear, tangible impact. An organization must, on the one hand, communicate its values and, at the same time, demonstrate measurable results. The goal is not to present as many numbers as possible, but to make the impact understandable and tangible. Young people want to see which challenges are being solved and which people are benefiting from the project.

Make an Impact Through Storytelling

Specific stories and examples often create a greater sense of connection than general statements about social issues. It is crucial that donors understand how their contribution is being used and what kind of change it brings about.

Credible communication, therefore, also means speaking openly about progress, challenges, and long-term goals. Organizations that transparently demonstrate their impact and authentically convey their work forge a stronger connection with young people, thereby fostering their long-term commitment.

Reaching Generation Z on Social Media

For most young people in Generation Z, their first contact with a nonprofit organization doesn’t happen through a website or traditional fundraising communications. Much more often, they become aware of social causes through digital channels and social media. However, this doesn’t mean that funders and NPOs should simply use social media as an additional advertising channel to reach as many people as possible with a campaign. Advertising generates attention, but trust is built through authenticity. The primary goal, therefore, is to build genuine relationships with Gen Z.

Making People Visible

To all nonprofit organizations: Don’t put your own organization in the spotlight—instead, shine a light on the people! Staff members can provide insights into their work; volunteers can share their experiences; and ambassadors can tell personal stories. The content comes across as particularly credible when it isn’t perfectly staged. The focus should be on why people are committed to a cause.

Collaborating with Online Creators

Collaborations with influencers and creators can be crucial for building trust with Generation Z. According to another U.S. study, 85 percent of Gen Z donors surveyed are more likely to donate when someone they follow and trust calls for a donation. Nearly one-third of respondents said they had already supported a fundraising campaign initiated by an online personality.

It’s best for organizations to give creators enough space to showcase their own connection to the topic and express it in their own style. After all, it’s personal, honest recommendations that make content authentic. This, in turn, leads to more attention and, eventually, to long-term engagement among potential Gen Z donors.

Turning Generation Z into Ambassadors

For Generation Z, getting involved doesn’t just mean donating money to a good cause. Many young people want to take action themselves by mobilizing those around them and becoming part of a larger movement. As a result, they are not only potential donors but also important ambassadors for nonprofit organizations.

Promote Community Fundraising

Funders and NPOs can specifically engage young donors in community fundraising. The goal is to actively involve them in spreading awareness of a cause. Young people, so to speak, become ambassadors for a project themselves. They explain why the issue is important to them, share it with their network, and motivate others to get involved as well. Here, too, it’s important to give young people the freedom to communicate their cause in their own way, rather than simply providing them with a pre-written message.

Mobile First: The path to making a donation must be short for Generation Z

For Generation Z, digital technology is part of everyday life. Whether it’s online shopping, checking out at Migros, or sharing content, many processes today can be handled with a cell phone in just a few clicks. Young people automatically apply this expectation to charitable giving as well.

So when the time comes for a young person to want to support an organization or project financially, the process needs to be as simple and digital as possible. Anyone who has to fill out a long form or go through complicated payment steps after finding a campaign may end up abandoning the process.

Donate with a Swipe

For younger audiences in particular, the smartphone is arguably the most important tool in their daily lives. Nonprofit organizations should therefore ensure that donation processes are optimized for mobile use and as straightforward as possible. The fewer obstacles there are between a cause and support, the more likely young people are to actually make a donation.

Key factors here include:

• Simple donation forms with just a few required fields
• Various digital payment options, such as TWINT, Apple Pay, or other digital wallets
• QR codes for direct access to the donation page
• the ability to quickly set up recurring donations