Gen Z is over situationships. Everyone is bored of asking “What are we?” No one wants to be a long-term long-distance low-commitment casual girlfriend anymore. Chappell Roan has identified the pain of being casual, and a lot of 20-somethings are looking for serious and committed relationships. A generation known for pushing boundaries and questioning pre-existing norms, younger people want more. And not just from modern love, but from modern philanthropy too.
According to the Next Generation of Philanthropy, a 2025 report from the Indiana University Lilly Family School of Philanthropy, Gen Z is an up-and-coming group when it comes to guiding philanthropic trends and, in particular, the future of digital giving. One key takeaway as we look to the future of philanthropy is that, overwhelmingly, “young donors seek trustworthy, long-term relationships with the causes and organizations they support,” especially when compared to older generations. How can nonprofits create this trust-based relationship and harness the concerns of younger donors into affection and action?
“Young donors seek trustworthy, long-term relationships with the causes and organizations they support” - Next Generation of Philanthropy
For one, organizations interested in courting Gen Z-ers should consider how young people differ from previous generations of donors and use those findings to fine-tune their outreach approach. For example, while it may seem counterintuitive to raise more money by downsizing your asks, microgiving – the act of making very small gifts to causes you care about – resonates with members of Gen Z, many of whom came of age during the pandemic, a time of high inflation and market instability. By incorporating micro-giving into your ask strategy, philanthropy becomes more "convenient, accessible, and affordable, providing a way to engage younger donors with their mission while also creating a sustainable revenue source.”
And, while micro-giving is a growing trend among young people, that doesn’t mean $5 is all you’ll get from Gen Z. In fact, often short of a stable income and dealing with things like student loan payments and rent, many Gen Z-ers begin their engagement with nonprofits by volunteering: 43% of donors between the ages of 21 to 43 report volunteering for causes they care about, “utilizing their time not only to serve, but also to learn more about nonprofit organizations.” Consider how, when, and where you’re creating volunteer opportunities for Gen Zers, especially those whose worklives don't follow the traditional 9 to 5 structure – are there weekday volunteer opportunities available for service or gig workers? Are you sharing opportunities with younger people, or are you leaving them off those email chains? For a generation whose young adulthood was marred by COVID isolation, opportunities for collaboration and community are key to creating long-lasting relationships. And, once engaged, Gen Z is more likely to consider making donations to your impactful work.
“Consider how, when, and where you’re creating volunteer opportunities for Gen Zers, especially those whose worklives don’t follow the traditional 9 to 5 structure.”
While the value of in-person connection can’t be understated, this digitally native generation also desires transparency and engagement from organizations online. How you show up on social media is huge for young people who prefer to hear from organizations through channels like YouTube, Facebook, and Instagram. Take the time to intentionally craft your profile and consider what kind of content resonates with Gen Z. If you’re sharing infographics, statistics, and stories in your email or print communications, post them on your social accounts – “[young donors] learn about and advocate for causes on social media, and turn to online resources to access information on nonprofits, giving vehicles, and impact results.” As with any relationship, communication is a two-way street. In addition to wanting to hear from nonprofits, younger generations are also interested in sharing their thoughts and opinions with the organization they support. Your online presence is a great way to get young people involved with your organization and to hear from them about their interests.
“How you show up on social media is huge for young people who prefer to hear from organizations through channels like YouTube, Facebook, and Instagram.”
From an increased digital presence to a strong interest in social justice, Gen Z is a unique generation searching for connection and a way to make their mark on the world. They want more from life, relationships, and nonprofits. As the Next Generation of Philanthropy notes, “next generation donors are focused on impact and often enjoy hands-on involvement with their philanthropy.” By offering young people increased transparency, communication, and opportunities to engage with your work, you can develop a lasting relationship with Gen Z donors, helping them connect to important issues while also powering your own mission.
Hilary Kaufman is GiveMN's Marketing & Communications Associate. You can find their previous blog posts here.