Gen Z philanthropy: 4 ways to engage younger donors

A 2025 study from the Indiana University Lilly Family School of Philanthropy found that Gen Z averages 5.3 charitable donations per year—more than Millennials or Gen X at the same life stage.

So it's not that Gen Z isn’t giving—it’s just that your current outreach stack (email blasts, annual fund appeals) was built for a different donor.

To help you reach this donor demographic and nail Gen Z philanthropy, we’ve compiled the exact tactics you need to start with—including making your first ask a recurring one. Plus, how you can create and publish Gen Z-ready campaigns without a major budget or tech overhaul.

Key takeaways

• Use P2P to build trust 🤝 Peer-to-peer fundraising and endorsements from people Gen Z already trusts can help your cause break through.
• Make a recurring ask your first one 🔁 Gen Z is used to subscription-based memberships—so your first ask should sound much the same.
• Go mobile 📱 Ensure it’s easy for Gen Z to give exactly how they want to—right from their phones, using whatever method they prefer.
• Focus on transparency 💡 Gen Z cares about how every dollar at your nonprofit is spent. Opt for transparency and micro updates over big, dense annual reports.
• Engage Gen Z with Givebutter 🧈 Givebutter gives you the digital-first fundraising tools to reach younger donors, make giving easy, and keep them connected to your cause.

Why Gen Z philanthropy matters for your nonprofit

Gen Z—born between 1997 and 2012—is entering its early giving years, making now the time for nonprofits to start building relationships with this generation.

But earning their loyalty looks different. The Next Generation of Philanthropy study found that younger donors tend to rally around issues rather than individual organizations. They also rely heavily on technology to inform their giving decisions and seek out nonprofits they see as trustworthy and transparent.

As nonprofit marketing and fundraising strategist Christina Edwards, founder of Splendid Consulting, explains:

"People still care deeply about causes. What has changed is how hard organizations have to work to break through the noise."

⭐️ The takeaway: Gen Z doesn't need to be convinced to care. Your nonprofit just needs to give them a reason to care about—and trust—you.

More to explore

See this year's biggest shifts in nonprofit fundraising →

The top 4 methods for Gen Z outreach, according to fundraising experts

Reaching Gen Z requires a different fundraising playbook. These four expert-backed strategies can help your nonprofit earn their trust, inspire action, and build lasting relationships.

1. Use P2P to create trust 🤝

For Gen Z donors, who shares your message can be just as important as the message itself. With peer-to-peer fundraising software, supporters can create their own fundraising pages and share them with friends, family, coworkers, and social networks—bringing something cold outreach can't: built-in trust.

That peer influence extends to the people Gen Z follows online. According to The Next Generation of Philanthropy, Gen Z is 4x more likely than traditional donors to discover causes through influencers or celebrities.

🗣️ What the experts are saying about Gen Z philanthropy:

• Morgan Gross, Founder & CEO of Fundraising Beyond Borders: "Peer-to-peer fundraising isn't just a tactic for this generation; it's how trust travels. And underneath all of it is a values layer: younger donors are giving to causes that feel congruent with their identity."
• Christina Edwards, founder of Splendid Consulting: Reaching Gen Z means "building trust with transparency [and] leaning on peer networks."
• Leo Prince, a Gen Z fundraiser & Growth Intern at Givebutter, who helped organize a nearly $400K crowdfunding campaign: "Gen Z gives based on authenticity and connection over pitches. People respond to a real story about a real person, even if it isn’t as polished or put together as other campaigns."

Campaign spotlight: How a high school student team raised $144K 🎉

For its Cru-Text-A-Thon, St. Henry District High School turned students and athletic teams into peer-to-peer fundraisers, giving them individual and team pages to rally their networks.

🎉 The result: 2.7K supporters, $144,703 raised, and 115% of its $125K goal.

Dive deeper

Learn how to launch a peer-to-peer fundraising campaign →

2. Skip the one-time ask—make your first ask recurring 🔄

Don't assume every Gen Z donor needs to start with a one-time gift. Younger supporters are already accustomed to subscriptions and memberships, so a small monthly commitment can feel just as natural as another recurring payment.

Instead of waiting to upgrade one-time donors later, give Gen Z the option to give monthly from day one. Frame recurring giving as joining a community and supporting ongoing impact.

🗣️What the experts are saying about Gen Z philanthropy:

• C. Nicole Henderson, Fundraising Expert & Nonprofit Strategist at CNH & Associates: “Younger donors love memberships, and we are in the era of MOD, Netflix, Peacock, and even Amazon.”
• Ariel Glassman, Founder & CEO of Common Great: “In one recent analysis, more than half of all new recurring donors made their very first gift as a recurring donor. That's a pretty significant shift from the traditional model.”

Learn more

Build a monthly giving program supporters want to join →

3. Meet Gen Z where they give: Mobile, social & text 🤳

For Gen Z donors, fundraising should be built for the device already in their hands. Make it easy to discover a cause, act in the moment, and complete a gift without unnecessary friction.

With Givebutter’s free text-to-donate, supporters can text a custom keyword and receive a direct link to your campaign. For nonprofits looking to take their text strategy further, Givebutter Plus texting lets you send outbound texts with updates, appeals, and other timely messages.

On social, Givebutter’s Meta integration helps nonprofits turn social engagement into opportunities to give. And once supporters reach your campaign, mobile-friendly payment options like Venmo, PayPal, Apple Pay, Google Pay, and Cash App make it easier to donate from a phone.

🗣️ What the experts are saying about Gen Z philanthropy:

• Francesca Orsomarso, CEO & Creative Director of FMN Creative: “Create a checkout experience that can be completed in less time than it takes to watch a TikTok video.”

Campaign spotlight: How a YMCA rallied 925 supporters to raise $372K 🎉

The La Crosse Area Family YMCA’s Y Giving Day used team fundraising to rally supporters around 13 specific community needs—from youth scholarships and food access to veterans’ mental health.

Individual fundraisers and teams could mobilize their own networks, while supporters could easily share the campaign across social channels.

🎉 The result: 925 supporters helped raise $372K+—124% of the YMCA’s $300K goal.

4. Show impact to turn Gen Z donors into long-term supporters 📊

For Gen Z donors, transparency can help turn an initial gift into lasting trust. Skip vague promises and show supporters what their dollars are making possible with concrete outcomes, real stories, and regular updates.

That doesn't have to mean another lengthy annual report. Share bite-sized campaign updates, break down what specific gift amounts can accomplish, celebrate milestones, and keep supporters updated after the campaign ends. The goal is to show Gen Z donors the connection between their gift and the impact they helped create.

🗣️ What the experts are saying about Gen Z philanthropy:

• Francesca Orsomarso, CEO & Creative Director of FMN Creative: “Younger donors (Millennials and Gen Z) expect transparency, digital-first experiences, and a clear sense of what their dollars are actually doing.”
• Stephanie Schwartz, Founder & CEO of Little Bean Group: “Younger donors tend to start with smaller gifts and want to see the organization in action before committing more.”
• Leo Prince, Gen Z Fundraiser & Growth Intern at Givebutter: “What surprised me most: donors actually cared about outcomes. They wanted updates on how the family was doing. For Gen Z, there’s no separation between ‘donating to a cause’ and ‘genuinely wanting something good for another person.’”

Leo saw that firsthand after helping organize a crowdfunding campaign that raised nearly $400K for a family in his community. Supporters continued asking how the family was doing even after they gave, and the campaign grew into something bigger: a community finding ways to show up, stay connected, and care about what happened next.

⭐️ The takeaway: For Gen Z, showing impact isn’t just about proving where the money went—it’s about keeping people connected to the cause, the community, and what happens next.

Learn more

See how to write a nonprofit impact report your donors will love →

Download your free Gen Z donor engagement checklist

If you’re a nonprofit fundraiser building or refreshing your Gen Z donor strategy, this step-by-step checklist is for you.

Download and work through each section at your own pace—every box you check brings your organization closer to a younger, loyal donor base.

Freebie alert!

Download your free Gen Z donor engagement checklist →

Gen Z is already giving—now give them a reason to choose you

Gen Z isn't disengaged from philanthropy—they're giving, sharing, and showing up for the causes they care about. Reaching them means adapting your fundraising playbook to how they already connect: through people they trust, frictionless digital experiences, ongoing impact, and opportunities to feel part of something bigger.

Start small. Give supporters a campaign they’ll want to share with their networks, make recurring giving an option from the first ask, and keep showing them what their support makes possible.

With Givebutter, you can put those strategies into action with free peer-to-peer fundraising, text-to-donate, mobile-friendly giving, customizable fundraising pages, and more—all without adding another complicated system to your fundraising stack.

Your next Gen Z donor is already scrolling. Sign up for Givebutter for free and give them a campaign worth sharing.

FAQs about Gen Z philanthropy

What motivates Gen Z to give to a nonprofit?

Gen Z donors are motivated by trust, transparency, and connection to causes they care about. Peer recommendations, authentic stories, and clear evidence of impact can help build that trust and show younger donors how their support makes a difference.

How do you attract young donors to a nonprofit?

Reach young donors through peer-to-peer fundraising, mobile-first giving, recurring giving, and authentic impact stories. Make it easy to discover your cause through people they trust, give from their phones, and see what their support makes possible.

What communication channels work best for Gen Z donors?

Social media, peer-to-peer fundraising, text, and other mobile-first channels can help nonprofits reach Gen Z donors. Younger donors use technology and social media throughout their giving journey and participate in crowdfunding at higher rates than older generations.

With Givebutter’s Meta integration, eligible nonprofits can also add donation-ready experiences to Facebook posts and Instagram Stories by sharing their campaign links.

Is recurring giving a good strategy for Gen Z donors?

Yes. Recurring giving can be a natural fit for Gen Z donors who are accustomed to subscription-style memberships and ongoing participation. Rather than waiting to upgrade a one-time donor, nonprofits can offer monthly giving from the first ask and frame it as joining a community.