For charities, engaging younger generations isn’t just a nice-to-have, it’s essential for long-term sustainability. While older supporters are more likely to have a favourite charity they support consistently, younger generations spread their giving across multiple causes. Understanding how to engage them on their terms can help secure your future supporters, volunteers, and advocates.
A shift in giving habits
Research from the Charities Aid Foundation (CAF) highlights a key difference in giving behaviour: younger generations prefer to give reactively, often supporting a cause because a friend or influencer is involved, rather than due to a personal connection to the charity itself. Younger people are more fluid in their giving.
This means traditional approaches to fundraising like legacy giving appeals or direct mail campaigns are less likely to be as effective with Gen Z and Millennials. Instead, charities need to tap into the power of social influence, digital engagement, and authenticity – these are your future legacy givers, the time to engage with them is now.
Peer-led fundraising is key
One of the strongest motivators for younger donors is peer-led fundraising. They are far more likely to donate if a friend is running a marathon or taking on a challenge for charity, rather than because of a direct appeal from the organisation itself. Platforms like JustGiving and GoFundMe have capitalised on this, making it easy for individuals to fundraise for causes close to their hearts (or, more accurately, their friends’ hearts).
Charities can leverage this by:
Encouraging supporters to fundraise on their behalf – Provide ready-made fundraising packs and digital assets to make it easy for individuals to promote their fundraising efforts.
Highlighting supporter stories – Sharing real-life stories of fundraisers can inspire others to take part.
Making it social – Fundraising works best when it feels like a shared experience. Create leaderboards, hashtags, or community challenges to bring people together.
Digital first: meeting them where they are
So much of our lives is spent online, and this is never more true than for younger generations, so your charity’s digital presence needs to be strong, engaging, and easy to interact with. A clunky website or an uninspiring social media feed won’t cut it. If it’s not as good as it could be, get it sorted!
Social media engagement – Platforms like Instagram, TikTok, and YouTube are where younger audiences spend their time. Short, engaging content (think reels, challenges, and behind-the-scenes clips) can drive awareness.
Mobile-friendly giving – If donating isn’t seamless on mobile, you’re missing out. Ensure your donation page is optimised for mobile users. This is now a basic hygiene factor, it’s a requirement, not a nice to have!
Gamification & incentives – From virtual badges to exclusive merchandise, adding incentives can boost engagement.
Authenticity & transparency matter
Younger generations are more switched on than ever before, and the internet gives them all the tools they need to get under the skin of anything, charities included. They can spot inauthenticity a mile off. They want to see real impact, not just polished marketing. Being transparent about where funds go, sharing real stories, and admitting when things don’t go to plan can build trust.
Something as simple as making giving more tangible can make the world of difference – tell people what their £5 will buy, or what difference it will make. Providing a dog with 10 meals is much easier to connect with (and believe) than ‘saving a dogs life’.
The Future is in Collaboration
Younger donors are not just passive givers, they want to be part of the change. Offering volunteer opportunities, ambassador programmes, or co-creation projects can strengthen their connection to your cause in a way that nothing else can.
The charities that thrive in the future will be those that understand and adapt to these changing behaviours. By embracing peer-led fundraising, digital engagement, and authenticity, you can ensure that younger generations don’t just donate once but become lifelong supporters.
