Beyond the Donation: 5 Ways to Inspire Millennial and Gen Z Giving

When working with nonprofit organizations, fundraising always emerges as one of the most important things the organization needs to do in order to achieve their strategic vision over the next few years. Increasingly, I have seen nonprofits recognize the importance of connection with the next generation of donors and understanding how to best engage them as they aim to diversify their fundraising strategies.

Recent studies have shed light on how younger generations, especially Millennials and Gen Z, prefer to contribute. In the article “Young Donors Want Opportunities to Volunteer and Collaborate”, Maria Di Mento discusses findings from Foundation Source’s “Shaping Tomorrow: How Gen Z and Millennials View Charitable Giving” and Bank of America’s survey showing that while direct giving remains high, young donors are also drawn to other forms of impact, such as volunteering, fundraising, and mentorship. This stems from their desire to be seen as givers and to be more directly involved with the impact they can make through charitable giving. 

So, what does this mean for the future of philanthropy and how your organization can engage younger audiences to secure charitable support for years to come?

1.    Encourage Skill-Based Volunteering

Hands-on involvement is a great way to engage younger donors. Offering opportunities for them to volunteer their skills – whether in marketing, online strategy, or other areas allow them to feel personally connected to your organization’s mission and can help with capacity building.

2.    Create Collaborative Experiences

For younger donors, creating collaborative experiences might look like hosting events, virtual meetups, or brainstorming sessions. This helps them feel like an essential part of the work being done.

3.    Provide Online and Social Giving Options

Meet younger donors where they are – online. Peer-to-peer fundraising, social media challenges, and accessible online giving options can help to increase their engagement.

4.   Providing Transparency and Impact

Like many generations, Gen Z and Millennials want to see tangible results. Sharing clear, regular updates on how donations are used and the impact they make helps to build trust and loyalty.

5.    Foster Community through Networking and Mentorship

Many young donors value the opportunity to connect with like-minded peers or to receive mentorship. Creating networking events or young professional groups can foster a sense of belonging and inspire long-term commitment.

By using these strategies, nonprofits can connect with and keep the next generation of donors onboard—helping ensure lasting support and a bright future for their mission.