5 Things Nonprofits Need to Know to Successfully Fundraise with Gen Z

Across the nonprofit sector, the trend of aging donor bases is becoming impossible to ignore. Many nonprofits are losing their long-time major donors, raising real concerns about the sustainability of future funding. To combat this issue, nonprofits will need to have a solid and proactive planned giving strategy. However, this won’t be enough on its own. Nonprofits need to learn how to engage younger generations, particularly Gen Z.

Time flies and Gen Z now makes up a significant portion of young, working professionals, ranging in age from roughly 14 to 29. While much of Gen Z are early in their careers, their participation in the workforce means they have emerging capacity to give.  So, how do nonprofits accomplish the overwhelming task of obtaining Gen Z donors? Well, there are a few things nonprofits will need to know about Gen Z first.

1) Gen Z is Fully Digital

By now, it’s no secret that Gen Z is chronically online. Therefore, nonprofits should not expect to receive checks or even cash donations. Nonprofits can practically count on Gen Z giving fully online. In response, nonprofits should ensure their online giving platforms are modern, intuitive, mobile-friendly, and visually appealing. Because Gen Z donors often give via credit card, nonprofits should also clearly provide an option for donors to cover any associated processing fees.

2) Mission Relevance Matters More Than Ever

 Gen Z follows the trends with everything, including where to give their money. Gen Z cares deeply about prevalent social issues impacting their communities. These issues dominate their social media feeds and shape how they think and make decisions. To resonate with Gen Z, nonprofits must clearly communicate why their mission matters today. This means connecting programs and outcomes directly to prevalent issues and explaining how the organization is actively addressing them. If Gen Z can’t immediately see the relevance, they’re unlikely to engage.

3) Impact is the Foundation of Trust

Building trust with Gen Z is going to look different than with older generations. While they may not micromanage how their donation is spent, they will expect transparency and proof of impact. When nonprofits provide evidence that their work leads to outcomes and shows they are making a real difference, Gen Z is generally comfortable letting the organization decide how funds are best used. Impact storytelling, data visualization, and honest reporting will go a long way with this generation.

Additionally, Gen Z places high value on work-life balance and fair, livable wages, which means they tend to have a more nuanced understanding of nonprofit operating costs. When organizations are transparent, Gen Z is generally more accepting of overhead expenses that support staff sustainability and long-term impact.

4) Volunteering is a Gateway to Giving

Gen Z values hands-on engagement, which means volunteering will act as an entry point to giving. Much of this generation began volunteering in grade school through extracurriculars and community programs, and they genuinely care about giving back. They are more likely to give to organizations they have interacted with firsthand or have personal connections with. Therefore, nonprofits need to prioritize developing strong volunteer programs, with intentional recruitment and retention strategies. In an era of financial strain, Gen Z may feel more comfortable donating time rather than money, making volunteering a critical pathway to long-term donor relationships.

5) Small, Monthly Gifts Are Key

 The financial reality of Gen Z matters. For many Gen Z donors, money is tight. Rising housing costs, student debt, and everyday expenses means charitable giving isn’t a top priority. However, this doesn’t mean they can’t or won’t give. Nonprofits should focus on small, manageable donation requests, typically in the $10-$50 range. Monthly giving options should also be made available. Gen Z is already accustomed to subscriptions, making recurring donations feel natural and accessible. While Gen Z is unlikely to become a major donor base anytime soon, nurturing these relationships early can result in higher giving levels as their earning power grows.

Fundraising with Gen Z is no easy task and has challenged many organizations. However, understanding this younger generation, including how they operate, what they’re interested in, and what barriers they face is the first step toward success. The good news for nonprofits is that Gen Z cares deeply about their communities and creating meaningful change. The desire to give is already there within this generation. With intentional strategy, patience, and adaptability, nonprofits can cultivate this generation into lifelong supporters and ensure a more sustainable future for their missions