How Younger Donors Are Transforming Nonprofit Giving

By Joey Mechelle Farque, Director of Content Marketing

Why Nonprofits Must Adapt to Engage the Next Generation of Donors

Nonprofit organizations are at a pivotal moment. A new generation of donors is approaching their 30s, bringing fresh perspectives and reshaping how we think about nonprofit giving. Raised in an era of immediacy, these younger supporters are digital natives, tech-savvy, socially conscious, and expect a different experience than previous generations. Understanding and adapting to these nonprofit giving trends isn’t just beneficial—it’s essential for future success. 

Take my son, for example. At 20, he’s been donating to a national children’s hospital for years—through text messages. It’s a seamless process that fits into his daily routine. He doesn’t require follow-up reports or detailed breakdowns of how his donation is used. He trusts that his gift is making a difference, and for him, that’s enough. 

In contrast, I appreciate more validation. I like to see exactly where my contribution goes through stewardship reports and updates. It’s not about distrust; it’s about wanting to follow the story of my impact. 

This contrast highlights a critical point: the way people give is evolving, and organizations should pay attention and adjust quickly. Younger donors often seek simplicity, trust, and authenticity in their giving experience. As GenZ donors approach their 30s—bringing increased earning potential and a growing capacity to give—nonprofits have a unique opportunity to engage them effectively. But this requires a shift in strategy in a few key areas: 

A Mobile-First Approach 

Younger donors are inseparable from their smartphones. You should ensure that the entire donation process—from discovery to confirmation—is optimized for mobile devices. A cumbersome or desktop-only experience can deter potential supporters who value digital convenience in philanthropy. 
 
This does not mean abandoning more traditional media like direct mail – far from it. Our data shows that younger donors still respond well to mail, especially when it directs them to digital platforms for making donations. Rather, it means making it easy for these donors to go from the direct mail piece to transaction with prominent URLs and potentially QR codes. It also means adapting your messaging to a mobile mindset—more on this in future blog posts. 

Succinct Messaging for Maximum Impact 

In an age of information overload, brevity is critical. Younger supporters appreciate concise, impactful content that quickly conveys how their contribution makes a difference. Visual storytelling through infographics, short videos, or compelling images can capture their attention and communicate your message effectively. 

The good news? Most older donors also appreciate concise messaging as well. Yes, in the mail, a four-page letter may test better than a two-page one, but that means adding more crisp, concise prose, not stuffing two pages of yadda yadda in the middle. 

Transparency and Trust

Donor trust and transparency is foundational for any donor relationship. Younger supporters value transparency about how their donations are used but prefer straightforward, honest communication over exhaustive details. Regular updates via social media or brief reports can build and maintain this trust. 

You can see the challenge that awaits in reviews of trust like Morning Consult’s report on the most trusted nonprofits. Even Gen Z’s most trusted nonprofits are still trusted less by this demographic than by Boomers. This is part a matter of time – think of the amount of time that you’ve heard about, for example, the work of the American Cancer Society. A younger person will not have had that same exposure to build trust. And it’s part a matter of having a message that resonates with a younger audience. 

The Influence of Social Networks 

Peer recommendations hold significant sway. Younger donors are influenced by friends, family, and social media networks. Encouraging peer-to-peer fundraising and creating shareable content can amplify your reach and engage new supporters. Social media fundraising is a power tool to harness in this context. 

This isn’t about labeling or making blanket statements about a generation. Some 20-somethings use flip phones, and 80-somethings use flip phones. Some older donors engage with TikTok influencers, while younger ones may still prefer traditional media. These are merely directional trends. When you make your mail mobile-friendly, you benefit everyone who receives it. And when you implement an influencer marketing for nonprofits strategy, you reach everyone who engages with that influencer, whether they’re 19 or 90. 

Successful engagement requires understanding both general trends and the individuality of each donor. While strategies like influencer marketing resonate with younger audiences, tailoring your approach to each supporter is key. In Moore’s April 2024 webinar, The Power of Influencer Marketing, experts from the International Fund for Animal Welfare and Teach Engineering highlighted how nonprofits can use influencer strategies to effectively connect with diverse audiences across generations. 

This matters now because as younger donors age, their influence and capacity to give will only increase. Nonprofits that proactively adjust their approaches stand to benefit significantly. This is not a distant future scenario—it’s an immediate opportunity to innovate and strengthen your organization’s impact. 

At Moore, we advocate for leveraging comprehensive data and insights to inform your strategies. Tools like SimioCloud enable you to consider various factors—demographics, behaviors, preferences—to tailor your approach effectively. 

Attracting a more diverse donor base is crucial for the future of philanthropy. The donors of today are very different from the donor pools that resemble the demographics of America in 1990 that many organizations still rely on. By expanding outreach to younger and more diverse audiences, organizations can not only grow their impact but also ensure their mission resonates across a broader spectrum of supporters. 

The point is simple yet profound: the future of philanthropy depends on our ability to adapt and connect meaningfully with all donors. By embracing change and understanding the “why” behind these shifts, you can position your organization for sustained success and more significant impact. 

The next generation of donors is ready to engage. The question is, are you prepared to meet them where they are?