Engaging younger generations is not a luxury for charitable organizations, it is essential to their long-term sustainability. While older donors are more likely to support a single preferred charity consistently, younger generations tend to distribute their donations across multiple organizations. Research from the Charities Aid Foundation (CAF) indicates that younger donors often give reactively, supporting causes endorsed by friends or influencers rather than those with which they have a longstanding personal connection.

Changing Giving Behaviours Among Younger Donors

Giving has become easier and more immediate for younger people, particularly through digital platforms. As a result, traditional fundraising methods such as direct mail campaigns or legacy giving appeals, are less effective with Generation Z and Millennials. To remain relevant, charities must instead leverage digital engagement, demonstrate meaningful social impact, and operate with a high degree of transparency. For that, a strong online presence is critical, as younger generations spend a significant amount of time online. Charities must therefore ensure their websites and social media channels are engaging, accessible, and user-friendly. An uninspiring social media presence or a difficult-to-navigate website is unlikely to capture attention or inspire trust.

Authenticity and Transparency

Younger donors are highly discerning and quick to identify inauthenticity. They place strong value on transparency and tangible impact, preferring clear explanations of how funds are used, authentic storytelling, and honesty when outcomes fall short of expectations. Demonstrating the real-world impact of donations, such as explaining what a £5 contribution provides, is far more compelling than vague or exaggerated claims.

Encouraging Active Participation

Importantly, younger generations want to be active participants rather than passive donors. Opportunities for involvement, such as volunteering, ambassador roles, or
co-creation initiatives, help deepen their connection to charitable causes and foster long-term engagement. Despite these benefits, young people are frequently excluded from philanthropic decision-making. Research shows that in school fundraising initiatives, fewer than 20% of students understand why they are being asked to give, and fewer than one-third of teachers provide context about the broader social issues involved. This lack of inclusion represents a missed opportunity to cultivate informed and committed future donors.

Youth and the Future of Fundraising

Youth participation in charitable fundraising is a powerful driver of both personal development and social impact. By creating environments that encourage young people to share ideas and contribute meaningfully, charities can nurture a new generation of engaged and socially conscious supporters. Sustaining this momentum will require innovative approaches and a genuine respect for the values of future generations. Ultimately, the future of charitable fundraising depends not only on financial contributions but also on the commitment and purpose of young people who are motivated to create positive change.

Resources

https://thenorthernbear.co.uk/why-young-people-give-and-how-your-charity-can-benefit/

https://www.alliancemagazine.org/blog/engaging-young-people-in-philanthropy-a-pathw

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By: Shwan Fraidoon Abdulqader