The Generational Shift: Millennials and Gen-Z Shaping the Future of Giving

In a world where the digital landscape is ever-evolving, a new narrative of philanthropy is being written by the next generation of givers and advocates. Millennials and Gen-Z, the digital natives, are using the tools and technologies of their time to reshape the very essence of giving and non-profit advocacy.

Gone are the days when charitable giving was a simple transaction between donor and organization. Today’s young philanthropists are reimagining the entire landscape. Not only has their giving cadence changed but they’re also invested in the outcome of the cause and how they fit into the narrative.

For Millennials, philanthropy was not a detached act of charity; it was a way of life. They gave when they felt a kinship with an organization’s mission, weaving philanthropy into the fabric of their daily existence. Trust and transparency were deciding factors, guiding them on where to place their support and when to retract it if that trust was broken. This reiterates the need for social impact organizations to be transparent with their supporters in their marketing efforts.

It began as a ripple – a small act of kindness that echoed through the lives of many during the Covid-19 pandemic. Nearly 75% of Millennials reached into their digital wallets to support family, friends, or nonprofits. Platforms like GoFundMe became their stage, where they played the dual roles of benefactors and activists, rallying support for causes that resonated with their values.

Much like Millennials, Gen Z philanthropists sought more than just a name on a donor list; they craved a deeper connection with the organizations they supported. They aspired to be architects of change, involving themselves in decision-making and social impact. Volunteering their time and resources, they engaged with causes that sparked a fire within them, and at the center of that is user-generated marketing.

The voices of the younger generations were amplified and their influence magnified through the megaphone of marketing’s crown jewel: social media. Younger donors became digital advocates for the causes they were passionate about, turning social media into a formidable tool for philanthropy.

They understood the power of their online presence, harnessing it to raise awareness and encourage others to contribute. Causes like social justice, human rights, and climate control showcase the transformative role of Millennials and Gen-Z in the non-profit and cause-driven sectors. They’ve carved out a new space where true connectivity and their preference for thoughtful marketing on digital platforms reign supreme.

In the end, social impact organizations that are playing the long game and are looking to build marketing campaigns that continue to engage new donors should embrace the next generation of philanthropists in a way that is native to them.  More importantly, utilizing digital trends that are as much about the heart as they are about the hashtag.