The next generation isn’t donating the way we expect them to—and non-profit organisations need to catch up fast. Millennials and Gen Z have vastly different expectations from traditional donors, and with rising living costs and generational shifts, maintaining those all-important donor relationships is harder than ever. Nonprofits are at a crossroads: honour the loyal, older donors who’ve sustained them or pivot to engage a new generation with entirely different motivations and behaviours.
So, how do you strike the right balance? How do you get Millennials and Gen Z to care about your cause while staying true to the foundations built by traditional donors?
Why understanding generational donor behaviour is crucial for NFP success
Millennials and Gen Z represent a significant shift in how people connect with causes. While previous generations were loyal to specific organisations, younger donors are more driven by social causes themselves, regardless of which organisation is involved. As the competition for donor attention grows, understanding this shift in mentality isn’t just helpful—it’s critical.
Millennials are often described as ‘everyday changemakers,’ according to the Millennial Impact Report. They believe in the power of activism and are driven by a desire to create real change. But they’re not necessarily loyal to specific non-profits—rather, they are loyal to the issues they care about. This generation, more than any before, sees themselves as part of a global community, facilitated by digital connectedness. In fact, 62% of Millennial and Gen Z donors give via their mobile phones.
Both generations are engaged but financially cautious. Many are still seeking financial stability and are looking for low-commitment ways to give. They want transparency—they need to know exactly where their money is going and how it’s being used. To succeed, non-profits need to make giving as easy as possible while telling clear, compelling stories that resonate with these younger generations.
Above all, make things easy
One of the biggest shifts we’re seeing is that people are giving based on opportunities rather than becoming long-term, committed donors. This is especially true for Millennials and Gen Z. For them, convenience, alignment with personal values, and social proof are huge drivers of behaviour.
For example, younger donors are far more likely to give to a cause if they see that their family or friends have done so. This is why it’s crucial for non-profits to offer multiple touchpoints and opportunities for engagement throughout the year. It’s not enough to simply ask for a one-time donation. Instead, create ongoing ways to connect, whether it’s through events, social media, or small monthly contributions that don’t require major financial commitments.
The necessary contradiction of continuity and change
Balancing younger and older donors isn’t as tricky as it might seem. The good news? There are clear overlaps in what both groups value. For example, 81% of Millennial donors prefer organisations that provide regular, shareable updates on the impact of their donations. And while older donors may still prefer traditional methods of communication, they too appreciate knowing that their contributions are making a tangible difference.
So, how do you modernise your engagement strategy without alienating your existing supporters? You don’t need to launch a complete rebrand. Instead, consider making small but significant tweaks to your branding, imagery, and messaging. Share more stories that highlight the real-world impact of donations and use social channels to amplify those stories. The key is to show—not just tell—how every contribution helps.
Take Beyond Blue as an example. They successfully tapped into younger audiences in Australia by launching their Be You campaign. It expanded their reach to a younger demographic, all while maintaining their legacy as a trusted mental health organisation. They didn’t throw away their brand—they adapted it, modernising their messaging to better fit the digital age and emphasising values like individuality and community.
Practical steps for engaging younger donors
Looking ahead, Millennials and Gen Z are going to set the tone for the non-profit landscape. Their values of technology, transparency, and social impact will shape the future of giving. So, what can non-profits do now to stay ahead?
- Invest in online donation platforms: Mobile apps and easy-to-use donation systems are no longer a bonus—they’re a necessity. These platforms not only make giving convenient, but they also allow you to engage younger donors in a space they’re already comfortable in.
- Create a social giving experience: Donations don’t have to be a solitary activity. Find ways to make giving social—whether through campaigns that encourage friends and family to donate together, or events that highlight community involvement.
- Tell better stories: Younger donors need to see the direct impact of their donations. Share real stories of the people, communities, or animals your organisation has helped. Make these stories easy to share on social media and across digital channels.
- Think beyond one-off donations: Build long-term relationships by creating multiple opportunities for engagement. This could include monthly giving options, virtual events, or advocacy campaigns that connect donors to your cause year-round.
Not sure where to start? Try a brand audit
Running a brand audit can be one of the most effective ways to ensure your organisation stays relevant in the ever-changing donor landscape. It helps you take stock of how your brand is perceived by both traditional and next-gen donors, identifying gaps between your messaging and their expectations.
By assessing everything from your online presence to your donation process, a brand audit gives you the insights needed to align your strategies with what truly resonates. For non-profits aiming to future-proof their operations, it’s a powerful tool to refine your approach, strengthen donor relationships, and enhance engagement across generations.
Conclusion
Millennials and Gen Z are poised to set the tone in the non-profit sector, and adapting to their values and behaviours is no longer optional. These younger donors are more sceptical of traditional institutions and are more likely to trust social media influencers than long-standing organisations. This means non-profits need to rethink how they engage with their audience.
If you’re serious about future-proofing your organisation, it’s time to start thinking about how you can better connect with the next generation of donors. Initiating a brand audit or consultation to assess your strategy isn’t just a good idea—it’s a necessity. So, what’s your next move?
Book a free 30-minute consultation to explore how you can connect with Millennial and Gen Z donors