Engaging the next generation: how to attract Gen Z to your cause

The global philanthropy market is huge and donations are a vital part of many charities’ annual income. In 2023 a record £13.9 million was donated to UK charities, a 9% increase on 2022 levels. Average monthly donations increased by 40% to reach £65, and around 58% of people regularly donate to charity. This is a marked decline from 65% of people regularly donating back in 2019.*

Traditionally, people aged over 65 are more likely to engage in charitable activities, so it is vital that charities are able to attract a new generation of supporters.

Gen Z (those born roughly between 1997 and 2012) will need to become a major force in philanthropy, so it is important for charities to consider their strategies to engage this passionate, digitally-aware generation. Gen Z is not only looking to donate; they want to champion causes that align with their values, make a measurable impact and share authentic stories.

So how can this be achieved?

1. Emphasise purpose and transparency

Gen Z cares deeply about purpose and transparency. This generation expects clear communication on how their donations are used and the impact they’re making. Share updates regularly, spotlight specific projects, and explain how contributions drive meaningful change. Transparency builds trust, and trust leads to commitment.

2. Engage with them on social media

Gen Z lives on platforms like Instagram, TikTok and YouTube, where they seek out content that feels real and relatable. Use these platforms to tell the story of your cause in creative ways. Short videos, volunteer takeovers, and behind-the-scenes looks are excellent ways to reach this audience.

3. Encourage activism over traditional giving

While financial donations are always welcome, Gen Z values activism just as much. Consider creating opportunities for them to support your cause through petitions, online campaigns, or social media challenges. Empowering them to spread the word can often be as impactful as a monetary donation.

Inspire, don’t just inform

Gen Z wants to make a difference. By meeting them where they are and building genuine relationships, your charity can engage this generation and benefit from their drive to create a better world.