It’s often said that young people are full of let’s-change-the-world energy. So why aren’t more nonprofits reaching them? This demographic is high on passion and time but usually short on cash, which makes them easy to overlook as donors. At best, organizations nurture them quietly, hoping they’ll grow into “real donors” once they reach professional maturity.
In my twenties, I had about twenty dollars to my name and a fire in my chest to do something about human trafficking. As a survivor of childhood sexual abuse, the cause was deeply personal. But every organization I approached seemed to only want my twenty dollars. As much as I now understand the power of small gifts, at the time I longed to do more than be a line item in a donor database. I wanted to participate—to put my passion into action.
So I took stock of what I did have: a quirky personal challenge where I wore a dress every day for a month. To my surprise, it was gaining traction. I called it “Dressember:” a mashup of “dresses” and “December.” What began as a style experiment soon became the vehicle for my deeper desire to do something that mattered. Over time, I grew it into a global nonprofit that has contributed more than $25 million to the fight against human trafficking since 2013.
Younger donors don’t want to just fund a cause. They want to live it.
Millennials and Gen Z approach generosity differently from previous generations. They’re less motivated by institutional loyalty and more motivated by identity, authenticity, and impact. Supporting an organization is, for them, an expression of who they are, what they value, and the kind of world they want to see. Their generosity is often a way of saying, This is what I stand for. They want to be proud ambassadors of the causes they believe in, sharing them openly with friends, family, and followers.
This shift means younger donors are drawn to movements more than institutions. They’re asking: How does this cause connect with who I am? Does it give me a sense of belonging? Is there a way to actively participate beyond financial giving?
What Makes Movements Magnetic
Movements resonate because they invite participation. They offer simple, symbolic actions that connect people to a larger purpose. With Dressember, the dress became a visible statement of solidarity and dignity. It was more than clothing. It was a conversation starter, a way for participants to embody the cause in their everyday lives.
That’s what younger donors are looking for. They want to be part of a story, not just a statistic.
Digital Is Non-Negotiable
Gen Z meets the world online, and it’s often where their giving journey begins. Nearly 80% say they learn about causes through social media, and many check a nonprofit’s posts before deciding whether to give. If your organization isn’t showing up authentically on Instagram, TikTok, or YouTube, you’re invisible to much of this generation. Short-form video, behind-the-scenes updates, and real storytelling matter far more than polished annual reports.
And once you’ve earned their attention, you need to make it easy for them to act. This generation expects seamless digital experiences: mobile-friendly donation pages, clear impact updates, flexible recurring giving options, and instant receipts. A clunky form or unclear outcomes can send them away for good. In fact, research shows 40% of Gen Z will cut personal spending so they can keep giving, but only to organizations that make it simple, transparent, and meaningful.
The nonprofits that thrive will be those that remove friction and show in clear, compelling ways what each gift accomplishes.
We’d love to continue the conversation about reaching Gen Z, reach out here to chat!
