When you think of philanthropy, you might picture wealthy individuals writing big checks or corporations sponsoring grand events. But there's a new generation that’s rewriting the rules of giving—meet Gen Z.
Born between 1997 and 2012, Gen Z has grown up in a connected, digital, and socially aware world. They’re not only redefining what it means to give but are also inspiring a new wave of enthusiasm for philanthropy. For organizations, understanding how to appeal to donors from this generation can unlock a powerful force for social change.
Why Gen Z Stands Out as a Generation of Givers
Gen Z’s approach to philanthropy is unlike anything we’ve seen before. They don’t just write checks or make a one-time donation—they want to be part of the change. A recent report by Blackbaud highlights that 32% of Gen Z have already donated to a cause, many through purchasing products, and 26% have participated in a fundraising event. Only 19% of the 59% donated directly, leaving the other 40% contributing in a different way, i.e. buying products, or event tickets, etc.
This generation is hands-on, leveraging their time, skills, and online presence to create impact. With their actions, no matter how small, they believe they can drive meaningful change. Through social media, they can amplify causes and engage their networks, often within minutes. By appealing to Gen Z donors, organizations can tap into a resourceful, passionate, and highly motivated force for good.
What Motivates Gen Z to Give
For Gen Z, giving isn’t about charity—it’s about justice and purpose. They aren’t content with simply supporting a cause; they’re compelled to take action in ways that reflect their values and desire for social change. This is where swag products come in: a great way to appeal to Gen Z donors is by offering them something that makes them feel like they’re part of a movement. Merchandise with a message—whether it’s a t-shirt, water bottle, or tote bag—can serve as a badge of pride and a tangible reminder of the impact they’re making.
Swag products also hold an essential role in this generation’s giving habits. When they wear or use an item, it becomes a conversation starter and helps raise awareness about the causes they care about. They enjoy giving back in ways that reflect their individuality, and swag products help amplify their involvement.
Technology-Driven Giving
Growing up with smartphones and social media, Gen Z has mastered using technology to make a difference. According to Blackbaud, 44% of Gen Z donors have donated online, with platforms like GoFundMe, Venmo, and even Instagram fundraising tools. They don’t just give money; they use these platforms to share stories, encourage others to join in, and spread awareness about the causes they support.
And because they’re so attuned to the power of storytelling, they can build emotional connections that inspire action. For example, seeing an influencer they admire support a cause can encourage them to get involved too, creating a ripple effect of generosity. Organizations that want to appeal to Gen Z donors must embrace digital channels and make giving as accessible and engaging as possible.
The Influence of Swag in Philanthropy
Swag products are also a fantastic way for organizations to appeal to Gen Z donors. This generation values tangible, impactful reminders of their contributions. They love products that allow them to show off their support for a cause, making their giving experience personal and shareable.
Consider a branded t-shirt that not only highlights the cause but also acts as a way for Gen Z donors to express their identity and align with something meaningful. A water bottle with a message of support or a tote bag that raises awareness can reinforce the impact they’re making, allowing them to share their values with others. For organizations, swag products offer a unique way to strengthen connections with Gen Z by providing them with something that goes beyond traditional giving.
Making an Impact with Gen Z
Gen Z is redefining the concept of philanthropy, proving that you don’t need to be wealthy or famous to drive change. They’re digital activists, advocates, and givers, passionate about using their voices and resources to make a difference. By appealing to Gen Z donors, organizations can embrace a generation that not only believes in giving back but also values authenticity, transparency, and engagement.
Organizations looking to engage Gen Z should consider how to provide actionable ways for them to contribute, get involved, and share their support. And by offering swag products, organizations can create a lasting connection with this generation—giving them a meaningful way to show off their support and inspire others to do the same.
As Gen Z continues to lead the way in redefining giving, they’re teaching us all that philanthropy isn’t just for the elite; it’s for anyone with a passion for change. And in a world where every action counts, that passion is exactly what we need.
