In 2025, non-profits face a generational shift as they work to connect with Gen Z – an influential and socially conscious demographic that is reshaping the future of giving. As digital natives, Gen Z values transparency and seeks authentic connections with the organisations they support.
Gen Z is the largest consumer group worldwide, making up approximately 30% of the global population – that’s nearly 2.2 billion Gen Z’ers worldwide. Born between 1997 and 2012, this generation is stepping into the workforce and expanding their influence as donors and advocates. Rather than passive followers, Gen Z are active participants in social movements.
Research shows that:
- 35% of Gen Z have donated to a cause
- 40% have raised funds for initiatives they care about.
For Gen Z, giving isn’t just financial – it’s about making an impact.
How non-profits can engage Gen Z
Be Where They Are
Gen Z spends an average of 4.7 hours daily on social media. Non-profits must meet them on their platforms with content that is quick, visual and impactful.
- Instagram: Great for time-sensitive content via stories and reels
- YouTube: The second biggest search engine in the world after to Google, 70% of Gen Z watch videos here daily – use it for storytelling and longer-form content
- TikTok: The go-to platform for short and long-form, and viral content – trends and challenges can help spread your message
- Snapchat: A favourite for direct, personalised updates – especially for users aged 16 – 24.
Tell authentic stories
Video is especially powerful, with 85% of online traffic driven by video content. Create short clips, live events and behind-the-scenes content to build trust and strengthen connections.Gen Z values transparency and emotional connection. Share real stories that show how donations make a difference.
Make it easy to give
Gen Z expects seamless digital experiences. Complicated donation processes will turn them away and with 88% of Gen Z donations made via mobile, donations should be intuitive and optimised. Make it simple.
To make it simple:
- Add “one-click” donation options
- Compatibility with digital wallets and services like Apple Pay
- Personalised thank-you messages to build relationships
Looking ahead
With 2.8 billion Gen Z’ers globally in 2025, the potential to inspire this generation is immense. Gen Z’s passion for social justice and community action is an opportunity for non-profits to create lifelong connections.
By prioritising authenticity, convenience and meaningful storytelling, non-profits can inspire Gen Z to become long-term supporters. They aren’t just the donors of tomorrow – this generation are the changemakers of today.
Article written by Nadine Moore, Chief Growth Officer at Children’s Hospital Foundation
Sources
Maverish. (2025). Generation Z statistics: Global impact and social trends. Retrieved from https://www.maverish.com/statistics/gen-z-statistics
McCrindle Research. (2025, January 3). The surprising social trend among young adults in 2025. The Advertiser. Retrieved from https://www.adelaidenow.com.au/lifestyle
Persuasion Nation. (2025). Gen Z social media statistics: Engagement trends for 2025. Retrieved from https://persuasion-nation.com/gen-z-social-media-statistics
The Australian. (2025, January 2). Social media’s link to young women’s mental health. Retrieved from https://www.theaustralian.com.au
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