At a recent Chartered Institute of Fundraising (CIOF) First Thursday event, Phil Aiston (Director of Digital Marketing at Manifesto) and Fia Ewings (Bid Writer and resident Gen Z perspective) tackled one of the most pressing challenges in the non-profit sector: closing the engagement gap with Gen Z.
While the UK charity sector faces rising operational costs, increased demand, and a shrinking pool of traditional donors, a highly socially conscious generation is ready to engage if charities know how to reach them.
Here are the key takeaways and actionable strategies for fundraisers looking to build long-term relationships with the next generation of givers.
Perception vs. reality: Debunking the myths
There is a common perception that younger demographics are becoming apathetic towards charitable giving. However, data reveals a distinct gap between what fundraisers assume Gen Z wants and what actually drives their support:
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Impact over vague messaging: 48% of Gen Z strongly agree that clear facts and figures showing direct impact influence their support, compared to only 7% of fundraisers who assumed this mattered to them.
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Receptive to personalisation: 58% of general donors dislike personalised charity content, but only 22% of Gen Z object to it, provided it offers clear value rather than feeling like intrusive ad-targeting.
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The power of offline tangibility: 57% of Gen Z state that receiving a physical, postal thank-you letter would increase their likelihood of giving again.
Meet Gen Z where they work, play, and live
To engage younger audiences effectively, charities must expand their channels beyond traditional donation forms:
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Low friction giving: Friction-heavy donation pages lose spontaneous givers. Integrating seamless payment options like Apple Pay and Google Pay, or embedding micro-donations at checkout, matches the seamless online experiences set by commercial brands.
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Live streaming and gamification: Gaming is not just a niche hobby; events like Jingle Jam highlight how livestreaming can rival major physical fundraising events. Furthermore, over 50% of UK adults engage with gaming, proving gamified channels hold multi-generational value.
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Non-monetary avenues: Gen Z values advocacy, volunteering, and board representation. Offering clear pathways to give time or sit on advisory committees builds early affinity.
Principles that benefit every generation
Crucially, adapting your strategies for Gen Z is not an all-or-nothing trade-off that neglects your existing donor base. Modernising your approach creates better experiences for supporters across every age group.
Clear impact reporting, transparent communications, streamlined payment processes, and genuine listening are universal best practices. Improving these elements helps retain established supporters while simultaneously opening the door to younger givers.
Rethink your measurement framework
Acquiring younger donors often carries a higher initial Cost Per Acquisition (CPA) and yields smaller upfront gifts. Evaluating Gen Z campaigns strictly against short-term, in-year revenue targets risks cutting off promising strategies before they mature.
Establishing a dual-KPI approach, which measures immediate campaign performance alongside a 3-to-5-year lifetime value (LTV) projection, allows organisations to cultivate early attachments that compound as donors' disposable income grows.
Actionable steps for your team
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This week: Audit your donation journey. Count the taps it takes to make a gift on mobile and test payment options.
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This month: Rewrite a supporter update using plain English, combining a powerful figure or stat with an emotive story, and benchmark its engagement on social platforms.
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This quarter: Start a conversation with leadership about how the true value of capturing a Gen-Z donor is assessed.
Ready to modernise your engagement strategy?
Navigating shifting donor demographics requires digital experiences that build trust, show clear impact, and eliminate friction.
Book a call with our team today to discuss how we can help elevate your digital marketing and donor engagement strategies.