Authors:
Julia Kathan, Chief Communications Officer
Linh McCool, Consulting Associate

It all began as a hashtag in 2012. #GivingTuesday. Today, it is a worldwide movement and continues to grow as one of this country’s biggest fundraising days, even as some other sectors of giving contract. It’s also a powerful reminder that philanthropy can and does change over time.

The fact that Giving Tuesday donations in the U.S. reached $3.1 billion dollars last year is a clear demonstration of the increasing power and influence of social media, technology and, in particular, younger generations of donors.

So, Giving Tuesday 2024 is a good chance to revisit some of the key themes that nonprofits would do well to remember year around.

Millennials and Gen Z aren’t following traditional philanthropic paths—they’re rewriting them. For these donors, giving is activism, and it’s reshaping the world in real time.

Millennials, those born between 1980 and 1995, are the largest generation group in the U.S., with an estimated population of 72.7 million. Those in Generation Z (Gen Z) are born between 1996 to the early-to-mid-2000’s. And right now, it is apparent that these generations are becoming significant contributors to charities.

A recent survey from Bank of America looks at some of these new paths for the wealthiest among members of these generations. CNBC’s report on the study shows affluent Millennials and members of Gen Z are leading a shift away from giving to religious organizations and military charities, toward causes that resonate personally—such as social justice, climate change, and mental health. Gen Z, especially, uses wealth to become “changemakers” or “advocates” rather than merely donors. This movement highlights an evolving sense of responsibility among younger generations, who see their giving as a form of social entrepreneurship. In fact, plenty of people in these generations are eager to talk about philanthropy as part of an initial discussion with a wealth advisor, even before their investment plan.

What does this all mean for nonprofits? It’s clear many need to pivot their strategies. Gen Z, for example, is heavily influenced by social media, while Millennials are more likely to engage in monthly giving programs or crowdfunding campaigns. Understanding these generational preferences is essential for any nonprofit hoping to turn interest into action.

There are many opportunities that nonprofits can seize with understanding younger generations’ daily habits, values, and characteristics.

  • Peer Networks: Gen Z and Millennials connect through platforms including Instagram, X, and TikTok. Encouraging followers to share content can expand reach.
  • Grabbing Attention: Northeastern University professor Art Kramer reports that in the past two decades, attention spans have shrunk from 2½ minutes to 45 seconds. Yet, it’s not just about shorter focus—it’s about cutting through the social media noise.
  • Transparency: Younger generations demand transparency, holding brands accountable. Clear impact data and regular updates build trust.
  • Economic Constraints: Blackbaud reports that while Gen Z has limited disposable income, 84% support causes in non-monetary ways. Nonprofits can offer smaller donations, volunteer roles, and advocacy options.
  • Early Giving Habits: Younger generations start giving earlier, so nonprofits should build lifelong connections through small donations and advocacy opportunities.

In this evolving landscape, it’s vital for nonprofits to secure lasting relationships with the next generations by understanding what motivates them, and meeting them on their terms, on #GivingTuesday and every day.