Fundraising Trends
Millennials and Gen Z are becoming key players in the donor landscape, and it’s time for nonprofits to rethink how they share their stories.
In addition to donating, these younger generations are seeking meaningful connection, impact, and value alignment with the organizations they support.
Why This Matters
More than any other generation, Millennials and Gen Z are driven by purpose, transparency, and social impact.
They are drawn to causes that match their personal values and expect nonprofits to be authentic and inclusive in their messaging. These donors are digital-first, socially conscious, and highly skeptical of (what they consider) outdated fundraising approaches.
Engaging them effectively requires telling stories that are emotionally resonant, mission-aligned, and optimized for the platforms where they spend time.
Next Steps
Here are a few tips for effectively engaging Millennials and Gen Z donors:
LEAD with mission and impact
Use compelling stories that show how donor contributions make a tangible difference.
BE authentic and inclusive
Centre diverse voices and make sure your narrative reflects the communities or audiences you serve.
OPTIMIZE for digital
Share content through social media, short-form video, and mobile-first experiences.
OFFER engagement beyond giving
Invite younger donors to volunteer, advocate, or become ambassadors for your cause.
HIGHLIGHT transparency
Show donors where their funds go and how decisions are made to build trust and long-term support.
To learn more about Millennial and Gen Z donor motivations, click on the linked article here.
How does your ministry use storytelling to inspire action?
Robyn Roste
Media Manager | robyn@eaglecom.ca