By Matt Vuorela / Chief Executive Officer of Steier Group
Gen Z, defined as those born between 1997-2012, is a growing portion of our population – and a growing part of our fundraising plans. Currently in their early to mid 20s, the generation is characterized by their limited disposable income and “buying power.” Yet in the coming years, they are positioned to become your organization’s next big wave of donors.
As Gen Zers establish themselves more in their careers, their capacity to give will increase – but only to causes they care about. Gen Z prioritizes supporting nonprofits, charities and causes that align with their values and make a tangible impact.
Organizations who prepare now to better understand and connect with Gen Z donors will see fruit in terms of future fundraising success. In this blog, we’ll outline the key motivations and considerations for engaging with Gen Z in the philanthropy space.
Understanding What Motivates Gen Z to Give
Research shows that Gen Z makes decisions (where to work, what to buy and who to support) based on alignment with their personal values. Sound familiar? Well, good news: That’s stewardship. Giving to the Church has always been tied to identity, belonging and purpose.
It’s a generation that responds to invitation, not obligation. When you can offer them community, authenticity and a mission that matters, they’re far more likely to give.
Gen Z is already proving themselves to be quite generous! A Blackbaud Institute study found that 84% of Gen Z says they support nonprofits, charities or causes in some way. It’s why they choose to give back that looks different from prior generations.
So what makes Gen Z want to donate? According to the Blackbaud study, here are the top three motivations for Gen Z donors:
- Trusting the organization
- Strongly believing in the mission
- Organization that gives back to the community
Being able to trust an organization comes from clear reporting and fiscal responsibility. A Gen Z donor is highly curious about financial accountability and highly likely to research your organization before supporting it.
The Blackbaud Study lists the three top sources where a Gen Z donor goes for information:
- Social media – 52%
- Google or other web search – 52%
- Organization’s website – 48%
Here’s what they say they’re looking for in their research:
- More about organization’s impact – 56%
- Their general reputation – 52%
- More about their mission and services – 49%
Of note, efficiency and funding sources rounded out the top five types of information Gen Z donors want.
Now, does this align with what’s actually on your website and social media channels?
- If you aren’t currently present or positing consistently on social media, now is the time.
- If you already are, does your digital strategy include impact stories and engagement opportunities?
This is a generation that desires a connection to and relationship with the organizations they support. The Gen Z approach to philanthropy is more mission-focused than we’ve seen in the past. They want their support to advance a mission, not just maintain an institution.
Interestingly, but not surprisingly, the data also shows that Gen Z strongly prefers to support organizations who do human services and environmental work. The good news here is that many of the ministries and mission work your Church leads is within these sectors.
Still, only 13% of Gen Z respondents in Blackbaud’s Gen Z at the Table Study said they had supported a faith-based organization in the last year.
So what can Catholic churches do to appeal to Gen Z?
We’ll get into some more specific action steps later in the blog. For now, consider this:
Younger supporters want to be a part of the change you’re making in the community, not just fund it. How can your parish community intentionally invite this new generation into your work?
Digital Channels Are Becoming the Front Door to Philanthropic Engagement
Gen Z has grown up during a period of rapid social change, with more digital access and connection than ever. It’s no surprise they carry a strong desire for justice and for improving life for others.
With all the time spent online, it’s also no surprise they have high expectations for a mobile-friendly donation experience.
We’ve worked with Catholic Churches, Newman Centers and community organizations across the United States to grow client donor bases. Here are four Gen Z engagement strategies we recommend:
- Shorten your online donation form.
- Pro tip: if it isn’t easy to do on a phone, they’ll move on!
- Integrate mobile wallet payment options like ApplePay, Venmo, etc.
- Offer opportunities to support beyond the financial – via time or advocacy.
- Feature an impact story or testimonial on your donation page.
- We’ve also seen nonprofit websites with real time-dashboards that show funding progress and visualize impact. Tools like these are great ways to show the transparency that Gen Z responds to.
And we haven’t even mentioned social media yet. As the first generation to grow up entirely online, Gen Z spends a lot of time on social media. They are a part of highly connected digital communities, and they see those spaces as legitimate places to show their action and generosity.
What Research Shows About Gen Z Online Giving Habits
Research shows that Gen Z responds to short-form video clips more than long posts or formal messages.
They look for social proof – seeing friends, peers, trusted voices or even social media influencers talk about a cause makes them more likely to give.
For Catholic development staff trying to reach Gen Z, our advice is to think less about content and more about the relational aspect.
Make giving simple, visual and easy to share. You can do this by sharing short videos to highlight real people in your parish or ministry. When young people see their peers living the mission, they’re far more likely to join in.
Volunteerism and Advocacy Are Core Parts of Gen Z Engagement
Gen Z approaches generosity differently than past generations. They’re more action‑oriented and driven by their values, and they see giving as much bigger than writing a check. They use their voices and their networks (in person and online) to lift up causes they care about.
Sometimes, that can be even more valuable than a direct donation. One reshare on social media of a video clip can amplify your message and create real momentum.
Younger generations love to advocate and volunteer. Think about how your ministries can give young people real ways to contribute. It could look like signing up for a shift at your food pantry, organizing collection drives or simply sharing their support online.
Pro tip: Gen Z values employment opportunities with built-in opportunities for giving back. Consider how your organization could partner with local companies for workplace-sponsored community service.
For Catholic leaders, this is an opportunity. Given Gen Z’s nontraditional giving approach, here are a few ideas to get them involved:
- Invite them into leadership early: establish a new junior council or other similar advisory opportunity if you don’t have one.
- Create spaces where they can serve and/or share your message, not just donate.
- Let them see the Church’s work up close.
Create ways for Gen Z to take part in your work. All of this helps connect the dots on how giving is tied to mission, not obligation. Not to mention they will see the impact of their giving firsthand. Generosity will naturally flow from there.
Authentic Communication Strengthens Relationships With Younger Donors
Now let’s dig more into how to leverage that knowledge in your donor communication strategy.
Younger donors expect nonprofits to show real impact. They are looking for more than generic “making a difference” statements. When you can show what a single gift actually does – through real results and stories – that’s when you will see Gen Z buy-in and loyalty.
As one participant in the Blackbaud Institute Gen Z study said, “… In terms of facts and statistics, I think they’re nice to hear, but I just want to see how it’s impacting people literally in their daily lives.”
In fact, nearly 70% said that impact reporting is likely to motivate an increased giving amount. Though they’re digital natives, 60% of study participants also said a thank you letter sent via postal mail would also motivate them. They’re different in many ways – but not that different from past generations.
Figuring out which outcomes and stories to tell about your impact can be easier said than done, though.
If we revisit the research that Gen Z prefers to give to causes not institutions, how can you authentically position the Catholic Church as a worthy cause to attract more younger donors?
For us, the answer comes in framing your parish story as impact work more than line items. It’s the benefits vs. features marketing lesson. Parish ministries, Catholic school student success stories and the like are prime examples of all the Church can offer to a generation hungry for belonging and authenticity.
In general, clear communication can help remove many of the barriers in the way of you gaining next generation donors. As you craft your next communications plan, consider that Gen Z may have little time to devote to your organization or little familiarity with your nonprofit in the first place.
How can your messaging speak into their uncertainty about how to engage with your cause and assure them that any involvement on their end will make a difference?
The Long-Term Impact of Gen Z on the Future of Philanthropy
Gen Z’s influence and participation in philanthropy will undoubtedly shape future giving trends. Make 2026 the time to start shaping your Gen Z donor development plan.
We won’t see Gen Z show up in our donor databases as the top segment for many years. Still, one-third of Gen Z financial donors in the Blackbaud Institute study said they plan to increase their giving in the coming year.
Development professionals in the same study estimated that less than 10% of their current financial donors came from Gen Z.
Pro tip: If you don’t already track donor age in your own database, that’s something you can start doing to get a baseline understanding of which generations your largest donations are coming from.
While Gen Z’s long-term impact on philanthropy remains to be seen, the groups who are intentional in understanding and communicating with them will be the ones they trust and support for years to come.
Conclusion: Preparing for the Next Generation of Philanthropic Engagement
Within the next decade, Gen Z donors will become a defining group in the next era of Christian stewardship. Organizations that start building relationships with Gen Z now will be well-positioned in the future as their capacity to give grows.
How your Church or School can engage with Gen Z:
- Integrate digital channels into your fundraising strategy.
- Encourage participation on a broader level – volunteering, advocacy or advisory roles.
- Communicate your impact clearly and frequently.
Overall, Gen Z is helping pull the Church toward deeper stewardship. At its core, Christian giving has always been about relationship, mission and caring for one another in concrete ways. Gen Z’s focus on transparency, community and hands-on service reflects those same values. In a time when many are distracted and searching for hope, focusing on these foundational stewardship practices can help remind us all who we are and what we’re called to do.
Matt Vuorela
Matt serves as the CEO of the Steier Group. He joined the firm in 2008, after working in the legal profession for more than 15 years. After spending seven years leading capital campaigns for faith-based organizations across the country, Matt joined the firm’s management team – first, as a project supervisor, then as President and most recently as CEO. Matt provides oversight for all the Steier Group’s campaigns and leads the firm’s client development efforts. Matt resides in Omaha, Nebraska, with his wife, Liz, and their three children.
Sources
Cross, E. (2025). 5 Strategies to Engage Gen Z and Boost Donations. In Blackbaud Giving Fund. https://blackbaudgivingfund.org/blog/5-strategies-to-engage-gen-z-and-boost-donations/
Features vs. Benefits: A Crash Course on Proper Messaging. (2021). In blog.hubspot.com. https://blog.hubspot.com/marketing/features-vs-benefits-messaging-ht
Gen Z, millennial, Gen Alpha? Find your generation — and what it means — by your birth year. (2024). In USA TODAY. https://www.usatoday.com/story/graphics/2024/10/08/generation-names-years-explained/74701974007/
Mobile Wallets and Nonprofit Fundraising: The New Generation of Giving. (2024). In www.causevox.com. https://www.causevox.com/blog/mobile-wallets-and-nonprofit-fundraising/
Vuorela, M. (2025). Donor Development Strategies for Maximum Impact. In Steier Group. https://www.steiergroup.com/blog/donor-development/
