New research from GoFundMe and GivingTuesday suggests that Gen Z is playing a much larger role in charitable giving than many nonprofits may realize. The report found that adults between 18 and 29 are participating in philanthropy at higher rates than older generations, often through digital and community-focused channels. Instead of limiting support to traditional donations, Gen Z is engaging through fundraising, advocacy, volunteering, and social sharing.
According to the findings, more than 70% of Gen Z respondents reported taking part in some form of giving during the previous week, compared with 65% of older adults. Researchers also noted that younger donors are more likely to contribute financially despite many still being students, early in their careers, or earning lower incomes. Their giving habits tend to focus on causes that feel personal, immediate, and connected to people they know directly.
The study also highlighted the growing influence of personal networks on charitable behavior. Nearly 60% of Gen Z participants said their giving decisions are shaped by family members, friends, or online communities. Community fundraising platforms such as GoFundMe are becoming important entry points into broader nonprofit engagement because they allow younger supporters to connect emotionally with causes and easily share campaigns online.
GoFundMe CEO Tim Cadogan said, “Gen Z is showing us that generosity does not begin with financial capacity alone. It begins with participation, trust, relationships, and a willingness to make support visible. These findings reinforce that Gen Z is not a future donor segment. They are already reshaping giving today: socially, publicly, and online. That creates a clear call to action for nonprofits: build for the ways Gen Z already engages by making it easier to share causes, rally communities, fundraise, and give in digital spaces. The nonprofits that embrace these behaviors now will be the ones that turn Gen Z participation into long-term support and growth.”
Giving Tuesday CEO Asha Curran added, “What this research reveals is that giving is increasingly community-based, and Gen Z understands that instinctively. They give in ways that are visible, relational, and multidimensional. They’re not ‘future’ donors or leaders – they’re contributing and shaping the culture of generosity right now. Our job is to meet them where they are and build the structures and support that honor what they’re already doing, because that is how a generosity movement grows.”
Younger supporters are more likely to publicly share causes, advocate for organizations online, and encourage peers to contribute. This social approach to giving helps campaigns spread quickly and increases participation through digital word-of-mouth. The report argues that online fundraising platforms are not replacing nonprofit support, but instead helping expand overall charitable involvement among younger audiences.
Access the full report here.