Studies have shown trends in individual giving and volunteering vary by generation. Not only do they differ in how much time or money they give, how and how often, to which causes, and why—each generation’s preferences are also shifting. The latest Giving by Generation report from Giving USA Foundation and Dunham + Company shares findings about giving across generations from an online survey, conducted in November 2024, of 1,500 U.S. donors who gave at least $20 to charity in the past year.
Here are some of the highlights; Candid insights also asked Dunham + Company founder and chair Rick Dunham for his perspective on implications for fundraisers.
Donor sentiment toward nonprofits is positive
The good news is that the survey found 63% of donors said charities were “doing a good or excellent job” and saw nonprofits as doing a better job at delivering important services than government, especially among younger generations. According to the report, “the data points to one important thing: there is reason for optimism for the future of philanthropy as millennials and Gen Z donors mature.”
So, let’s look at how those younger generations are distinguishing themselves from their older counterparts.
Giving increased across generations
In 2024, all four generations—Gen Z (ages 18-27), millennials (28-43), Gen X (44-59), and boomers (60+)—increased average household giving compared with 2021. While boomers led both in dollar amount and rate of increase ($3,256, up 27%), the next oldest generation, Gen X ($1,371, up 12%), fell short of millennials ($1,616, up 22%) as in 2021, with the gap widening in 2024. And while Gen Z donors gave less than older generations ($867, up 16%), their rate of increase outpaced that of Gen X.
Gen Z more than doubled giving to faith-based organizations
In 2024, all four generations contributed more in average household giving to “places of worship” (local churches, synagogues, etc., as separate from “faith-based organizations” that may provide broader nonprofit services) than to any other cause, including social services, the environment, and arts and culture. Gen Z gave 16% less to places of worship but 133% more to faith-based organizations. Giving to environmental groups, Gen Z’s third-most supported cause in 2021, dropped to eighth.
| Top three charity sectors supported by generation in 2024 | |||||
| Sector | 2015 | 2021 | 2024 | % Inc/Dec | |
|---|---|---|---|---|---|
| Gen Z | |||||
| Places of worship | N/A | $239 | $200 | -16% | |
| U.S. Health/Medical | N/A | $107 | $138 | 29% | |
| Faith-based orgs* | N/A | $48 | $112 | 133% | Millennials |
| Places of worship | $436 | $300 | $471 | 57% | |
| Faith-based orgs | $106 | $243 | $231 | -5% | |
| U.S. Health/Medical** | $77 | $156 | $191 | 22% | Gen X |
| Places of worship | $737 | $432 | $581 | 34% | |
| Faith-based orgs | $105 | $159 | $122 | -23% | |
| U.S. Health/Medical** | $94 | $144 | $100 | -31% | Boomers |
| Places of worship | $1,190 | $996 | $1,141 | 15% | |
| Education | $343 | $431 | $407 | -6% | |
| Military/Veterans*** | – | – | $313 | – | |
| Faith-based orgs | $155 | $302 | $250 | -17% | |
*Environmental causes were 3rd in 2021
**Nonprofit hospitals were 3rd in 2021
***First measured in 2024
Gen Z (50%) and millennials (43%) were more likely than Gen X (29%) or boomers (31%) to attend religious services in person “once a week” or “almost every week.”
“I think this is reflective of a well-documented correlation between religious participation and giving,” said Dunham. But with regard to Gen Z, “we were a bit surprised by such a shift….I can only suggest that their high level of participation in religious services must have influenced that.”
Website content motivates online giving across generations
The share of donors giving through charities’ websites via smartphones ranged from 27% among boomers to 54% among millennials; 58% of boomers and 82% of millennials reported making online gifts of any kind. Boomers made the most online gifts in 2024, averaging 8.6, up from 8.3, while the younger generations made fewer than in 2021.
What motivates donors to give online? The most common answer was “something I saw on the charity’s website.” The report states, “it is clear that charity websites still play a vital role with donors, no matter how they access them.”
“Making sure your communications and website are mobile-optimized is vital,” according to Dunham. Nonprofits should also make sure their website reflects their communications. “Nothing frustrates donors more than to get a direct mail piece or email, then go to the website and not find the content or campaign.”
In fact, direct mail has become increasingly influential in driving online giving across generations, with boomers (28%) most likely to say it prompted them to give online. Meanwhile, the percentage of donors influenced to give by “someone asking me via social media sites” rose among boomers (13%) but fell for younger generations.
Donors across generations prefer to give occasionally
The value of repeat donors has long been emphasized, but the survey found most donors wanted to give not “monthly” but “occasionally”—ranging from 64% among Gen Z to 71% among boomers.
“The majority of donors have always preferred to give occasionally, according to our studies,” Dunham noted, a tendency that can strengthen with financial uncertainty. “Both types of donors are important, as mid[size] and major donors are often more likely to be occasional donors.” By cultivating relationships with donors who give occasionally, “you are actually creating the environment to build a mid[size] and major donor program if you have that strategy in place.”
“Organizations should have a strategy in place for moving occasional donors to higher levels of giving,” said Dunham. For example, a wealth screening of donors who make a first-time gift of $500 can provide insight into their potential to give more. Then fundraisers can directly and personally engage those individuals to increase giving across generations. “The general principle is that [the more you] increase personalized cultivation, the more the donor gives.”
Photo credit: Eva-Katalin via Getty Images
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