Generation Impact: Rethinking Giving In A Digital World

How Gen Z is driving the future of fundraising through clicks, creators, and cause-based campaigns.

From trending challenges to TikTok changemakers, Gen Z is turning clicks into causes and likes into lasting impact. Whether it was the 17 million people who drenched themselves for the ALS Ice Bucket Challenge, raising $115 million in the process, or the TikTok creator who raised over $500,000 to help a neighbour in need, one thing is certain, this generation is making generosity go viral.

Even in the face of rising rents and economic uncertainty, today’s young people are still showing up. They're donating, sharing, fundraising and making real change, not just with their wallets but with their voices, platforms and communities. For Gen Z, giving isn’t an afterthought. It’s an identity.

And they’re not waiting until they’re older to get involved. Research from Philanthropy Australia shows the average Gen Z starts engaging in charitable efforts at age 14. With many now in their late 20s, the Children’s Hospital Foundation reports that 35% have already donated, and 40% have actively fundraised for causes they care about.

Meet Generation Impact

Born between 1995 and 2010, Gen Z is stepping into adulthood and fast becoming one of the most influential consumer and donor groups. With a projected spending power of $12 trillion by 2030 according to NielsenIQ, they’re a generation no organisation can afford to ignore.

The good news is, Gen Z cares deeply about social impact. But their approach to giving looks very different from generations before. As Tyson Feng, Chair of the New Gen Network explains in an interview with Philanthropy Australia “Younger donors are eager to engage in meaningful ways that go beyond traditional financial giving… they see themselves as active drivers of change, wanting to be more hands-on and less passive in their involvement with charities.”

This shift creates an opportunity for organisations to build authentic, long-term relationships with donors from the very start of their journey.

Whilst still in the early stages of their giving journey, McCrindle research finds that Gen Z donors in Australia are more likely than Baby Boomers to give at least monthly, with many having donated at least $200 in the past 12 months. 

Giving In The Age Of Digital Natives

To engage Gen Z effectively, a strong digital presence is essential. This generation is inherently digital, having grown up with smartphones, social media, and information at their fingertips.

According to a joint report from Classy, Pursuant, and GivingDNA, 40% of Gen Z donors will research an organisation's website and social platforms before giving, seeking transparency, alignment with their values, and visible impact.

The Children’s Hospital Foundation also found that 88% of Gen Z donations are made on mobile. This generation expects giving to be seamless, intuitive, and instant. Just like the apps they use every day.

For charities, foundations, and not for profits, an easy-to-navigate website and strong social media presence are no longer nice-to-haves. They are critical tools in reaching this digital-first donor.

Making Giving Visible

Visibility matters. And for Gen Z, giving is social.

The Pay Your Bills Campaign, started by Brisbane drag queen BeBe Gunn during the 2021 lockdowns is a standout example. By sharing the stories of struggling artists and casual workers on Instagram, Gunn raised over $10,000 in a matter of days, showcasing how storytelling and social media can spark instant community support.

According to the State of Social Giving Report, 41% of Gen Zs say content they saw on social media has motivated them to donate. GoFundMe supports this, reporting that every time a fundraiser is shared, it drives an additional $100 in donations.

And the momentum doesn’t stop with the donation. 50% of Gen Zs share causes or fundraisers at least once a week, compared to just monthly or rarely for older generations. This generation is turning awareness into action, and amplifying causes within their own communities.

Introducing The Impact Creator

Social media’s influence has given rise to a new type of changemaker: the Impact Creator. These are creators who use their platforms to inspire action, raise awareness, and drive donations. According to GoFundMe, 69% of Gen Zs already follow an impact creator.

These are not your average influencers. They're changemakers using creativity, platforms and purpose to move support where it matters. Globally, these creators include:

• Milly Bannister, who leverages her 130K+ Instagram followers to advocate for youth mental health through her charity ALLKND.

• Marley Dias, founder of #1000BlackGirlBooks, who has donated over 13,000 books featuring Black female protagonists across the USA.

• Hollis Belger (aka Juggling for Jude), who has raised +$825,000 for St. Jude Children’s Research Hospital using her soccer skills.

These creators are trusted voices with 51% of Gen Zs saying that they would trust an impact creator to donate on their behalf. For foundations, partnering with these changemakers presents a huge opportunity to tap into new audiences and build meaningful, values-aligned campaigns.

Where Gen Z Giving Is Going 

As more Gen Zs enter the workforce and build their budgets, they’re thinking differently about how and where they give.

In a Forbes interview, GoFundMe COO Soraya Alexander said: “They are willing to cut back in other areas to continue their charitable giving… and are more likely to include donations in their financial planning.” Alexander suggests that small, recurring donations, like the “Netflix model of giving”, are a natural fit for a generation used to subscription-based spending.

As Gen Z enters the workforce and gains spending power, their approach to giving is evolving, and organisations need to keep up. Here are four trends shaping how Gen Z chooses to give:

• Backing The Disruptors: While 64% of older donors prefer established charities, 61% of Gen Z favour small organisations or startups they see as innovative changemakers. (McCrindle) 

• Peer-To-Peer Campaigns: Young donors prefer to give to individual campaigns or causes, not necessarily institutions. 43% have donated to a personal cause on platforms like GoFundMe in the past year. (Forbes)

• Giving Circles: With limited funds, Gen Z is getting creative and joining forces through Giving Circles like Impact 100 and Rainbow Giving Australia to pool donations and vote on where the money goes.

• Shopping For Impact: This generation doesn’t just give, they shop their values, too. With 62% preferring to purchase from socially responsible brands, they’re backing businesses like Thankyou and Who Gives A Crap that combine commerce with impact. (Maverish)

To engage Gen Z donors, foundations and non-profits must evolve. That means investing in digital storytelling, collaborating with creators, and designing experiences that make young people to feel connected, empowered, and seen.

Because for Generation Impact, donating isn’t just about dollars. It’s about community, values, and visibility. If organisations can meet them where they are, this Gen Z might just become the most generous generation yet.

About The Author:

Scott Millar is a business leader, keynote speaker, and generational consultant on a mission to help organisations navigate the ever-changing future of work. Launching his business in early high school, Scott has spent the past 10 years working with young professionals and business leaders around the world to explore how technology and innovation are changing the way we live, work, and learn. 

To find out more about Scott and to book him to speak at your next event, head to: www.iamscottmillar.com/speaking