The nonprofit landscape is evolving at lightning speed, and Classy.org’s Social State of Giving Report provides essential insights to navigate these changes. Based on a survey of 1,000 individuals, this groundbreaking study digs into donor behaviors across generational lines, offering invaluable guidance for nonprofits eager to engage better with donors today and tomorrow. The findings underscore the distinct giving habits of Boomers, Gen X, Millennials, and especially Gen Z—the future philanthropic powerhouse predicted to hold $12 trillion in wealth by 2030.
Among the eye-opening insights, Gen Z stands out. This digital-first generation is 10 times more likely than Boomers to share donations on social media, and 41% report being inspired to donate based on social media activity—a behavior that nonprofits cannot afford to ignore. As Michelle Boggs, Classy’s Executive Nonprofit Industry Advisor, explains: “Sharing drives action. It’s not just a post; it’s an invitation for others to act.”
The report also highlights the rise of “impact creators”—trusted individuals on platforms like TikTok and Instagram who inspire followers to donate directly through their campaigns. Over half of Gen Z respondents trust these creators to make donations on their behalf, a testament to the power of personal connection and digital trust.
Host Julia Patrick summed up the report’s transformative potential: “This isn’t just a shift in behavior—it’s a revolution in how we connect, inspire, and engage across generations.”
This report isn’t just data—it’s a roadmap for adapting to seismic shifts in philanthropy, equipping nonprofits to reach new heights.
Five Key Questions and Answers
What is the main focus of the Social State of Giving Report? The report examines how different generations discover, interact with, and support causes online, highlighting the distinct behaviors of Gen Z, Millennials, Gen X, and Boomers.
What makes Gen Z unique as donors? Gen Z is highly influenced by social media, with 41% inspired to donate via these platforms. They also share their donations online at a much higher rate than other generations.
How do Millennials’ giving habits differ from Boomers’? Millennials are motivated by personal connections to causes, while Boomers primarily give out of a sense of responsibility or tradition.
What are impact creators, and why are they important? Impact creators are individuals who use their social media platforms to drive awareness and donations for causes. Over half of Gen Z trust these creators to make donations on their behalf.
What tools can nonprofits use to engage younger donors? Tools like Classy’s Meta integration enable seamless social media fundraising. Features like storytelling AI and curated donor profiles help nonprofits align with Gen Z’s digital-first identity.
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