While many nonprofits still focus their donor strategies on Boomers and Millennials, there’s a growing group hiding in plain sight: Gen Z. Despite their age, they’re already making their mark as generous, values-driven supporters — but they’re doing it in new and novel ways.
Whether it’s sharing a friend’s GoFundMe in a group chat, donating through TikTok links, or supporting grassroots mutual aid campaigns, Gen Z is rethinking what giving looks like. For nonprofits, engaging this generation means showing up with authenticity, meeting them in digital spaces, and building trust from the start.
Canada’s next giving powerhouse
Generation Z (born between 1997 and 2012) has become the third-largest generation in Canada, now surpassing Generation X, according to Statistics Canada. Raised with smartphones, social media, and global headlines always a tap away, Gen Z is more informed, more connected, and more socially aware than any generation before them.
And while their approach to giving may differ, their desire to make a difference is just as strong, if not stronger, than previous generations.
While Baby Boomers still give the most overall, their donations have slowed due to economic concerns and donor fatigue. Gen X and Millennials remain active givers, but Gen Z is uniquely positioned to become the most influential generation for the future of fundraising.
They crave authenticity, social change, and measurable impact — and they expect the same from the causes they support.
Take giving to their arena
Gen Z hugely value what their friends and favourite creators care about. They trust the voices around them and reflexively share the causes that they’re passionate about. Creators can spotlight causes and inspire action through their social reach or by featuring on their GoFundMe Profiles pages.
In fact, half of Gen Z shares a cause or fundraiser on social media at least once a week. Social sharing isn’t just second nature — it’s their superpower, and a driving force of modern giving.
Our research shows this generation is highly motivated to give back, but they don’t always know how to take the next step. That’s where intuitive tools and user-friendly platforms come in. When you make it easy for them to act, they don’t just donate — they become powerful champions for your cause.
Whether it’s a one-click share to Instagram or livestreaming for a favourite nonprofit using GoFundMe’s live fundraising tools, making it easy to spread stories that stick is key. These tools turn passive viewers into passionate advocates.
Make giving seamless and show the impact
Growing up on convenience and most things being easily accessible, this generation also expects a quick and easy giving experience. Avoid common missteps like long forms, clunky donation pages, or vague language about where the money goes. These details are important and can quickly turn away an eager donor.
Instead, focus on building a donation experience that’s:
Most importantly, show supporters the direct impact of their donations. Let them know how $10, $25, or $50 translates into real-world results. When donors can see their impact, they’re more likely to give and give again.
Conclusion
As someone who’s part of this generation, I see firsthand how important it is for us to give back not just with money, but with time, attention, and influence.
We care deeply about the world around us, and we’re eager to support causes that align with our values. But we’re also navigating an overwhelming amount of noise and information.
The difference between passive interest and active support often comes down to how easy you make it to get involved. When nonprofits show up authentically, offer clear pathways to action, and embrace the way we share and engage online, Gen Z will do more than donate — we’ll help drive your mission forward.
Now that you have the tips and resources, start your fundraiser today and become one step closer to reaching your goal. GoFundMe is on hand to show you how it works and answer all your fundraising questions. We also have plenty of tips and ideas to help you make your fundraiser a success.
Aisha Vernon supports diverse causes and campaign organizers across Canada through her work at GoFundMe. With a passion for community and a deep belief in the power of social fundraising, she helps connect people with the support they need, when they need it most.
