Shifts in Giving

Matt Mantooth

As we continue to examine shifts happening in the world around us, I want to unpack the dramatic shift we’re seeing in philanthropy in America, a shift in how we give, what we give to, and why we give.

For generations, philanthropy meant primarily giving a financial contribution directly to an organization. Increasingly, however, we are seeing that direct contributions are just one of many ways consumers like to support their favorite causes.

Times are changing.

Many millennials and Gen Zers have never written a check. So is this an audience that is going to ever send a donation through the mail? Nope. But does that mean that they won’t engage with a nonprofit organization? Of course not. In fact, studies have shown that this younger generation is more likely to become an online sustaining donor, contributing consistently to the causes they care about most. They’re also more than willing to rep your brand by buying useful, beautiful, and sustainable swag.

Studies show that “69% of U.S. consumers would prefer to buy from brands committed to socially conscious causes.” (Consumer Sentiment & Conscious Advertising, 2021, p. 12). Younger generations want to contribute to good in the world just like their parents and grandparents, they just think about philanthropy differently.

So what does all this mean? How do we take advantage of this moment?

We need to encourage engagement with our brands in ways that go beyond direct financial giving and especially beyond engaging solely through the mail. We need to create beautiful and immersive web experiences. We need to have a consistent and steady presence in inboxes and on the internet. And we need to have robust and attractive sustainer programs.

Millennials and Gen Zers are primed and want to support causes they believe in. Take some time this week and talk with your team about how to best tell engaging stories of life change, create beautiful pieces of content with messaging that people want to share, and create low barriers of entry for first-time supporters so audiences can’t help but say: I want to be part of THAT!