Trying to Appeal to New, Young Donors? Here Are 6 Things to Know

By Abigail Allhusen

The nonprofit sector is at a crossroads. For health organizations in particular, the traditional playbook for fundraising is showing its age. While legacy donors remain vital, they alone can’t sustain the future. The real opportunity, and challenge, lies in engaging a new generation of supporters: young, individual donors who are values-driven, digitally fluent, and eager to contribute to causes that reflect their worldview.

Yet, many organizations hesitate. Reimagining brand identity or investing in digital tools can feel risky when resources are tight. But the cost of inaction is far-reaching: donor fatigue, cultural disconnect, and ultimately, irrelevance.

And it’s not just about missed donations—it’s about missed momentum. Gen Z and Millennials are powerful amplifiers. They use social media to mobilize, educate, and influence. Failing to engage them means losing access to the grassroots energy and viral reach that drive modern movements.

The good news? Innovation is already happening. Forward-thinking nonprofits are experimenting with TikTok campaigns, co-creating with Gen Z advisory boards, and redefining what it means to be community-driven in the 21st century. These strategic shifts reflect a deeper truth: these donors aren’t just the future of philanthropy—they’re the now. But reaching them requires a shift in mindset, messaging, and methods. Take it from me, as someone who falls squarely into this category.

Here are 6 key insights to help your organization connect with this powerful audience:

1. Young Donors Are Purpose-Driven and Community-Oriented

Young donors, particularly Gen Z and Millennials, are deeply motivated by mutual aid and community-based giving. They want to see their dollars make a tangible difference, not just in the world, but in their neighborhoods. Causes that promote health equity, inclusion, and sustainability resonate most.

2. They Prefer Recurring, Automated Giving

Forget the annual gala. Today’s young donors are more likely to set up automated monthly donations in small amounts like $5/month. In fact, 94% prefer monthly giving over one-time or annual contributions. This model not only builds loyalty but also creates a more predictable revenue stream for your organization.

3. Digital-First Is Non-Negotiable

Young donors live online. They expect to engage, donate, and receive updates via mobile-friendly platforms, email, and especially social media. In fact, 44% of online donors are enrolled in a monthly giving program, and 29% say social media is one of the top channels that inspires them to give.[AA(M1]  If your donation process isn’t seamless on a smartphone, you’re likely losing potential supporters.

4. Transparency and Direct Impact Matter

This generation is skeptical of traditional nonprofit models. 57% of Gen Z believe that giving directly to individuals or communities has more impact than donating to large organizations. To earn their trust, be transparent about where their money goes and show the real-world impact of their contributions.

5. Messaging Must Reflect Their Values

Young donors are not just giving to feel good—they’re giving to make change. Your messaging should reflect their values: equity, justice, sustainability, and authenticity. You should be highlighting stories of real people, real communities, and real outcomes. But it’s not just about what you say—it’s about who says it. Younger audiences are far more likely to trust messages that come from peers, creators, and influencers they relate to. And always avoid jargon and corporate speak.

6. They’re Not Just Donors—They’re Amplifiers

Gen Z and Millennials don’t just give—they mobilize, educate, and influence. Social media is their megaphone, and they use it to rally support for causes they care about. A staggering 52% of online donors say they would be willing to serve as social media ambassadors for their favorite nonprofits if asked.[AA(M2] They’re also redefining how giving happens—embracing crowdfunding platforms, crypto donations, and decentralized mutual aid as tools for collective action. If you fail to engage them, you risk missing out on the grassroots energy, viral reach, and innovative spirit that can drive awareness and action at scale. Empower them with shareable content, clear calls to action, and opportunities to lead.

The Proof Is in the Pudding

At McCann Global Health, we recently helped Family Health Project (FHP) pivot its donor strategy to focus on reaching younger audiences. By crafting a mobile-first campaign with transparent messaging and a recurring donation model to encourage small donations, we are helping FHP grow its base of monthly donors—proving that when you meet young donors where they are, they show up. With a 175% increase in monthly donors, the campaign is demonstrating both creative and performance success. For nonprofits looking to stay relevant and resilient in a rapidly changing landscape, building authentic relationships with the next generation of donors is mission critical.

 [AA(M1]https://www.nptechforgood.com/2025/02/15/the-communication-giving-preferences-of-641-online-donors/ [AA(M2]https://www.nptechforgood.com/2025/02/15/the-communication-giving-preferences-of-641-online-donors/