Gen Z Charitable Trends

Generation Z, otherwise known as iGeneration, represents the quarter of the population born after 1995. In contrast to older generations, Gen Z was born into a world of digital sophistication, and has grown up in the aftermath of the War on Terror, the Great Recession, and changing norms. This has led the generation to be pragmatic and mature, especially as it concerns charitable giving.

Gen Z is motivated by making a difference in the world — 60% of them even want their future jobs to have an impact on the world, and just over 1 in 10 hope to start a charity of their own. Twenty-six percent of 16-19 year olds currently volunteer, which is higher than every generation other than Gen X, which has a 28.9% volunteer rate. Additionally, 30% of Gen Z have already donated to an organization.

Due in part to Gen Z's close connection with technology and social media, they like to get connected with social issues and humanitarian causes across their social media platforms, enhancing their personal brand and garnering more "likes" in the process. Because Gen Z is so young, much of the volunteering and charitable giving is not only beneficial to their social media popularity, but also for the college essays and applications they must write. Getting involved with charitable organizations supports both of these goals.

When it comes to charitable giving for disaster relief, Gen Z contributors were most frequent, with 42.6% contributing to a crowdfunding site and 36.07% giving to a celebrity fundraiser in 2018. The most popular motives for donating to a celebrity's fundraiser were being a fan of that celebrity and trusting them to put the aid toward helping those in need. This lean toward celebrities is indicative of the nature of Gen Z's preference toward social media campaigns and online presence.

Gen Z is a unique generation with strong charitable inclinations. Communicating visually through short and compelling content will empower and inspire members of Gen Z to fulfill their goal of making a lasting impact.

You’ve heard our thoughts… We’d like to hear yours

The Schneider Downs Our Thoughts On blog exists to create a dialogue on issues that are important to organizations and individuals. While we enjoy sharing our ideas and insights, we’re especially interested in what you may have to say. If you have a question or a comment about this article – or any article from the Our Thoughts On blog – we hope you’ll share it with us. After all, a dialogue is an exchange of ideas, and we’d like to hear from you. Email us at contactSD@schneiderdowns.com.

Material discussed is meant for informational purposes only, and it is not to be construed as investment, tax, or legal advice. Please note that individual situations can vary. Therefore, this information should be relied upon when coordinated with individual professional advice.

© 2020 Schneider Downs. All rights-reserved. All content on this site is property of Schneider Downs unless otherwise noted and should not be used without written permission.

our thoughts on

FASB Proposes Changes to the Definitions of Financial Statement Elements
Group Exemptions Are Finally Getting New Guidance After 40 Years
Changes to Form 1023, Application for Tax Exemption under Section 501(c)(3)
Main Street Loan Modifications for Not-for-Profit Organizations
Changes to Spending from Restricted Funds in Pennsylvania
Pennsylvania’s COVID-19 Hazard Pay Grant Program

Register to receive our weekly newsletter with our most recent columns and insights.

Have a question? Ask us!

We’d love to hear from you. Drop us a note, and we’ll respond to you as quickly as possible.

Ask us

contact us

Map of Pittsburgh Office
Pittsburgh

One PPG Place, Suite 1700
Pittsburgh, PA 15222

contactsd@schneiderdowns.com
p:412.261.3644     f:412.261.4876

Map of Columbus Office
Columbus

65 East State Street, Suite 2000
Columbus, OH 43215

contactsd@schneiderdowns.com
p:614.621.4060     f:614.621.4062

Map of Washington Office
Washington, D.C.

1660 International Drive, Suite 600
McLean, VA 22102