26 Ways to Engage Gen Z Donors

May 17, 2025

They’re still getting their financial footing, but today’s Gen Z donors—18- to 27-year-olds—are already proving to be loyal, engaged, and deeply committed to causes they care about. They volunteer. They give what they can. And when they feel connected to your mission, they promote it to their entire social network.

With donor participation declining and retention rates sliding every year, engaging the next generation of donors is a long-term strategic imperative.

Here are several facts about about Gen Z donors, based on the latest survey and research data, and 26 smart, scalable donor engagement strategies you can use to connect with them.

Fact: Gen Z Donors Learn About You Through Social Media, Word of Mouth, and Google

Gen Z spends about four hours scrolling through social media every day. 28% learn about causes through Facebook, 26% through TikTok, and 20% through Instagram. Many more say friends and family are their #1 source for discovering new causes.

How to use this data to engage them:

Post short, emotionally driven stories that show real impact. Storytelling thrives on social media.
Design peer-to-peer fundraising kits that will help them create their own crowdfunding campaign that will mobilize friends and family to give.
Make every post actionable with clear links to give, sign up, or attend an event

Gen Z also searches for worthy nonprofits online. 40% of Gen Z donors research nonprofits on Google and social media before giving.

How to engage them:

Keep your "About" and "Donate" pages current, mobile-friendly, and focused on impact
Use SEO tactics including optimized headlines, meta descriptions, and image alt text
Ask Gen Z donors how they found your organization and invest in those channels
Incorporate social-first donor engagement strategies that reflect how Gen Z discovers and evaluates causes

Mental Health Matters to Them

Gen Z ranks mental health as one of the most urgent challenges of their generation, right up there with climate change and social justice. If your healthcare foundation supports behavioral health services in any form, make that work visible.

Here's what you can do:

8. Spotlight your behavioral health and addiction recovery services

9. Ask a frontline therapist, social worker, or addiction specialist to record a short video sharing how philanthropy supports your behavioral health services

10. Share how patients have transformed their lives through your services and how donor support played a role

Gen Z Donors Give Where They Shop

40% of Gen Zers use a digital wallet for donations, and 26% give through cause-based product purchases.

How to engage them:

11. Partner with local retailers or grocery stores to launch a round-up-at-checkout donation campaign

12. Add this option at your hospital’s gift shop or café

13. Promote cause-based product tie-ins that support hospital programs

They Prefer Giving via Digital Wallets

50% of Gen Z used a digital wallet (like Venmo, PayPal, or Apple Pay) for their last donation.

How to engage them:

14. Make your donation forms mobile-first and frictionless

15. Offer digital payment options and recurring gift selections

16. Add QR codes to all printed materials such as flyers, thank-you cards, signage, and in-room posters

17. Design digital-first donor engagement strategies that prioritize speed, ease, and mobile access

They’re Super Loyal

53% say they’ll keep giving to a cause they care about. Gen Z is also the least likely to cancel a recurring gift due to financial stress. In 2022, Gen Z increased their philanthropy while Boomers pulled back.

How to engage them:

18. Invite them to become monthly donors at a low-barrier giving level of $10 or $15. Gen Z may give in smaller amounts, but their collective action can make a real impact.

19. Frame recurring giving for Gen Z as affordable, meaningful, and tied to real outcomes

20. Celebrate their ongoing support with surprise perks, like behind-the-scenes updates, wine tastings, or thank-you videos from staff or patients

21. Reinforce their value through storytelling and regular updates

22. Keep them engaged with messaging and storytelling that shows how their gift makes a difference.

They Love Receiving Snail Mail

57% of Gen Z donors say a mailed thank-you letter would increase their likelihood of giving again. Real mail feels intimate and almost rebellious to this digital generation. Done right, it creates delight and trust.

How to engage them old-school style:

23. Send a handwritten card or postcard within 30 days of their first donation

24. Include a QR code that links to a video thank-you or impact story for Gen Z donors

25. Include personalized direct mail in your Gen Z donor engagement strategy to stand out, like zines, mini-booklets, or artful thank-you notes.

26. Pair your mailings with digital follow-ups—like a text or email that says “Check your mailbox!”—to create a multi-channel moment that feels personal and intentional.

This plays directly to Gen Z’s appreciation for authenticity, creativity, and tactile experiences that cut through digital noise.

Ready to Reach Gen Z Donors with a Smarter Donor Engagement Strategy?

I’ll help you turn these and other donor engagement insights into a clear, actionable donor engagement plan—built around real behavior and giving preferences.

Book a free 30-minute strategy call today.

We’ll review your current messaging, identify quick wins, and map out how to attract and retain more donors for your healthcare foundation.

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