Fundraising Talks – June 2024

News and updates from the USM Office of Advancement Research

Letter from the Director

Welcome to June’s edition of Fundraising Talks. We hope you are enjoying the lush, vibrant outdoors as campuses settle into a quieter summer mode. The Class of 2024, predominantly composed of Gen Z, experienced college and university life amid the pandemic and other economic challenges. Their successful college years highlight their resilience and ability to thrive despite these obstacles. In the coming months, development professionals will focus on building relationships with this new group of alumni. Data and reports provide insights into the giving behaviors of Gen Z and other generations.

A new report by the Blackbaud Institute, “Gen Z at the Table: A Special Edition of the Next Generation of Giving,” offers insights into Gen Z’s charitable giving behaviors. Gen Z includes those born between 1997 and 2005. These individuals consider themselves philanthropic, supporting causes they deeply care about not only as direct donors but also as volunteers, promoters, and advocates. Key findings from the report include:

1. Gen Zers are generous with their time and energy, with 84 percent reporting they support nonprofits in some way.

2. Monetary donations from Gen Z are expected to grow in the coming years, as many plan to increase their giving. Nonprofits should strive to build meaningful relationships with these individuals by establishing trust and demonstrating impact.

3. Non-supporting Gen Zers cite challenges such as insufficient disposable income, lack of time, and uncertainty about how to engage as reasons for not supporting.

4. Gen Z’s giving preferences include channels that fit seamlessly into their daily lives, such as donating at checkout, at events, and via social media. Forty-two percent reported being spontaneous donors.

5. Gen Z values workplace giving and volunteering opportunities.

Human services and environmental causes emerged as the top causes supported by Gen Z, with higher education ranking seventh. Higher education institutions can engage Gen Z by clearly communicating their mission and values, building trust, and demonstrating how even small donations can make a significant impact. Gen Z donors are likely to support causes that enhance their emotional well-being by fostering hope, happiness, and empowerment.

We hope you have a wonderful and restful summer. As always, please feel free to reach out to us with any questions, comments, or assistance with fundraising research!

Best Regards,
Sapna and USM Advancement Research Team
Read more in this issue of Fundraising Talks>>