What Gen Z Wants from Your Nonprofit in 2025

By Dr. Marlo Nicole @MsMarloNicole

Nonprofit organizations across the globe are facing a new era of giving, one driven by a rising generation that refuses to be defined by traditional values or donation models. Generation Z, born between 1997 and 2012, is becoming one of the most influential donor demographics in the world. As of 2025, they now represent over 30% of the global population and wield a collective spending power estimated at over $360 billion. What sets them apart is not just their age or tech-savviness—it's their demand for authenticity, impact, and action. For nonprofits looking to survive and thrive in this new landscape, understanding Gen Z is no longer optional; it's essential.

Unlike previous generations, Gen Z doesn’t just want to give; they want to be involved. Their engagement style is immersive and values-driven, seeking meaningful interaction with causes that align with their personal beliefs. This generation grew up amid climate change headlines, social justice movements, global pandemics, and economic uncertainty. These experiences have forged a deep desire for change—and a healthy skepticism of performative activism.

One of the biggest shifts nonprofits need to make is reevaluating how they communicate. Traditional campaigns that focus solely on guilt-driven appeals or passive giving models no longer resonate. Gen Z wants transparency. They want to know exactly where their money is going, what impact it's making, and how they can stay involved long after the donation. Storytelling is still key, but it must be paired with data, real outcomes, and behind-the-scenes access.

Platforms also matter. Gen Z spends hours on TikTok, Instagram, YouTube, and increasingly, LinkedIn and Threads. To effectively reach this audience, nonprofits must invest in a multi-platform content strategy that emphasizes authenticity, user-generated content, and real-time interaction. For example, showcasing day-in-the-life content from staff or beneficiaries, conducting live Q&A sessions, and creating short-form videos that educate and entertain can significantly boost engagement. The more interactive and transparent the organization is, the more Gen Z will respond.

Influencer partnerships have also emerged as a powerful bridge between nonprofits and Gen Z audiences. But here too, authenticity is key. Micro-influencers with deeply engaged followings often outperform celebrities when it comes to trust and impact. Nonprofits should consider collaborating with creators who already speak to the causes they support. Doing so not only broadens reach but builds credibility.

Another critical point: Gen Z sees activism as multi-dimensional. They might sign a petition, attend a march, buy from a mission-driven brand, or volunteer digitally—all in the same week. For this generation, supporting a cause isn't a one-time event; it's a lifestyle. This means nonprofits must expand their definition of engagement beyond the donate button. Interactive petitions, gamified challenges, digital advocacy campaigns, and community-building events are all powerful tools that align with Gen Z’s preferences.

And when it comes to financial contributions, nonprofits should be aware that Gen Z prefers flexibility. Subscription-based giving, micro-donations, and donation options built directly into e-commerce experiences (think: rounding up purchases) are increasingly popular. Providing options for crypto, peer-to-peer donations, or even social tipping via content can further open doors.

Nonprofits also need to emphasize collaboration. Gen Z isn’t interested in savior narratives. They want to be seen as partners, not passive supporters. Including young people in advisory roles, decision-making processes, and leadership development not only builds trust but ensures programs remain relevant.

Organizations like GLBE Institute are already stepping into this model by offering online courses, community engagement events, and digital-first mentorship for youth entrepreneurs. Their approach resonates because it aligns with Gen Z’s core values: empowerment, education, and equity. As other nonprofits look to scale their impact, integrating similar models of transparency and co-creation will be critical.

In 2025, the most successful nonprofits won't be the ones with the biggest budgets or the longest histories. They'll be the ones that listen, adapt, and evolve with their audience. Gen Z is rewriting the rules of engagement—and they’re inviting nonprofits to join them in building a better world.

Let the conversation be real. Let the actions be bold. And let the impact be visible. Because with Gen Z, anything less just won’t do.