Gen Z: The Change-Makers
Ever wondered who’s driving the next wave of global change?
Generation Z, born between the late 1990s and early 2010s, is a generation that’s reshaping the landscape of charitable giving. Known as digital natives, these young people have grown up in a world where information is at their fingertips, and social causes are just a click away. But they are doing more than just following trends—they are leading them, especially in the world of fundraising.
A digital-first approach to fundraising
Gen Z is the first generation to grow up with smartphones, social media, and instant access to global information. This digital fluency has transformed how they approach fundraising. They are not just passive donors; they are active organisers, using platforms like Instagram, TikTok, and GoFundMe to raise awareness and funds for causes they care about.
For instance, in 2021, over 40% of Gen Z in the United States participated in some form of crowdfunding, significantly higher than previous generations. They harness the power of viral challenges, like the Ice Bucket Challenge, or create personal fundraising campaigns that resonate with their peers. The immediacy and reach of social media allow them to mobilize resources quickly, often in response to current events.
Participation and organisation: Gen Z leads the way
Gen Z doesn’t just donate—they organize. This generation has been at the forefront of some of the most successful fundraising campaigns in recent years. For example, during the COVID-19 pandemic, Gen Z’ers organised virtual events, from online concerts to gaming marathons, raising millions for healthcare workers and research.
Statistics back this up: a 2022 survey by the nonprofit platform Classy found that 71% of Gen Z respondents had organised a fundraising event, compared to just 53% of Millennials and 33% of Gen X’ers. This entrepreneurial spirit extends to their participation in charity work. More than half of Gen Z adults have volunteered for a cause, showing a commitment not just to financial giving but to hands-on involvement.
Driven by a deep sense of purpose, Gen Z is increasingly using personal milestones to champion social causes. Take Kendall and Savannah, for example. These two young women have committed to running their first-ever marathon to raise money for our clean water initiative in Uganda. Their determination to tackle this challenge reflects the broader philanthropic spirit of their generation. For them, the marathon is more than just a physical feat; it's a powerful statement of solidarity with communities in need. By leveraging their personal networks and social media platforms, they’re inspiring others to contribute, demonstrating how Gen Z turns passion into action for global change.
The impact of Gen Z’s giving
Gen Z is driven by a desire to support social justice causes, environmental sustainability, and mental health initiatives. This focus on mission-driven giving is a departure from older generations, who often prioritized more traditional charities, such as religious organisations or educational institutions. A 2023 study by the Case Foundation found that 85% of Gen Z believes in the importance of supporting causes that align with their personal values, compared to 72% of Millennials and 57% of Boomers. This alignment of personal values with philanthropic efforts is also reflected in their choice of employers; many Gen Z’ers seek out companies with strong corporate social responsibility programs.
At Love Mercy, we see the power of Gen Z to drive social change and often feel humbled by their generous support. In 2024, we saw an entire team of runners from Leppington College participate in the Tradies Sutherland 2 Surf to raise money for clean water through our ‘Well Worth It’ initiative. Through their fundraising efforts, the students were able to fund the construction of an entire borehole well that will provide clean water to around 1,500 people in northern Uganda—some for the first time.
Leppington College students at the Tradies Sutherland 2 Surf 2024.
Students from Maitland Christian School walked 100km from Wollongong to Sydney this month, in an effort to help ease the burden of the many women in Uganda who walk between 5 and 10 kms every day, multiple times a day, collecting water for their families.
Young people are also currently mobilising to run an ultra-marathon to raise money for our programs. Pedal It Forward are a not-for-profit who fundraise for causes that not only align with their personal values, but that they see as having the most impact given the current circumstances of the day. Their current fundraiser for Love Mercy is 4 years in the making, due to it being put on hold in 2021 when the team decided to pivot their fundraising to go towards the bushfire crisis in WA at the time. Gen Z lead by their values, they back themselves, and the world is a better place for it.
Comparing generations: a shift in philanthropy
While older generations have certainly laid the groundwork for modern philanthropy, Gen Z is redefining what it means to give. Baby Boomers and Gen X have traditionally given through established channels, such as direct mail or annual charity events. Their giving is often tied to tax benefits or long-term commitments to specific organisations.
In contrast, Gen Z’s approach is more spontaneous and driven by immediate impact. They are less likely to give to large, faceless institutions and more likely to support grassroots movements and peer-to-peer fundraising efforts. They prioritize transparency and accountability, often seeking out organisations that can demonstrate the direct impact of their donations.
Moreover, Gen Z’s use of technology has democratised fundraising. Anyone with a smartphone can start a campaign and reach a global audience. This has led to an explosion of micro-donations, where small contributions from many individuals add up to significant amounts. According to a 2022 Global Trends in Giving report, 54% of Gen Z donors prefer to give through mobile apps, compared to 31% of Millennials and just 9% of Boomers.
The future of fundraising is in good hands
Gen Z is proving that they are more than just the social media generation—they are the philanthropy generation. Through innovative fundraising techniques, a commitment to social causes, and a hands-on approach to charity work, they are not only raising funds but also raising the bar for what it means to give back. As this generation continues to mature, their influence on the world of philanthropy will only grow, challenging older generations to rethink their approaches and inspiring the next wave of change-makers.
At Love Mercy, we’ve seen firsthand the incredible impact of Gen Z’s efforts. From organising grassroots fundraisers to participating in larger campaigns, they are making a tangible difference in the lives of those we serve. With their passion, creativity, and dedication, the future of fundraising—and the world—looks brighter than ever.
Thank you for taking the time to read this post. We appreciate your support and hope that you will spread the news about Love Mercy far and wide! If you would like to make a donation in support of our programs in northern Uganda, head to the Give page on our website.