Top 5 tips for engaging the next generation of charitable givers

Thursday, April 21, 2016

Today’s emerging generations are global, social, visual and technological. They are the most connected, educated and sophisticated generations ever with influence beyond their years. They are the early adopters, the brand influencers, the social media drivers, the pop-culture leaders, and they don’t just represent the future, they’re creating it.

To understand the trends, to respond to the changes, and to be positioned to thrive in these changing times, it is essential that not-for-profit organisations understand these next generations and how to involve them. So here are 5 of our top tips for engaging the next generation of charitable givers, derived from our 2015 ACT study of the not-for-profit sector.

1. Developing trust is key

The Australian Community Trends report in 2015 found that trust is key to engaging with the next generation of donors. Potential supporters need to trust the organisation and believe in the work they are doing before they will open up their wallets to donate.

2. Utilise peer to peer fundraising

Generations Y and Z respond well to peer to peer fundraising campaigns. This could include sponsoring a friend in a fun run or giving through a specific landing webpage tailored to the fundraising efforts of a friend or family member. Equipping existing supporters to engage with their own networks is key to connecting with potential supporters.

3. Focus on the relationship, not the transaction

To engage charitable givers with an organisation, those in Gen Y and Z appreciate a giving relationship rather than giving that focuses on transactions. This could include engaging with supporters through social media, in a non-invasive way that still builds the relationship. Thanking supporters for their donation is also key to having an ongoing relationship with them.

4. Be upfront about financial costs

Due to the media exposing charities that have not been transparent with their finances, charitable givers are becoming savvier and concerned about where their money is going. Charities that provide regular communication and measurable results of where donations are going and what is being achieved through them will be preferred by the next generation of charitable givers.

5. Offer flexible giving options

The ACT report in 2015 found that Australians are moving more from regular to sporadic giving and are moving away from giving with a longer term commitment in favour of giving when it suits them or when they have a bit of extra money in their budget. Providing a number of options of how to give is key to engage current supporters.

About the Australian Community Trends Report 2016 Study

This study is a longitudinal study, conducted annually starting in 2015, and provides a detailed analysis of the effectiveness, engagement and awareness of the not-for profit sector. It continues to help organisations understand the Australian community – the emerging trends, the giving landscape, and the current and emerging supporter segments. The Australian Community Trends Report delivers a clear analysis of the social context in which the not-for-profit sector is operating.

Not-for-profit organisations are invited to participate in the Australian Community Trends Report, a national, comprehensive research study of the sector, conducted by McCrindle and R2L.

For more information, please contact Kirsten Brewer on:


P: 02 8824 3422


Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


youth unemployment 1968 customer twentyseventeen cancel plans presentation McCrindle Speakers challenge wealth Netflix insight rent Valentine’s Day Queensland: QLD tattoos social change perth recap TDE 2017 acf15 40 million winter blues Australians innovation social researchers participants monarchy summer future proofing religion greatness Financial Planning Association easter mythbusting marriages SA work-life vegemite hills shire culture analysis February 16 education future report real learn eliane sydneysiders dreaming WA sustainable Social Trend royal family conference speaker report baby boom Real Estate house divorce rate hello fresh mccrindle research low density teacher experience alpha debate litter environment rich TAS tv society trends royal personalities budget urban living world youth day population milestone politics business census kate middleton home 2014 Christmas lunch salary university fears REIV Conference property market housing growth non profit motivate annual income PSI wealth distribution cash land of the middle class VIC 1975 award identity community year 12 data analyst "know the times" sentiments statistics baby name trends events rule keeper mobile logan social life 24,000,000 high density google workforce 2015 meals optus ipswich school satisfaction 23 million Financial Planning Week mentor marketing charity social commentary baby name predictions Charlotte demographic trends crows nest investment deloitte ACF 2016 hornsby goals marriage clothing education future cooking megatrends Christmas presents Australian Dream CBD friends Engineering Manager focus group holidays 1980 focus groups socialising sydney event future-proof financial dreams Kirsten Brewer wages Australian Communities Trends global generations in the media cloudy days staying in leadership daily telegraph personal growth Queensland renting language conference presentation optus my business awards social trends teaching new york times optimistic social research typical australian sydney speaker 24 million career Wodonga ABS media release in depth interviews relational emerging generations social commentator brisbane goal food princess charlotte Northern beaches Event lalor park teleworking NSW HSC finance university degree media commentary marrickville results entrepreneurs of today Research Executive Population Clock mccrindle New Zeland trends of 2016 Duchess of Cambridge young people victoria case study social analysis FPA housing affordability huffington post millennials community engagement city rental stress newspaper small business Christchurch entrepreneurial house prices Wellington Mark McCrindle group session royal baby learner students christianity suburb Hornsby Shire Council shopper's pick entertainment socialites winter parents ideas trends of 2017 tips staff collaboration property price faux-cilise dare to dream growing population Australian Census social enquiry student education research living Res Vis South Australia cost of living resource keynote New South Wales weather renter of the future cultural diversity qualitative research residents outsourcing schools wealth and income distribution retirement research townhouses leader publication going out graphs infographic housing market poor Northern Beaches Christian School communication New Zealand property Tuesday Trend affordable The Daily Edition Gen Y cold rain not for profit domestic sydneycity the changing face of priorities visualisation school baby names data area media NT crime communicate thrive ashley fell urban living index employers presentations generation alpha Wagga Wagga friendship tuesday community event capital city organisations Australia Day holiday housing baby Sydney news hopes school students FOMO engage generational trends safe high density living transport mateship christmas australian social research wedding pyrmont event futurist Adelaide Gen X society education video Deaths post rationalism leadership workshop growth baby name English jobs of the future fresh Australian Home social global financial crisis Love sunny days Royals unemployment research services sector wide study know the times urban taskforce panel Bathburst future proof population Scouts IT Specialists survey design REIV National Conference facts Do It Yourself household church curiosity networking mortgage waverton parenting wealth and income financial future tableau Channel Seven high school responsive Christmas season weekly earnings australian communities forum business index public holiday etiquette World Water Day future of education national private wealth gen z Australian Trends earnings celebration baby boomers shifts Kiwi work mates Word Up Sydney keynote speaker January 26th village follow commute anzac ashley mckenzie gender tertiary education insights vegetarian 1994 paying to work suburban living online define children year 7 divorce teach internship darwin national wealth investor builders Caregiver generation mythbusters poker master snapshot educhat couple debt easy rider ease of travel households government shopping australia Northern Beaches youth high density apartments product trends Real Estate Institute of Victoria media activity potts point local communities trends analyst trend tuesday mover and shaker millenials suburbs Territory ACT menai 2020 aussie culture home owner sports cancelling event Merry Christmas brands blaxland house price technology Northern Territory market research geomapping workplace cancelling plans plans keynote speaker Melbourne System's Architect brand economy neutral bay names dream stay home demographer moderators guide generation Z work consumerism collaborative DIY relevant The ABC of XYZ data visualisation click organisational culture workshop skills survey Australian communities educated cartodb states average aussie emerging trends online shopping schools students slideshare social lives education sector Myth apartment future of work program tea wellbeing brand experience young australians grandparents moreton bay financial independence dessert demographics group population map entrepreneur energy earn life bondi professional development Generation Y eliane miles teachers world not-for-profit interactive list 10 years men intern trend social media Australian schools Western Australia repayments mining boom unaffordable change authenticity 2016 Crime Rates faux-cilising prince george faux-ciliser rise of local digital wolloomooloo national crime rates offenders EFF emerging technologies home ownership urban state sector wide Education Future Forum Financial Planning Association of Australia mccrindle in the media buildings communications employment Aussies ethnography ACF local innovative workplace culture Australian demographics Generation X resilience researcher manly increasing densification jobs sunburnt country future proactive careers cost public speaking visual Australian Bureau of Statistics Australia Day 2017 family ultimo conference millionth forecasting gold coast seasons 2012 learning styles rising house prices child care toys professional Tasmania balance google for education financial income training GPO research data royal influence affordability NEETs gen alpha volunteers overcast spend stats woolworths women ageing population Australian Families Assistant Store Manager JOMO capital cities quote shbc thought leadership mccrindle tea selfie narcissism internet australian communities trends report generations Aussie lifestyle Tuesday Trends learning happiness coffee forum long weekend housing trends demographic criminal Geoff Brailey water study cars social shifts internships hobart owning a home equip global research pack Births Channel 7 middle class 2013 demographic transformations population growth social researcher mother's day Canberra consumer economic families sun omnibus daily commute australians staying home more research visualisation father's day