It’s no secret that the fundraising landscape is shifting. The way people give, who gives, and why they give—none of it looks quite like it did ten or even five years ago. While this kind of change can feel daunting, it’s also filled with opportunity, especially if we start looking at fundraising not as a numbers game, but as a relationship.

Two trends are becoming increasingly hard to ignore. First, younger generations—Millennials and Gen Z—are stepping into their roles as the next big wave of donors. Second, charities are beginning to realise that chasing new donors constantly is exhausting and expensive, and that building meaningful, long-term relationships with existing supporters is not only smarter but more sustainable.

So what does this mean for your charity? And how can you adapt to not just survive—but thrive?

The Rise of the Millennial and Gen Z Donor

Gone are the days when your typical donor was a cheque-writing retiree who responded to direct mail and expected only an annual thank-you. Today’s donors are digital-first, socially conscious, and deeply value-driven. They’re more likely to give online, follow you on Instagram, ask tough questions about your governance, and want to know exactly where their money is going.

Millennials (now in their late 20s to early 40s) and Gen Z (teens to mid-20s) aren’t just the “next” generation—they’re this generation. And they don’t give out of obligation or habit. They give because they believe in something. Because they want to be part of a movement. Because your values align with theirs.

But here’s the challenge: they also have a lot of choices. The internet has given them access to more causes, more charities, and more transparency than ever before. If your messaging doesn’t resonate or your impact isn’t clear, they’ll simply move on.

So, engaging younger donors isn’t just about putting out a few social media posts or making your donation page mobile-friendly. It’s about rethinking how you build trust, how you communicate your mission, and how you invite people in.

Retention > Acquisition: Why It’s Time to Focus on Who You’ve Already Got

Let’s be real: finding new donors is hard work. It takes time, money, and a whole lot of effort. And while attracting new supporters will always be part of the game, the most successful charities are now putting more energy into keeping the ones they already have.

Here’s why that makes sense.

Donor retention isn’t just about being polite—it’s about building a genuine relationship. When someone gives to your organisation, that’s the beginning of a journey, not the end. The more connected they feel, the more likely they are to give again. And again. And maybe leave a legacy. Maybe even volunteer. Maybe become your biggest advocate.

But if you treat them like a transaction instead of a person, they’re unlikely to stick around.

This is especially true with younger donors. They want to feel like their gift means something. They want to see the impact. They want to be part of your story—not just a name on a database.

So What Can You Do About It?

Let’s imagine for a moment that fundraising is like gardening. You can keep planting new seeds every day, hoping some take root. Or you can nurture the plants you already have—water them, feed them, give them a little sunshine—and watch them grow.

That second option? That’s donor retention.

To do that well, you need to:

• Tell people how their gift made a difference.
• Check in even when you’re not asking for money.
• Celebrate milestones. Send updates. Share behind-the-scenes stories.
• Make giving feel like belonging.

And when it comes to engaging younger supporters, meet them where they are. That might be through TikTok or Instagram Stories. It might be through interactive emails or impact dashboards. It might even be through a podcast, livestream, or a community WhatsApp group.

It’s less about flashy content and more about authentic connection.

The Win-Win of Building Real Relationships

Here’s the best part. Focusing on donor retention and adapting to new demographics isn’t just good for your fundraising numbers—it’s good for your mission.

Supporters who feel truly valued are more generous, more vocal, and more loyal. They help spread your message, they volunteer, they leave gifts in wills. They become champions, not just donors.

And as Millennial and Gen Z donors come into more financial stability and influence, the relationships you build with them today will pay dividends for years to come.

Final Thoughts

The world of fundraising is changing—but it’s not something to be afraid of. In fact, it’s a chance to get back to what charities do best: building community, telling stories, and making people feel like they’re part of something meaningful.

So whether you’re crafting your next email, planning your social strategy, or rethinking your donor journey, keep this in mind:

People don’t want to just give money.
They want to give belonging.
They want to give hope.
They want to give to a cause that sees them, values them, and remembers their name.

And that? That’s something you can absolutely deliver.