Young generations are finding new ways to fundraise but traditional Bake Sales are still popular (Image: Getty Images)
A recent study has revealed that Gen Z and Millennials are the most generous age groups, each donating an average of over £500 annually. This is twice the amount donated by Gen X, who gave £206, and surpasses the Boomers, who contributed £294 to charitable causes in the same timeframe.
The survey, which involved 4,000 adults, discovered that one in three individuals under 28 have upped their charitable donations due to a heightened sense of responsibility to give back.
A third of Millennials were motivated to donate more by a specific event or campaign, with many increasing their contributions year after year.
The research indicated that the overall average annual donation is £386, and this year, 35% of participants stated they plan to fundraise to help raise and donate money to charities they care about.
Among those without plans, 10% said it’s because they don’t know where to begin, while an additional 12% reported it’s because they don’t feel personally connected to or were unsure of which cause to support.
Young Brits hope to ‘make the world a better place for everyone’ (Image: Getty Images)
In response to this, JustGiving, the company behind the research, has created a tool to assist Brits in finding the right cause to support in their next fundraiser based on their personality.
Pascale Harvie, the president and general manager of the fundraising platform celebrating its 25th anniversary, has offered her insights on the evolving landscape of charitable giving.
She commented: “It’s inspiring to see how different generations are getting involved in charitable giving. What’s encouraging is that people are increasingly motivated by personal connections to causes and campaigns that matter to them, which demonstrates the power of storytelling.
She highlighted the influence of technology on younger donors, stating: “younger generations may be giving more because they’ve grown up in a world where online fundraising is the norm, making it easier than ever to donate in just a few clicks”
She also pointed out that younger individuals are, “also more likely to feel a sense of collective responsibility, using their voices and resources to drive change.”
The research unveiled that Gen Z and Millennials are driven by an ambition to instigate positive change and improve the world for everyone.
Emotions also play a significant role, with 24% of Gen Z and 27% of Millennials expressing a deep sense of empathy for the struggles of others.
The study also underscored generational differences in the types of causes Brits are supporting. Gen X and Boomers are most likely to raise or give money to health, hospice, wildlife, and military causes.
Conversely, younger generations tend to support education, women’s rights, LGBTQ+ rights, and sports-based initiatives.
Gillian Sandstrom, a psychologist with expertise in the area of kindness and acting as a JustGiving representative, remarked: “It’s not always easy to know how to be kind. We have limited time and money and there are so many worthy causes and people in need.”
She continued, “When someone we know raises money for a cause that is important to them, many of those barriers fade away.”
As we move through 2025, Gen Z and Millennials are predicted to be highly engaged with charitable activities, with 68% and 46% either having already fundraised or planning to do so.
Gaming events are expected to be a popular fundraising activity among these younger generations, with 19% of Gen Z and 16% of Millennials considering them as a fundraising initiative this year.
The research added that celebrity influences also significantly fuels donations across various age brackets, with football icon Cristiano Ronaldo inspiring philanthropic gestures most amongst Gen Z and Millennials.
Prince William has emerged as a key figure inspiring generosity among Generation X, with 39% citing his influence on their charitable giving. Meanwhile, Prince Harry’s philanthropic efforts have resonated with 38% of Baby Boomers, who feel inspired by his actions.
Gillian commented on the collective power of individual contributions, saying, “Even if we can each contribute only a little, together we can accomplish a lot, and take pride in the impact that we have made.”