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New Corporate Giving Strategies for a New Workforce

Gen Z and Millennials now make up 54% of the U.S. workforce, and their presence and influence continues to grow rapidly. To stay relevant, companies must evolve their giving strategies to engage this emerging generation of donors. CSR professionals should recognize the distinct generational differences in giving behaviors—particularly between younger donors and Baby Boomers, who currently contribute the largest share of corporate charitable giving.

Here are some best practices to engage younger donors:

• Remove minimum donation thresholds – Allow employees to give at any level to help them build the habit of philanthropy.
• Make giving mobile-friendly – Over half of Millennials donate using their smartphones.
• Leverage social media – Gen Z is nearly four times more likely than Baby Boomers to be inspired to give through social media.
• Show impact – 66% of Millennials track the outcomes of the nonprofits they support.
• Focus on generational causes – Climate change and racial equity are especially motivating issues for Gen Z.
• Use volunteerism as a gateway – Encouraging gifts of time can be an effective way to inspire future financial giving among younger employees.