How social sharing sparks ‘generational generosity’ for nonprofits 

If we’ve observed anything about nonprofit supporters, we know each person, situation, and generation has a unique approach to giving, with the one consistent throughline being the power of connection. At GoFundMe and Classy, we see every day how connections drive giving to myriad causes. 

That power of connection is also the driving force behind how people show up on social media platforms—joining groups and digital communities with shared values, locations, or interests. So, we looked into how these two forms of connection were colliding in the off-platform spaces where people spend time. We uncovered trends within generations, or what we’re calling “generational generosity”; discovered a new type of “impact creator”; and further validated what we’ve been seeing on our fundraising platforms. 

In this article, I’ll unpack what we’ve learned about the ways social sharing is transforming how people connect with causes, the impact of generational generosity, and how nonprofits can tap into these trends to drive meaningful support. 

Motivations for engagement vary by generation 

Understanding how different generations behave in social spaces is key to building connections and driving meaningful outcomes for nonprofit missions. Intentionally adapting strategies to meet the unique preferences of each generation will help deepen supporter engagement and unlock untapped fundraising potential.  

Not sure where to begin? Start by looking at your own dataset to uncover the motivations that drive your own supporters to give.  

According to GoFundMe’s Social State of Giving report, the top three reasons people give across all generations are: 

1. It’s the right thing to do. 

2. It makes them feel good. 

3. It resonates with them personally. 

Yet, there are generational differences. For example, cultural relevance—a nonprofit’s ability to align with timely social issues and reflect the values of its audience—played a much bigger role in motivating younger people to give. Gen Z (31%) and millennials (22%) were more than twice as likely as Gen X (11%) and boomers (10%) to cite it as an important motivating factor. For these younger generations, supporting causes that feel aligned with their identity and the current cultural climate is a key motivator for giving. 

Recognizing these nuanced motivations for generational generosity enables nonprofits to craft campaigns that truly resonate with each generation. When your messaging speaks to a donor’s values and experiences, it creates an instant connection that inspires action. This kind of personalized approach helps build lasting support and loyalty across all generations. 

Social sharing is a supporter’s superpower 

There’s no denying that donations make an immediate difference. But when people take the time to share a nonprofit’s mission on social media, this single act can spark a ripple effect, encouraging others to get involved, join the cause, and amplify its impact.  

Gen Z sees social media as a platform for self-expression and advocacy. They’re 10 times more open to sharing that they made a donation than boomers, with nearly half believing people should do so “to help spread the word and inspire others.” About half of Gen Z respondents share fundraisers or causes they support at least once a week. About a third of millennials and a quarter of Gen X also share fundraisers or causes on their social channels at least once a week.  

Social sharing doesn’t just raise awareness; it has the power to directly influence fundraising outcomes. GoFundMe’s own research shows that, on average, every time an organizer shares their fundraiser, it can drive an additional $100 toward their goal.  

As the first true digital natives, Gen Z’s sharing habits set a standard for digital generational generosity that other generations may follow. Nonprofits can leverage these behaviors to shape their social strategies, engage broader audiences, and activate their own networks.  

Impact creators are on the rise  

A new wave of social media creators is changing the way people connect with charitable causes. These impact creators use their platforms to champion social good, sharing videos and other content about giving, charity, and altruism that inspires their followers to take action and support the causes they care about. 

The Social State of Giving shows the majority of Gen Z and millennials already follow at least one impact creator online. One in four Gen Z respondents has been motivated to donate because of a social media creator. Additionally, over half of Gen Z say they would trust an impact creator to make donations on their behalf. 

To identify the right influencers for your cause, start by looking within your own network. Check your database for engaged supporters who already have a following, monitor social media mentions for individuals who are actively advocating for your mission, and research creators championing similar causes. Your colleagues and volunteers are also great resources, as they will be most likely to advocate for your cause within their own networks.  

Remember, impact creators don’t need millions of followers to make a difference. Smaller, niche influencers often have highly engaged audiences who trust their recommendations. By partnering with these supporters, your nonprofit can access new communities and encourage even more generosity. 

Unlock generational generosity 

By adapting your fundraising strategy to align with donor preferences, you can tap into the trends shaping how people engage and share online. As the first generation of true digital natives, Gen Z is leading the charge, showing us how social media can be a powerful force for good. 

Photo credit: SolStock via Getty Images