Gen Z: The Future of Fundraising in a Mobile-First World

In today’s digital landscape, nonprofits must adapt their fundraising strategies to align with the behaviors of younger generations. One demographic stands out as a game changer in philanthropy — Generation Z. Gen Z is the first generation to grow up fully immersed in digital and mobile technology. Born between the late 1990s and early 2010s, Gen Zers' mobile-first habits, passion for social causes and reliance on seamless digital experiences are redefining the future of fundraising.

Why Gen Z Matters in Fundraising

Gen Z accounts for 32% of the global population, making its members a powerful force in shaping economic, social and technological trends. More than any previous generation, Gen Z prioritizes activism and expects brands and organizations to be transparent, authentic and socially responsible.

Some key reasons why Gen Z is essential for fundraising success is its members’:

• Growing economic influence. As Gen Zers enter the workforce, their purchasing power continues to rise, making them a crucial donor base.
• Cultural impact: This generation dictates social trends, influencing how organizations engage with supporters.
• Technological fluency. Gen Z is highly adaptable to digital tools, preferring mobile apps, social media and frictionless online experiences.
• Long-term engagement potential. Building relationships with Gen Z early fosters lifelong loyalty and advocacy.

For nonprofits, tapping into this generation’s digital behaviors is no longer optional — it’s essential for long-term success.

Related story: Understanding the Key Differences Between Text-to-Donate Versus Text-to-Give

Gen Z’s Mobile-First Tendencies

Gen Z is the most connected generation in history, with 98% owning a smartphone and spending more than six hours daily on their devices. Their engagement revolves around mobile experiences that prioritize convenience, speed and social connectivity.

Some key mobile behaviors of Gen Z include:

• Social media engagement. Platforms like Instagram, TikTok and Snapchat are their primary sources of information and advocacy.
• Messaging and SMS use. Text-based communication, including SMS fundraising, sees high engagement rates. With open rates exceeding 98%, SMS campaigns ensure fundraising messages are seen and acted upon immediately. 
• QR code adoption. QR codes provide a frictionless way to access information and make payments. The resurgence of QR codes offers instant access to donation pages with a simple scan. This aligns with Gen Z’s preference for quick, seamless interactions.
• Digital wallet utilization. Gen Z embraces Apple Pay, Google Pay and other digital payment solutions for seamless transactions.

Given these habits, mobile-optimized fundraising strategies are the most effective way to capture their attention and participation.

The Role of Mobile in Fundraising

To engage Gen Z, fundraising campaigns must meet them where they are — on their smartphones. Mobile-first strategies enhance donation experiences, simplify transactions and increase engagement.

A mobile-first fundraising approach leads to benefits such as:

• Ease of use. Mobile platforms simplify the donation process, removing friction points.
• Real-time engagement. Features like push notifications and live updates keep donors engaged.
• Expanded reach. Social sharing, QR codes and SMS messaging amplify campaign visibility.

Peer-to-peer fundraising is especially effective with Gen Z, as it leverages their social networks to drive donations. 

Mobile tools make it easy for fundraisers to create and share personalized fundraising pages; send donation requests via SMS and social media; use QR codes to streamline contributions; and track and celebrate fundraising milestones in real-time.

The key to engaging Gen Z is making fundraising interactive, social and mobile-friendly.

Gen Z’s digital habits are transforming the nonprofit sector. Their preference for mobile-first experiences, instant communication and digital payments makes mobile fundraising the key to unlocking higher engagement and participation.

Organizations that embrace QR codes, SMS messaging and social media-driven campaigns will not only reach Gen Z effectively, but secure long-term support. As mobile technology continues to dominate, fundraisers must evolve or risk being left behind.

Is your fundraising strategy ready for Gen Z? The time to go mobile is now.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.