【研报】餐桌上的Z世代.docx

JiR1.Ck,RI.nrttheTab1.ASpecia1.EditionofTheNextGenerationofGivingThecharitab1.ehabitsofGENZ,WITHINSIGHTSFROMDONORS.ADVOCATES.ANDPROFESSIONA1.FUNDRAISERSContents3Introduction5ExecutiveSummary11Part1:GenZIsEngaged15GenZasDonors19Phi1.anthropicMindset26GenZersintheNonprofitWorkp1.ace27Part2:GenZGenerosityinContext28Part3:TheGenZNon-Supporters29Part4:Recommendations32About©May2024,81.ockbaudtnsritvtG.AJIRightsReserved.Nopartofthispub1.icationmaybereproduced,distributed,ortransmittedinonyform<xbyanymeanswithoutpriorWrntenpermissionIrOmtheBiackbaudinstitute.IntroductionWhetherit,setnersitstechno1.ogy,socia1.disparities,economicdisparities.uotnameit.It,saven.veryconsequentia1.time,andourUOIInYDeoHearestuckatthecenter.Vz)11notsurprisedthateer)nestryingtocrackthecodeonGenZ.Inthisspecia1.reportoftheNextGenerationofGivingseries,teBJackbaudInstituteexaminesthecharitab1.ehabitsofGenZ.assessingtheirre1.ationshiptophi1.anthropyandhowtheyfee1.theycanmakethemostdifference.Simu1.taneous1.y,wehvitedprofessiona1.fundraisersacrossgenerationstoref1.ectonteirownsuccessandcha1.1.engesinengagingwithGenZasdonors,advotes,vo1.unteers,andstoffe.84%OFGENZERSSUPPORTCAUSESINSOMEWAY1/3OFGENZDONORSEXPECTTOINCREASETHEIRGIVING-Michae1.Iyescas,Fossi1.GroupTheCOViD-19pandemic.The2020racia1.andsocia1.justicereckoning.Thespreadofnewdigita1.p<afforms.Thesecu1.tura1.forceshavetouchedeveryone-yettheyhaveunique1.yshapedGenZ.In2018theB1.kbodInstitutePreCSCIedthatosGenZ-whoontyrepresented2%ofAmericandonorsotthetime-begantoengageinthegiving1.andscape,theirContnbufionsWoUdbedefinedbytheirstatusasdigita1.nativesandtheirsenseofsocia1.cohesion.(BtackbaudInstitute.TheNextGenerationofAmericanGMng.2018Thesee1.ementsofGenIKiGntitywerepu1.totheu1.timatetestinrecentyears.2020b(ghtatida1.voveofcu1.tura1.upheava1.,withripp1.esthatWeareSti1.1.fee1.ingin2024.GenZerStooktothedigita1.spheretocreateastrongnetworkofco11necti,information,andactionevenwhenphyccdydtont.WhetherrQMngQrOUndthecoupesthattheirgenerationPortiCUIQrtyprioritizes-1.ikesocia1.justiceandcimatechange-orsupportingcausesinfherOwndistinctiveways.Aethemtothetabte,ontherterms?WeareQiVenaccesstoi)if11tmtionfK*.videosonIioufotherpeop1.e1.ive,hoveov1.earetreated.Othergenerations(didn'tunderstandbui1.t-inbiases,nuances.cu1.tures!.1PastQetterntionswou1.dsau.1.,nawodversonbecauseIdonated.,Wcbe1.ieveyouaresupposedtohe1.ppeop1.e.'GenZStudyParticipantExecutiveSummaryAsurveyofover0GenZefSondc1.oseto300nonpfofi1.professiona1.sc1.ear1.yshowedthatfundraisingorganizationsate1.eavingopportunitiesforengagingGenZonthefab1.e.BycomparingGenZsse1.f-repodedcharitab1.ebehaviorandperspectiveswithteperceptionsofprofessiona1.fundraisers,c1.earpathsf<xvafdemergedforStewardingthisnextgererotionofdonors.Afewkeyfindingsinc1.ude:IGenZefsshowapromisingcommitmenttotranscendentva1.uesofgiving,generosity,andcommitmenttomakingthewor1.dabetterp1.aceandtheymakethesevouesteirownthroughouniqueperspectiveonhowto1.ivethem.WhotmakesGenZersSfCndoutistheirg1.oba1.pefspectrve,theirdeep1.yhe1.dva1.uesaroundsocia1.justiceandtheenvironmentandtheirstatusastruedigita1.natives.Theyaregenerous,especia1.1.ywiththeirtimeandenergy.Morethan80%ofGenZersreportthattheysupportnonprofitorganizations,charities,orcausesinsomeway.Asdonors,GenZersareotonea1.ystageOfmGirdeve1.opmentandnotun1.ikepastgenerations.Organizationsshou1.d1.akestepstodaytoengagewithGenZdonorsbybucngtrustandi1.1.ustratingtheirimpact.Whe59%ofGenZerSsoytheydonateinsomeway.on1.yaboutone-thtrdofthosesaytheydonatedirect1.ytoacharityorOrgQnQfion.Givingbythisgroupwi1.Certah1.ygrowinthecomingyears.Forinstance,one-thirdofGenZdonorssaytheyexpecttoincreasetheirgivinginthecomingyear.Acrosstheboard,supportersaremotivatedbytrustintheorganization,strongbe1.iefinheOrgcnizctionsmission,andassurancethattheGcganizationgivesbacktothecommunity.Wheni1.1.ustratingimpact,strikeaba1.ancebetweenstoriesandstatistics.Near1.y70%saythatimpactreportingIs1.ike1.ytomotivateincreasedgivingond57%saidthesameaboutaposta1.thank-you1.etter.Don'tdisregardsnaimaievenwithyour,ve<yon1.ine'youngestdonors!GenZSupport:<ajonsofGenZsytheyaredonaf>gto/hecausesfheycareObosthough1.u51.n5directtoNGoS19%direct1.yMotivationsbyTypeofSupporterTop1.ODonorsVounte«fSAdvocatesPromo1.efSITrv*iaegb4r*wHt>EnIOnb>GwrrMonVtutierg2Kcog"be<t*in*hemMwTrustOCgTfVJt<xgSJrOCg&be1.e*eIntheEQOn382*wbock2SmRUwyOrgOMIbocktoCO0>gam，tockccmrrviO0»9gtwbock½C*mnty4SvppodMMipm*inr)dti91.nowUsesthmomyw<y、Supportwh4ptbo*kOndd*nowU>twmorwyw<y5Ogcspe<bn8d11k>ondMvocySupport2he<pir>s*hneedrtghinwObmQeodOOrghasQOOdrpuWfc6UsestbcmoneyOr9pchpnona5«tnzmoneyXW*rv,qfwcp*<*araintoandPfWoCYCchn«n*v