Is regular giving dead?

Or, why won’t under-30s sign up?

Looking at stats from the last few years, we can see that regular giving to charities is slightly in decline. There’s a really interesting insight from a 2023 survey that we should take into account:

A large majority of Gen Z donors don’t like the idea of choosing a “favourite charity” to support with regular giving every month.

Meanwhile, a huge 80% of donors over 70 are incredibly loyal to their “favourite charities”, saying they plan to keep giving to them “whatever the circumstances”.

What’s this about?

It could be that Gen Z are more connected and aware that there are lots of different needs and emergencies that happen all over the world all the time. Rather than putting their eggs in one basket, they would rather be able to respond spontaneously as and when an important cause crops up.

It could also be a matter of trust. Older donors behave as though they completely trust their favourite charity to use their donations as they see fit, so are happy to keep on funding the organisation as a whole.

Younger donors are looking for integrity and value for money, something that they might not think is guaranteed by “blindly” giving to the same charity every month no matter what the current needs are. For various reasons, that mindset of trusting an organisation without question is just not there in today’s culture.

Gen Z do a lot of research online before making a decision. Does your website have the stats they are looking for about where the money goes?

The top reason for 16-14 year-olds to give is a connection with a family member or friend. That’s the trust factor in evidence.

And let’s not forget that younger people generally have less stable incomes. This simple fact can put people off committing to a monthly gift that they might not be able to afford next month, even if they do trust your charity.

Should we keep trying?

Obviously, regular givers are immensely valuable. So don’t give up. Forming an inner circle “club” for regular givers can help. But… might it be more effective to keep on giving Gen Z one-off opportunities to donate every month instead?

It’s more work, but asking your under-30s once a month if they can give a quick tenner right now might yield much more fruit than trying to get them to commit to a £10 monthly direct debit. They don’t mind receiving a reminder; in fact, they’re used to it.

Each time, present a pressing need that you currently have. And make it simple to respond immediately.

You can still treat the people who repeatedly give you £10 as regular donors, so they feel valued and motivated to continue.

Speed and convenience are really important for younger donors.

Although there’s nothing more convenient than a payment leaving your bank automatically, there’s nothing less convenient than filling out a standing order form.

This generation is used to doing things with one click, so they expect to be able to donate that way too, without having to look up their bank details. Does your website accept Paypal and Apple Pay, as a starter? Have you ever tried text-to-give? Can people give within the social media app they are using right now?

On the whole, the teenagers and 20-somethings of Gen Z have strong values and tend to be socially aware. They may not give as much as other groups, but they can be the most ready to volunteer, campaign or fundraise for a cause they think is valuable. Try meeting them there – getting involved will build up their trust and loyalty to your organisation and that of their friends as well.

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