Generation Z donors most likely to have increased their giving over last two years, survey finds

One in three Generation Z donors have increased the amount they give to charities over the past two years, compared to just one in six across all age groups, a survey has revealed.

The survey of 2,000 people also suggests that an increase in digital payment options, including via apps and contactless, is a factor for an increase in giving among this tech-savvy younger generation.

It found that two thirds of this age group, who are aged 18- to 24-year-olds, would be more likely to donate to a charity in an app they already use. This is more than twice the rate among all ages, which is less than three in ten.

In addition, a quarter of Generation Z donors say they would typically pledge money via a social media link, compared to less than one in ten among all ages.

Nearly one in three Generation Z donors say they ranked speed and convenience as the most important factors when donating.

The survey has been carried out by Deliveroo and Trussell Trust, who have announced a two-year extension of their partnership, which launched in 2022.

This partnership involves offering Deliveroo customers the chance to donate to the food poverty charity via its app.

“As this new research shows, the knowledge and technology that Deliveroo brings to our partnership is crucial in helping us reach younger audiences and make it as easy for them to donate in a way that suits their lives,” said Trussell Trust director of public engagement Sophie Carre.

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