From Fist Gift To Forever - Attract and keep the next generation of donors

Shaun Kulesza -

Engaging younger donors isn’t just about getting that first gift—it’s about building a relationship that lasts a lifetime. Millennials and Gen Z supporters are changing the rules of nonprofit fundraising. They want purpose, impact, and experiences that feel authentic.

So how do you go beyond the donation button and turn first-time givers into loyal advocates?

Why Younger Donors Give

Today’s donors aren’t driven by obligation—they’re driven by purpose. They want to know:

  • What problem are you solving?
  • How does my gift make an impact?
  • Why should I care about this cause?

For nonprofits, this means leading with mission, not money. Instead of asking for a gift right away, share the story, the solution, and the difference they can make. When donors feel connected to your work, giving becomes natural.

Create Experiences, Not Just Appeals

Millennials and Gen Z want to be part of something bigger. They expect nonprofits to provide more than a donation form—they want opportunities to engage actively.

This could mean:

  • Behind-the-scenes content that shows the real work behind your mission.
  • Social challenges or campaigns that make participation fun.
  • Invitations to volunteer or advocate, not just donate.

The goal is to make supporters feel like partners, not transactions. When you build that connection, loyalty follows.

Simplify Giving and Make It Recurring

Younger donors are used to subscription models like Netflix or Spotify. Apply that mindset to your recurring giving program. Offer a branded monthly giving option that feels like joining a community.

What works best?

  • Easy, mobile-friendly sign-up with options like PayPal, Venmo, or digital wallets.
  • Exclusive perks such as early access to events or special updates.
  • Clear impact reporting so donors see the difference they’re making.

Recurring giving programs turn one-time gifts into predictable, long-term support—and that’s a win for both your mission and your donors.

Turn Everyday Actions into Impact with ShopRaise

Building loyalty means meeting supporters where they are—in their daily lives. That’s why ShopRaise is a game-changer for nonprofits.

Every time your supporters shop for groceries, clothes, or essentials, they could be helping your cause—at no extra cost. Here’s how it works:

  • Shop with over 14,000 retailers and 300 gift card brands.
  • Use the ShopRaise app, browser extension, or online mall for a seamless experience.
  • Track every contribution in real time with detailed reports.

It’s an easy way to make giving part of everyday life. Supporters keep doing what they already do—shop—and your organization earns a percentage of every transaction.

Start Building Lifelong Relationships Today

Younger donors want connection, transparency, and convenience. Whether you’re launching a recurring giving program or using ShopRaise to turn shopping into support, the key is making giving simple and meaningful.

Ready to engage your next generation of supporters?
Sign up for ShopRaise today and turn everyday shopping into sustainable fundraising for your cause.