Gen Z Philanthropy: Engaging the Next Generation of Donors

Gen Z philanthropy is beginning to influence the philanthropic landscape in the UK and globally. This generation, born from the late 1990s onwards, approaches wealth with a values-driven, transparent, and collaborative mindset, integrating philanthropy into both personal and professional life. Private client advisors can engage effectively with this next generation of donors by understanding their evolving priorities.

• Values-Led Giving: Gen Z donors focus on causes that align with their beliefs, such as climate action, mental health, social justice, and inequality. They often target systemic solutions rather than one-off projects.
• Demand for Transparency and Impact: Raised in a digital era, they expect clarity on how donations are used and what outcomes are achieved. Honest, ongoing reporting resonates more than traditional annual reports.
• Flexible, Innovative Approaches: Beyond grants, this generation is drawn to impact investing, venture philanthropy, and capacity-building support. They are comfortable taking considered risks to drive meaningful, long-term change.
• Collaboration Over Control: Many prefer co-funding, giving circles, or direct engagement with organisations. They value partnership, listening, and shared learning over top-down approaches.
• Intergenerational Dynamics: Within families, Gen Z often approaches philanthropy differently from older generations. Younger members may seek earlier involvement, greater influence, and more flexible strategies. When guided effectively, this can strengthen family governance, foster shared purpose, and keep philanthropy relevant across generations.

For more information about how NPT UK can help Gen Z donors, contact us.