Blackbaud Institute "Gen Z at the Table"
Report Shows 84% of Gen Zers Support Nonprofit Organizations,
Charities, or Causes in Some Way and Offers a Roadmap for Increased
Engagement
CHARLESTON, S.C., May 7, 2024
/PRNewswire/ -- The Blackbaud Institute, a research lab at
Blackbaud (NASDAQ: BLKB), the leading provider of software for
powering social impact, today released a new report, Gen Z at the
Table: A Special Edition of the Next Generation of Giving.
The first free-to-access Gen Z philanthropy report of this
magnitude, the Blackbaud Institute's latest survey busts
traditional myths about Gen Z givers and offers new insights that
can inform clear, creative approaches to engaging this critical
demographic.
"Our research shows that Gen Zers are generous and are already
taking an active role in philanthropy as donors, advocates,
volunteers, and even as employees at nonprofit organizations," said
Carrie Cobb, chief data officer,
Blackbaud. "We've consistently heard from professional fundraisers
and others that they feel under-prepared to engage with Gen Z. This
report offers research-driven recommendations and a roadmap to help
them welcome Gen Z donors to the table."
Key Findings:
- Gen Zers are generous, especially with their time and
energy.
- 84% of Gen Zers report that they support nonprofit
organizations, charities, or causes in some way.
- Dollar donations by Gen Z will likely grow in the
coming years.
- As financial donors, Gen Zers are at an early stage of
their development, yet 1/3 of Gen Z donors said they plan to
increase their giving in the coming year.
- Gen Z is motivated by trust in organizations and wants
to be assured of impact.
- Across the board, Gen Zers report that their giving is
motivated by belief in an organization's mission and that they want
assurance that an organization gives back to the community.
- Nearly 70% say that impact reporting is likely to motivate
increased giving and nearly 60% said a postal thank-you letter
would motivate them.
- Convenience and spontaneity drive Gen Z's giving
channel preferences.
- Key giving channels for Gen Zers include opportunities
that fit in the flow of their daily lives, such as donating at
checkout, at events, and via social media. 42% say they tend to
engage spontaneously with causes and organizations.
- Workplace giving and volunteering is a strong positive with
Gen Zers.
- Among employees of companies offering these programs, 89% and
92% of Gen Zers participate, respectively.
In addition to the research conducted by the Blackbaud
Institute, findings from studies facilitated by the Generosity
Commission, a nonpartisan group of leaders from across the sector,
offer national context for Gen Z generosity.
"The Generosity Commission's research into giving and
volunteerism shows that generosity is expansive, and the
expressions of generosity vary," said Mike
Gianoni, president, CEO, and vice chairman of the board,
Blackbaud, and co-chair of the Generosity Commission. "While Gen Z
may not yet have the 'buying power' of older generations, their
passion and connectivity have the potential for great impact.
Empowering Gen Z to take an active role in philanthropy may be as
simple as inviting them to participate, acknowledging their
generosity, and giving it the power to grow."
The Blackbaud Institute gives social impact professionals data
to understand broader industry trends, benchmark success, and take
fundraising to new levels. For this study, two parallel surveys
were conducted: one among Gen Z adult consumers (born 1997–2005)
and one among nonprofit professionals across generations. Online
surveys of almost 1,300 Gen Z consumers and over 275 nonprofit
professionals were conducted along with follow-up virtual in-depth
interviews among Gen Z supporters and nonprofit professionals.
For more information on Gen Z giving trends, the full 30+ page
report can be accessed here. All Blackbaud Institute resources are
offered for free, as part of Blackbaud's commitment to accelerating
social impact.
About Blackbaud Institute
The Blackbaud Institute
develops leading-edge research and convenes expert voices to equip
the social impact community with knowledge, insight, and
confidence. The Blackbaud Institute draws from Blackbaud's data
set, the most comprehensive in the social impact community. In
addition, the Institute facilitates public research studies to
drive original qualitative and quantitative insight. Our research
agenda is grounded in a commitment to topics that social impact
organizations can apply immediately to better understand,
benchmark, and improve their essential business operations. We are
guided by our commitment to the social impact sector to provide
timely, transparent, and well-rounded research that is free to
access. From how organizations run to how donors give, we're 100%
focused on research and resources for this sector.
About Blackbaud
Blackbaud (NASDAQ: BLKB) is the
leading software provider exclusively dedicated to powering social
impact. Serving the nonprofit and education sectors, companies
committed to social responsibility and individual change makers,
Blackbaud's essential software is built to accelerate impact in
fundraising, nonprofit financial management, digital giving,
grantmaking, corporate social responsibility and education
management. With millions of users and over $100 billion raised, granted or managed through
Blackbaud platforms every year, Blackbaud's solutions are
unleashing the potential of the people and organizations who change
the world. Blackbaud has been named to Newsweek's list of America's
Most Responsible Companies, Quartz's list of Best Companies for
Remote Workers, and Forbes' list of America's Best Employers. A
remote-first company, Blackbaud has operations in the United States, Australia, Canada, Costa
Rica and the United
Kingdom, supporting users in 100+ countries. Learn more
at www.blackbaud.com or follow us on X/Twitter, LinkedIn,
Instagram and Facebook.
Media Inquiries
media@blackbaud.com
Forward-looking Statements
Except for historical information, all of the statements,
expectations, and assumptions contained in this news release are
forward-looking statements that involve a number of risks and
uncertainties, including statements regarding expected benefits of
products and product features. Although Blackbaud attempts to be
accurate in making these forward-looking statements, it is possible
that future circumstances might differ from the assumptions on
which such statements are based. In addition, other important
factors that could cause results to differ materially include the
following: general economic risks; uncertainty regarding increased
business and renewals from existing customers; continued success in
sales growth; management of integration of acquired companies and
other risks associated with acquisitions; risks associated with
successful implementation of multiple integrated software products;
the ability to attract and retain key personnel; risks associated
with management of growth; lengthy sales and implementation cycles,
particularly in larger organization; technological changes that
make our products and services less competitive; and the other risk
factors set forth from time to time in the SEC filings for
Blackbaud, copies of which are available free of charge at the
SEC's website at www.sec.gov or upon request from Blackbaud's
investor relations department. All Blackbaud product names
appearing herein are trademarks or registered trademarks of
Blackbaud, Inc.
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