Social Venture Partners San Antonio (SVPSA) wants to discover ways to get Gen Z and Millennials engaged with philanthropy by giving both time and treasure. As part of our strategy to cultivate more donors, we are finding ways to connect all generations for the betterment of our community.

One initiative is to collaborate with the United Way of Bexar County’s Emerging Leaders group for a series of events, where SVPSA can offer meaningful experiences while introducing these younger generations to nonprofits engaged in innovative, grassroots work. Learning from each other is central to our strategy. To that end, SVPSA conducted research into the giving preferences that strongly motivate Millennials and Gen Z.

Giving among Millennials and Gen Z differs from previous generations in several key ways:

• Value-driven giving: These younger generations prioritize social causes and align their donations with personal values like sustainability, equality, and mental health. They prefer to support organizations that reflect their beliefs and take stances on social issues.
• Technology and social media: Millennials and Gen Z are more likely to give online, use mobile apps, and engage with crowdfunding platforms. Social media plays a huge role in spreading awareness, inspiring peer-to-peer fundraising, and creating viral giving moments.
• Desire for transparency: Unlike previous generations, these groups expect transparency from charities, wanting to see clear results and impacts from their contributions. They often research organizations thoroughly before donating.
• Experiential giving: They tend to value experiences over material goods, so they may contribute through events like charity runs or volunteer opportunities rather than just making monetary donations.

These insights will guide SVPSA’s approach as we create opportunities for younger generations to connect with philanthropy in ways that are meaningful and impactful to them.