How Generations Use Social Media to Drive Donations and Support Causes

As the world’s largest online fundraising platform, GoFundMe, along with Classy from GoFundMe, recently examined generational trends in social media-driven philanthropy. With data from over 1,000 respondents, the survey sheds light on how different age groups—Gen Z, Millennials, Gen X, and Boomers—engage with causes through social media and how their approach to giving varies.

While giving motivations like “doing the right thing” and feeling positive after a donation were common across all generations, GoFundMe found that Gen Z and Millennials are especially influenced by cultural relevance when supporting causes. Gen Z, the first true digital-native generation, is the most active in sharing causes online, with nearly half of them encouraging others to give by sharing posts weekly. Millennials and Gen X are also frequent sharers, but mostly on a monthly basis, whereas Boomers tend to prefer in-person interactions and rarely share online.

Gen Z also sees social media as a platform for advocacy, with 46% stating that sharing donations online helps inspire others. The study reveals that social content frequently motivates Gen Z (41%) and Millennials (25%) to research or donate to causes, with Gen X and Boomers influenced to a lesser degree.

To support these trends, GoFundMe is enhancing its platform with AI-powered tools for story crafting, suggested social captions, and a new Meta integration, making it easier for users to promote fundraisers on Instagram and Facebook.

The survey highlights how social media is transforming modern philanthropy, especially as Gen Z and Millennials lead the way. With tools and integrations tailored for digital sharing, GoFundMe and Classy aim to help everyone champion causes and inspire action across generations.

What These Insights Mean for Churches

The findings from GoFundMe’s study provide valuable insights for churches seeking to enhance their engagement and giving strategies, especially with younger generations. As digital natives, Gen Z and Millennials are more likely to engage with causes through social media, and they place a high value on sharing these experiences online. Churches can leverage this trend by encouraging congregants to share their support for church initiatives on social media, which could expand the church’s reach and inspire more people to participate in giving or volunteer efforts.

For churches, incorporating digital and social media-friendly donation options could boost engagement. With platforms like GoFundMe illustrating the effectiveness of online sharing, churches might consider using tools that enable easy sharing, such as digital giving platforms or church-specific apps. Encouraging members to share their support online can make a broader impact and allow them to feel like part of a larger mission.

Churches might also look to younger congregants as “impact creators” within their community. By empowering members to champion causes that the church supports—whether through volunteer work, outreach, or donations—churches can inspire others to join. This approach not only aligns with the giving habits of younger generations but also fosters a sense of community and shared mission, helping the church remain relevant in an increasingly digital world.

Embracing these trends can position churches to engage effectively with a broader audience, nurture a culture of giving, and empower members to extend the church’s mission well beyond its walls.