Young people experience family, work, consumption and politics in a unique way. They also have a distinctive approach to the Third Sector and giving.
The latest edition of the Donations Observatory, produced by Eumetra in collaboration with Walden Lab and based on a sample of 1,640 respondents, examined the relationship between young people and giving for the first time. It analysed their attitudes and behaviours, comparing them with those of the average donor. The Observatory reveals that young people are increasingly sensitive to major social and environmental challenges, such as combatting poverty and inequality, fighting climate change, and protecting the environment.
Young people continue to place significant importance on the Third Sector, but their connection to it appears to be more fragile and less engaging than that of the average donor. This suggests a need to strengthen the relationship by using languages, channels and tools that resonate with younger generations.
Two critical issues in particular emerge: the excessive fragmentation of the non-profit world and concern about the potential waste of resources, both of which can undermine trust and the perception of organisational effectiveness.
A fluid and dynamic relationship with giving
For most young people, support for non-profit organisations is fluid over time: the organisations supported, the amounts donated, and the frequency of donations change from year to year.
While the motivations behind giving remain largely similar to those of the average donor, with a strong focus on the practicality and impact of collective support, the real difference lies in the way young people relate to organisations. Their methods of gathering information, interacting with organisations and building trust are undergoing profound change.
Global events, social or environmental crises and wars have a decisive impact on support choices, as does the quality of organisations’ communication and, increasingly, the influence of role models and creators.
In this scenario, the internet is the driving force behind the giving process: young people mainly discover, evaluate and choose organisations to support online, starting with digital campaigns or social media content.
Source: Donations Observatory – 2025 – Eumetra-Walden Lab
Digital is an integral part of new giving practices
For young people, donating has become a natural part of their everyday digital lives. Payment tools such as PayPal, Satispay and Stripe are widely used, as are ’embedded’ donations at shop checkouts or via apps.
There is also great interest in new ways of supporting causes, such as crowdfunding, purchases that include a donation, apps and digital wallets, and initiatives promoted by companies and retail outlets.
These channels are perceived as simple, immediate, and consistent with one’s lifestyle — key elements for authentic and spontaneous engagement.
Strategic levers for engaging young donors
Our analysis shows that non-profit organisations can rely on various engagement strategies:
- Collaborations between for-profit and non-profit organisations are viewed positively by young people and are often more highly valued than by the average donor, especially if they meet specific requirements and generate a tangible impact on the common good.
- Partnerships with influencers or content creators, which can increase credibility and communicative proximity.
- Fundraising events, both online and live, continue to be powerful moments of engagement and mobilisation (from food drives to Race for the Cure).
- Digital campaigns remain the main point of contact: young people respond better to online stimuli, personalised emails and well-constructed social media content.
Artificial intelligence as a lever for trust and transparency
Artificial intelligence is one of the most promising innovations for the third sector and represents a strategic frontier today.
Source: Donations Observatory – 2025 – Eumetra-Walden Lab
Young people are particularly interested in tools that:
- analyse the impact of donations;
- personalise communications;
- provide automatic and transparent answers to frequently asked questions;
- collect and interpret donor preferences.
Chatbots, predictive analytics systems and automated engagement platforms can enhance the giving experience and foster trust between young people and organisations.
In this sense, technological innovation is not just a means to an end, but a valuable tool for making giving more informed, personalised and rewarding.
Talking to the younger generation: a strategic lever for the Third Sector
The relationship between young people and giving is dynamic and influenced by the languages and contexts of the digital world. For the Third Sector, this means adopting a rapid, transparent and interactive approach to harness the potential of new channels and emerging technologies.
Speaking to the younger generation is not just a communication challenge; it is also a strategic lever for the sector’s sustainability.
Those organisations that combine innovation, authenticity and real impact will transform young people from mere supporters into true ambassadors, promoting, representing and spreading the values and activities of an organisation or social campaign.
Eumetra Donations Observatory
For years, Eumetra has supported third sector organisations with in-depth research into younger generations, charitable giving and the adoption of digital technologies.
Our expertise in socio-cultural analysis and innovation, including AI, big data and digital insights, enables us to help organisations understand and anticipate changes in the world of giving. We can then help them to design more effective, sustainable and future-oriented engagement strategies.
Would you like to learn more about our studies on the world of giving and the third sector?