The solidarity system is undergoing a period of significant change. This is not merely an evolution of channels or tools, but a profound transformation impacting the logic and dynamics of donation choices, as well as the perception of the role of the Third Sector. The Third Sector is now at the centre of an increasingly complex ecosystem in which citizens, organisations, and businesses interact through new, more collaborative, and impact-oriented approaches.
The Eumetra Donations Observatory, now in its fifth year of collaboration with Walden Lab, highlights how the sector is entering a new phase of maturity characterised by growing demands for transparency, participation, and measurable results.
In this scenario, four major drivers of change are emerging:
- the new generations;
- the centrality of digital technology;
- the growing role of artificial intelligence;
- new models of collaboration between profit and non-profit organisations.
1. Young people as accelerators of change
The new generations are acting as true accelerators of transformation. Their approach to giving is less ritualistic and more fluid; it is less tied to loyalty to individual organisations, and more oriented towards consistency between values, actions, and tangible results.
For the Third Sector, this means shifting from a fundraising mindset to a relationship-building one. Young people do not want to be limited to ‘supporting a cause’; they want to feel like active participants in change, contributing to the development of solutions and sharing impactful stories. The challenge then becomes designing engaging experiences that generate a sense of belonging and continuity.
2. Digitalisation as a new relational infrastructure
Digitalisation is no longer just an operational tool; it is the infrastructure on which the entire giving experience is built. Discovering causes, interacting with organisations, making donations and sharing content are increasingly taking place within interconnected digital environments.
This represents a paradigm shift for non-profit organisations, with simplicity, speed, accessibility and quality of experience becoming decisive factors.
At the same time, the ability to analyse data, interpret behaviour and develop personalised relationships with donors is becoming ever more important.
Digital technology does not replace the human dimension of giving; rather, it amplifies it, making giving more scalable, measurable and continuous over time.
3. Artificial intelligence as a lever for trust and transparency
Alongside digitalisation, AI is establishing itself as one of the most promising tools for the future of the sector. Its potential lies not only in automating processes, but also in improving the quality of available information, making project impact more transparent and supporting more informed donation decisions.
In a context where trust is paramount, AI can help establish new standards of transparency, accountability, and dialogue with donors. For the third sector, this opens up a new phase in which technology and relationships can be integrated increasingly strategically.
4. The Role of Businesses: Towards New Forms of Collaboration with the Non-Profit Sector
The future of donations concerns more than just citizens and non-profit organisations. In fact, companies are taking on an increasingly important role within the donation ecosystem, moving gradually from sponsorship or occasional philanthropy to more structured models of social value creation.
Following the initial listening session focused on the corporate sector, the 2026 Donations Observatory will once again engage with businesses to capture their evolution. It is expected that signs of greater maturity and awareness will be evident, such as more integrated ESG strategies, deeper partnerships with non-profit organisations, and growing attention to impact measurement and consistency between purpose, communication, and action.
Understanding how companies are rethinking their social role is essential for developing more effective and sustainable collaborative models over time.
From data to vision: the role of research
The future of giving will be increasingly digital, participatory, and impact-oriented. Above all, however, it will be the result of an ecosystem in which citizens, organisations and businesses act more consciously, generating shared value and concrete responses to major social challenges.
In this scenario, research is not only a monitoring tool, but also a strategic lever for change. Eumetra’s Donations Observatory is a continuous observation space, capable of interpreting ongoing changes and supporting the Third Sector in future decision-making.
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