Why charities need to champion the young

Young people in the U.K. today face many challenges, from lack of employment opportunities and affordable housing to falling salaries and increased mental health concerns.  

External factors such as COVID-19, the cost-of-living crisis, and increased pressure from social media have only added to these concerns, with the percentage of people aged 17-19 in England with a probable mental health disorder rising from one in six to one in four between 2021 and 2022.  

Yet, despite these challenges, Gen Z (those born between 1997 and 2012) and millennials (born between 1981 and 1996) remain some of the U.K.’s most generous supporters when it comes to charitable giving.  

Research from Barclays revealed that young people aged between 18 and 24 were more likely to give to charity than other age group. Likewise, the Summer 2023 Donor Pulse report, from fundraisers Enthuse, found that 73% of under 40s had given to charity over the previous three months, compared to 68% of over-40s.  

However, charities need to put effort into capturing the attention of young people, not taking their support for granted, and addressing, where possible, the challenges facing this demographic.  

Enthuse reported some “soft edges” to the giving habits of the under-40s, “with some donations more discretionary, and less likely when they have other things to spend their money on, or potentially perceive there being less need to donate”.  

Together, millennials and Gen Z account for more than a third of the UK population. Charities should champion younger generations or risk missing out. Charities can repay the support of young people by championing them wherever possible, whether that means raising awareness of the causes that affect them disproportionately (such as cost-of-living or climate change) or giving them the tools they need to continue sharing, donating to, or volunteering for your cause.  

Below, we explore three key ways charities can advocate for young people and drive loyalty among a supporter base that is typically hard-won.  

Understand the motivation behind donation 

As with any demographic, young people want to support organisations who reflect their values. Enthuse’s report reveals that Gen Z, in particular, are motivated by current events and can become more inclined to give because of negative headlines criticising a cause they care about.  

A recent example of this phenomenon, which Enthuse calls “inverse giving”, can be seen from RNLI, who had a record fundraising year after being criticised for their actions in saving refugees at risk of drowning in the Channel. Enthuse says “more controversial campaigns highlighting some of the challenges” charities face as the potential to be a “good motivator for younger donors”.  

Charities can also champion young people by helping them contribute to a cause in a way that is convenient to them. This can include tailoring content to them, on their preferred platforms where it is easy to share with peers, and creating fundraising events that cater to their interests, such as gaming and streaming.  

It also includes being able to accept donations in multiple ways. Perhaps surprisingly, the preferred way of donating for 18-24-year-olds is via cash in person, followed by donating via social media. However, digitisation of donations has made it far easier for people to donate however they prefer. This flexibility, and consideration of young people’s supporter experience, can help charities gain their support again in future.  

Get behind the causes they care about 

While there are legalities around political campaigning for charities, there are a variety of ways for charities to show their support for causes that affect the lives of young people. For example, many charities showed their support for the Black Lives Matter movement in 2020, with many organisations continuing to talk about their anti-racism and inclusion work thereafter.  

Similarly, many charities are addressing concerns around the climate crisis, with 88% of charities concerned about its impact according to the Climate Change in the UK Charity Sector report. Meanwhile, three in five young people aged between 16-25 said they were worried or extremely worried about climate change in 2021.  

Charities are not required to actively campaign in order to show their support, but publishing sustainability policies and outlining how they are embedding environmental sustainability into their decision-making can go a long way towards demonstrating their commitment to tackling this area.  

Research has shown that Gen Z and Millennials are more likely to make purchase decisions based on their values, with three in four Gen Z consumers saying they prioritise sustainability over brand name. When it comes to charitable giving, it is likely that the same principles apply. Show your support for the causes young people care about and they will show support for you.  

Extol the benefits of youth volunteering 

As the British Youth Council points out, evidence has shown that volunteering helps young people build confidence and develop their self-worth. It also brings charities fresh perspectives to tackle challenges, while helping them to understand the beliefs and attitudes of young people firsthand. Volunteering also helps charities create vocal advocates for their cause, too. 

Another way charities can bring young people on board is to literally bring them on board. According to the Young Trustees Movement, currently fewer than 3% of charity trustees are under 30. The group aims to double the number of trustees aged 30 and under on charity boards, helping organisations to improve the diversity of their boards and improve their decision-making based on a wider range of viewpoints.  

Indeed, the benefits of bringing young trustees on board are many, for both charities and young people. For charities, they may access new innovative ideas, create a new generation of charity leaders, and better reflect the interests of the communities they serve.  

For young people, they can develop their professional skills, learn more about governance and how charities work, and play a key role in shaping the direction of a cause they care about. As with volunteers, young trustees will be vocal advocates for the charity they represent. Welcoming their ideas is a great way of reciprocating that support and driving loyalty in the future.