Tomorrow’s Donor, Today

What does ‘doing good’ look like for 18-50 year olds? And how can charities tap into this to generate future income?

These are the burning questions keeping senior fundraisers awake at night, answered through a collaborative effort and a two-part research series from GOOD Agency, Eden Stanley and the Chartered Institute of Fundraising.

The number of people donating to charity continues to decline, with the added challenge of younger people giving less (YouGov, 2023). As the third sector braces itself for a generational timebomb, fundraisers are grappling with what this means for their longer-term strategies.

To get close to the issue, we immersed ourselves in an online community of twenty-six people from across the UK, revealing their motivations, barriers, and ideas for new giving metrics. We delved deep into their mindsets around donating via a digital diary and captured their daily behaviours and thought processes in real time. The results provide a never-before-seen glimpse into the lives and beliefs of future donors. And, crucially, what charities can do now to engage them.

We unveiled “Tomorrow’s Donor, Today” to a captive webinar audience of over 500 individuals from across the third sector. If you missed it, please enter your details below to request a copy of the report.

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