Donor behaviour and expectations are evolving across markets. Today, trust takes longer to build, attention is more fragmented, and engagement no longer follows the same patterns as it once did.
In this context, supporters expect clarity, authenticity, and a tangible sense of impact before they get involved. They want to understand what their contribution will change, feel close to the cause, and support trust-worthy nonprofits.
In online fundraising, the relationship between charities and supporters is becoming more gradual. Rarely does someone move from discovery to a second gift or regular giving in the blink of an eye.
For younger generations such as Gen Z, a donor may first encounter a campaign on social media, make a spontaneous gift, and only later deepen their engagement.
More than ever, the giving process is trust-driven, and that trust is built progressively across multiple interactions and touchpoints.
At the same time, supporters often interact with a cause multiple times before deciding to donate, moving across channels, stories, and communities along the way. For charities, this can feel challenging, but it also creates an opportunity to build deeper, more meaningful relationships with supporters over time.
This shift is particularly important when we look at younger generations like Gen Z, who are already engaging with causes in large numbers and will represent an increasing share of tomorrow’s supporters.
In this article, we explore the major shifts reshaping donor engagement. From trust-driven journeys to more personal and local forms of giving, with a focus on Gen Z: you will get a clearer picture of these new donor habits and how to integrate them in your fundraising strategy.
How supporter journeys are changing in online fundraising
Trust as a core driver of online fundraising decisions
Giving is becoming more personal, local, and human
How Gen Z is redefining online fundraising engagement
From transactions to relationships: redefining online fundraising for charities
How supporter journeys are changing in online fundraising
One of the most visible changes in fundraising today is where the relationship begins.
In the past, people often discovered an organisation first, learned about its mission, and then decided whether to support it. Today, entry points are far more personal:
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a story shared on social media,
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a friend taking part in a challenge,
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or a local initiative, can be the first connection to a cause.
This evolution reflects a broader move toward more human and more local forms of engagement. In this context, people tend to give because someone they know is involved, because they feel personally connected, or because they can clearly see the impact.
It means that trust and connection are no longer built solely on an organisation’s reputation or history, but shaped by proximity and authenticity.
For charities, this changes how supporter journeys need to be designed: rather than simply presenting their mission, organisations need to connect through stories, communities, and real-life experiences.
Moreover, recent studies point to growing skepticism toward institutions and nonprofits, showing that potential donors’ trust increasingly relies on one key element: transparency. For a deeper analysis of this dynamic, check out our article: Charity fundraising and donor trust: what the research reveals.
In this context, trust is now built progressively, through what people can see, hear, and experience over time.
Trust as a core driver of online fundraising decisions
Across all audiences, trust has become one of the main drivers of engagement. Before supporting a cause, many people now take time to understand:
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What impact is being created
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How donations are used
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What the organisation stands for
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Whether others trust it
Younger supporters, in particular, tend to research organisations before engaging. They often start with social media, online searches, and the charity’s website, looking for clear information about impact, mission, and transparency.
For organisations, this means every touchpoint matters: your website, donation forms, stories, and content all contribute to building trust, often long before someone considers giving.
It also requires a shift in mindset, understanding that trust is not built in a single campaign, but through consistency over time.
Giving is becoming more personal, local, and human
Another strong trend shaping today’s fundraising landscape is the move toward more personal and local forms of engagement. People are increasingly motivated by what feels close to them:
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A cause affecting their community
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A story they can relate to
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A person they know who is involved
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A moment that resonates emotionally
This explains the rise of peer-to-peer fundraising, community fundraising events, and local actions. These formats create a sense of proximity and belonging that large or distant appeals sometimes struggle to replicate.
These shifts are redefining how online charity fundraising campaigns are discovered and experienced. Instead of starting on an organisation’s homepage, many journeys now begin within personal networks, social feeds, or community-driven initiatives.
Even so, this doesn’t mean large organisations can’t inspire strong engagement, but that human connection is more important than ever. Increasingly, people want to see faces, hear stories, and understand the real-world impact of their support.
In many cases, the first interaction may be a spontaneous donation, but this does not automatically translate into long-term commitment. It might also take the form of attending an event, sharing a message, following a campaign, or supporting a friend… These early moments often lay the foundation for deeper involvement later on.
A great example is Médecins Sans Frontières' Stream for Humanity. Through two charity streaming events, the NGO engaged a large number of Gen Z supporters, raising over €5 million. Even if some Gen Z participants gave modest amounts, their involvement went beyond financial contributions, creating a meaningful first connection with the cause.
Best practice: MSF also clearly communicated how the money raised would be used, helping supporters understand the real-world impact of their contributions.
For charities, this can feel like a slower path, where not every interaction leads to an immediate contribution, or a modest one. Yet, these first points of contact often mark the beginning of a relationship, rather than the end of a funnel.
How Gen Z is redefining online fundraising engagement
As these changes can be observed across all generations, they are particularly visible among younger supporters.
Gen Z is often described as values-driven, socially aware, and highly connected. They care deeply about social and environmental issues, have a global outlook shaped by digital culture, and want to make a difference. Indeed, research shows that Gen Z engage differently, often long before they donate money.
A generous generation, just not only through money
More than 80% of Gen Zers report that they support nonprofit organisations, charities, or causes in some way (source: Gen Z at the table report by Blackbaud). In fact, their support often takes different forms:
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they volunteer,
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promote causes online,
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sign petitions,
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actively take part in campaigns,
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and mobilise their networks, friends and families.
This pattern suggests that for many of them, engagement comes first and financial giving may follow later.
This can partly be explained by their life stage: many young people simply don’t have the same financial capacity as older donors yet. Though, that doesn’t mean they aren’t committed, rather the opposite: their time, energy, and advocacy play a powerful role in strengthening a cause.
As one young supporter interviewed by Blackbaud explained:
“I don’t have a ton of money, but if the message spreads, more people will be able to donate time or money to the cause.”
For charities, this represents a key mindset shift: engagement is no longer just about securing immediate online donations, but about nurturing relationships over time.
The long-term value of early engagement
Fundraising often focuses on short-term results: how much was raised, how many donors were acquired, what the return on investment was… Yet with younger generations, taking a longer-term perspective is essential.
Rather than seeing engagement as a one-off action, organisations can view it as the start of a journey. A first interaction (attending an event, sharing a p2p fundraising campaign, volunteering for a day) can lay the foundation for a lasting relationship.
Adopting a “lifetime value” mindset means investing in connection, trust, and experience from the very beginning, even when financial contributions are modest. Over time, these early touchpoints can grow into deeper commitment, recurring support, and long-term advocacy.
It also calls for rethinking what “fundraising success” looks like: not every meaningful interaction will result in an immediate donation, but each can strengthen your visibility, credibility, and future supporter base.
By recognising all forms of support (time, voice, visibility, and community engagement) organisations can build a more sustainable foundation for growth.
From transactions to relationships: redefining online fundraising for charities
While much of the conversation focuses on Gen Z, the underlying trends are broader. Across all age groups, people are looking for:
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More transparency
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More authenticity
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More connection
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More clarity about impact
Traditional fundraising methods alone are no longer enough, and donors expect to feel reassured, informed, and connected. They want to understand the purpose behind their support and see the difference it makes.
For many organisations, online fundraising is no longer just about collecting donations, but about building long-term engagement. The focus is shifting from short-term transactions to sustained relationships grounded in trust and shared values.
This means that building trust, showing impact, creating meaningful entry points, and nurturing relationships over time are becoming essential foundations for a successful charity fundraising strategy.
In this changing environment, the organisations that will succeed are those that look beyond immediate donations and find meaningful ways to engage supporters. For example, by providing experiences, opportunities to participate, and ways for supporters to see the real impact of their contributions.
To dive deeper and explore how to mobilise new generations through fundraising events, volunteering programmes, and community-driven initiatives, read our article: How to engage younger donors in your fundraising campaigns.