The Social State of Giving: GoFundMe’s First Report on How Social Media Impacts Modern Giving

GoFundMe and Classy from GoFundMe are excited to announce the release of The Social State of Giving. This groundbreaking, first-of-its-kind report uncovers how people discover, support, and engage with causes online—placing a special focus on the role of social media.

The Social State of Giving: At a glance

As the world’s largest online fundraising platform, GoFundMe—along with Classy—continuously tracks emerging fundraising trends. The Social State of Giving report highlights how different generations use social media to donate, share, and interact with causes they care about most. 

To further analyze these trends, we surveyed more than 1,000 people and uncovered how they engage with fundraisers in new ways online—with varying insights per generation. The goal of our findings is to help nonprofits elevate their social strategies and expand their reach to new supporter communities. 

Generational giving trends uncovered  

As digital engagement increases among younger and older generations, each group continues to develop its unique way of interacting with fundraisers. Impressively, we found that younger generations drive much of the change.

Our research also shows that while all age groups share similar motivations for charitable giving—such as doing the right thing and feeling good about their contributions—younger generations place more emphasis on cultural relevance, social sharing, and digital activism.

Notably, half of Gen Z shares causes or fundraisers at least once a week. About half of Millennials and Gen X also participate in sharing but on a monthly basis.

Gen Z and Millennials are particularly inspired by the rise of “impact creators.” Impact creators are influencers who use their platforms to raise awareness and drive donations. In fact, over half of Gen Z trusts impact creators to donate on their behalf, reflecting the growing influence of philanthropy driven by social media.

What’s next?

The full report explores these trends more thoroughly, providing a comprehensive breakdown of how each generation uses social media to participate in individual and nonprofit giving. As more people shift toward online activism, nonprofit organizations and fundraisers have incredible opportunities to meet supporters where they are.

Copy Editor: Ayanna Julien