If your nonprofit needs more donors, you may be asking the wrong question.
Instead of simply asking, “How do we get more people to donate?” ask: “How can we make it easier for new supporters to connect with our mission and take action?”
That matters because the way people give is changing. Younger donors in particular expect giving to be simple, convenient, and easy to share.
According to Giving USA, 50% of Gen Z and 36% of Millennials used a digital wallet for their most recent social donation. Giving USA says nonprofits should “prioritize ease of giving through seamless digital experiences.”
So how can nonprofits attract more donors, especially younger supporters?
Here are seven practical donor acquisition strategies to consider.
1. Make Your Mission Easy to Understand
People need to understand what you do and why it matters before they decide to support you.
Your website, social media, and fundraising campaigns should answer three basic questions quickly:
- Who do you help?
- What problem are you solving?
- How can I help?
Avoid making people dig through paragraphs of information. Use clear language, real stories, and specific examples of your impact.
2. Give People Something Specific to Support
“Please donate” can be easy to ignore. But a specific need gives people something they can picture supporting.
Instead of asking supporters to make a general donation, show them what their support can provide. That could be a week’s worth of groceries, school supplies, animal food, personal care items, or a night of safe shelter.
Specific needs can make giving feel more tangible and personal.
3. Make Online Giving Easy
One of the simplest ways to attract more donors is to remove unnecessary steps between interest and action.
Younger donors are already comfortable giving digitally. Giving USA found that digital wallets were used by half of Gen Z donors and more than one-third of Millennial donors for their most recent social donation.
Your giving experience should be:
- Easy to find
- Mobile-friendly
- Simple to understand
- Fast to complete
- Clear about where the money or donated item goes
The fewer obstacles people encounter, the easier it is to turn interest into action.
4. How Can You Reach Younger Donors?
Gen Z and Millennials don’t necessarily need a completely different fundraising strategy. They do, however, interact with organizations differently than many older generations.
Social sharing can play an important role. According to GoFundMe Pro’s Social State of Giving research, half of Gen Z respondents said they share causes or fundraisers at least once a week.
That means your fundraising opportunities should be easy to share.
Give supporters something they can quickly understand and pass along to friends, family, coworkers, and social networks.
Think beyond “Donate Now.” Consider:
- Share a specific need
- Share a wish list
- Share a success story
- Share a volunteer opportunity
- Share a campaign with a clear goal
5. Show Donors the Impact of Their Gift
People want to know that their support matters.
Don’t stop communicating once someone gives. Show what happened because they helped.
For example:
“Your support helped provide 50 backpacks for local students.”
is much more meaningful than:
“Thank you for your donation.”
Giving USA’s research found that 46% of Gen Z donors said a current issue was the primary reason for their most recent donation. The same research found that average annual giving among Gen Z donors increased 34%, from $864 to $1,115.
Connect the gift to the mission. Help donors see the difference they made.
6. Give People More Than One Way to Help
Not everyone is ready to make a financial donation the first time they encounter your organization.
Some people may volunteer. Others may attend an event, share your content, purchase needed items or introduce a friend to your organization.
Giving USA’s research on generational and life-stage giving found that younger donors often become involved through volunteering or events before making a financial gift. Think of these actions as opportunities to build relationships, not just transactions.
Someone who starts by volunteering today could become a donor tomorrow.
7. Turn First-Time Donors Into Long-Term Supporters
Getting a first-time donor is only the beginning. Your follow-up matters.
Thank people promptly. Tell them what their support accomplished. Give them another meaningful way to participate. And make it easy for them to stay connected.
Interestingly, Bloomerang’s 2025 Generational Giving Report found that 74% of donors do not expect to be thanked for a donation. That makes a thoughtful thank-you an opportunity to stand out.
As Bloomerang CEO Dennis Fois put it, “trust and connection are crucial to all donors.”
The goal isn’t simply to get another donation. It’s to build a relationship with someone who believes in your mission.
How Can Nonprofits Attract More Donors?
Start by looking at the experience you’re offering potential supporters.
Is your mission easy to understand? Can people quickly see what you need? Is giving simple? Can supporters share your needs with others? Do you show them what their support accomplished?
You don’t necessarily need more complicated fundraising campaigns. Sometimes, you simply need to make it easier for people to say yes.
How Can Mindful Giving Help?
Mindful Giving gives nonprofits another way to connect supporters with specific needs.
Your organization creates a shareable catalog of the items you need. Supporters can then purchase those items directly through an Amazon-Wishlist-style experience.
Your team can track donations, capture donor information, and automatically send personalized thank-you emails and receipts.
That creates a simple path from “I want to help” to “Here’s exactly what your organization needs.”
Ready to make it easier for new donors to say yes?
Frequently Asked Questions
How can a nonprofit attract more donors?
Nonprofits can attract more donors by making their mission clear, giving supporters specific ways to help, simplifying the giving process, using shareable fundraising opportunities and showing the impact of each gift.
How can nonprofits attract younger donors?
Younger donors tend to value convenient digital experiences, meaningful causes and opportunities they can share with their networks. Nonprofits can reach Gen Z and Millennial donors by making giving mobile-friendly, connecting specific gifts to real needs and creating easy ways to share campaigns and causes.
What motivates people to donate to nonprofits?
Motivation varies from person to person. Research from Giving USA shows that younger donors may be motivated by current issues and causes, while involvement through volunteering and events can also be an important entry point for next-generation donors.
How can nonprofits make donating easier?
Make the giving experience easy to find, mobile-friendly and simple to complete. Offering digital payment options and clearly explaining what a donation will provide can also reduce friction for supporters.
How do you turn first-time donors into repeat donors?
Start with a timely, personal thank-you. Then continue showing donors how their support makes a difference and give them additional opportunities to engage with your organization. Building trust and connection can help turn a one-time interaction into a longer-term relationship.
Sources & Research
- GoFundMe Pro: Social State of Giving
- Giving USA: Generational and Life-Stage Giving Trends
- Bloomerang: 2025 Generational Giving Report