Younger donors don’t just want to give; they want to be a part of something greater than themselves.

For Gen Z and Millennials, trust isn’t assumed. It’s earned. These generations grew up surrounded by marketing, corporate spin, and social media “authenticity.” So when it comes to giving, they’re not just asking, “Do I care about this cause?” They're asking, “Can I trust this organization?”

If you want next-gen donors to stick around, trust-building isn’t optional; it’s foundational.

Here’s how to build trust with them the right way:

First, be radically transparent.
Next-gen donors value honesty over perfection. They don’t just want to hear about your wins—they want to understand your struggles too. That means breaking down where donations go, sharing behind-the-scenes challenges, and showing them what you're doing to improve. Trust is built through consistent, candid communication, not polished marketing language.

Second, show your impact in real, relatable ways.
Forget vague phrases like “making a difference.” Next-gen donors want to see exactly what their gift is doing. That means telling stories about real people helped, real systems changed, and real progress made. When donors see the impact, they feel a sense of ownership, and that deepens trust.

Third, be who you say you are.
Gen Z and Millennials are highly values-driven. They don’t just want to support causes; they want to support organizations that live out their stated beliefs. This includes inclusivity, ethical practices, and consistency between your messaging and your actions. If your nonprofit says it values diversity but your leadership and content don't reflect that, trust will erode fast.

Building trust with younger donors isn’t about being flashy. It’s about being real.
They’re not looking for perfection. They’re looking for purpose, consistency, and honesty. When your nonprofit communicates transparently, showcases true impact, and aligns actions with values, you create the kind of relationship that turns first-time donors into lifelong partners.