Charities must rethink fundraising to win over Germany’s next generation of donors
The way young Germans donate to charities – and how – is changing rapidly. According to a new study by Simon-Kucher and UNICEF, understanding the motivations, expectations, and giving behaviour of the next generation of donors is becoming essential for nonprofit organisations seeking to secure sustainable fundraising in the years ahead.
With an estimated charitable giving market worth €22 billion, Germany is according to GlobalGiving data the largest philanthropy market in continental Europe. The country is home to one of Europe’s largest nonprofit sectors, supported by a strong culture of individual giving and corporate philanthropy.
While older generations continue to account for the most donations – donating more frequently and contributing larger amounts on average – today’s younger donors will become tomorrow’s primary source of charitable funding. As a result, adapting to their evolving preferences and expectations is an important forward-looking goal for charities.
These changing donor dynamics are at the heart of Simon-Kucher’s study, conducted pro bono for UNICEF as part of the consulting firm’s global partnership with the United Nations Children’s Fund. The research explores how younger generations engage with charitable giving, what motivates them to support causes, and how nonprofits can strengthen their appeal to the donors of the future.
Digital channels gain importance
The study, which surveyed around 1,000 young people, found that younger generations engage with charitable causes through a much broader range of channels than previous generations. Digital offerings play a central role in this shift: in total, 39% of young donors engage in digital donation formats, underlining the growing importance of digital ecosystems.
At the same time, 26% participate through purchase-linked giving and 21% through crowdfunding, highlighting the diversification of giving formats. “Younger generations are moving beyond traditional donation models,” says Björn Dahmen, Senior Partner at Simon-Kucher. “To stay relevant, charities need to rethink giving as digital, situational, and embedded in everyday life.”
When buying becomes giving
For younger generations, charitable engagement no longer takes place solely through traditional donations. Instead, they are increasingly supporting projects and organizations through everyday purchasing decisions. 38% of donors aged 18-29 and 36% of those aged 30-39 prefer purpose-driven purchases over direct donations, indicating a clear substitution effect.
Supporting causes through purchases is perceived by the respondents as practical, low-effort, and seamlessly integrated into daily life, allowing donors to create impact without changing their routines.
Giving is triggered, not routine
Unlike older generations, younger donors are less driven by habitual giving. Instead, their engagement is often situational and influenced by external triggers. Overall, 29% donate during crises, 26% respond to appeals from friends and family, and 23% act on social media calls to action.
The researchers highlight that this shift highlights the growing role of urgency, social influence, and digital touchpoints for charities in driving donations.
What moves young donors
Preferences for causes also differ significantly between generations. 46% of younger donors prioritize animal-related causes, making it the most supported category within this group.
Animal welfare resonates particularly strongly with younger donors because it offers a tangible, emotionally engaging way to make a difference. Many younger people also associate animal-related causes with broader values such as sustainability, biodiversity, and ethical consumption, making them a natural extension of their social and environmental concerns.
Child-focused initiatives rank second, while older donors continue to prioritize them as their primary cause.
Transparency and impact drive engagement
Clear communication and visible impact are critical for engaging younger audiences. Specifically, 34% want a detailed overview of planned measures, 32% value honest insights into challenges and progress, and 31% expect regular updates on outcomes. These expectations underline the importance of transparency, accountability, and storytelling in modern fundraising.
Rethinking donor engagement
The findings highlight a growing need for German charities to rethink their engagement strategies or risk missing out on the next generation of donors. Young donors remain active, curious, and open to supporting charitable causes, but they need to be mobilised and engaged in different ways and through different approaches and channels.
“The study highlights what we at UNICEF are already seeing: young people want to engage, including in support of children, but on their own terms,” says Thorsten Peters, Head of Marketing and a member of the Executive Board at UNICEF Germany. “They donate where they’re already active, in everyday digital moments, through platforms that fit seamlessly into their lives. Earning their loyalty will depend on thoughtful and relevant design of messages and the giving experience.”
Dahmen summarizes: “Donation is moving closer to everyday routines, digital spaces, and moments that feel immediate. Ultimately, the future of fundraising may depend less on louder appeals and more on creating a seamless, transparent, and engaging giving experience.”
