Understanding how values, transparency, and technology shape millennial giving behavior.
Millennials are reshaping charitable giving with a values-driven and tech-savvy approach. A striking 83% of millennials donate, primarily when they feel inspired. However, 78% stop giving if they can’t see where their donations go — highlighting the need for transparency. On average, a Canadian millennial donates $639 annually and supports around 4 causes. Digital access plays a key role, with 54% donating through online platforms, and many engaging via smartphones, tablets, and other smart devices. Nonprofits must align their missions with millennial values and provide clear, impactful communication to sustain engagement.
