The Future of Giving: Looking Beyond the Selfie

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January 2024

PayPal Giving Fund and AgentsC Inc. released The Future of Giving: Looking Beyond the Selfie report, which examines the philanthropic trends among Generation Z and Millennials in Canada. The study found that for these generations, financial donations surpass all other acts of generosity. The strongest motivation noted for giving is the happiness that comes from helping others and the opportunity to make the world a better place. Facebook, Instagram, and GoFundMe are the most popular platforms for these generations to engage in acts of generosity, with TikTok taking the top spot for Generation Z (23%).

According to the report, nearly half of early Millennials – those aged 34-42 –  prefer to donate financially rather than volunteer (46%), while Generation Zs – those aged 18-26 – prefer to donate both financially (30%) and by volunteering their time (32%). Trust and accountability for nonprofits and charities is key for Millennials and Gen Z – with 84% expressing a high or somewhat high degree of trust in charities and nonprofits. The Future of Giving: Looking Beyond the Selfie report dives into the findings from the study and provides insights into the future of donors, volunteers, and leaders in Canada’s philanthropic space.

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