The Future of Generosity: What Americans Are Telling Us About How They’ll Give in 2026

Across the country, nonprofits are feeling the weight of rising expectations, shifting donor behavior, and the pressure to keep pace with a world that doesn’t slow down. And yet, when you look closely at how Americans are giving—and why—a different story emerges. One filled with potential. One fueled by generosity that’s not fading, but transforming.

Bloomerang’s latest national survey of 1,000 U.S. donors reveals a landscape full of opportunity for organizations ready to meet supporters where they are. These findings don’t just point to what’s changing—they point to what’s possible.

Because when nonprofits have the right insights, tools, and support, more is always within reach.

1. Younger donors are redefining why they give—and how they want to experience impact

Mission alignment still matters most for Americans overall (37%), and two-thirds of donors give because they want to feel like they’re making a difference (67%). But younger generations are rewriting the rules of what motivates generosity.

Gen Z gives for connection—real, human connection

• They’re twice as likely as Baby Boomers to give after a positive engagement with a nonprofit (20% vs. 11%).
  
• Only 51% say “making a difference” motivates them—far lower than Boomers (76%).
  
• And 21% have been inspired to give by a celebrity or influencer.
  

This isn’t apathy. It’s a signal. Gen Z wants philanthropy to feel interactive, communal, and emotionally aligned with how they show up in the world.

Millennials are driven by values—and validation

• 43% prioritize alignment with their personal values.
  
• 1 in 7 are motivated by recognition.
  
• And 1 in 7 have donated out of spite (to counteract a policy, person or organization they disagree with)—an unexpected reminder that emotion shows up in complex ways across giving decisions.
  

Older generations still anchor the sector

Baby Boomers and Gen X continue to be motivated by appreciation (21% and 16%). Their consistency is a reminder that stewardship grounded in gratitude still matters deeply.

What this means for nonprofits

Younger donors aren’t harder to reach—they simply want relationships shaped around insight and intention. With AI-enhanced tools, nonprofits can create recognition moments that feel personal, tailor journeys that reflect individual motivations, and surface the right stories at the right time. Connection isn’t luck—it’s guided by insight.

2. Digital giving isn’t emerging anymore—it’s the default

Donation sites (42%) and nonprofit websites (41%) lead as the top giving channels nationwide. Millennials in particular gravitate toward website giving (48%). But the most surprising insight?

Gen Z is twice as likely as Gen X or Millennials to donate via direct mail

This younger generation wants omnichannel, memorable engagement—not just digital-first touchpoints.

Meanwhile:

• Social campaigns are major drivers for Gen Z (24%) and Millennials (22%).
  
• Baby Boomers (2%) and Gen X (9%) participate far less.
  

What this means for nonprofits

Donor journeys are no longer linear—they’re a constellation of interactions. Every channel matters. Every touchpoint has potential.

AI can help nonprofits:

• Personalize website experiences
  
• Predict which channels will convert different donor groups
  
• Optimize donation flows in real time
  
• Reduce friction at every step
  

Digital isn’t replacing traditional channels—it’s amplifying them. The organizations that thrive will be those that welcome donors in, wherever they show up.

3. Donor trust is powerful—and perishable

Recurring giving remains a foundation of stability: 70% of Americans have given on a recurring basis, driven by mission belief (54%) and impact updates (22%). But younger donors pull back faster when trust erodes.

Gen Z is the most likely generation to stop giving due to loss of trust (14%). And they’re more likely than any other age group to disengage due to over-communication.

For them, trust is built through:

• Transparency
  
• Clarity
  
• Meaningful, timely communication
  
• Respect for their time and attention

What this means for nonprofits

This is where intelligent technology isn’t just helpful—it’s transformative.

AI can:

• Predict donor churn
  
• Calibrate email frequency
  
• Craft personalized impact updates
  
• Surface opportunities to re-engage supporters before they drift
  

Trust grows when supporters feel seen, understood, and appreciated. Bloomerang’s Giving Platform is designed to help nonprofits strengthen that connection with less guesswork and more confidence.

4. Americans want to be generous—and many can give more than expected

Even in a year marked by financial uncertainty, the desire to give remains strong:

• 75% of Americans say they’d give more than $1,000 if they won the lottery.
  
• Nearly half would give over $10,000.
  

Even though many families are feeling the squeeze, our data shows younger generations are more likely to have meaningful discretionary income. Seventeen percent of Gen Z report having $1,500–$3,000 left after essentials each month (vs. 13% of Gen X and 14% of Baby Boomers), and 6% of Millennials say they have $3,000–$5,000 left—compared to just 2% of Gen X and 3% of Boomers. As their earning power grows, so does the runway for future generosity.

What this means for nonprofits

There is abundance all around us. The opportunity lies in inspiring it. With more tailored messaging, frictionless giving experiences, and data-driven storytelling, nonprofits can unlock generosity that’s already waiting to be tapped.

The desire is there. The potential is real. The path is clearer than ever.

The bottom line: generosity isn’t shrinking. It’s shifting—and strengthening.

Our sector is entering a new era—one where donors expect more from the organizations they support, and nonprofits finally have the tools to deliver experiences that match those expectations.

The data tells a hopeful story: When nonprofits connect intentionally, communicate transparently, and steward thoughtfully, generosity grows.

This is why Bloomerang exists: To help nonprofits raise more, retain more, and ignite the relationships that fuel lasting impact. With insight, intelligence, and human-centered design at their fingertips, organizations can step into the next year with confidence.

Because the potential of purpose is limitless. And the future of generosity—your future—is brighter than it seems.