This project had 3 main goals
1. Correct the narrative that Gen Z is generous in word but not in action, using credible co-branded research.
2. Demonstrate crowdfunding grows rather than diverts nonprofit giving.
3. Equip nonprofits with actionable strategies to engage a generation that gives through networks, not just dollars.
GoFundMe Pro partnered with GivingTuesday on original research debunking the myth that Gen Z cares loudly, but gives sparingly. Drawing on GivingPulse survey data, the report shows Gen Z outpaces other adults in giving, sharing, and advocacy despite lower incomes.
The strategy: use rigorous data to reposition crowdfunding as a bridge into nonprofit giving, not competition for it — arming nonprofits with insight to convert Gen Z's networked, visible generosity into lasting support.
17% CVR, crushing the 3.2%–4.5% industry average for B2B fundraising content.
Generated more than 61.4 million earned media impressions through coverage in Bloomberg and leading nonprofit publications - far surpassing the media reach of comparable nonprofit research reports.
