NFP insights: The new era of giving

Hope is under strain, but giving remains steady

Despite cost of living pressures, Australians remain generous. With eight in nine Australians (88%) give financially to a charity or not-for-profit, with four in five (83%) giving at least annually, bouncing back from 66% in 2025. Additionally three in five donors (58%) anticipate giving the same amount over the next 12 months, while three in ten anticipate increasing their giving (29%).

Brand reputation to cause alignment

Where historically the brand reputation was a key lever, today the cause trumps a charity’s brand. For almost seven in ten donors (68%) the cause or area of need matters more to them than the familiarity and reputation of the charity (32%)3. Reputation still plays a crucial role in building trust, however, so don’t disregard it but explore how to leverage the brand while amplifying the cause to build engagement.

Standardised appeals to diversified curation

Today’s donor landscape is increasingly generationally and financially diverse. In this environment, the standardised appeal is becoming less effective as givers expect a journey tailored to their motivations and capacity to contribute. To remain relevant, charities need to move away from generic mass-marketing towards curated communication that meets donors in their specific stage of life, while maintaining overall brand consistency.

Responsible donors to strategic partners

Australians have traditionally given from a sense of responsibility, yet today many are choosing charitable partners based on personal connections or value alignment. This change in motivations is driving a shift from disconnected donors to embedded partners. Particularly as younger generations focus on global impacts and solving root causes, they require organisations they can strategically partner with to achieve these complex goals.

Loyalty to portfolio

The era of a sticky donor who gives exclusively to one brand is fading. The next generation of givers, particularly Gen Z, distribute their generosity across a portfolio of different not-for-profits. This portfolio, however, is not infinite. More than four in five donors (84%) prefer supporting a small number of organisations where they feel they can make a significant difference.

Digital presence to trusted AI innovation

Despite increasing scepticism towards institutions, donors continue to place high trust in the charitable sector. Trust, however, is a currency that takes years to build but can be destroyed in a single data breach. In an era of heightened digital literacy and cyberattacks, charities need to move beyond simply having an online presence. Future focused charities are those that are building a trusted digital architecture, utilising Artificial Intelligence (AI) in donor engagement and program delivery. Providing safe and secure engagement opportunities is the baseline and digital innovation is the differentiator.

Prioritising professionalism to authentic community

The not-for-profit sector has seen a steady rise in professionalism. Donors appreciate this shift as they move from being disconnected donors to embedded partners, who view giving as an investment in change. While professionalism can signal efficiency, a key differentiator in a crowded market where many charities can sound the same, is no longer brand size, but the sophistication of the approach and authenticity of the brand voice.

As digital tools enable mass communication, ensure people don’t just feel like a number, but an embedded partner that resonates with your charities unique brand voice.

For more on the new era of giving and how you can better engage with donors download the full report or access it on McCrindle Plus.