Author: George Liacos
The Future of Giving and how it will change your Strategic Planning
If we want to understand the future of giving we just need to look at the news we receive a little differently, it can tell us a new story …
Let me share what I mean by an example. Of the top five re-posted not for profit stories in the last two years, two stood out for me:
Challenges in Engaging Younger Donors
Analyses have pointed out that Australian charities are finding it increasingly hard to raise money, with younger generations being particularly difficult to reach. This shift raises concerns about the future sustainability of nonprofit funding. (abc.net.au)
Record-Breaking Fundraising Efforts During Bushfire Crisis
During the 2019–20 Australian bushfire season, comedian Celeste Barber’s fundraising appeal set a new benchmark by raising over $50 million, making it the largest fundraiser ever held on Facebook. This unprecedented effort highlighted the power of social media in mobilizing support for nonprofits. (en.wikipedia.org)
The stories themselves tell us very interesting things, the quantity of re-posting even more, and the interplay of the two – fascinating. Something very, very interesting is going on for fundraising and strategy.
A Growing Divide in Nonprofit Giving
Australia’s nonprofit sector is facing an existential question: If younger generations are disengaged from traditional fundraising, how did Celeste Barber raise $50 million in record time?
On one hand, reports show that charities are struggling to attract younger donors, as Millennials and Gen Z shift their giving behaviour. On the other, viral, moment-driven campaigns like Barber’s have broken every fundraising record—proving that younger Australians do give when the right conditions exist.
This contradiction exposes a deeper truth about the future of philanthropy: the way nonprofits engage donors must change. The problem isn’t that young Australians aren’t generous—it’s that the traditional nonprofit model no longer aligns with how they want to give.
The Decline of Traditional Giving Among Younger Australians
For years, regular giving programs, direct mail appeals, and gala fundraisers were the backbone of nonprofit revenue. But the latest trends show a steep decline in donor engagement from Millennials and Gen Z.
🔹 Long-term financial commitments are unappealing – Younger Australians operate in a subscription economy (Netflix, Spotify, Uber), where flexibility is key. Locked-in monthly donations don’t align with their financial habits.
🔹 Trust in large institutions is eroding – High-profile charity mismanagement cases have led to a crisis of confidence in how funds are used. This generation demands transparency and direct impact before giving.
🔹 They prefer personal, peer-driven giving – Social media platforms allow individuals to donate directly to causes they care about, bypassing traditional charities. They are more likely to give to a friend’s GoFundMe than sign up for a charity’s automatic debit.
🔹 They give based on moments, not long-term relationships – Younger donors respond when they feel urgency and emotion. They donate in the moment, not necessarily because they have a long-term relationship with an organisation.
This paints a stark reality about The future of giving for charities: the old donor engagement playbook no longer works.
Then Came Celeste Barber’s $50M Fundraiser
Despite this decline in traditional giving, we saw something extraordinary during the 2019–20 Australian bushfire crisis. Celeste Barber, a comedian with no direct nonprofit ties, raised $50 million in a matter of days—the largest amount ever raised on Facebook.
This effort shattered traditional fundraising logic. Why did it work so well?
1.Trust Came from the Messenger, Not the Institution
Donors didn’t question where their money was going—they trusted Celeste Barber. She wasn’t a CEO, a fundraiser, or a charity executive. She was a relatable public figure with authenticity.
This highlights a major shift: modern donors trust individuals over institutions. They will give to someone they feel genuinely cares about the cause, rather than an organisation with corporate branding.
📌 Key Insight: Charities need to rethink who delivers their message. Is it their CEO? Their marketing team? Or could a trusted ambassador with authenticity drive more engagement?
2.Urgency and Emotion Drove Immediate Action
Barber’s fundraiser didn’t sit within an annual giving campaign. It wasn’t carefully structured over months. It was built on an urgent crisis—people saw homes burning, wildlife dying, and firefighters overwhelmed.
This aligns with research on moment-driven giving. Younger donors don’t plan their donations months in advance—they give when they feel the emotional pull to act now.
📌 Key Insight: Nonprofits must learn to harness moments of urgency. Instead of just relying on pre-planned appeals, how can organisations create real-time fundraising moments that tap into current events, trends, or emotional triggers?
3.The Simplicity of Giving Removed Barriers
Barber’s fundraiser had no complex process, no forms, no logins. People could click a button and donate instantly. The barrier to entry was practically zero.
Compare this to the experience of donating on a nonprofit’s website. Many still require:
❌ Account registration
❌ Lengthy personal details
❌ Multiple confirmation emails
Every extra step leads to drop-off. The success of Barber’s campaign proved that friction-less giving wins.
📌 Key Insight: Charities must make donating as simple as possible. If it takes longer than 10 seconds to donate, you’re losing potential supporters.
4.Social Proof and FOMO Drove Momentum
When people saw millions being raised in real-time, it created a psychological trigger to participate. The fundraiser became a viral challenge—people wanted to be part of something bigger.
This is a key lesson: younger donors respond to social proof. They don’t just give for impact; they give because others are giving too.
📌 Key Insight: How can nonprofits create social momentum around giving? Could they integrate live donation trackers, community fundraising leaderboards, or social media shoutouts to show donor participation in real time?
The Future of Giving: What Nonprofits Must Do Next
The disconnect between declining traditional donations and viral fundraising success highlights a strategic opportunity. Nonprofits don’t need to fight these trends—they need to adapt to them.
Step 1: Shift from Institutional Fundraising to Community-Driven Giving
❌ Traditional model: Donors give to a nonprofit’s annual appeal.
✅ Future model: Donors give through trusted messengers, peer-led campaigns, and community-driven storytelling.
🎯 Actionable Move: Partner with influencers, grassroots organisers, or your most passionate supporters to run authentic fundraising campaigns.
Step 2: Design for Urgency, Not Just Long-Term Pledges
❌ Traditional model: Plan a major campaign months in advance.
✅ Future model: Be agile enough to launch moment-driven fundraisers when a crisis, viral trend, or major event arises.
🎯 Actionable Move: Build a rapid response fundraising strategy—so when the moment strikes, your organisation can act fast.
Step 3: Reduce Friction: Make Giving Instant and Easy
❌ Traditional model: Forms, logins, multiple steps.
✅ Future model: One-click donations, seamless payment options, mobile-first giving.
🎯 Actionable Move: Test your own donation process. Can a first-time donor complete it in under 10 seconds? If not, streamline it.
Step 4: Make Giving Social and Visible
❌ Traditional model: Donations happen privately, in silos.
✅ Future model: Giving is public, social, and interactive.
🎯 Actionable Move: Use live donation meters, real-time acknowledgments, and peer-sharing tools to create momentum.
The Bottom Line: The Future of Giving is Already Here
Younger Australians haven’t stopped giving—they’re just giving differently. The lesson from Celeste Barber’s fundraiser is clear:
- Trust matters more than brand
- Urgency drives action
- Simplicity wins
- Social proof fuels momentum
Nonprofits that adapt their fundraising models to these realities will thrive. Those that cling to the old way of doing things will continue to struggle.
The Impact on Strategic Thinking and Strategic Planning
The future of giving isn’t just a fundraising challenge—it’s a strategic challenge that requires new ways of thinking and planning.
Traditional strategic planning assumes stability—fixed funding streams, predictable donor engagement, and long-term financial commitments. But the reality is that funding is now more volatile, engagement is driven by real-time trends, and donors expect immediacy and transparency.
This means strategic thinking must shift from long-term forecasting to adaptive decision-making. Nonprofits need to:
- Plan for Uncertainty – Build flexible funding models that don’t rely solely on long-term donors but include rapid-response fundraising and peer-driven giving.
- Embed Digital-First Strategies – Strategy must integrate digital engagement, influencer partnerships, and viral fundraising potential, rather than treating them as add-ons.
- Facilitate Ongoing Strategy Adjustments – Instead of rigid five-year plans, nonprofits must continuously review their strategies every 6-12 months, responding to emerging opportunities.
- Invest in Agility – Nonprofits that can mobilise quickly in response to social moments will outperform those locked into slow-moving plans.
Strategic planning must now focus on adaptability, digital engagement, and responsiveness, ensuring organisations thrive in uncertainty rather than struggle against it.
Are these shifts in donor behaviour impacting your organisation’s strategy? Let’s chat. I’m happy to act as a sounding board—just reply to this post or reach out here .
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