There is a persistent assumption that younger audiences are disengaged from giving. The data tells a different story. Younger adults who practise their faith regularly give the highest proportion of their income of any group - quietly, consistently and sacrificially.
Designing the right conversations
If your plans still treat younger supporters as reluctant or hard to reach, you will design the wrong conversations. They are not looking to be persuaded that generosity matters; they are looking for help to make sense of it in a complex, demanding world.
They are already giving sacrificially - and looking for help to make sense of generosity.
The opportunity is not louder appeals but better support: clarity, transparency and a story they can trust over the long term.
