Young, tech savvy donors drive donate now, pay later shift

In a signpost of generationally driven, rapidly evolving giving trends, Cancer Chicks has incorporated popular online retail service Afterpay as a donation option via a new partnership with charity customer relationship manager (CRM) provider SupporterHub.

The increasingly popular platform allows users to buy items such as food, clothing or groceries and pay in four interest free instalments over six weeks.

Cancer Chicks Co-Founder and Director Michele Molnar said it was hoped the Afterpay option make it easier for more cash strapped younger people to engage with and donate to the charity.

 “Afterpay is a trusted and widely used platform among our core demographic of young women,” she told news website Women Love Tech.

“This collaboration offers a powerful opportunity to strengthen our fundraising efforts – enabling supporters to make meaningful contributions in more accessible, flexible ways.”

The move reflects trends highlighted by charitable giving researcher Olumide Akerewusi at the Fundraising Institute Australia conference in Sydney earlier this year.

Akerewusi, founder and CEO of social impact agency AgentsC, said his research confirmed that younger generations are actively transforming the future of philanthropy and that their influence will increasingly dictate how charities adapt to and adopt new fundraising philosophies in the years ahead.

He said almost half of Gen Z and Millennials preferred to make donations online, compared to just 14 per cent who preferred to donate via traditional methods such as cheque or cash.

Mobile phones were Gen Zers' and Millennials' preferred device for making online donations (53 per cent), followed by laptop or desktop computer (27 per cent).

Akerewsi said the tilt toward digital giving via social media meant organisations that were still wedded to older fundraising mechanisms such as connecting with donors via mail may need to rethink their strategy if they are to thrive in the future.

Fundraising Institute Australia CEO Katherine Raskob, praised Cancer Chicks for their efforts to make it as easy to donate as possible.

“Kudos to Cancer Chicks for offering an Afterpay option for donations to their important cause,” she said.

“We know from research that younger generations can be philanthropically-minded and are keen to make an impact though they may not have significant financial resources today to do so.

“Providing donation options that are aligned to the way younger generations purchase, and budget is a smart way to engage them – for today – and the future.”

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