Bruce Tait, Chief Executive, Charity Careers Africa

South African non-profit organisations are operating in a climate of rising need and
limited resources. Economic inequality, high unemployment, and the lasting effects of the pandemic have deepened social challenges, while funding from corporates, international donors, and government has become more competitive. In this environment, building a sustainable funding model requires fresh approaches.

One such powerful strategy is to recruit and manage donors, supporters, volunteers and fundraisers intergenerationally. From the activist energy of Gen Z to the financial stability of Baby Boomers, each generation in South Africa brings unique motivations, skills, and networks. Harnessing these can diversify income, strengthen governance, and ensure resilience. As a broad overview, the profile of each generation is:

Gen Z (born after 1996)

Gen Zs are often on the frontlines of social movements such as free education, environmental justice, and gender equality. Digital-first and outspoken, they value authenticity and inclusivity. While many face unemployment or limited income, they are powerful advocates through social media, peer-to-peer campaigns, and volunteering. They seek transparency and quick impact.

Millennials (1981–1996)

This generation came of age during South Africa’s democratic transition. Values-driven and socially conscious, they balance professional life with high living costs, yet give generously through debit orders, crowdfunding, and workplace giving. They respond

to campaigns that combine social impact with social connection—like fun runs or cultural events. Millennials also bring leadership energy and skills in technology, marketing, and management.

Generation X (1965–1980)

Often at the peak of their careers, Gen Xers provide consistent support despite family and household responsibilities. Pragmatic and loyal, they are dependable as monthly donors, board members, and mentors. They bridge the gap between younger digital natives and older traditional givers, making them vital connectors.

Baby Boomers (1946–1964)

Having lived through apartheid and the struggle for democracy, Boomers remain deeply committed to community and legacy. More likely to have accumulated wealth, property, or retirement savings, they are key contributors through major donations, bequests, or support via churches and community structures. While some prefer written communication, many are embracing online giving. Their wisdom and networks are invaluable.