Identifikace postojů generace Z k finančnímu dárcovství

Abstract

This thesis examines Generation Z’s attitudes toward financial giving. The aim of the thesis was to characterize the specific features of financial giving among Generation Z, analyze its potential in this area, and, based on the findings, propose recommendations for optimizing marketing communications by organizations in the nonprofit sector. The theoretical part of the thesis focuses on attitude theory, the characteristics of Generation Z, and a description of the Czech donation market. Recommendations for charitable organizations were developed based on a questionnaire survey. The data collection, which took place in February 2026, involved 200 representatives of Generation Z. A slightly different set of questions was prepared for financial donors and non-donors. For financial donors, information was gathered on their giving behavior; for non-financial donors, the barriers to giving were identified. For all survey participants, motivations to increase giving activities, attitudes, and knowledge in this area were identified. The identified characteristics of Generation Z and the resulting recommendations can assist charitable organizations in reaching out to them.