According to the report The Next Generation of UK Giving, published by Blackbaud, 11 million millennial donors (born between 1981 and 1995) gave £2.7bn to over 5,000 different charities in 2017 making them the largest donating cohort in the UK. The report stresses that “If your organisation isn’t focusing on this group, now is the time to recognise just how important gen zers and millennials are and will continue to be.”