Engaging Gen Z in Workplace Volunteering and Giving

Part 2 of Deed’s Driving Employee Action: The New Rules of Engagement Series

Employee engagement is changing—and so are employee expectations. Today’s workforce wants more than participation—they want purpose, agency, and the ability to drive change.

At Deed, we believe that empowering employees through social impact isn’t just good for morale—it’s a business strategy. The most forward-thinking companies are reimagining volunteering, unlocking new forms of giving, and scaling purpose across regions and generations.

In Deed’s latest series - Driving Employee Action: The New Rules of Engagement - we explore the new rules of engagement: how to activate employees as changemakers, design modern programs that reflect how people want to give back, and turn social impact into a driver of loyalty, culture, and long-term ROI.

A Generation Defined by Purpose

Gen Z—the most socially conscious, digitally native generation—is reshaping workplace norms. They're looking for authenticity, measurable impact, and alignment with values.

• 74% of Gen Z say they rank purpose ahead of a paycheck (Monster, 2024).
• 89% of workers with access to giving programs report satisfaction with their employer—12 percentage points higher than those without such programs (Fidelity Charitable, 2024).

Takeaway: For HR, CSR, and People leaders, embedding giving and volunteering into everyday workflows isn't a bonus—it’s essential for attracting and retaining Gen Z talent.

What Gen Z Wants: A Snapshot of Key Trends

How Gen Z Engages With Social Impact

How Deed Helps Engage Gen Z

Deed meets Gen Z where they are:

• A mobile-native platform with social media-style sharing
• Personalized dashboards and recommendations based on user interests
• Storytelling and media upload tools for event recaps and campaigns
• Integration with ERGs, Slack, and existing HR systems

Best Practices to Engage Gen Z in Impact Programs

Note: The Deed platform enables - and empowers! - all of the best practices listed below.

1. Inspire Gen Z to Lead
   Launch social impact councils or employee resource groups (ERG)-led initiatives that allow Gen Z employees to take ownership of volunteering, fundraising, and awareness campaigns.
   
   
2. Design for Digital and Mobile First
   Build programs that live where Gen Z already is—on their phones, in Slack or Teams, and across social channels—using mobile-friendly platforms and push notifications to maximize participation.
   
   
3. Deliver Real-Time Feedback
   Show individual and team-level impact as actions happen using live dashboards, goal trackers, and gamified leaderboards to drive consistent engagement.
   
   
4. Enable Spontaneous Giving Opportunities
   Offer one-click donation prompts and instant volunteer sign-ups to capture Gen Z’s desire for immediate action on current events and social movements.
   
   
5. Celebrate Impact Through Storytelling
   Showcase photos, testimonials, short videos, and peer-to-peer recognition to humanize your impact efforts and build an authentic culture of purpose.

Final Thoughts: Gen Z Is the Catalyst for Purpose

Gen Z isn’t just entering the workforce—they’re transforming it. Today’s emerging talent seeks more than a job. They want to lead, contribute, and drive impact. To meet their needs—and reap the ROI—companies need mobile-first, socially engaging, data-driven, and purpose-embedded tech.

Deed’s platform delivers exactly that: purpose-led experiences that empower employees to give, volunteer, and make measurable impact—on their terms.

Ready to activate Gen Z in your workforce? Discover how Deed’s digital-first giving and volunteering tools can help you turn purpose into performance.