As the Santa Cruz Gives selection committee reviewed applications for the 2025 six-week holiday fundraiser, we talked about current events and trends in giving that might impact the campaign this year. Volunteer Center executive director Karen Delaney told us about a study that showed that younger donors have different priorities than older donors.
SANTA CRUZ GIVES
Older donors prioritize the urgency of meeting basic needs — food, housing and health care — since federal funds were slashed this year. Younger people prioritize mental health, social justice, peace, and general well-being. An interesting stat is that young people give more often. They’re adept at using their phones for quick donations as well as making handouts on the street. Some give smaller amounts monthly, weekly, and even daily. It’s probably not surprising that older donors give larger amounts less frequently.
Delaney said, “The times feel chaotic to many. The question before each of us is: How do we respond to chaos? One thing is certain. If we don’t take care of each other, we’re on our own.”
This year we expanded Santa Cruz Gives to include 75 local nonprofits (63 participated last year). Thanks to you, our community, the campaign grew 31 percent in total funds raised in 2024 over 2023, so it made sense to accept more of the applicants. The 75 represent about 60 percent of the 128 applications received. We hope to accept most or all of the applicants in the future when there are more funds to support more organizations.
In recent years I noticed a phrase that began to appear often in donor appeals made by nonprofit organizations. It goes something like this: “We need your support now more than ever.” I understand the feeling that external forces seem to be continuously outdone by new, larger obstacles but the last ten years have included a string of crises. Devastating fire, severe flooding, pandemic, economic uncertainty, extreme federal cutbacks.
Do nonprofits need our support now more than ever? Of course they do. I prefer to say that now is a great time to support your community. Now will always be a good time and in this case, please wait until November 19 when Santa Cruz Gives launches! The campaign runs through midnight on New Year’s Eve.
The online platform features 75 profile pages — one for each nonprofit. Our hope is that you will learn about the great local work being done and will support what inspires you. You might even get a bit carried away donating when you read the profiles and view the videos, and realize how many volunteers and other amazing people power these organizations.
Our sincere thanks to our matching funds sponsors who have returned year after year with financial support:
Community Foundation Santa Cruz County, Monterey Peninsula Foundation, Driscoll’s, Inc., 1440 Foundation, Applewood Foundation, Joe Collins Foundation, West Coast Community Bank, and Wynn Capital Management.
Additional sponsors give enormous value in time, expertise and promotional support:
Good Times, Press Banner (San Lorenzo Valley) and the Pajaronian (Watsonville), Growing Up in Santa Cruz. Local radio stations pitch in with spots: KSQD, KZSC, KAZU, KPIG and the Stephens Media Group.
Please consider donating at SantaCruzGives.org | November 19 – December 31, 2025
Jeanne Howard founded Santa Cruz Gives on behalf of Good Times, with support from the Volunteer Center of Santa Cruz County and Community Foundation Santa Cruz County.
