Abstract
Non-profit organisations across the globe are very aware of the challenges they face: an increase in the number of charities, a lack of funding, a lack of volunteers and a changing donor-market. With donations declining as donors get older, charitable marketers need to turn their attention to a younger generation. This paper attempts to provide some insight into the supporting behaviour (through donations and volunteering) of Generation Y students at a South African University and measures their attitude towards supporting charitable organisations. Based on the results, managerial implications and recommendations for future research are proposed.