Las Vegas content creator Serena Neel’s Angel Tree shopping videos have generated more than 200 million views.

Neel films herself purchasing gifts for children and seniors through Angel Tree programs run by organizations like The Salvation Army, according to 8 News Now. The programs place paper tags on Christmas trees in store lobbies listing recipients’ names, ages, and gift requests. Shoppers select tags, purchase requested items, and return them to customer service for distribution.

“I started doing Angel Trees three years ago and I would sponsor a few kids for Christmas, and it was a butterfly effect that I started seeing that was so incredible, because I would get messages like ‘Oh I saw you went out and did one and that looked so fun, so I went out with my friends to do it’,” Neel told 8 News Now.

 She has now shopped for more than 50 Angel Tree recipients.

Creator Philanthropy Shows Momentum

Neel’s viral success aligns with broader trends documented in recent Tiltify research, which show that 67% of Gen Z respondents increased their giving since the pandemic, with nearly one-third contributing through creator-led charity fundraisers.

U.S. charitable giving totaled $592.5 billion in 2024, yet fewer than half of American households now report making charitable contributions annually. The surveys show 32% of donors plan to give less during the current holiday season.

Gen Z donors demonstrate different behavior patterns than older generations. When asked about creator influence, 85% of Gen Z and 77% of Millennials say they would likely donate if prompted by their favorite creator, compared to 57% of Gen X and 34% of Boomers.

The survey reveals that 88% of Americans believe creator-led fundraising will become more common than traditional methods within five years. Sixty percent of surveyed creators expect to increase their fundraising activity in 2026.

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