The next generation seeks social change from the ground up. Fundraisers need to adapt 

An estimated $84 trillion wealth transfer to the next generation has begun, and early signs show that inheritors aren’t using their wealth like their parents and grandparents did. “NextGen” is gaining opportunities to spend, save, invest, and, importantly, give in their way. 

According to Foundation Source’s survey on how Gen Z and Millennials view charitable giving, the next generation started giving at a young age—just 14 years old for the average Gen Zer—and they show continued interest in charitable activities. They’re often giving by donating items, volunteering their time, and supporting fundraising (e.g., making calls, sending emails, hosting or attending meetings with prospective donors, posting on social media, etc.), and most are giving financially on some level. To that end, NextGen donors are also interested in learning about the various giving tools available to them and the different approaches they can take to giving. Fundraisers must pay attention to what fuels NextGen donors to give, and adapt engagement strategies to effectively capture their time, talent, and treasure to create meaningful change.  

Offer NextGen donors volunteering opportunities as a gateway to donations 

Gen Z and Millennials’ charitable giving extends beyond financial donations, with 54% of survey respondents volunteering their time in the past year. It’s important that nonprofits put themselves in the shoes of NextGen, understanding that, as younger individuals who are still finding their financial footing, there’s a tension between their desire to contribute to charitable causes and their discomfort with giving money at this stage in their lives. Volunteering can bridge that gap as an approachable way for them to begin charitable activities.  

Consider starting by going where NextGen already is. Think about setting up a table in the college student center or at an activity fair, partnering with a local company to get its employees involved, or reaching out to a church or synagogue with a strong Gen Z and Millennial presence. Take the time to listen to what interests them, and then highlight how their interests align with volunteer opportunities at the organization and how their volunteering will impact the community.  

Gen Z and Millennials want to be seen as changemakers and advocates rather than philanthropists. This preference implies that they don’t want to merely be viewed as passive donors but as active participants in creating change. Once they’re in the door, encourage them to become donors when they’re ready—to foster deeper and more organic relationships.   

Educate NextGen donors about giving circles 

When it comes to ways of giving, Gen Z and Millennials express the most interest in leveraging giving circles (43%), followed by community foundations (39%), effective altruism (37%), planned gifts (35%), and impact investing (34%), but many lack the proper knowledge and guidance to put these tools and approaches into action.  

A giving circle provides the opportunity for a group of people to pool their funds and make a collective donation to an organization of their choice. NextGen is a collaborative generation who wants to be a part of something greater than themselves, so it’s no surprise that giving circles pique their interest. This is an ideal area for fundraisers to focus their efforts.  

Visibility is a nonprofit’s best friend, and the collective nature of giving circles creates an excellent opportunity to further amplify and attract support for their work. To increase consideration among young donors, fundraisers can help illuminate the ins and outs of giving circles. For example, organizations can post links on social media with opportunities to join a giving circle, hire a NextGen ambassador whose goal is to educate their peers on giving circles, or partner with a local business to host an event in a community with a large NextGen population. Connecting NextGen with their communities holds promise to maximize impact—and joy—in giving. 

Build partnerships that last 

The next generation has been clear about where their interests lie. Now, nonprofits can take the next step to build long-term relationships with NextGen donors. They’re eager to drive change from the ground up, enjoy charitable activities that nurture social connections, and learn more about the various ways in which they can give.  

They might have different motivations and mindsets than their older counterparts, but like most people, NextGen just wants to be understood. Take the initiative to learn their language, meet them in their spaces, and invite them to be an active participant in your organization’s mission. Starting small and cultivating deep, authentic relationships over time will bring success for your charitable organization for decades to come. 

Photo credit: Andrea Migliarini via Getty Images