ICYMI, we recently released a report that’s been picking up steam in the media because it sheds light on how Gen Z and Millennials actually think about charitable giving. We wanted to learn more about their giving goals, what inspires them to get involved and what actions they’re taking. As it turns out, we learned a lot from their responses. So, what are the implications, and perhaps most importantly, how can private foundations, advisors and nonprofits capitalize on them in different ways? Here are five key takeaways.
#1 They Are Influenced by Family First
Family plays a significant role in influencing giving for the younger generations. Starting early helps people adopt a lifelong commitment to social change.
#2 They Have a Need for Greater Inclusion
All philanthropic participants must look for ways to enhance engagement for all genders and people of diverse racial and ethnic backgrounds.
#3 They Look Beyond The Dollars
Younger donors don’t yet have the financial resources to make big donations, but they still want to be involved.
#4 They’re Aware of Giving Approaches
Both Gen Z and Millennials demonstrate moderate awareness of giving approaches, but there are ways to improve. With increased knowledge, they may be more inclined to get involved.
#5 They Want to Make it Personal
Community and causes with deep personal meaning are primary motivators for charitable engagement. Seeing the direct impact of their contributions on local communities and solving systemic issues are important to them.
How to Harness the Power of NextGen
Private foundations, advisors and nonprofits can use these key takeaways as a lens to reframe their messaging and try new engagement strategies that resonate with these younger cohorts. Here are some examples.
Want to see even more insights?
From terms that resonate with them to their knowledge about charitable approaches, check out the full report.
Questions about this report?
We’re here to help! Schedule a call with us or reach us at 800-839-0054. Together, let’s #begiving.
