How can you engage the next generation of philanthropists?

While you may not be able to find all these details yet, you can have a strategy to start engaging new younger audiences. If you wait until they are active philanthropists, chances are they've already made important decisions about what matters to them and which organisations they can trust. If you talk to younger generations in an effective way, you will have the best chance of finding these people when they are ready to give.

I don't think that you are going to know the next generation of philanthropists through surveys, interviews, focus groups etc. That feels highly improbable. The truth of the matter is yes there are trends to know but the best bet is to provide onramps for engagement, alignment with their passions and provide them the ability to DO REAL STUFF with you. From my experience having the option to actually contribute in a meaningful way is incredibly important.

This isn't any different than any other advice that you would give to a non profit. Here is a different take. Let them tell you their story. Listen actively and don't assume that you are the right fit for them. If you are not a fit, don't try to shoehorn yourself to be so but help them connect to the right organization and cause that is - it will pay in dividends. Be authentic, trustworthy and honest and do not oversell yourself.

How do we get them to tell their story or see it when they do? We have lots of opportunities for them to share but we aren’t necessarily getting engagement.

Younger high-net-worth individuals have distinct motivations from traditional philanthropists. Targeted outreach is key to inspiring their giving. Our primary research of 100 next gen donors uncovered two primary mindsets. Both mindsets want active participation, not passive affinity. Avoid transactional messaging - they desire meaning, not perks. Cultivate next gen leaders through hands-on engagement such as: * Advisory councils allowing real input on programs and direction * Volunteering and mentoring opportunities tied to their passions * Digital communities facilitating connection and idea exchange Immersive events convening peers to workshop solutions

To engage the next generation of philanthropists, non-profits should offer innovative roles like being part of think tanks or impact assessment committees, beyond traditional board positions. These roles, providing real influence and responsibility, help philanthropists feel deeply invested in the organization's success. It's crucial to shift our perspective from seeing them merely as donors to recognizing them as active partners in change. By tapping into their energy, insights, and networks, we can create a collective impact that aligns with their vision for a better world. This strategy not only benefits non-profits immediately but also lays the groundwork for long-term philanthropic engagement and innovation.

This is one of the first generations that really does understand trust-based philanthropy. So there are two sides to this argument. Have the options, but know it is about a further contribution - not looking over your shoulder. The more these donors learn, the more they trust. It's okay to struggle in front of many of these donors. And some are willing to give large sums and let you spend the funds were you see the need the most. They are a beautiful generation of donors.

Having them volunteer or work directly with your organization empowers them with better understanding of your organization, clients and challenges, and provides them with direct experience in your nonprofit's ecosystem. They want (and need) these experiences to better support your organization.

Every generation of donor I have worked with seeks timely donor recognition and acknowledgement. Donor relations programs have long been an essential part of fund development work for gift officers. Annual reports and social impact metrics remain vitally important to all generations of donors. While the power of the handwritten thank you note can still be impactful for this generation, transparency is the key. They want to know and see how their support is utilized to further goals. Don't wait for them to ask, proactively deliver information, insights and impact numbers.They are not content with passive, transactional experiences. They want to know that they are a part of a movement that is bringing about collective impact.

They want experiences not thank you cards or plaques. Publicy acknowledge their efforts in front of their peers and give them an opportunity to tell others how their experiences with your organization enriched their lives.

I think the common themes in this article are open and honest communication and engagement. No matter who the donor is, they want to know that their money is going not only towards a good cause but a cause that resonates with them. However, it is not just about sharing our stories and why our organizations are important. It is also about hearing their stories, what types of organizations they want to engage with, and why they took a meeting to learn more about your organization.

It involves mentoring, providing opportunities for hands-on experience, sharing knowledge and resources, and promoting a culture of selflessness. Offering guidance, practical involvement, and a sense of purpose, we can inspire young philanthropists and instill a commitment to making a positive impact on the world beyond us.

Though we may hear differently in the media, this is the most giving and thoughtful generation in our lifetimes. Empathy and understanding come naturally to them and those with resources are looking for meaningful ways to give back.