The Next Generation of Giving

posted by
Lars Ward,

Research Aid,
ASU Lodestar Center  

What is your nonprofit doing right now to attract my money? As a 20-something, I have encountered few nonprofits that reach out in a meaningful way for my charitable dollars. Understandably, most nonprofits (and probably yours) design fundraising campaigns for my parents and grandparents knowing that they indeed have more charitable dollars than I do. But I would argue, Generation Y or “millennials”, those born in the 80’s and 90’s, are poised to be the next big thing in charitable giving. Establishing relationships with millennials today can yield immediate results and is absolutely vital to the long-term success of your nonprofit.

Going after the charitable dollars of millennials may seem like “small fish,” but keep this in mind, millennials are now the largest generation in terms of population. Today, there are 79 million millennials in the US, compared to 76 million boomers. Additionally, as my generation moves out of their dorm rooms (or, more aptly, into their parent’s homes) and into the professional world, we will quickly have the kind of incomes that merit your nonprofit’s attention.