Tags
The generational shift in philanthropy
The fundamental shift in philanthropy is generational. Millennials, who now represent the largest adult demographic, have taken control of charitable giving with new priorities around transparency, social justice, digital engagement, and impact. Nonprofit organizations adapting to such evolving standards lacks flexibility—these changes are critical for growth, sustainability, and long-term relevance.
Millennial donors frame relationships that require a complete reimagining of conventional fundraising tactics, which I learned through my Capstone Solutions Project and through the incredible discussions with nonprofit leaders like Jalisa McLamore from Deliver the Dream. In her work with evolving philanthropists, it became clear that successful change requires shedding outdated styles based on blind institutional loyalty and mass fundraising appeals. As opposed to the enduring nonprofits, evolving nonprofits clearly pursue distinct strategies that emphasize authenticity, relationship-based fundraising, and innovation in technology. Philanthropic policies are evolving and no longer just require nonprofits to issue a report once a year. These organizations now have to provide ongoing impact reporting throughout the year that demonstrates measurable outcomes. Trust, once earned, becomes the cornerstone needed to retain support from millennials, who generously donate to nonprofits with deeply cared missions. Thus far reporting has gone, the need to provide proof of financial transparency, or informal reporting, through social media and other storytelling platforms has become quintessential for nonprofits. Now, dialogue between the leadership and their supporters need to be unfiltered, honest, and trusting.
Trust is a pivotal cornerstone on which technological investment reportedly operates. Nonprofits have been urged to invest in mobile-responsive websites, user-friendly social media pages, seamless online donation platforms, and advanced community fundraising systems that allow one community to fundraise for another. Millennials happen to spend a large chunk of their time online, therefore interacting with mission driven nonprofits needs to be effortless and quick – devoid of any digital delays. Passively ignoring the digital world translates to ignoring an entire generation of passionate endorsers.
Moreover, nonprofits need to reconsider their entire communication approach from promotional advertisement to values-based storytelling. To most millennial donors, labels, awards, and brand prestige are of little consequence. What appeals to them is a strong story—narratives that put the beneficiaries at the center, demonstrate genuine impact, and align with important social issues. When many people think about causes like racial equity, climate justice, or human rights, nonprofits should let their missions—not their marketing—lead the conversation.
In addition, millennials are redefining engaging with a nonprofit on an organizational level. Financial contributions aren’t their only wanted roles. These millennials anticipate advocacy, active participation, and leadership opportunities. They demand recognition as stakeholders who help facilitate progress. By enabling opportunities for authentic participation, such as developing authentic participation policies like Millennial Impact Councils, digital advocacy campaigns, or meaningful volunteer leadership roles, these organizations will enhance brand loyalty and increase their influence through active peer-to-peer networks.
Lastly, nonprofits must support publicly verifiable social movements. Millennials pay attention, and as such, they judge nonprofits on how adequately they address climate action, racial equity, and inequitable systems. Choice inaction is no longer an option. Ethically responsible and mission-aligned nonprofit advocacy enhances trust and fosters nonprofit-donor relationships with younger generations.
The Deliver the Dream case study vividly demonstrates these imperatives. The organization’s growth in their donor base, community trust, and sustainable future resulted from the embrace of transparency, investment in digital engagement, and impact-focused storytelling.
Nonprofits that consider millennial donors as mere financial supporters will lose relevance as they become advocates and changemakers. Reevaluating organizational leadership frameworks, communication structures, and cultural norms to this paradigm shift will enable those nonprofits not only to endure but thrive for decades to come.
Andrew Ramsarran is a 2025 graduate of the Masters of Nonprofit Management and Leadership program at Arizona State University. He is an accomplished theatre director as well as a seasoned nonprofit executive and United States Air Force veteran. His multifaceted career in education, the performing arts, and nonprofit work is centered in Florida. He earned a Bachelor’s degree in Psychology and furthered his education with three master’s degrees in organizational leadership, Education, and Nonprofit Leadership and Management. As a teacher and community advocate, Andrew is committed to harnessing the imagination and strategic insight of young innovators to equip them as the next generation of changemakers. He has also been honored with Florida’s distinguished Jan McArt Director’s Chair Award for exceptional achievement in theatre leadership.