The Future of Giving: Building Relationships with Younger Philanthropists
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
In my nearly 30 years as a major gift officer, I’ve seen the philanthropic landscape evolve dramatically. One of the most exciting—and challenging—shifts has been the rise of next-generation major donors. These younger philanthropists, often Millennials and Gen Z, are redefining how we approach giving. Their priorities, expectations, and methods are reshaping the nonprofit world, and it’s critical that we adapt to engage them effectively.
Let me share some insights from my experience, along with practical strategies to help you connect with this dynamic group of changemakers.
The Challenge: Bridging the Generational Gap
One of the most common challenges I hear from colleagues is understanding what motivates younger donors. Unlike previous generations, these donors aren’t content with simply writing a check and receiving a thank-you note. They want to see measurable impact, align their giving with their personal values, and often prefer hands-on involvement in the causes they support.
In my experience, this shift can feel daunting. Traditional donor cultivation strategies don’t always resonate with next-gen philanthropists. For example:
They value transparency: Younger donors expect clear reporting on how their contributions are used.
They demand innovation: Outdated communication methods or generic appeals won’t capture their attention.
They prioritize values alignment: Causes like social justice, sustainability, and equity are non-negotiable for many next-gen donors.
If you’re feeling overwhelmed by these changes, you’re not alone. But there’s good news—engaging younger donors is entirely possible with the right approach.
Strategies That Work
Over the years, I’ve found that connecting with younger philanthropists requires a mix of empathy, creativity, and strategy. Here are a few approaches that have worked well for me and others in our field:
1. Understand Their Motivations
Younger donors are deeply values-driven. Take time to research generational trends in philanthropy and understand what resonates with them. For instance:
Millennials often prioritize social justice and community impact.
Gen Z is passionate about sustainability and innovation.
Start by asking questions like: What inspires you to give? What kind of change do you want to see in the world? Listening is key to building trust.
2. Leverage Technology
Next-gen donors live in a digital-first world, so meet them where they are:
Use social media platforms like Instagram or TikTok to showcase your organization’s work through engaging videos or infographics.
Offer tools like donation tracking apps or dashboards that provide real-time updates on the impact of their contributions.
Host virtual events or webinars to connect with geographically dispersed donors.
One tool I recommend is Givebutter, which combines crowdfunding, peer-to-peer fundraising, and event ticketing—all optimized for younger audiences who value seamless digital experiences.
3. Focus on Storytelling
Data is important, but stories drive emotional connections. Share narratives that highlight the tangible impact of your work while aligning with your donors’ values. For example:
Instead of saying “We served 1,000 meals,” tell the story of one family whose life was transformed by your program.
Use visuals like photos or short videos to bring these stories to life—authenticity matters more than polish!
4. Co-Create Opportunities
Younger philanthropists want to feel like partners in your mission—not just funders. Invite them to co-create giving opportunities by:
Involving them in program design or decision-making processes.
Offering flexible options like crowdfunding campaigns or impact investments tailored to their interests.
A great example comes from an organization I worked with that launched a mentorship program pairing seasoned donors with next-gen philanthropists. Not only did this foster intergenerational learning, but it also deepened engagement on both sides.
Real-World Success
To illustrate these strategies in action, consider this case study: A mid-sized nonprofit I worked with wanted to attract younger major donors for a sustainability initiative. We implemented three key changes:
Created an Instagram campaign featuring stories of individuals impacted by their work.
Launched a crowdfunding platform where donors could track specific projects in real time.
Invited younger donors to join an advisory council shaping future programs.
The result? They secured $270,000 from next-gen donors within six months—many of whom became long-term supporters.
Actionable Takeaways
Here’s what you can start doing today:
Research your current donor base to identify potential next-gen prospects.
Audit your online presence—does it reflect transparency and innovation?
Schedule one-on-one conversations with younger donors to understand their passions and goals.
Experiment with storytelling formats like short videos or interactive infographics.
Explore tools like Givebutter or DonorPerfect for tech-savvy engagement solutions.
A Final Word of Encouragement
Engaging next-gen major donors isn’t just about adapting—it’s about thriving in a changing world of philanthropy. In my journey as a fundraiser, I’ve learned that building authentic relationships takes time but yields incredible rewards for both your organization and your mission.
So here’s my challenge for you: Start small but start today! Reach out to one younger donor this week and ask them about their vision for change—you might be surprised at what you learn.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
ps – If you're thinking about a capital campaign, let's explore your vision together. Schedule a complimentary strategy session with me to discuss your campaign goals and how we can help bring them to fruition.
pps – Want to get Scaling Major Gifts delivered to your inbox every Thursday? Sign up here.