Future Focused Fundraising: A Quick Roadmap for Next Generation Giving

Setting the Stage: Who are the donors of the future? 

It’s the word on the street, and such a hot topic in the philanthropic world – next generation giving! With the great wealth transfer and generational shifts on every level now underway, organizations are seeking strategies to engage and attract younger generations. With this comes the question, “What should we be doing today to engage the next generation of donors?” Well, you are in luck, because today we are going to share four simple, effective and easy ways your organization is well-positioned and top of mind for this group of donors. Let’s begin by aligning on what we already know about the next gen:

• Lilly School of Philanthropy defines these donors as “younger donors, particularly Generation Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996) in their charitable giving.” 

• Next gen donors tend to seek longer term relationships with organizations and may be attracted to diverse ways of giving, such as impact investing, crowdfunding or ethical purchasing. 

• The Lilly School of Philanthropy noted giving to education has dropped for younger donors. One might surmise this could be due to the increase in student debt this generation has accumulated. 

• The total wealth transfer anticipated for the next generation of donors is projected to be $124 trillion in assets by 2048.  

• These donors turn to giving on digital platforms (via online payments, reoccurring monthly giving, social media, crowdfunding sites, etc.) rather than in person or direct mail.   

Now, let’s dive into what steps you can take today to future proof your organization for next gen giving! 

4 Ways Your Organization Can Engage the Next Generation of Donors 

1. Ensure your donation process is simple, fun and smooth for donors!  

a. Keep it fun and seamless! Allow multiple avenues for donations, and ask yourself:,  

• Is the donation page easy to find and access on our website? 
• Can a donor give a gift through our social media platforms, and is it easy to find and manage in a short handful of clicks throughs? 
• Have we offered a variety of accessible and simple payment methods? (Apply Pay, PayPal, Cashapp etc.) 

b. Consider including a monthly giving plan for one-time donors. The next generation grew up in a highly digital world and saw it evolve. They are accustomed to membership and subscription services – now may be the time for your organization to include the option of a monthly gift for younger donors on your giving page! 

2. Conduct a messaging audit of your materials and update 

a. Questions to ask in your messaging audit include: 

• Are there any materials, impact reports, testimonials etc. that need to be uploaded onto our website and are they mobile friendly? 
• How are we centering our messaging materials to show we are a transparent and trustworthy nonprofit partner? 
• What ways do we engage our donors digitally – through texting, emails or social media touchpoints?  
• What evidence, data and impact can we bring forward in our materials in a visually easy-to-read format? 
• Is our branding and overall messaging vibrant, inclusive and representational to attract donors of all ages, backgrounds, ethnicities, socioeconomic statuses and careers? 
• Do our materials include images and testimonials for those we work with/our volunteers and staff or current donors?

b. Center your messaging around storytelling – not selling your nonprofit  

• As with any donor, impact is a huge motivator for folks, and continuously working to connect the donor to their dollar is important. We know the next generation of donors appreciate narrative and storytelling components of impact and they want to understand the full picture. It can be easier for donors to connect their own values to an organization if they can fully understand their history, work and future impact. 

3. Invest in social media and digital outreach strategies  

a. Step up your social media presence because we all know the next generation of donors is already online. Several next gen donors are digital natives, so it’s important that your organization has a presence where donors are daily. Investing in a strong social media team (whether ensuring your Marketing department has a pulse on social media, or it’s considering hiring a dedicated social media manager/intern) will have strong ripple effects for the future of your nonprofit.  

b. Ask yourself, “How can I ensure my organization can be found online beyond our site and social media platforms?” The next generation of donors turn to the internet for nearly everything, so if you’re located in more and more places online, the more visibility you have, and the easier it is for others to find you!  

• Some questions to consider include…  
• Do you have community partnerships that can be elevated on their site or your site?  
• How are you collaborating and where else might folks find you, beyond your website?  

4. Evaluate your donors to discover pockets of opportunities for your org 

a. Dedicate time to review your CRM, further looking at your segmentation processes and ensure you have a snapshot of their breakdown by age and the engagement strategy you’re leveraging to connect with them.  

• Unsure if your team has the capacity to do so (especially as we near the year-end)? Learn more about our Alford Analytics service where we conduct a deep dive into your database and donors!  

b. Review your organization’s offerings to see if there are opportunities for engagement beyond donating. Some of these may include event attendance, volunteering or advocacy work. 

c. Evaluate your donor base to identify which current donors could be further engaged, and with their guidance and at an appropriate time, begin inviting the next generation of their family into conversations to learn more about your organization.  

d. Evaluate your donor base to see which of your current donors can be further engaged and begin including into next generation of their family into the conversation to learn more about your organization.  

Let’s Start this Exciting, Next Gen Journey… today!   

The key to engaging next-generation donors is to simply start! Begin the conversation, start building connections, and start creating opportunities for younger and next gen donors to see themselves in your mission. These small, intentional steps can help ensure your organization stays relevant, connected, and ready for what’s next AND ensures that you are up to date on giving trends, emerging priorities of these donors and innovative giving vehicles!  

Alford Group has a variety of resources, tools, and strategies to help your organization build a sustainable, ongoing giving program and prepare for this exciting new era of philanthropy. Schedule a call with Katie to learn how we can help you plant the seeds for future funding and cultivate lasting relationships with the next generation of givers.