Next gen philanthropy: How Gen Z and Millennials give
How Gen Z and Millennial donors are reshaping philanthropy
Generation Z and Millennial donors are redefining the philanthropic landscape with issue-driven giving, digital engagement, and a desire for more meaningful, measurable impact. Next generation donors are defined in this report as Generation Z (born 1997 to 2012) and Millennials (born 1981 to 1996).
The Next Generation of Philanthropy report, conducted by the Indiana University Lilly Family School of Philanthropy, examines how younger donors approach charitable giving differently than the generations before them. Drawing on more than two decades of data, the research explores the social, economic, and political shifts that have influenced new giving patterns in younger philanthropists' behaviors, motivations, and expectations.
A companion study, Creating a Path for Now, Not Later: How the Next Generation of DAF Donors Wants to Give, Learn, and Lead, shares first-person interviews and stories from younger donors, specifically those who use donor-advised funds (DAFs), and how they're bringing their charitable goals to life.
Together, the studies offer a clear picture of next generation philanthropy trends and how charities and financial advisors can better support and engage with the next generation of donors who will have immeasurable influence on philanthropy for decades to come.
DAFgiving360® co-sponsored the research as part of our commitment to educate advisors on how to better serve their clients with more meaningful philanthropic conversations and in pursuit of our mission to increase charitable giving in the U.S.
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The importance of next generation donors
The next generation of donors is already reshaping the philanthropic landscape. “A significant wealth transfer is currently underway, and some estimates indicate that $18 trillion will go to charity by 2048, creating the opportunity for next gen donors to have a significant charitable impact in the future,” said Fred Kaynor, Managing Director of Sales, Relationship Management, & Partnerships at DAFgiving360.
Advisors and charitable organizations have an opportunity to better support the next generation of donors by building stronger relationships and offering flexible giving options, like donor-advised funds, that can align with their philanthropic goals.
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Frequently asked questions
Next generation philanthropy refers to how Gen Z and Millennial donors approach charitable giving. Research shows that younger donors tend to be issue-driven, digitally connected, and interested in transparent, flexible ways to support the causes they care about.
Gen Z and Millennials often use technology, social media, and volunteering to discover and support causes. They also value meaningful involvement, transparency, and long-term relationships with nonprofits and financial advisors.
A donor-advised fund can offer a flexible way for younger donors to manage their charitable giving online, recommend grants to eligible charities, and adapt their giving over time as their philanthropic goals evolve.