Nonprofit Fundraising Insight from Next Gen Donors Research Guide

I recently wrote about 4 Key Findings to Benefit Nonprofit Fundraising Planning from the Next Gen Donors Report released by 21/64 and the Dorothy A Johnson Center for Philanthropy. This research examined the current behaviour and future outlook of young philanthropists from wealthy families born between 1964 and 2000. Included were in-depth interviews from 30 participants as the study expanded further on survey questions that had been asked. It’s estimated that a small group of this coveted demographic stand to inherit over $40 trillion in wealth so it’s important for nonprofits to develop strategies that will engage them to earn their financial and overall support.

GrantCraft were invited to create a companion guide to the research, Next Gen Donors: Shaping the Future of Philanthropy, to draw out the “practical wisdom” from the 30 in-depth interviews. The additional findings represent further insight to help target these key demographics:

• Hands-On Philanthropy. Although some are already making their wealth and are current major donors, one key element that stood out throughout the interviews was that Next Gen Donors do want to do more than just support an organization. They want to solve problems, be actively involved and be aware of what is happening at ground-zero. Where previous generations of philanthropists may have had a list of nonprofits they supported and were very much hands-off, the younger generation is more interested in researching the best organization or route to solve a problem and get their hands dirty. Nonprofits are well served with making these opportunities available to them, while keeping full transparency on the results of the work that they do to attract this demographic.
• Learning Through Philanthropy. Next Gen Donors felt that a lot can be learned through philanthropy because of its resources and advisors. It’s also a way to meet new people and form a lasting bond. Their learning of causes and other people has also evolved compared to that of their parents and grandparents as they learn through online research and are then able to communicate through digital technologies. Social media also plays a significant role in learning as many will use platforms such as Twitter to follow, learn quickly from and observe people, conferences and foundations. It’s critical for nonprofit organizations to ensure information and communication channels are made readily accessible to Next Gen Donors to learn more about the cause and the problems that are being worked on.
• Philanthropy Now. Clear in the research is that this group of donors want to help now, regardless of future inheritances or wealth. They want to make a difference in the present and in every way possible and are willing to give a charity their money, skills, experience, time, energy and personal networks. This ‘now’ attitude can be a double edged sword as many respondents considered it the “ADHD Generation” where attention deficit and hyperactivity disorder has been very prevalent. This can impact how this demographic absorbs information. Where nonprofits have been accustomed to submitting a typical grant or funding proposal, these donors may lose interest from simply reading the first paragraph. Ensuring attention grabbing information is included early on in a proposal and including multi-media material that support and explain it may go a longer way for a group of donors that has grown up in a heavily digital environment.

“There are a million different ways to be philanthropic in 2012 that there weren’t in 1985”

Exploring the insights of the Next Gen Donors Report and its companion guide Next Gen Donors: Shaping the Future of Philanthropy can help shed light on how the Next Gen Donors are evolving in their philanthropic thoughts, attitudes and current habits. Catering to their preferences and engaging these demographics will allow nonprofits to develop a connection that will form the foundation of their future relationship.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.