In a time of great uncertainty, it’s hard to know what lies ahead – but we do know that the world is changing, and philanthropy will certainly change with it. That’s why “Generation Impact: How Next Gen Donors are Revolutionizing Giving” felt like a particularly timely selection for our Apra Carolinas book discussion group. According to the authors, the Gen X and Millennial (and soon Gen Z!) philanthropists are looking to “disrupt” the world of charitable giving.

What does that mean, for us and for them? Well, here are some key takeaways from the book and questions to ponder moving forward:

• These donors want to see the IMPACT of their donations (or at least indicators of progress towards a goal).

Question: How does your organization show the impact of donor gifts? Is there a way that you can communicate that more effectively, especially if your fundraising focus is on something that is hard to quantify?

• They want to upend philanthropic norms and “change systems, not treat symptoms.”

Question: Is your organization addressing overarching societal issues (access to healthcare, education, clean water, etc.)? If not, can you show how your organization may help alleviate more systemic problems?

• They want to focus on fewer organizations rather than spreading their gifts around and would prefer to work with smaller organizations where their donation can have a big impact.

Question: If you work at a larger organization, how can you highlight specific programs where a philanthropic gift would make a significant (and/or immediate) difference?

• They are focused on “giving while living” – they want to see their donations working now and are less interested in bequests/estate gifts.

Question: How can you frame the impact of planned gifts beyond leaving a legacy? (An example might be suggesting that their gift could inspire others in their network to be philanthropic, or that an estate gift could make a larger impact over time than an immediate gift now.)

• They want to use new approaches to giving beyond standard donations, like impact investing, microloans, and crowdfunding.

Question: Does your organization offer any of these options? Would it be feasible to work with next gen donors to create fresh funding ideas that appeal to them?

• They want to help beyond just writing a check – to contribute their time and expertise in meaningful ways and leverage their networks to help as well.

Question: What options do you have for donor engagement beyond serving on a board or planning/hosting an event? Do you have any experiential learning opportunities or intensive volunteer activities that could allow them to use their skills?

• They don’t see family giving as a hierarchy. They want to be a member of a multi-generational, multi-branch team that works together, and not just follow the lead of those that came before them.

Question: How does your organization approach inherited wealth and family giving? Do you engage with children of wealth differently (and separately) from their parents? How can you cultivate and solicit the family in a way that appeals to all its members?

That’s just some of the highlights. The real-life next gen donor interviews were particularly insightful, though (in my opinion) it would have been helpful to also hear some stories from fundraisers or even family members of different generations and how they have experienced working with these individuals. There will be a learning curve ahead but thinking strategically about these things now will give you a great head start!

I’d highly recommend reading this book if you’re interested in finding out more. As a member benefit, we are offering copies to the first thirty members that fill out our Google Form. Please do check it out and start planning for the future of fundraising.

-Merissa Lawson (Immediate Past President, Apra Carolinas)