IMPACT Summer 2014

Gen X and Y Donors Want to See Impact

NEXT GEN DONORS, a report by 21/64 and the Johnson Center for Philanthropy, offers a deeper look into the next generation of major philanthropists, those who fit into “Gen X” (born 1964-1980) and “Gen Y/Millenial” (born 1981-2000). Co-author Sharna Goldseker was recently at CFT and summarized her study’s four key findings about the next gen donors:

• Driven by values, not valuables. They respect the privilege they’ve inherited or that comes with the wealth they are creating. They are motivated by deeply seated values.
• Impact first. They see “philanthropic strategy” as the major distinguishing factor between themselves and previous generations. They want impact they can see and want to know that their own involvement has contributed to that impact.
• Time, talent, treasure and ties. They want to develop close relationships with nonprofits they support—to offer their time and talent, treasure and ties. They have peer networks that they expect to learn from and leverage.
• Crafting their philanthropic identities. Rather than waiting until the sunset of their lives to decide what legacies they want to leave, these Next Gen major donors are actively crafting their philanthropic identities and legacies now.